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It’s a given that touchpoints play an important role in creating customer moments. They facilitate interactions, deliver information, trigger emotions, and bridge one moment to the next. Figure 2.7 illustrates a simple but powerful framework for placing touchpoints in the context of the overarching customer journeys they support.

• Journeys: Customers experience product and services over time, often in the context of achieving an explicit goal or meeting an implicit need (see Chapter 4). A journey, in this context, is a conceptual frame to refer to the beginning, middle, and end of the customer’s experience. Example journeys include going to the movies, saving for college, adopting a child, and a trip to the emergency room.

• Stages: A journey is not monolithic; it unfolds in a series of moments that tend to cluster around specific needs or goals. When mapping experiences, these clusters are known as stages. Stages are essentially chapters of the customer’s journey, which use a level of granularity for creating strategies that the common customer needs. Table 2.2 provides a few examples of journeys and stages.

• Moments: Whether linear or nonlinear, moments occur throughout a journey as the customers make their way forward in time. Not all moments are created equal, and the most important ones are often referred to as key moments or moments of truth. Regardless, all moments matter.

• Touchpoints: Touchpoints enable interactions within and across moments. As we’ll discuss in later chapters, defining a vision for each customer moment provides the right inputs for ensuring that each touchpoint plays its unique role while harmonizing with others.

FIGURE 2.7 Touchpoints represent fundamental building blocks in the journeys of customers as they interact with a product or service in multiple channels over time.

TABLE 2.2 JOURNEY STAGES

Journey	Stages
Going to the movies	Exploring entertainment options, deciding what to see, going to the theater, buying a ticket, getting concessions, getting settled, watching the film, after the film
Buying a home	Searching for a home, getting prequalified, making an offer, applying for a loan, getting ready for closing, closing, moving, settling in
A trip to the emergency room	Experiencing a trauma, getting to the hospital, being admitted, waiting for care, getting care, recovering, paying medical bills

To put this framework to work, you will need to determine the journey and stages you want to dig into down to the touchpoint level. Chapters 4 and 5 will provide guidance as to how to make these decisions with the critical input of customer research. However, starting with an informed hypothesis can yield good results. See the tips on drafting your stages and channels in the next section.