Customer Journey Mapping · Mapping the journey · Component
The stages
What happens to the customer, in order, from their account rather than from the internal process.
The deliverable
What it is
A stage is a period during which the customer’s situation is stable. The transitions between them are where the experience is decided.
Most maps stop at the purchase or at onboarding. The longer part of a relationship is what follows, and it is where retention is determined.
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 sequence
What happens, in order, from the customer’s side.
3 attributes: Stage · Order · Typical length
LearnThe transitions
What moves the customer from one stage to the next.
3 attributes: Trigger · Initiated by · Wait
LearnThe emotion
How the customer feels at each stage.
3 attributes: State · Source · Organisation expected
Learn
The stages the organisation finds routine are frequently the ones the customer finds anxious.
The other components in mapping the journey
The internal activity
What the organisation is doing behind each stage — the pairing that makes causes visible.
LearnThe invisible parts
What happens to the customer that the organisation never sees — usually the majority of the journey.
Learn