Online customer journey maps and their accompanying insights can be invaluable to providing a quality user experience. But whether you’re new to customer journey mapping or a long-time user, problems can arise. To ensure you’re using this powerful tool to its fullest capacity and improving user experiences, watch for these four common pitfalls. 

Being Distracted from Your Brand’s Core Purpose

It’s important to keep your focus where it matters: On the offerings, products, and services that are central to your brand and the future of your business. Not every possible opportunity for improvement is relevant to your business, your target demographic, or your customer base. No business can be all things to all people, so stay on target for what is most impactful in your business’ arena and stay as strategic as possible. Identify who you are as a brand, what makes you unique, and what your company should be known for doing well. That’s the best starting point for targeting your online customer journey insights – determining whether or not you’re fulfilling your core mission successfully.

Thinking Broadly Rather Than Deeply About Problems

Similar to the point above, staying strategic and focused is the key to getting the most out of your customer journey insights. It’s not important to create the broadest possible picture of everything happening when designing customer journey maps for your business – keeping the focus more narrow at first will help provide more actionable insights without team members becoming overwhelmed by information overload. Look for ways that your company can maximize early gains by identifying and implementing major improvements as soon as possible and with the utmost effectiveness. 

Failing to Include Qualitative Information Alongside Hard Data

It’s not enough to simply visit the quantitative data gathered throughout the process – neither qualitative or quantitative data alone will be able to tell the entire story of where your business could most improve for lasting impact. To make the best strategic decisions, look at both together and use qualitative information to supplement and support your hard data. This can include customer reviews – both on your site and on external websites – incoming customer complaints and questions, or other feedback tools. 

Missing Opportunities to Implement Insights

Beware of treating online customer journey mapping like a fun thought exercise – this process should be a part of regular problem-solving and strategic development to improve the user experience. Be sure to establish an action strategy for following up on each area that is identified for improvements, as well as who will be accountable for those changes and a timeline for completion. Don’t waste the investment your company has made in creating customer journeys – put them to work for you!

Prevent and Address Problems to Improve User Experience

Online customer journey maps can be useful in helping your business provide a great user experience, but make sure you’re using this tool correctly to maximize its benefits. Avoid distractions from your brand’s mission, focus on actionable strategies for improvements, use both quantitative and qualitative data to tell the whole story, and make strategic improvements by implementing insights effectively. And if you do encounter problems, address them quickly and completely!

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