The model above is designed to highlight the different components involved in a customer’s journey through the awareness-credibility-trust sales funnel. This journey is complex and multifaceted– with that in mind, the individual roles/actions of key figures are broken out into individual swim lanes. The goal is to provide a comprehensive picture of participation in each phase of the funnel and for each entity. Note that each swimlane contains a series of actions which are both color coded and positioned according to the sales phase they correspond to. A full grasp of the customer experience is predicated on understanding the mechanisms that enable it. After looking through this model, the reader should walk away with an increased understanding of who is involved in the customer journey, what the phases of the journey are, the steps involved in each phase, and how they relate to one another.