Top 5 Customer Journey Mapping Mistakes

Tuesday, Jun 28th 2022
Hand drawing a conceptual diagram about the importance to find the shortest way to go from point A to point B, or a simple solution to a problem.

In business today, customer journey mapping is all the rage. Organizations worldwide are spending thousands of dollars on journey mapping consultants, workshops, and tools, resulting in some great-looking maps. 

But according to customer experience experts like Annette Franz, in many cases, customer journey maps are useless because they're just not actionable. They don't allow the customer experience professional to identify and to improve those items or areas that have the greatest impact on the customer and his experience.

In episode 2 of our 3-part InspireCast podcast series based on the white paper, "Don't Waste Your Time on Customer Journey Maps", Annette Franz highlights 5 common mistakes that many organizations make when performing a customer journey mapping exercise including:

  1. Lack of detail
  2. Too high level
  3. Failure to bring experience to life
  4. Wrong perspective
  5. Stagnation

Additionally, she outlines 6 helpful tips and best practices that make for an effective customer journey map, which include:

  1. Using a digital mapping tools
  2. Connect all the dots
  3. Go detailed
  4. Add artifacts
  5. Assign ownership
  6. Connect to other systems