Identifying and managing milestones in consumers’ goal journeys

Understanding consumers’ holistic journeys as unfolding events is paramount for managing service design and delivery. Touchpoints, “moments of truth” and critical incident research primarily focus on firm-facing events and consumers’ evaluations of firm encounters, rather than critical events in consumers’ own goal pursuit. This article introduces and uncovers the significance of milestone events in consumers’ journeys. Milestones are significant events that mark a major step or turning point in a consumer’s journey. Multi-stage, multi-context qualitative consumer journey research is used to inductively identify the key features and implications of milestones. They are distinct from other service events and consequential for consumers’ lives. This research fills a significant research gap in understanding consumer goal journeys. Identifying and understanding consumers’ milestone events enables service firms to support and improve goal progression; increase confidence in success; help consumers prepare for and interpret milestone outcomes; and manage risk by adjusting or pivoting from the goal.