What you are getting wrong about customer journey

There is no shortage of resources explaining the concept of a customer journey and the methods used to map out a strategy for satisfying one. This article will help you understand some of the challenges that businesses experience when trying to map the customer journey.

5 challenges with customer journey mapping:

1. Failing to recognise the actual significance of CJM

Customer journey mapping is an essential method that should be used to have a better understanding of the phases that customers go through. The phases between being aware of your business and making a purchase. In customer journey maps that are not completely flawless. The needs, objectives, and major motivators of the customer are not always described in a clear and concise manner. If you do not have this information, it will be difficult to improve the customer experience. This is because you will not have a good understanding of the issues that the customers are facing.

2. Failing to develop a culture that is centred on the needs of the customer

The marketing team's efforts, a social media post, a promotional event, or a combination of these and other methods might lead to the discovery of new clients. It's easy for process improvement attempts to fail if all these parties aren't cooperating to enhance the customer experience. When departments operate independently of one another, communication breaks down, extra effort isn't shared, and the brand's visual identity suffers. As a result, your company's culture will need to shift as your company's objectives do. If each department is doing their own thing and communicating just with those in their own area. It is time to make some changes to the company culture so that the client comes first.

3. Including just the touchpoints

While it may seem like a customer's journey is over once they click "checkout," there is more depth to the route to purchase. A good portion of the time, it will also comprise procedures that have nothing to do with your company.

You're missing out on chances to add value to the trip if you restrict your map to simply those encounters that include your brand. When you examine the whole journey, your clients take to discover, engage with, and buy from your company, you may discover opportunities you hadn't considered before.

4. Using outdated software 

The failure to account for all the technology required to enable a spectacular experience mapped for a customer is a significant barrier in customer journey mapping. The proper data points must be captured and sent to your consumers, and this requires the right software. When you consider that the average client journey isn't linear, you'll realise just how crucial this is. Prior to making a final purchase choice, customers may go on several distinct journeys, including secondary and ancillary ones. Some of these interactions may go unnoticed if your systems aren't interconnected. This implies that the information necessary to foster connections, delight consumers, and further refine the buyer's journey is not readily available to users.

5. Only focusing on brand advocates

Interviewing customers may help you get a better understanding of how potential customers evaluate your business. You are free to include this information into your CJM, but you must ensure that it is comprehensive. You need feedback from satisfied, loyal consumers as well as brand supporters, but you also need insights from customers who are not devoted to your brand. People who have done business with your company at least once but have never returned might fall into this category. Or something has prevented them from making any purchases at all and serves as a barrier to their progress. Hearing various points of view makes it easier to pinpoint areas in your customer journey that are lacking. As well as the adjustments that need to be made to fill those gaps to address them.

Even while there is the potential for obstacles when mapping the customer journey, such as securing buy-in or collecting the appropriate degree of information. These obstacles do not necessarily have to derail your project in any way. Our specialists in business process management are able to assist you in using CJM to successfully drive ERP and digital transformation initiatives.