Customer Journey Timeline:
Engage –> Buy –> Use –> Share –> Complete
Richardson employs the following framework at each stage in journey map:
- Actions – What does the customer do in the stage and how do they move to the next stage of the journey map?
- Motivations – Why is the customer here? Why would they continue along the journey map?
- Questions – What uncertainties does the customer have that might impede them?
- Barriers – What structures, costs or other barriers would prevent them from moving to the next stage of the process?
Knowing what happens at each stage, and answering the questions posed at each stage with informed research, will result in the most complete customer journey map.