What do mental models represent in the context of the customer journey?

Mental models in the context of the customer journey represent the understanding and mental frameworks that individuals develop about how various elements of their experience interact and function in the surrounding world. These models help customers make sense of their experiences, as they shape their perceptions and expectations throughout the journey. By understanding a customer's mental model, businesses can better align their services and touchpoints to meet customer needs and enhance overall satisfaction.

When customers engage with a product or service, they rely on their existing mental models formed from past experiences and cultural influences. This understanding aids organizations in designing customer experiences that resonate with those mental frameworks, leading to improved service delivery and engagement.

In contrast, visual representations of customer data focus on the graphical presentation of information rather than the internal cognitive understanding. Frameworks for analyzing service pricing primarily deal with monetary aspects and market strategy, while strategies for improving product design dive into the practical reworking of products, which are not necessarily tied to how a customer understands their journey.