When completing a customer journey mapping analysis, we use a Business Reference Model as a structure to make sure that all the bases are covered so that we are not missing anything that may be causing issues in your customer journeys. There are nine building blocks that make up the BRM. However, they are not to be viewed as being in isolation from each other. Information gathered in one area will be fed into another area and they will overlap and interconnect. This structure ensures that we are not missing anything as the analysis is completed. Each of the nine building blocks are detailed below.