Misconceptions about customer journey mapping

Customer journey mapping has gained more and more importance over the past few years. This has led to more implemention in organizations, more resources but also misconceptions, mythes and mistakes that cause marketers to fail. Keep on reading and discover all of them.


1. Mapping the customer journey from an internal point-of-view

The concept of customer journey mapping is to map the journey from the customer’s perspective. A lot of organizations make the mistake of documenting their internal process and call that a customer journey map.

But that’s not possible without talking to the customers first. You have to ask them about the bad parts of their experience and then draw up the current customer journey map. The second step is to desing the future customer journey map, where your company wants to go. The gap between those 2 maps is the base of your planning.


2. One size does NOT fit all

Organizations cannot design just 1 one customer journey and assume that their work is done. There are a lot of different customers and they all require different customer journeys. Persona’s are a useful tool to design customer journeys because they all have different emotional reactions, interests, different places where the experience of the journey is good or bad…


3. Thinking web behavior is the only data you need

Another misconception is thinking that you can design a customer journey built on website logs and data, while in fact this is just a small piece of the pie. It is crucial to understand what customers where trying to do that your site didn’t let them do, what their emotions were, how they felt while they were doing these things or not doing these things… These are important aspects you can’t find in log files.




​Deasi, G. (2016, September 2016). Opgehaald van customerjourneymarketer.com: http://customerjourneymarketer.com/customer-journey-mapping-misconceptions/