The ITIL 4: Drive Stakeholder Value (DSV) guidance maps the customer journey, which begins with the 'Explore' step. The primary objective of this initial phase is for the service provider to gain a clear understanding of the potential customer's context, desired outcomes, and current challenges. Before proposing solutions or demonstrating capabilities, the provider must first comprehend the customer's purposes, issues, and needs. This foundational understanding is essential for the subsequent co-creation of value and ensures that any offered service is genuinely aligned with the customer's strategic objectives, particularly in a significant initiative like a digital transformation.

A. Displaying proof of capabilities occurs during the 'Offer' and 'Agree' steps of the customer journey, after the initial needs have been explored and understood.

B. Presenting solutions from other customers is part of the 'Offer' step, used to build confidence after the provider understands the specific customer's context.

D. Understanding detailed utility and warranty requirements is part of the 'Agree' step, where the specifics of the service offering are negotiated and finalized.

1. AXELOS. (2020). ITIL® 4: Drive Stakeholder Value. TSO (The Stationery Office).

Section 3.1

The customer journey: This section introduces the seven-step customer journey model.

Section 3.1.1

Step 1: Explore: This section explicitly states

"In this step

the service provider investigates and gets a clear understanding of the target markets and stakeholders... The provider needs to understand the stakeholders’ needs and the context in which they operate

as well as the broader market." This directly supports that understanding the customer is the first focus.

Figure 3.1

The customer journey: This diagram visually places 'Explore' as the first step

preceding 'Engage'

'Offer'

'Agree'

'Onboard'

'Co-create'

and 'Realize'.