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ITIL 4 DSV study materials
ITIL 4 DSV study resources

ITIL 4 DSV practice questions

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Question 1Customer journey

In ITIL 4 DSV, which concept describes the sum of every interaction a customer has with a service provider across all channels and touchpoints?

  1. The customer journey Correct answer.
  2. The service value chain
  3. The service desk function
  4. The supplier portfolio

Explanation

The customer journey is the complete end-to-end experience a customer has with the provider, spanning all channels, touchpoints and time. It is broader than any single interaction or internal process.

Question 2Customer journey

Why does ITIL 4 DSV emphasise mapping the customer journey rather than only measuring individual transactions?

  1. Because journey mapping replaces the need for service level agreements
  2. Because satisfaction is shaped by the whole experience, including transitions between touchpoints Correct answer.
  3. Because transactions cannot be measured with metrics
  4. Because journeys only involve digital channels

Explanation

Customer perception is influenced by the cumulative and connected experience, including handoffs, wait times and emotional highs and lows between touchpoints. Isolated transaction metrics can miss friction that occurs in transitions.

Question 3Customer journey

In journey mapping, what is a 'touchpoint'?

  1. A contractual penalty clause
  2. Any single point of interaction between the customer and the service provider Correct answer.
  3. A type of service level objective
  4. An internal approval step in the change process

Explanation

A touchpoint is a discrete moment of contact where the customer interacts with the provider, such as a web page, a call, an email or a service desk visit. Multiple touchpoints make up the wider journey.

Question 4Customer journey

A customer contacts a broadband provider, then uses its self-service app, then visits a retail store. What does the DSV guidance call the ordered sequence of these interactions over time?

  1. The configuration baseline
  2. The customer journey Correct answer.
  3. The escalation path
  4. The incident lifecycle

Explanation

The ordered sequence of interactions a customer experiences over time across channels is the customer journey. It captures the progression through stages such as awareness, onboarding, use and support.

Question 5Customer journey

Which element of journey mapping captures how a customer feels at each stage of their experience?

  1. The emotional curve Correct answer.
  2. The capacity plan
  3. The risk register
  4. The RACI matrix

Explanation

Journey maps typically plot the customer's emotional state, often as highs and lows, across the stages of the journey. This reveals where frustration or delight occurs so improvements can be targeted.

Question 6Customer journey

Why should 'moments of truth' be prioritised when improving a customer journey?

  1. They are the only touchpoints governed by SLAs
  2. They are the cheapest touchpoints to automate
  3. They are the interactions that disproportionately shape the customer's overall perception of the provider Correct answer.
  4. They occur exclusively during contract renewal

Explanation

Moments of truth are high-impact interactions where the customer forms a strong judgement about the service. Improving them yields the greatest effect on overall perception and loyalty.

Question 7Customer journey

What is the primary purpose of creating a customer journey map in a DSV improvement initiative?

  1. To visualise the customer's experience and expose pain points and improvement opportunities Correct answer.
  2. To record supplier contract values
  3. To replace the service catalogue
  4. To document the organisational hierarchy

Explanation

A journey map visualises stages, touchpoints, channels and emotions so teams can identify friction and prioritise improvements. It is a diagnostic and communication tool, not an organisational chart.

Question 8Customer journey

A DSV team segments customers by usage frequency and value. Why is segmentation useful before mapping journeys?

  1. It eliminates the need for personas
  2. It guarantees every customer receives identical treatment
  3. Different segments often have materially different journeys and priorities Correct answer.
  4. It removes the need to gather customer feedback

Explanation

Segments such as new versus long-standing customers, or high-volume versus occasional users, typically experience different paths and have different needs. Mapping by segment avoids designing for an average that fits no one.

Question 9Customer journey

What is a customer persona in the context of journey design?

  1. A metric for measuring first-contact resolution
  2. A legally binding customer contract
  3. A type of service request
  4. An archetypal representation of a customer segment used to guide design decisions Correct answer.

Explanation

A persona is a research-based archetype representing a customer segment, capturing goals, behaviours and frustrations. It helps teams keep real customer needs in view when designing services.

Question 10Customer journey

During a journey map review, a team finds that customers repeatedly re-explain their issue when transferred between support groups. Which improvement most directly addresses this journey pain point?

  1. Increasing the number of support tiers
  2. Introducing shared case context so the customer does not repeat information at handoffs Correct answer.
  3. Extending the contract term
  4. Adding more IVR menu options

Explanation

Repeating information at handoffs is a classic journey friction caused by disconnected touchpoints. Preserving context across groups removes the burden from the customer and improves continuity.

Question 11Customer journey

What does 'end-to-end' mean when describing a customer journey?

  1. From the first incident to the last change record
  2. From the customer's initial awareness or need through to the outcome they seek and any follow-up Correct answer.
  3. From the provider's internal design phase to decommissioning
  4. From supplier onboarding to contract expiry

Explanation

End-to-end refers to the customer's full experience, starting before purchase with awareness or need and continuing through use, support and outcome realisation. It is framed from the customer's perspective, not the provider's internal lifecycle.

Question 12Customer journey

Which pair best distinguishes 'customer experience' from 'user experience' in DSV terms?

  1. Customer experience covers the whole relationship and buying journey; user experience focuses on interaction with a specific product or interface Correct answer.
  2. Customer experience is measured only by revenue; user experience is measured only by uptime
  3. They are identical terms with no distinction
  4. Customer experience applies only to external customers; user experience applies only to suppliers

Explanation

Customer experience spans the entire relationship including awareness, purchase, support and renewal, while user experience concentrates on how people interact with a particular product, system or interface. Both matter but operate at different scopes.

Question 13Customer journey

A service provider wants to identify where customers abandon an online onboarding process. Which journey-mapping activity is most useful?

  1. Plotting drop-off rates at each step of the onboarding stage Correct answer.
  2. Auditing configuration items
  3. Reviewing the supplier risk register
  4. Recalculating the capacity plan

Explanation

Mapping abandonment at each step of a specific journey stage reveals exactly where friction occurs. This quantitative overlay on the journey map directs improvement effort to the highest-loss steps.

Question 14Customer journey

What role do 'pain points' play in a customer journey map?

  1. They list contractual exclusions
  2. They record internal staff grievances
  3. They define the service desk roster
  4. They highlight friction, delays or frustrations the customer experiences at specific stages Correct answer.

Explanation

Pain points mark where the customer experiences difficulty, delay or dissatisfaction along the journey. Identifying them helps prioritise improvements that matter most to the customer.

Question 15Customer journey

A retailer maps its customer journey and finds that the 'returns' stage generates the most complaints despite few transactions. How should the team interpret this in DSV terms?

  1. The stage should be outsourced without analysis
  2. Returns should be removed from the journey map because volume is low
  3. Complaints are unrelated to journey design
  4. Low-volume stages can still be high-impact moments of truth and warrant priority improvement Correct answer.

Explanation

Impact on perception is not proportional to transaction volume; a stressful returns process can strongly damage loyalty. DSV encourages prioritising by customer impact, not just frequency.

Question 16Customer journey

Which statement best explains why journey maps should be validated with real customer data rather than built solely from internal workshops?

  1. Journey maps are legally required to include survey data
  2. Customer data is only needed for billing
  3. Internal views can diverge from actual customer behaviour and perception, so evidence prevents designing for assumptions Correct answer.
  4. Internal staff always know the customer's emotions accurately

Explanation

Staff assumptions about the journey often differ from what customers actually do and feel. Validating with feedback, analytics and observation keeps the map grounded in evidence rather than internal belief.

Question 17Customer journey

What is the main benefit of overlaying the provider's internal processes onto a customer journey map?

  1. It removes the need for customer feedback
  2. It shows how internal steps and handoffs create or relieve customer friction at each touchpoint Correct answer.
  3. It converts the map into a contract
  4. It guarantees faster incident resolution

Explanation

Overlaying internal processes reveals which backstage activities and handoffs sit behind each customer touchpoint. This exposes misalignments where internal workflow causes customer-visible delay or error.

Question 18Customer journey

In DSV, what does the 'frontstage' of a service interaction refer to?

  1. The internal database schema
  2. The supplier contract negotiations
  3. The parts of the service the customer directly sees and experiences Correct answer.
  4. The disaster recovery plan

Explanation

Frontstage comprises the visible interactions and elements the customer experiences, such as staff, interfaces and communications. Backstage activities support these but are not directly visible.

Question 19Customer journey

A team wants to reduce customer effort across a journey. Which design principle aligns best with DSV guidance?

  1. Increase the number of forms to capture more data
  2. Remove unnecessary customer actions and preserve context across channels Correct answer.
  3. Require customers to use only one channel for all needs
  4. Add approval steps at every touchpoint to ensure control

Explanation

Reducing customer effort means eliminating needless actions and ensuring information carries across channels so customers do not repeat themselves. This improves experience and often reduces provider cost too.

Question 20Customer journey

Which metric most directly reflects the customer's perception of how easy it was to get their issue resolved?

  1. Mean time to restore service
  2. Customer effort score Correct answer.
  3. Number of changes deployed
  4. Supplier performance score

Explanation

Customer effort score captures how much effort the customer felt they had to expend to get resolution. It is a direct perception measure of journey friction, unlike internal operational metrics.

Question 21Customer journey

Why does DSV recommend mapping journeys for both existing and prospective customers?

  1. Mapping prospects is only relevant to marketing budgets
  2. Prospective customers have no journey until they buy
  3. Existing customers never experience pain points
  4. Pre-purchase stages such as awareness and evaluation strongly influence whether a customer engages at all Correct answer.

Explanation

The journey begins before purchase, and experiences during awareness and evaluation shape expectations and decisions. Mapping prospects reveals friction that affects acquisition and first impressions.

Question 22Customer journey

A service provider discovers that its journey map shows a smooth process, but customers report frustration. What is the most likely explanation from a DSV perspective?

  1. The journey has too few internal approvals
  2. The service catalogue is incomplete
  3. Customers are always inaccurate in their feedback
  4. The map was built from internal assumptions and omits emotional and channel-switching friction Correct answer.

Explanation

Maps built without customer evidence often miss emotional friction, waiting, and the effort of switching channels. Reconciling the map with customer feedback exposes these hidden pain points.

Question 23Customer journey

Which activity best supports continuous improvement of a customer journey after the initial map is created?

  1. Limiting journey reviews to annual audits
  2. Freezing the map once approved
  3. Deleting touchpoints that generate complaints
  4. Regularly refreshing journey data with feedback and analytics to track changes Correct answer.

Explanation

Journeys evolve as services, channels and customer expectations change, so maps must be refreshed with current evidence. Continuous feedback and analytics keep improvement aligned with reality.

Question 24Customer journey

In DSV, how do 'channels' relate to the customer journey?

  1. Channels are a synonym for suppliers
  2. Channels are the stages of the incident lifecycle
  3. Channels are the different means of interaction, such as web, phone, chat and in-person, through which touchpoints occur Correct answer.
  4. Channels are internal cost centres

Explanation

Channels are the media or routes through which customers interact with the provider, and a single journey often spans several channels. Understanding channel mix helps design consistent, low-effort experiences.

Question 25Customer journey

A team proposes improving a journey by adding a new self-service channel but keeping all existing manual steps. Which DSV critique is most appropriate?

  1. Self-service should never be introduced
  2. Manual steps are always preferable to digital ones
  3. Adding a channel without removing redundant steps may increase complexity and customer effort Correct answer.
  4. Adding channels always reduces cost and effort automatically

Explanation

Channel proliferation without simplification can confuse customers and add effort, especially if they must still complete manual steps. Improvement should consider the whole journey, not just add options.

Question 26Customer journey

In ITIL 4 DSV, what is the primary focus of the 'customer journey' concept?

  1. The internal process steps a service desk follows to log incidents
  2. The technical architecture of the service management toolset
  3. The end-to-end experience a customer has across all interactions with a service provider Correct answer.
  4. The financial cost of delivering a service to different customer segments

Explanation

The customer journey represents the complete experience a customer has with a provider over time, including all touchpoints and channels. It is not limited to internal processes or technical systems, but focuses on the customer's perspective and outcomes.

Question 27Customer journey

Why does DSV emphasize identifying 'moments of truth' within a customer journey?

  1. They are the points where the customer forms a lasting impression of the service provider Correct answer.
  2. They are the technical checkpoints where system performance is monitored
  3. They are the contractual milestones for billing and invoicing
  4. They are the internal approval gates required before a service can be released

Explanation

Moments of truth are critical interactions that shape customer perception and loyalty. DSV guides teams to prioritize these moments because improving them has a disproportionate effect on overall customer experience and business outcomes.

Question 28Customer journey

What is the main purpose of creating a customer journey map in a DSV improvement initiative?

  1. To document the internal organizational chart and reporting lines
  2. To visualize the customer's end-to-end experience and identify pain points and opportunities Correct answer.
  3. To provide a static record of past customer complaints for audit purposes
  4. To list all the technical components of the service architecture

Explanation

A journey map is a visual tool that captures the customer's steps, emotions, and touchpoints across the journey. It helps teams see the experience holistically and pinpoint areas for improvement, rather than focusing on internal structures or static records.

Question 29Customer journey

During a journey map review, a team finds that customers repeatedly re-explain their issue when transferred between support agents. Which DSV concept does this most directly illustrate?

  1. A channel conflict that requires technical resolution
  2. A value stream step that adds efficiency to the process
  3. A moment of truth that should be celebrated as a positive interaction
  4. A pain point that increases customer effort and reduces satisfaction Correct answer.

Explanation

Repeatedly re-explaining an issue is a classic pain point that creates friction and increases customer effort. In DSV, such pain points are identified through journey mapping so that the service can be redesigned to provide seamless, low-effort experiences.

Question 30Customer journey

A service provider wants to identify where customers abandon an online onboarding process. Which journey-mapping activity is most directly relevant?

  1. Reviewing the technical uptime of the onboarding server
  2. Mapping the internal approval workflow for new account creation
  3. Analyzing drop-off points and customer effort at each step of the digital journey Correct answer.
  4. Auditing the compliance requirements for customer data collection

Explanation

To find abandonment points, the team should map the customer's digital journey and examine where and why customers drop off, including effort and friction at each step. Internal workflows, server uptime, and compliance audits are provider-centric and do not directly reveal customer abandonment behavior.

Question 31Customer journey

Which statement best explains why journey maps should be validated with real customer data rather than built solely from internal assumptions?

  1. Journey maps built from assumptions are faster to produce and therefore preferable
  2. Validation with customer data is only necessary for external regulatory reporting
  3. Real customer data is always more accurate than any internal workshop discussion
  4. Internal assumptions often miss the actual emotions and behaviors customers experience at each touchpoint Correct answer.

Explanation

Internal assumptions can be biased by provider-centric views and may not reflect the customer's actual experience. Validating with real data ensures the map accurately represents customer needs, emotions, and pain points, leading to more effective improvements.

Question 32Customer journey

A service provider discovers that its journey map shows a smooth process, but customers report frustration. What is the most likely explanation?

  1. The provider's internal processes are irrelevant to customer experience
  2. Customers are intentionally providing false feedback
  3. The map was built from internal assumptions and does not reflect the actual customer experience Correct answer.
  4. The journey map is too detailed and should be simplified

Explanation

When a journey map shows a smooth process but customers are frustrated, it often indicates the map was created without sufficient customer input and reflects internal assumptions rather than reality. DSV emphasizes validating maps with real customer data to avoid this disconnect.

Question 33Customer journey

A team proposes improving a journey by adding a new self-service channel but keeping all existing manual steps. Which DSV principle does this violate?

  1. Design for low customer effort by simplifying the journey, not just adding channels Correct answer.
  2. Eliminate all manual steps regardless of customer preference
  3. Always prioritize technology over human interaction
  4. Focus solely on internal process efficiency

Explanation

Simply adding a channel without removing redundant or manual steps does not reduce customer effort and may increase complexity. DSV advocates for holistic journey redesign that simplifies the overall experience, rather than layering new channels on top of existing inefficiencies.

Question 34Customer journey

What is the primary purpose of identifying 'touchpoints' in a customer journey map?

  1. To pinpoint every interaction where the customer and provider connect and assess the quality of each Correct answer.
  2. To document the technical specifications of each system used
  3. To calculate the cost of each interaction for budgeting
  4. To list all the internal employees involved in service delivery

Explanation

Touchpoints are the specific points of interaction between customer and provider, such as a website visit, a phone call, or a store visit. Identifying them allows teams to evaluate and improve the experience at each point, ensuring a consistent and positive journey.

Question 35Customer journey

How does DSV define 'customer experience'?

  1. The internal process efficiency measured by cycle time
  2. The sum of all interactions and perceptions a customer has with a service provider over time Correct answer.
  3. The financial profitability of each customer segment
  4. The technical performance of the service management system

Explanation

Customer experience is the holistic perception formed by all interactions with the provider, including emotional, cognitive, and behavioral aspects. It is not limited to internal efficiency, technical performance, or financial metrics, but focuses on the customer's overall impression.

Question 36Customer journey

A DSV team is mapping a journey and notices that customers often contact support multiple times for the same issue. What does this indicate about the journey?

  1. The journey lacks sufficient self-service options
  2. The journey is too short and needs more steps
  3. The journey contains a pain point where resolution is not achieved effectively, increasing customer effort Correct answer.
  4. The journey is performing well because customers are engaged

Explanation

Repeated contacts for the same issue signal that the initial resolution was ineffective, causing frustration and extra effort. This is a pain point that DSV would prioritize for improvement, such as better first-contact resolution or clearer communication.

Question 37Customer journey

Which statement best describes the relationship between 'value streams' and the customer journey in DSV?

  1. Value streams are only concerned with financial value, not customer experience
  2. Value streams describe the series of steps the organization takes to deliver value, which should align with and support the customer journey Correct answer.
  3. Value streams are internal processes that are unrelated to the customer journey
  4. Value streams replace the need for customer journey mapping

Explanation

Value streams are the end-to-end activities that create and deliver value to customers. In DSV, they should be designed to align with the customer journey, ensuring that internal work directly contributes to positive customer outcomes and experiences.

Question 38Customer journey

In DSV, why is it important to consider the 'emotional' aspect of the customer journey?

  1. Emotions can be fully controlled by the service provider through marketing
  2. Emotions are irrelevant to service design and should be ignored
  3. Emotions influence customer perceptions, loyalty, and willingness to recommend the service Correct answer.
  4. Emotions are only important for internal employee satisfaction

Explanation

The emotional journey-how customers feel at each touchpoint-significantly impacts their overall perception and loyalty. DSV encourages mapping emotional highs and lows to identify where to improve the experience and build stronger customer relationships.

Question 39Customer journey

In ITIL 4 DSV, which statement best describes what a 'touchpoint' represents within a customer journey?

  1. The contractual agreement defining service levels for a customer segment
  2. Any single interaction between the customer and the service provider across a channel Correct answer.
  3. The total elapsed time from first contact to final resolution
  4. The internal handover between two support teams during incident resolution

Explanation

A touchpoint is one discrete interaction point where the customer meets the provider's service, whether that is a web page, a phone call, a store visit, or an app screen. Journey mapping identifies these points so the team can assess the experience delivered at each one. Internal handovers and elapsed time are process concerns, not touchpoints.

Question 40Customer journey

A service desk notices that customers who resolve an issue through self-service often contact the desk again within a week about the same problem. Which journey-oriented interpretation is most consistent with DSV thinking?

  1. The journey has a gap after the self-service touchpoint, so resolution quality must be examined Correct answer.
  2. The self-service channel should be withdrawn because customers cannot use it
  3. The repeat contacts are a capacity problem that staffing increases will solve
  4. The customers are at fault for not reading the knowledge article carefully

Explanation

Repeat contact for the same issue signals that the experience did not end in genuine resolution, which is a journey-level defect rather than an isolated channel failure. DSV directs the team to examine the end-to-end flow and the outcome the customer actually achieved. Blaming customers or removing the channel ignores the underlying cause.

Question 41Customer journey

Which description best captures how 'customer experience' is understood in ITIL 4 DSV?

  1. The average satisfaction score recorded in post-closure surveys for a given month
  2. The technical performance of the service measured against agreed targets
  3. The set of marketing messages the provider sends to a customer segment
  4. The sum of the functional and emotional perceptions customers form across their interactions with the provider Correct answer.

Explanation

DSV treats customer experience as broader than functional delivery: it combines what the customer receives with how they feel across the whole set of interactions. This is why journey work examines emotion as well as process steps. A single survey metric or a technical target captures only a fragment of that experience.

Question 42Customer journey

A journey map shows that customers feel anxious while waiting for a refund, even though the refund is processed within the published timescale. Which action best reflects DSV guidance?

  1. Add proactive status communication at the waiting touchpoint to address the emotional experience Correct answer.
  2. Shorten the published timescale without changing any communication
  3. Remove the refund step from the journey map because it meets the target
  4. Increase the refund amount to compensate customers for the wait

Explanation

When the functional outcome meets target but the emotional experience is poor, DSV points to the interaction design, especially communication during uncertainty. Proactive updates reduce anxiety without altering the underlying process. Changing targets, hiding the step, or paying more does not address the emotional gap identified in the map.

Question 43Customer journey

In DSV, what distinguishes a 'customer journey' from a single service interaction?

  1. A journey spans multiple interactions over time toward a customer goal, while an interaction is one moment within it Correct answer.
  2. A journey is owned by marketing, while an interaction is owned by IT operations
  3. A journey applies only to external paying customers, while an interaction applies to internal users
  4. A journey is documented in a contract, while an interaction is documented in a ticket

Explanation

The journey is the end-to-end path a customer travels to achieve an outcome, made up of many individual interactions across channels and time. DSV uses this distinction to shift attention from isolated transactions to the whole experience. Ownership and contract boundaries are organizational matters, not defining features.

Question 44Customer journey

A team has drafted a journey map from internal workshop discussion only. Which next step most improves the map's usefulness for DSV improvement work?

  1. Validate the drafted stages and pain points against evidence gathered from actual customers Correct answer.
  2. Assign the map to a single department for ownership
  3. Publish the map immediately so improvement work can begin
  4. Add more internal process steps to make the map more complete

Explanation

A map built only from internal assumptions risks reflecting the organization's view rather than the customer's. DSV encourages checking the draft against real customer evidence such as interviews, feedback, or observed behaviour. Publishing, adding internal steps, or assigning ownership does not correct a map that may misrepresent the experience.

Question 45Customer journey

Which outcome is the clearest sign that a journey improvement has reduced customer effort?

  1. The provider's internal processing time per ticket has fallen by ten percent
  2. Customers complete their goal with fewer repeat contacts and less need to re-explain information Correct answer.
  3. The service desk has closed more tickets this quarter than last quarter
  4. The number of channels offered to customers has increased

Explanation

Customer effort is about what the customer must invest to reach their outcome, so fewer repeat contacts and less repetition indicate genuine reduction. Internal processing time and ticket closure volumes measure provider activity, not customer effort. Adding channels can even increase confusion if not designed coherently.

Question 46Customer journey

A provider maps a journey and finds that customers must re-enter the same details at three separate touchpoints. Which DSV-aligned improvement addresses the root cause?

  1. Publish a guide telling customers to keep their reference numbers ready
  2. Redesign the journey so information is captured once and shared across touchpoints Correct answer.
  3. Train staff to apologize for the repeated requests
  4. Add a fourth touchpoint where customers can check what they entered

Explanation

Repeated data entry is a structural journey defect caused by disconnected touchpoints, so the durable fix is to design the flow so information is captured once and reused. Apologies, extra checkpoints, or customer guidance all leave the underlying burden in place. DSV favours removing the cause rather than compensating for it.

Question 47Customer journey

How does ITIL 4 DSV relate value streams to the customer journey?

  1. Value streams describe the provider's flow of work that should be organized to deliver the journey's outcomes Correct answer.
  2. Value streams replace journeys once the service is live in production
  3. Value streams and journeys are unrelated concepts used by different teams
  4. Value streams apply only to suppliers, while journeys apply only to the provider

Explanation

A value stream is the sequence of activities and resources the provider uses to create value, and DSV aligns that internal flow with the external journey the customer experiences. The two views are complementary: the journey sets the outcome, the value stream delivers it. They are not substitutes, and neither is restricted by role.

Question 48Customer journey

A journey map reveals a moment where customers decide whether to continue with the provider or abandon the service. In DSV terms, how should the team treat this point?

  1. As a routine step that needs no special attention because it is unavoidable
  2. As a moment of truth that deserves focused design because it strongly shapes the customer's perception Correct answer.
  3. As a marketing concern outside the scope of service management
  4. As a risk to be removed by hiding the choice from customers

Explanation

Moments of truth are the interactions where the customer forms a decisive judgement about the provider, so DSV gives them priority in improvement planning. Treating such a point as routine misses its disproportionate influence on perception. Hiding the choice or delegating it to marketing does not improve the experience at that moment.

Question 49Customer journey

Which practice most directly supports keeping a customer journey map current after the initial improvement work is delivered?

  1. Archiving the map once the project closure report is signed off
  2. Reviewing journey data and customer feedback at regular intervals and updating the map accordingly Correct answer.
  3. Restricting map access to the original project team only
  4. Freezing the map so that future changes cannot alter the agreed baseline

Explanation

Journeys change as services, channels, and customer expectations evolve, so DSV treats the map as a living artefact refreshed with ongoing feedback and data. Archiving or freezing it turns a useful tool into a historical record. Limiting access also reduces the shared understanding the map is meant to create.

Question 50Customer journey

A service provider wants to prioritize improvement effort across a long journey with many touchpoints. Which approach is most consistent with DSV guidance?

  1. Target the touchpoints with the greatest impact on customer outcomes and perception first Correct answer.
  2. Improve only the touchpoints owned by the IT department
  3. Improve every touchpoint simultaneously to guarantee a uniform experience
  4. Improve only the touchpoints that are cheapest to change

Explanation

DSV encourages focusing improvement where it most affects the customer's outcome and perception, which often means moments of truth and pain points rather than uniform coverage. Spreading effort evenly, choosing by cost alone, or restricting scope to one department can leave the most significant friction untouched. Prioritization should follow customer impact.