Customer Journey Mapping · Moments that matter · Component
The peaks
The most intense moments, favourable and unfavourable — because both dominate how the whole is remembered.
The deliverable
What it is
Remembered experience is dominated by the most intense moment rather than by the average. That means a journey with one severe low and many small pleasures is remembered as bad.
Removing a low is usually cheaper than creating a high and moves the memory just as much, which makes it the better first move.
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.
A low affecting every customer mildly outweighs one affecting a few severely, in aggregate.
The other components in moments that matter
The ending
The final interaction, which shapes the memory disproportionately and is usually the least designed.
LearnThe priorities
Which few moments effort should concentrate on, because improving three does more than improving fifteen.
Learn