A customer journey map is composed of different phases that represent the stages customers go through when interacting with a product or service. Each phase highlights a specific aspect of the customer experience, such as their thoughts, feelings, and actions, and is crucial in identifying areas where improvements can be made.^[1] To define the phases on a customer journey map, it is necessary to break down the customer's experience into distinct stages that reflect their typical behavior and expectations.

Some common phases that may be included in a customer journey map are:

• Awareness: Customers become aware of a product or service at this stage
• Consideration: During this stage, customers evaluate whether the product or service is suitable for their needs
• Purchase: Customers decide to purchase the product or service
• Onboarding: Customers learn how to use the product or service and get started with it
• Engagement: Customers use the product or service regularly
• Support: Customers may require help or support with the product or service
• Loyalty: Customers become loyal fans of the product or service and may recommend it to others

Defining the phases of a customer journey map requires a comprehensive understanding of the customer's experience, which can be obtained through research, feedback, and data analysis. Once the phases are clearly defined, they can be utilized to guide the design and optimization of the customer experience, ultimately resulting in improved customer satisfaction and loyalty.