Monday, August 29, 2016

Six Reasons Customer Journey Mapping Fails (And What To Do About It)

Natalie Fox,
Customer journey maps are a strong tool for marketers seeking to improve their brands' customer experience. Unfortunately, many marketers report that their customer journey mapping initiatives fail to drive the value expected and desired.

Because producing a customer journey map requires a considerable investment of time and money, and because each failed journey mapping exercise represents an enormous lost opportunity, we recently published the report "How to Manage Effective Customer Journey Mapping Processes" for subscribers to Gartner for Marketing Leaders' research.

We found there are six primary reasons customer journey mapping exercises fail to live up to expectations, and you can solve each with careful preparation and an orderly process:
  • The journey mapping team is too narrow: Developing a cohesive customer journey that addresses the issues caused by organizational silos, disconnected systems, and uncollaborative processes cannot be achieved by a siloed, disconnected, and uncollaborative team. Solution: Select your team carefully to include representatives of all parts of the organization that affect the customer's entire journey.
  • The customer journey map fails to focus on key segments and personas: You cannot create a journey map that is all things to all people. Different segments with different attributes and goals will have different needs, expectations, journeys, and sentiment. Solution: Start by defining the who and developing a thorough persona (free blog post).
  • The scope of the customer journey map is insufficient: Journey maps routinely fail to start early enough--when the prospect has a need--and rarely extend far enough--not just to the stage when the customer uses the product or service but into the vital portions of the journey where the brand cultivates loyalty and word of mouth. Solution: Utilize a process that identifies the complete journey from Buy to Own to Advocate (free blog post).
If I have whetted your appetite to learn more, please continue reading on my Gartner blog. You'll learn the last three reasons customer journey mapping initiatives fail and how data, perspective, and goals set the stage for success.

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