Common Problems Creating a Customer Journey Map

There are several common reasons that journey mapping does not drive long-term changes.

1. Failing to Include Necessary Departments

You must include all the necessary departments while creating a customer journey map . Try to get input from your employees so you don't miss any department, especially the customer-facing ones. By including other departments, the team will create advocates supporting the initiatives as they roll out.

2. Lack of Customer Data

You cannot create a customer journey map without understanding the customer's behavior, satisfaction level, and preferred touchpoints. You can implement voice-of-the-customer programs to gather valuable data. With this data or analytical tools, personas should be developed for the exercise.

3. Treating Customer Journey Map as Static Entity

You must regularly update the customer journey map to reflect all the possible changes. Without frequently editing, the map might become inaccurate.

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