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7 Mistakes to Avoid When Creating a Customer Journey Map

“Understanding customer behavior is a challenging task“

Your return on investment is the direct result of a customer’s journey map. If you can figure out the path that customers are most likely to take after they visit your company’s website, then you are almost on the verge of converting them into loyal customers. The tricky part is, customers have the tendency to change their desires every now and then.

Your success would lie if you have the ability to understand or find out those changing desires because that will help keep you ahead of the others. Before going into the path of creating a customer journey map, it is important to understand what it actually is. Many marketers and entrepreneurs tend to ignore this factor, be sure that you’re not one of them.

What is a Customer Journey Map?

It’s definitely not a puzzle that you have to solve in order to understand the customer’s mindset. Rather, it is a diagram or illustration that shows the various stages that a customer goes through before opting for your brand of products or services.

Suppose, a potential customer has heard about your company’s product from a friend and wants to check it out on the web. He/she then visits your website and checks the variety of products that are available, reads customer reviews, reads blogs about products and services of your company and so on.

This is the graph that you have to keep track of and it is the map that will lead to your ultimate customer. Now, let’s take a look at some of the mistakes that you should avoid when creating a customer map journey:

1. Don’t Consider The Map As The Result

It is quite easy to be fooled by the huge response on the website from potential customers. However, that does not mean they have become loyal customers. You have to focus on the opportunities to shift potential customers to loyal customers.

2. Not Being Consistent

Once you have succeeded with a customer journey map, you should keep repeating the process over and over again. Often times organizations fail to repeat what they did in the first place which results in unforeseen decisions.

3. Focusing on Customer Experiences

The sole reason why the journey map is created is to utilize the data you have on customer experiences and working on it to the best of your abilities. There are times when organizations deviate from customer needs and start focusing on the means of making them loyal customers. You need to be aware on both the ends, not just one.

4. Software Mapping Instead of Manual Mapping

Using CRM software to reduce workload is always okay, but that does not take away the success of manually drafting the customer map. CRM software is not always successful and is unable to understand customer experience in most cases.

So, to get the most on your investment, do consider the manual testing of your product.

5. Confusing Between Journey Maps and Touch Map

What most organizations fail to understand is there is a difference between touch map and journey map. The former is focused mainly on customer interaction. This is not valuable to get an understanding of the customer’s objectives or goal.

However, the journey map is focused on customer’s point of contact that led to purchasing the product or service.

6. Leaving Stakeholders at Bay

Involving employees and stakeholders at every point of the customer journey map is a must. The entire map has to be a team effort because the map goes through several channels before becoming a success.

7. Assuming Customer Experiences

This is probably the biggest mistake that you will be committing when creating a customer journey map. Manipulating customer experience is a strict no-no.

It is essential to follow the path that the customer is taking in order to create the map. Try employing creative content creation tips in order to improve your customer experience.


Creating a customer journey map is not easy. But, if you want loyal customers or brand oriented customers, then your hard work will definitely pay off. The mistakes mentioned above are quite common and you must avoid them in order to scale your ROI.

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