According to the CX Live Intelligence Report 2023, a staggering 35% of the surveyed companies in the Middle East are re-evaluating their customer journey mapping platforms. In fact, these organisations revealed that re-designing customer journey mapping is a top priority in their customer experience strategy this year.
Businesses have been using customer journey mapping to increase customer satisfaction, increase sales and revenue, reduce costs, and improve decision-making. While the benefits of customer journey mapping are clearly undeniable, navigating the process can often be challenging. Let's examine the 7 critical mistakes to avoid during customer journey mapping.
Top 7 customer journey mapping failings you should avoid at all costs
1. Neglecting the customer's voice
The customer is at the heart of journey mapping, so it's crucial to involve them in the process. This would mean getting their feedback, understanding their experiences, and incorporating their voice into the map.
2. Not defining clear goals
What exactly do you want to achieve by tracing out the customer journey – enhancing customer satisfaction or increasing sales? Or is it something else altogether? Having a defined target will help you focus your efforts and make the mapping process more efficient.
3. Overlooking the growing power of AI and IA
Artificial intelligence and Intelligent Automation are game-changers that can take your customer journey mapping to the next level. They enable your customer journey mapping to be powered by accurate, hard data and intelligent algorithms. AI and IA will facilitate an efficient, personalised, and omnichannel approach to create a seamless journey for your customers.
4. Using inadequate data
There are a variety of data sources that can be used to map customer journeys, including analytics, surveys, and feedback. It's important to find the right data for your needs and to make sure that it is accurate and up-to-date.
5. Not leveraging data
Collecting the right data is only winning half the battle. Utilising it in an optimum manner is equally important. Capitalise on the wealth of information you've gathered to create a data-powered map to enhance customer experience, increase customer satisfaction, improve customer retention, and grow your business.
6. Not involving the right stakeholders
The customer journey map should be a collaborative effort that involves all of the stakeholders who shape the customer experience including sales, marketing, customer service, product development, among others. By involving them, you can make the map comprehensive and accurate.
7. Not updating the map regularly
Just like your business, the customer journey is constantly evolving, so it's important to update the map often. This will help you be aware of the changing nature of the customer's interaction with your brand.
By skipping over these common pitfalls, you'll be able to achieve actionable insights that can drive exceptional customer experience and take you closer to your business goals.