Map In Customer Phases, Not Internal Handoffs

Principle: Customer phases describe progress from the customer’s point of view; ownership describes who inside the company supports that progress. Start with progress Use verbs and milestones the customer would recognize. If a phase label sounds like a team name, system, or approval queue, you are probably drifting into the inside-out view. Then layer ownership Once the journey is visible, add rows for channels, systems, teams, or owners. That is where you can see whether three different functions all touch one fragile moment without a clear leader. Why this reveals moments of truth Moments of truth rarely announce themselves as…

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