According to our Harvard Business Review reading, “A customer journey map is a very simple idea: a diagram that illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination.” This allows marketers the ability to bridge the gap between the experience they believe they are providing and the actual journey customers are experiencing. My previous employer Korman Communities, a luxury property management company embarked on the task to create a customer journey map after our Director of Marketing came back from a week long marketing summit. As the marketing specialist, we worked together to start the process to create this mapping and I witnessed first-hand some of the challenges that can happen during this process.
Interpreting all the data obtained during the research portion of creating the customer journey map was quite a challenge for us. It was difficult to sift through and compile all the data while also trying to determine which factors are most important in the journey. This became a road block, as we wanted to use the data to guide us in our mapping. Data can provide a company with answers about the customers behaviors as they move through the customer journey. We resolved this issue buy obtaining a data software that can store and aggregate the data. The software connected all of our systems so that 100% of customer interactions were recorded, allowing us to gain a universal view of the customer and their experience and interactions with our company. It also assisted in turning siloed and subjective data into quantitative, usable metrics that were easy to measure and visualize.
Another challenge we faced was attempting to map the journey of every buyer persona in one map. This made it difficult to leverage the map for it’s true purpose; to experience the journey through the buyer’s eyes. Our company has well over 5 different buyer personas that make up our target audience and those personas have different needs, pain points, and take different paths during the sales process. Visualizing the journey for every buyer in a single map lead to a cluttered and confusing map. This forced us to take a step back and start from square one and create a separate map for each buyer persona.
I have highlighted two of some of the many challenges we encountered during this process. Have any of your companies experienced some of the same issues during this process?