The ideal customer journey has easily understood, uniform, consecutive steps. The reality is that this is rarely the case. In our recent work for one of North America's most successful community developers, we have seen that customer journeys often have moments when the decision making process deviates from the linear, and becomes temporarily fragmented. Understanding when and how this happens allows you to intercept your customer with timely communications, important information and the right tone. In this way you are far more likely to move that customer along the journey to purchase.