5 common Customer Journey Mapping mistakes (you should avoid)
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- Опубликовано: 20 июн 2018
- 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?
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🔗 LINKS FROM THE EPISODE
* Think About The Journey! Forget About The Map ➜ • Think about the journe...
* Leveraging the Customer Journey as a dynamic change plan ➜ • Leveraging the Custome...
* A Customer Journey Map is not a ****ing deliverable ➜ • A Customer Journey Map...
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this is very helpful as it helped me clarify between process mapping & CJM. thanks!
Thank you for teaching us more on Customer Journey Maps👌
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.
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...
Thanks Paul! I'll do some thinking about what I can share regarding engagement because I think you're absolutely right.
Excellent video, very practical, much appreciated.
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!
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.
Yes! Doing research is one of the most effective ways to prevent endless discussions about who's right and who's wrong.
Very actionable and useful explanation. Thank you!
Do you have a "favourit" mistake?
Thanks for this amazing content Marc!
Great to hear that you're finding it helpful Jonathan. :)
Thanks! You're a great teacher. :)
Just doing what I can Igor :)
Great videos marc, this helped me a lot
Thanks! Happy to hear that.
Good content!
Top video, Marc. Goed in elkaar gezet.
Thanks, Joeri! I can learn a thing or two from your channel. Your content and style look great.
@@Servicedesignshow Guess we can both learn from each other then. Been going through your vids. Thanks for the follow!
great video! thanks!
Happy that you found it useful Gabriel!
Thank you so much!
You're welcome :)
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.
@Federico you might want to take a look at the Customer Journey Mapping Essentials masterclass www.servicedesignshow.com/courses/customer-journey-mapping-essentials/
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?
Yes I have encountered those personas that focus on demographics. Usually that's the moment they call us for help :) Lately I've been resorting to the empathy map as the tool to capture the user. I find it more practical then a persona and it emphasises the qualitative aspects. The challenge with empathy maps is that it's hard for people to think beyond the context of the specific service. Hope this helps!
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?
Thanks for the feedback and I'm sure there are more people out there thinking "somebody needs to tell this guy to stop moving that much..." so I'm glad you did :) I'll definitely keep it in mind and try to improve in the next videos.
Ondrej Henek d
Does CJM allow designers to cut down on real user testing time?
No, I don't think so. What would you say?
@@Servicedesignshow Even I think the same. I just wanted to know if there a study based on this. I couldn't find data related to this on google.