Customer Journey Mapping · Moments that matter · Component
The priorities
Which few moments effort should concentrate on, because improving three does more than improving fifteen.
The deliverable
What it is
Effort spread across a journey is mostly wasted, because most moments contribute little to how the whole is remembered.
The instinct is to improve everything a little, which is more comfortable politically and produces no change in what customers remember.
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 value
What improving each is worth.
3 attributes: Customers affected · Estimated value · Confidence
LearnThe deprioritised
What is deliberately not being worked on.
3 attributes: Moment · Reason · Revisit
Learn
The instinct is to improve everything a little. It is politically comfortable and changes nothing customers 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 ending
The final interaction, which shapes the memory disproportionately and is usually the least designed.
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