The following are the 7 biggest misconceptions about Customer Journey Mapping:
(According to CMO and GM, Products at TandemSeven, Steve Offsey)
#1. Mapping the Customer Journey from an Internal Point-of-View, Not the Customers’
One issue we often see is people confusing customer journey mapping with service design. The goal of customer journey mapping is to understand the customer’s perspective and needs. I see organizations often get a lot of people into a room, document their internal process, and call that a customer journey map. That’s the biggest misconception. Many people believe that it is possible to develop a customer journey map by holding a workshop with all of the staff, without ever having to communicate with customers directly.
#2. The Idea that Customer Journey Maps Are One Size Fits All
A common misconception is that there is just one customer journey map that applies to all customers. Different customers often have different journeys. Some people who create customer journey maps don’t realize there is a connection between the process and developing personas. With different personas, you’ll usually have different journeys. Everyone will have a different experience while reading the book, with different emotions and moments that stand out. Even if two people are taking the same journey, they may have different perceptions of it.
#3. The “Molly Marketer” Fantasy: Using the Wrong Data to Define Customer Personas
Personas became very popular in marketing a while ago, and since then we somehow ended up defining personas mostly by demographic data. So people started making personas with really specific, cute details instead of the more important information that should be defining the persona.
#4. Viewing a Customer Journey Map as a Static Destination
Many people who create journey maps see it as the end goal. Hanging a pretty picture on the wall is not enough to make your company more focused on the customer.
Companies often create a hypothesis map and think that’s it, when really they should be having a bunch of designers go into Adobe Illustrator and make it beautiful, print it out. They think that they can just do the activity once, create the map, and declare success. However, this is not the case.
You can’t just do something and expect it to work. You cannot improve your customer’s experience by merely creating a good looking drawing.
#5. Thinking Web Behavior is the Only Data you Need
Some people think that journey maps can be made solely from website logs and data. You cannot simply rely on the data of what your customers did and the steps they took on your site. The customer journey spans way beyond your website. An important part of understanding your customers is understanding what they were trying to do on your site that your site did not allow them to do, as well as their emotional state and how they felt while trying to do these things. There are various important aspects that you can’t find in log files. For example, you can’t find:
Creating a customer journey map based on web logs and statistical tools is not enough. You need to focus on more than just the buying process, because the customer journey starts before purchase and continues after.
#6. “Can’t I Just Buy Marketing Technology to Do Customer Journey Mapping for Me?”
Many companies are now focusing on the customer experience and using language like personas and customer journey mapping. This has caused some confusion in the digital marketing community. Your operational platforms such as your marketing automation system and CRM are very different from the process of understanding what your customers’ journeys look like, documenting them, and getting your organization aligned with them.
The confusion occurs when people think they can skip the research process because their operational marketing technology can do it for them. However, none of these platforms or systems actually do that. -These platforms are useful for creating and deploying customer interactions based on journey mapping insights. -Automating these interactions can be helpful in order to save time and cater to customers more efficiently.
#7. Lack of Internal Alignment: A Different Customer Journey Map for Every Silo
I have observed that many companies begin their customer journey maps in separate silos for different functions or business units. CEOs need to be aware that customers see the company as a whole, not as separate entities. If the company is internally divided, it will be reflected in the customer’s experience.
If you don’t take a customer-centric view of the experience, it will appear to your customers as if you are multiple companies or a fragmented, inconsistent company. Duplicating efforts all over the place is not only a waste of time, but it is also counterproductive.
Designing an Ideal Customer Journey
The following five-step process can help you determine the most appropriate journey for your product and customers:
1. Identify the best archetype for your product.
Is it relatively effortless or effortful to use? Is the experience predictable or unpredictable? The type of journey you will have depends on your answers to some simple questions.
2. Put the archetype’s design principles into action.
Consistent touchpoints and familiar sequences will help to create a predictably satisfying experience for customers using products with a routine archetype.
If your goal is to create moments of joy, you can produce a variety of content internally with teams of content producers or algorithms, or by sourcing content from consumers.
To create goal-posts for a customer’s trek, break their long-term objective into a series of much shorter goals and reinforce them for achieving each small target.
If you want to track progress and offer a variety of activities that help advance a customer’s goal, you could set up a performance dashboard.
4. Streamline the journey at every opportunity.
This principle applies to all four archetypes. Product managers need to find ways to eliminate anything that doesn’t add value from the customer experience to keep their brands competitive.
5. Consider different journey archetypes for different customer segments.
Can a single product help with multiple types of customer journeys? The answer is a definite yes. Many brands provide two or more travel archetypes at the same time.
When companies have customers enrolled in multiple types of customer journeys, they have a greater chance of retaining them. Some journeys may become less appealing while others may become more so. This results in customers being constantly engaged with the company’s products in some way or another.
To succeed in today’s market, products must make it easy for customers to have a positive experience. But there’s no one right way to design them. There are four customer types that product managers can choose from- those who follow routines, those who go on joyrides, those who go on treks, and those who go on odysseys. Each archetype can help companies keep their customers returning by implementing specific design principles.