Customer Journey Mapping · Moments that matter · Component
The ending
The final interaction, which shapes the memory disproportionately and is usually the least designed.
The deliverable
What it is
The end of an experience carries weight out of proportion to its length. A good process ending badly is remembered as a bad process.
Departures are the least designed ending of all. A customer leaving is usually handled by whoever is available, and it is the last thing they will remember about the organisation.
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 departure
What happens when a customer leaves.
3 attributes: Process · Asked why · Return rate
LearnThe last impression
What the customer is left with.
3 attributes: Final interaction · Deliberate · What it says
Learn
A customer leaving is usually handled by whoever is available, and it is the last thing they will remember.
The other components in moments that matter
The peaks
The most intense moments, favourable and unfavourable — because both dominate how the whole is remembered.
LearnThe priorities
Which few moments effort should concentrate on, because improving three does more than improving fifteen.
Learn