Journey Map — Switching Broadband Provider

title "Switching broadband provider — Fernway Fibre"
subtitle "Residential full-fibre upgrade, from first search to the first bill"
note "Illustrative example: Fernway Fibre is a fictional provider; the persona, quotes and figures are invented for demonstration."

persona "Priya Shah"
  role: Hybrid worker, parent of two, rents a terraced house
  goal: Faster broadband with no gap in service
  needs: A firm install date | No surprise fees | Keep her email address
  quote: "I just need it to work on Monday morning."

phase "Before purchase"
stage "Discover"
  time: Week 0
  actions: Notices video calls dropping | Searches "fibre in my area"
  touchpoints: Google search, Comparison site, Neighbour
  thoughts: "Is fibre even available on my street?"
  emotion: -1 Uncertain
  pain: Availability checker demands an email address first
  opportunity: Postcode-only availability check
  owner: Growth marketing
  metric: Availability-check completion 31%

stage "Compare"
  time: Week 0–1
  actions: Compares three plans | Reads the contract summary
  touchpoints: Website, Comparison site
  thoughts: "Why is the price different after 24 months?"
  emotion: 0 Curious
  pain: Mid-contract price rise buried in small print | Router fee only shown at checkout
  opportunity: Show the full 24-month cost up front
  owner: Pricing
  metric: Plan page to checkout 18%

phase "Purchase & install"
stage "Order"
  time: Week 1
  actions: Orders online | Picks a morning install slot
  touchpoints: Website, Email
  thoughts: "Nine days is fine if they actually turn up."
  emotion: +1 Hopeful
  opportunity: Offer evening and Saturday install slots
  owner: Digital sales
  metric: Checkout completion 74%

stage "Install day"
  time: Day 9
  actions: Waits in all morning | Calls support at 13:00
  touchpoints: SMS, Phone support
  thoughts: "I've taken a day off work for this."
  emotion: -2 Furious
  pain: Engineer arrives outside the slot | No proactive delay message | 25-minute phone queue
  opportunity: Live engineer tracking by SMS | Automatic credit for missed slots
  owner: Field operations
  metric: Install slot adherence 82% | First-time-right installs 91%

phase "After"
stage "First month"
  time: Weeks 2–5
  actions: Runs speed tests | Cancels the old provider
  touchpoints: App, Email
  thoughts: "Okay, this is genuinely fast."
  emotion: +2 Delighted
  opportunity: Proactive speed report in week 2
  owner: Customer experience
  metric: 30-day NPS +41

stage "First bill"
  time: Week 5
  actions: Opens the bill | Queries a pro-rata charge
  touchpoints: Email, App, Chat
  thoughts: "What is this extra £12.40?"
  emotion: -1 Confused
  pain: Pro-rata charge not explained | Old provider's final bill overlaps by 11 days
  owner: Billing
  metric: Bill-query contacts 6.2% of new customers