Customer Journey Mapping · Redesign · Component
The internal requirement
What has to change inside the organisation for it to happen — because a journey change with no internal change attached will not.
The deliverable
What it is
Journey improvements that require only an interface change are rare. Most require a process, an authority or an ownership change, and those cross functional boundaries.
Naming the internal requirement is what converts a customer-experience aspiration into something an executive can approve or decline.
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 conflict
What the change costs the function that has to make it.
3 attributes: Cost to function · Measure affected · Compensation
Learn
A team measured on something a change would worsen will not make it, whatever they say in the workshop.
The other components in redesign
The changes
What is being changed in the journey, and where — kept to a few, because three that happen beat thirty documented.
LearnThe measurement
Whether the specific moment actually improved — rather than whether overall satisfaction moved, which is too noisy to attribute.
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