This is a good reference because it break it down to three phases: pre service, service, and post service.
In the pre service we look at expectations
In the service experience we look at experiences
In the post service we look at satisfaction
As we are building the CJM, it makes sense to break it down similarly.
We can ask: What information email do we need to send to meet expectations? What does the payment cycle need to look like to create a good experience, what does our delivered product/service need to be to ensure customer satisfaction?
