Customer Journey Mapping · Mapping the journey · Component
The invisible parts
What happens to the customer that the organisation never sees — usually the majority of the journey.
The deliverable
What it is
Between interactions the customer is doing things: discussing internally, comparing alternatives, asking a colleague, waiting for their own approval.
None of it is visible to the organisation, all of it affects the outcome, and the only way to know about it is to ask.
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 offstage
What the customer does between interactions.
3 attributes: Activity · Between stages · Typical length
LearnThe others involved
Who else affects the outcome.
3 attributes: Person · Their influence · Reachable
LearnThe assumptions
What the customer believes is happening.
3 attributes: What they assume · Accurate · What would correct it
Learn
During a silence customers construct an explanation, and it is almost always less favourable than the truth.