5 Mistakes to Avoid When Doing Customer Journey Mapping


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While the benefits of customer journey mapping are immense, it’s important to avoid common mistakes that can leave you off track and discourage your efforts altogether. It’s therefore crucial to know the top 5 mistakes that businesses make when executing customer journey mapping processes. Read on to know more!

1) Not having a plan

The most common mistake that companies make when attempting customer journey mapping is not having a plan in place. So before you start customer journey mapping, it is imperative that you have a clear understanding of what your end goal looks like.

2) Not being actionable

As soon as you’ve completed your customer journey mapping, you need to prioritize every single step and make sure that it’s directly applicable for your business.

3) Over complicating things

The beauty of customer journey mapping is its simplicity. Business leaders can use it to gain a 360-degree view of their customers’ experiences, struggles, and pain points. However, some businesses try to make journey mappings way too complicated, which isn’t necessary at all. For example, businesses can measure each customer’s emotional state at any given point during a journey.

4) Ignoring stakeholders

While mapping out a customer journey, it is imperative to include every stakeholder of your organization. Choose a healthy mix of executives, mid-level managers and "hands-on-the-keyboard" staff. Also try and chat with detractors and try your best to represent their concerns. This is not always easy but is important to the overall success of customer journey mapping exercise.

5) Misinterpreting data

Sometimes, organizations look at customer journey maps and assume that they have it all right. This is a huge mistake as nobody can ever be 100% sure of what customers think. Thus, it’s vital to conduct regular surveys with customers in order to identify the discrepancies between their responses and your data.

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