5 common Customer Journey Mapping mistakes (you should avoid)

Customer Journey Maps are all over the place. They can be a great tool to structure research data, get valuable user insights and turn those insights into action.

There are some pitfalls though you should try to avoid when creating your own maps.

So in this video I cover the 5 common mistakes I see people making in regards to Customer Journey Maps. And of course show how you can avoid them!

Leave a 💬 comment an let me know if you're using Customer Journey maps! And which mistake do you see people making?

----------------------------------------

🔗 LINKS FROM THE EPISODE

🚀 [FREE COURSE] HOW TO EXPLAIN SERVICE DESIGN
Learn how to get clients, colleagues, managers, CEOs and even grandmas as excited about service design as you are!

----------------------------------------

Our goal with the Service Design Show is to help you design services that have a positive impact on people and business.

If you're into that then we'd we'd love to have you subscribe to the channel!

[hudasamater]

this is very helpful as it helped me clarify between process mapping & CJM. thanks!

[annaklaus]

Thanks Marc, I'm about to do some CJMs again after a few years away, so this was a great primer for pitfalls to avoid.

[paulthurston]

Really like this formatMarc, good reflections from your experience and easy to digest. For me the point that comes across that is really key in your 5 mistakes is that people need to use the maps to engage clients and partners. Without the discussion and debate that ensues as a result of the map it is just a "pretty picture on our office wall".

It would be interesting to hear your thoughts on the best way to do this in another video...

[pggz]

Thank you for teaching us more on Customer Journey Maps👌

[PlaybookUX]

Great overview on common mistakes. We see anonymous maps all the time. Many people forget that the persona is at the heart of the customer journey map. Also, starting the journey too late happens because people forget about the first time the user even thinks about having a problem they need to solve. For example, when creating a customer journey map for booking a flight through an airline, you want to start when the persona / user learns that they have a reason to travel, not when they start scanning websites to compare prices. We have a video on how to create a customer journey map but these common mistakes are great additions and call outs!

[graleh]

Very very valuable, thank you! The research part is very common, that people on meetings have endless discussions about guesses around the customer, instead of actually doing research.

[MurrayCh]

Excellent video, very practical, much appreciated.

[threeelancer]

Very actionable and useful explanation. Thank you!

[Flightcoach]

Great videos marc, this helped me a lot

[igorbotelhobernardes]

Thanks! You're a great teacher. :)

[TheMagicSauce]

Top video, Marc. Goed in elkaar gezet.

[Profou]

Hi Marc! I just found you videos and I am fascinated. I’m in the exact moment u have to build the CJM for my business in Argentina. I already have my buyer persona but this point I way more difficult for me to understand what I have to do, where do I start? Which is the next step? I have all the info to do it but I donde manage to know the steps to do it.

[GlennVeugen]

Hi Marc, I recognise about all the mistakes and pitfalls that you mention. The one that sticks the most is the first one you mentioned, 'anonymous CJ maps'. Which brings me to another pitfall that I commonly see people make. When defining the user, people tend to resort to persona's, but when defining persona's, they get caught up in the traditional 'marketing persona's', which focus mainly on demographics, and not so much on behaviour and desires, what you mentioned. What's your take on this? Have you experienced this before as well, or do you manage to get your clients to focus on design persona's instead?

[ondrejhenek]

Hi Marc! I haven't done many customer journey maps so no experiences there. Thanks for sharing yours!

On the other hand I have seen a lot of youtube videos, so my feedback can go in that direction. :) It is quite distracting when you change your position in a video. For example 4 times in 15 seconds (left 4:53, right 4:58, middle 5:04 and left again 5:08). My brain has to process the sudden visual change and evaluate it which doees not leave enough room to hear the actual message. On the other hand when you change the subject you are talking about, it makes sense to change your position as well. But please, be less radical, leave half a second breathing room and do it less often. :) Does it make sense to you?

[MrUtoobee]

Does CJM allow designers to cut down on real user testing time?