Customer Journey Mapping · Mapping the journey · Component
The internal activity
What the organisation is doing behind each stage — the pairing that makes causes visible.
The deliverable
What it is
A journey map without the internal side shows symptoms. Pairing each stage with what the organisation is doing shows why the stage is as it is.
The line between what the customer sees and what they do not is where most of the surprises sit: activity the customer cannot see and therefore assumes is not happening.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The visible
What the organisation does that the customer can see.
3 attributes: Activity · Performed by · Gap since last
LearnThe invisible
What happens behind the line of visibility.
3 attributes: Activity · Time taken · Could be visible
Learn
A stage with a long duration and no visible activity is one where customers assume they have been forgotten.
The other components in mapping the journey
The stages
What happens to the customer, in order, from their account rather than from the internal process.
LearnThe invisible parts
What happens to the customer that the organisation never sees — usually the majority of the journey.
Learn