Customer journey maps are crucial for customer success and customer experience management. Journey mapping is a necessity for nurturing and satisfying customers in today’s era!
A customer-centric approach is what makes the businesses stand out from the crowd today. Customer journey mapping here is inevitable. However, if not done right, it may simply backfire! Here’s all that doesn’t let you make the most out of customer journey mapping:
Setting inappropriate goals:
When it comes to creating customer journey maps, the very first thing to do is identify your goals. That’s because an appropriate goal helps achieve the expected results. However, it’s often seen that the journey maps are designed according to the vendor’s requirements and the customer’s perspective is often ignored. You rather need to know that customer journey mapping is not about compelling the customers to do something that’s beneficial for the business. Instead, it’s about setting a goal that’s centered around customer satisfaction.
If you are one of those marketers who feel that creating a customer journey map is all about “imagining” the customer and his rather than conducting a thorough research, you are at a great loss! As a matter of fact, you need to gather customer data using mobile analytics, CRM, social media, live chat, feedback forms, pre and post chat surveys etc. You then need to analyze the gathered data so as to create a practical CJM that actually yields the desired results.
Creating CJMs focusing on early stages:
This is yet another mistake that renders your CJMs futile. When you create customer journey maps that focus only on early stages in the customer lifecycle, you have incomplete information. CJMs focusing only on the beginning stages of onboarding and implementation have an insufficient scope. So, you should instead strive to create maps that cover the entire journey of a customer, right from onboarding to the brand cultivating loyalty.
Businesses often follow a belief that a single map is enough for all the customers. The fact that dissimilar segments with different goals will have different needs and journeys, is often ignored. You instead need to create CJMs that take every segment into consideration.
By now you are familiar with the silly mistakes that may hamper the success of your CJMs. Be careful!