6 Reasons Why Customer Journey Maps Can Fail (and How to Fix Them)


Is your team using Customer Journey Mapping (CJM) correctly? 

A failed CJM exercise is a wasted opportunity, especially considering the substantial investment of time and money. With CJMs fast becoming the go-tool for companies looking to improve their customers' experience, it is essential that CX teams know how to drive the value expected and desired.

There are 6 keys areas where companies tend to fall down during the CJM process. These include:

  • having too narrow a scope;
  • basing your CJM on imagination and assumption (rather than customer validation);
  • failing to connect your CJM to segments or personas;
  • limiting the team working on the project to one department such as Marketing;
  • completing the CJM with an inside-out view;
  • and starting the initiative with the wrong goal in mind.

Read more about how Proto Partners can guide your company to successfully produce CJMs for your customers here. Or to find out more about the 6 reasons why CJMs fail, read the article here.