Every company that hasn’t already done customer journey mapping is planning to do it soon … it is standard practice in digital transformation.
But, it is surprising to see so many companies make common errors that lead to wrong conclusions from their customer journey maps. These errors put them at risk for poor decisions that can affect customer relationships and the bottom line.
Buyers today have more choices and more influence over when and where and from whom they buy. Therefore, it’s critical for you to know how they ‘journey’ through your company, from initial encounter to purchase (or repeat purchase).
How you carry out your customer journey mapping will make a difference in whether it will be a useful tool or an academic exercise that doesn’t provide value.
Here are five common mistakes companies make in customer journey mapping:
- They left out critical touchpoints in the customer journey.
- The touchpoints you leave out could be the ones where most customers exit the journey.
- They relied only on what they thought was important to customers.
- Find out for sure; ask your customers or you could be dead wrong!
- They assumed ‘one size fits all’, even when there were significant characteristic differences between customers.
- Follow one map for homogeneous personas, but adapt it when there are differences. Two groups of customers may set out at the same place and travel the first three touchpoints together, but then diverge into multiple paths.
- They didn’t consult with the people who had the right information for the journey map.
- A small group, even one that is very knowledgeable, isn’t always effective when it comes to assumptions about customers. Include everyone who has any information about, interaction with, or insight into the behaviors of customers.
- They failed to review or revise the customer journey map after it was first completed.
- Review, revise, repeat. Keep looking at it as your company changes, but more importantly, as the world around you changes.
It is the age of the customer. They have more influence, control and power than ever before. As we transform our businesses to stay more connected to customers, we should keep in mind the lessons others have learned before us and not repeat their mistakes.