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What are the common pitfalls and challenges of customer journey mapping?

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Customer journey mapping is a powerful tool for brand management, as it helps you understand how your customers interact with your brand across different touchpoints and channels. However, creating an effective and accurate customer journey map is not an easy task. It requires careful research, analysis, and collaboration, as well as avoiding some common pitfalls and challenges that can undermine your efforts. In this article, we will discuss what customer journey mapping is, why it is important for brand management, and how to overcome some of the difficulties that you may encounter along the way.

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Eric S. Levy

Marketing Research Pro | Insights and Decision Support

1 What is customer journey mapping?

Customer journey mapping is the process of creating a visual representation of the steps that your customers take from the moment they become aware of your brand until they achieve their desired outcome or goal. A customer journey map can include various elements, such as the customer's needs, emotions, expectations, pain points, motivations, actions, and feedback at each stage of the journey. The purpose of customer journey mapping is to gain a deeper insight into your customers' behavior, preferences, and satisfaction, as well as to identify the gaps and opportunities for improvement in your brand's offerings and interactions.

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Daniela Agius Debono CX

CRM - CXAC | Customer Success Manager & Marketing Specialist
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One thing I found helpful here is the mention of aligning the brand's vision, values and promise, together with the customer's needs and expectations

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2 Why is customer journey mapping important for brand management?

Customer journey mapping can help you improve your brand management in several ways. First, it can help you align your brand's vision, values, and promise with your customers' needs and expectations, and ensure that you deliver a consistent and coherent brand experience across all touchpoints and channels. Second, it can help you optimize your brand's performance and profitability, by enabling you to measure and improve your customer satisfaction, loyalty, retention, and advocacy, as well as to reduce your customer acquisition and service costs. Third, it can help you innovate and differentiate your brand, by revealing the unmet and latent needs of your customers, and by allowing you to create and test new solutions and value propositions that can enhance your brand's relevance and appeal.

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Eric S. Levy

Marketing Research Pro | Insights and Decision Support
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No customer looks at a brand and says, "Gee, I wonder what their customer experience is?" That would be brand perception vs. actual brand experience. Instead, consider customer journeys a MINDFUL way to design all of your experiences to leverage what current and quit customers say. Listen for hints about things such as "friction" in filling out forms, for online activities. Or a difficult to use mobile app. Or an overwhelmed customer sales or support team. Use these as challenges to the status quo. Design your map to include places where, in addition to active or passive customer listening, you observe key metrics such as drop-off. Being purposeful about customer experience design is essential to delivering a great experience.

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3 How to create a customer journey map?

Creating a customer journey map involves several steps, such as defining objectives, scope, and persona, conducting customer research, mapping the current and desired states, analyzing gaps and opportunities, and designing and implementing solutions. However, the exact process and format may vary depending on context, goals, and resources. It is important to follow best practices and principles, such as involving stakeholders, using data and evidence, and being empathetic and customer-centric. Involving stakeholders ensures the customer journey map reflects the reality and diversity of customers' experiences, as well as the roles and responsibilities of team members. Using data and evidence validates and quantifies the customer journey map, and identifies key metrics and indicators to monitor and evaluate progress and impact. Being empathetic and customer-centric creates a customer journey map that is relevant and meaningful for customers and the brand.

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Eric S. Levy

Marketing Research Pro | Insights and Decision Support
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Importantly, endeavor to provide an appropriately-consistent journey regardless of customer channel. Like an integrated brand communications campaign, providing the same information, help, guidance and consistent look and feel will not only help your brand imagery, but also make it easier to compare customer journeys across channels.

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4 What are the common pitfalls and challenges of customer journey mapping?

Customer journey mapping is not a one-time or linear process, but a dynamic and iterative process that requires constant review and refinement. Along the way, you may encounter some common pitfalls and challenges, such as lack of clarity and alignment, lack of resources and support, and lack of action and impact. To avoid confusion and disagreement among stakeholders, you need to communicate and align expectations and assumptions, and to establish a common language and framework. To secure and allocate the necessary resources and support, you need to demonstrate and communicate the value and benefits of customer journey mapping. To ensure actionable and impactful solutions, you need to prioritize and implement the solutions that can address the gaps and opportunities in your customer journey, and to track and report the changes and improvements in customer satisfaction, loyalty, retention, and advocacy, as well as in your brand's performance and profitability.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Eric S. Levy

Marketing Research Pro | Insights and Decision Support
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If a company is inclined to start with current customer journeys, it often makes sense to "blueprint" the journey from end to end. Blueprinting -- like its namesake in architecture and design -- shows how the current experiences tie together. Design transactional measurements (e.g., daily calls to service or online withdrawals), and then build a relationship-level tool that measures the usage of each channel and satisfaction, and ties it to key outcome measures, like satisfaction. Build a model that links transactional experiences to the relationship level (using the transactional satisfaction items to "bridge" to the similar items in the relationship study). Then, partner with your Finance team to model business outcomes.

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What are the common pitfalls and challenges of customer journey mapping?

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1 What is customer journey mapping?

2 Why is customer journey mapping important for brand management?

3 How to create a customer journey map?

4 What are the common pitfalls and challenges of customer journey mapping?

5 Here’s what else to consider

Brand Management

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What are the common pitfalls and challenges of customer journey mapping?

1

2

3

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5

1 What is customer journey mapping?

2 Why is customer journey mapping important for brand management?

3 How to create a customer journey map?

4 What are the common pitfalls and challenges of customer journey mapping?

5 Here’s what else to consider

Brand Management

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