CUSTOMER JOURNEY MAPPING - the Ups and Downs
Steve Towers, CPPC® ACXC® CXMan ✅Service📈Revenue ⬇️Cost
🚀 Customer Experience & Business Transformation Leader | Driving Growth Through Innovation.📈 I help you deliver Triple Crown benefits, Revenue Growth, Cost Reduction and Service Uplift ✨Simultaneously✨
I have learned that customer journey mapping can be helpful but has many restrictions. It may be beneficial for comprehending how customers act in a particular situation, yet it cannot practically cover a complete experience. For example, customer journey maps need to be more practical and give an overview of customer behaviour, not just the emotional journey with pain points.
Often journey maps are light on actions and need to include a strategy to improve the organisation’s business effectiveness. Additionally, journey maps are often too restrictive, concentrating on the customer's journey within one platform instead of considering how their experience might differ across different channels.
Often, journey maps aren't always capable of giving enough objective detail to improve processes and systems. They can provide attractive visuals, but they will need to be more impartial to assist in making significant alterations.
In my experience, it seems customer journey maps are intended to alter perceptions, e.g. “how can we alter how the customer feels about us?” more than improve business outcomes. Although you can provide insights and data, it doesn't always mean it will increase sales and reduce costs.
At the same time, executive teams in most companies expect measurable results, not just detailed analysis. Customer journey maps can help comprehend customer habits but don't necessarily give concrete results.
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Strategic CXM Consultant | Partnering with Clients to Unlock CXM ROI | Focused on Agent Retention, Tech Optimization & Customer Contact Reduction
1yI completely agree with your comment "In my experience, it seems customer journey maps are intended to alter perceptions, e.g. “how can we alter how the customer feels about us?” more than improve business outcomes." Too often organizations pay not enough attention to where they are broken and instead try to minimize the negative feedback on some aspect of their operations. It is very easy to misread the data you have with having too much, not enough, and biases that inhibit a fact-based understanding of where to improve the customer's experience.