Omni Core · Customer Journey Mapping · Module
Moments that matter
The few points that disproportionately determine how the whole is remembered, identified rather than assumed.
The idea
How it works
Experiences are not remembered as an average. Research on remembered utility is consistent that the most intense moment and the final moment dominate, which means effort spread evenly across a journey is mostly wasted.
The moments are identifiable by asking customers what they remember rather than by reasoning about which stages seem important. The answers are frequently unexpected and frequently small.
Working with it
In practice
- 01
Ask what they remember
Some weeks later. What surfaces unprompted is what the experience actually consists of for them.
- 02
Pay attention to the ending
The last interaction disproportionately shapes the memory, and it is usually the least designed.
- 03
Find the peaks in both directions
The best and worst moments both dominate. Removing a low is usually cheaper than creating a high.
- 04
Concentrate effort rather than spreading it
Improving three moments does more than improving fifteen, and costs less.
One level in
The components of moments that matter
A component is something that exists afterwards which did not exist before — a deliverable or a mechanism, not an intention.
Removing a low is usually cheaper than creating a high, and it moves the memory just as much.
The other modules in customer journey mapping
Mapping the journey
What the customer actually experiences, in order, from their side — including the waiting, the repetition and the parts the organisation never sees.
LearnChannel handovers
What happens when a customer moves between channels or functions — where context is lost and where the experience most often fails.
LearnRedesign
Changing the journey deliberately, with the internal changes that requires — the half that makes mapping worth doing.
Learn