Mapping the journey · The internal activity · Element

The visible

What the organisation does that the customer can see.

The part

What it is

Messages, calls, deliveries and interface changes. Everything the customer can point to as evidence something is happening.

Stages with long durations and no visible activity are where customers assume they have been forgotten.

The smallest level

The attributes it carries

Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.