The first step in building a customer journey map, according to the VeriSM™ model, is to Define. This initial stage involves establishing the fundamental parameters for the map. It includes defining the scope of the journey, identifying the specific consumer persona whose experience will be mapped, and clarifying the business goals that the map is intended to support. This foundational step ensures that subsequent activities, such as research and investigation, are focused and aligned with the desired outcomes. Without a clear definition, the mapping process lacks direction and purpose.

B. Investigate: Investigation is a subsequent step where data is gathered about the consumer's experience, but it can only begin after the scope and goals have been defined.

C. Plan: While planning is an integral part of the initial phase, "Define" is the specific term used for the first stage of the VeriSM model, which encompasses the planning and design of the service.

D. Research: Research is the activity of collecting consumer insights and data. This activity is guided by the objectives and persona established during the "Define" stage.

1. Agutter, C., England, R., et al. (2017). VeriSM™: A service management approach for the digital age. Van Haren Publishing. In Chapter 4, Section 4.2, "Define," the text explains that this stage is where the service is designed based on consumer needs. This includes defining the scope and objectives for tools like customer journey maps before any data collection occurs.

2. EXIN. (2017). VeriSM™ Foundation Body of Knowledge. Section 3.1, "The VeriSM model," introduces the "Define" stage as the starting point for service design and improvement, where consumer requirements and the service blueprint are established. Creating a customer journey map is a key activity within this stage, and its own process logically starts with definition.