5 common Customer Journey Mapping mistakes (you should avoid)

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@paulthurston9391 6 жыл бұрын

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...

@Servicedesignshow 6 жыл бұрын

Thanks Paul! I'll do some thinking about what I can share regarding engagement because I think you're absolutely right.

@graleh 4 жыл бұрын

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.

@Servicedesignshow 4 жыл бұрын

Yes! Doing research is one of the most effective ways to prevent endless discussions about who's right and who's wrong.

@pggz01 3 жыл бұрын

Thank you for teaching us more on Customer Journey Maps👌

@annaklaus8377 2 жыл бұрын

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.

@hudasamater3589 4 жыл бұрын

this is very helpful as it helped me clarify between process mapping & CJM. thanks!

@igorbotelhobernardes1340 4 жыл бұрын

Thanks! You're a great teacher. :)

@Servicedesignshow 4 жыл бұрын

Just doing what I can Igor :)

@ellenlee9137 3 ай бұрын

Hi Marc，thank you so much for this great video , I have a question regarding to the mistake no.3, when you say "starting your journey when your in-house processes start not when your actual customer journey starts" do you mean we need to write the in house process in the customer journey map too ? to consider the whole preparation work we need to do before welcoming the customers ?

@jonathanpereira6618 3 жыл бұрын

Thanks for this amazing content Marc!

@Servicedesignshow 3 жыл бұрын

Great to hear that you're finding it helpful Jonathan. :)

@Flightcoach 3 жыл бұрын

Great videos marc, this helped me a lot

@Servicedesignshow 3 жыл бұрын

Thanks! Happy to hear that.

@ondrejhenek6949 6 жыл бұрын

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?

@Servicedesignshow 6 жыл бұрын

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.

@Carolada1903 6 жыл бұрын

Ondrej Henek d

@PlaybookUX 5 жыл бұрын

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!

@vdubplate 2 жыл бұрын

Good content!

@MurrayCh 3 жыл бұрын

Excellent video, very practical, much appreciated.

@threeelancer 5 жыл бұрын

Very actionable and useful explanation. Thank you!

@Servicedesignshow 5 жыл бұрын

Do you have a "favourit" mistake?

@Profou 4 жыл бұрын

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.

@Servicedesignshow 4 жыл бұрын

@Federico you might want to take a look at the Customer Journey Mapping Essentials masterclass www.servicedesignshow.com/courses/customer-journey-mapping-essentials/

@GlennVeugen 6 жыл бұрын

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?

@Servicedesignshow 6 жыл бұрын

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!