5 Mistakes to Avoid When Creating a Customer Experience Map

1. Not doing thorough research

Many companies make the mistake of basing their customer journey maps on mere assumptions or incomplete data. This is like building a house on a poor foundation, so we recommend taking the time to analyze your phone number database customers' journey to purchase and what their needs are along that path. 

Ultimately, don't rush into identifying your customer's steps and pain points during their interactions with your brand, and consider research one of the most important steps in the customer journey mapping process.

2. Lack of precision when building the buyer persona

A buyer persona is a well-defined and specific profile that represents the characteristics of your ideal customer, and it's what you need to build your customer journey map well. Therefore, don't use overly generic profiles.

Additionally, you should also consider the different customer segmentations that exist within your company, as one type of profile will likely not follow the same journey as another. You should also keep this in mind and be aware that you may need to create a customer experience map for each audience segment.

3. Ignoring the customer's emotions

During the purchasing process, customers experience different sensations and feelings that can affect their journey. These emotions can include frustration due to difficulty in moving forward, hesitation about whether to continue, satisfaction at finding what they're looking for... The possibilities are numerous, and it's important to understand what happens to them and at what point in the process to identify key moments, with the goal of creating an experience that reinforces positive sensations and helps overcome negative ones.

4. Not collaborating in the creation of the customer experience map

It's very common for the customer journey map to be developed independently by one team, usually the sales team. This means that many nuances , derived from the experience of other professionals such as marketing, customer service, or product, are lost along the way .

For this reason, we always recommend that the customer experience map be created collaboratively, or at least that once completed, it be shared with other teams so they can contribute their perspective and incorporate it.

5. Not updating the customer experience map regularly

It's very common to skip this step and never touch the customer journey map again since it was first created. This is a big mistake, as it can become outdated and become a tool that hinders the customer journey more than it facilitates it .

In today's world, where changes are constantly occurring, it's crucial to review your customer journey map to ensure it's still relevant. Otherwise, it may no longer reflect actual customer behavior during the customer journey or some internal changes made within the company.

It's not about reviewing it continuously, but rather establishing update deadlines within a single year and when business changes occur.