Why a Customer Journey Map Matters
Customer journey mapping isn’t just a buzzword or a box to tick. It’s a critical business asset. But most companies either over-complicate it or over-simplify it. Let’s explore the biggest traps businesses fall into and how to fix them.
1. Starting at the Middle:
Problem: Many businesses begin Customer Journey Mapping at the “Awareness” stage, assuming traffic is already flowing.
Analysis: Without a “No Awareness” Stage, you’re not generating new traffic, you’re just optimizing for people who already found you.
Fix: Add a “No Awareness” Stage strategy. Think Google Ads, affiliate platforms like ClickBank, podcast guesting, or strategic partner outreach to feed the top of the funnel.
2. Misaligned Messaging Across Stages
Problem: Messaging that works for leads often alienates promoters, and vice versa.
Analysis: Each stage requires its own narrative. A “Subscribe” message isn’t sticky for someone in “Advocate.”
Fix: Build messaging tracks by stage. Speak to needs, not just demographics.
3. Treating the Customer Journey Map as Linear
Problem: Customers don’t move in straight lines, yet most Customer Journey Maps do.
Analysis: Buyers might jump stages, loop back, or skip entirely.
Fix: Build flexible journeys with re-engagement points, like a “New Awareness” Stage to bring people back.
Avoiding these pitfalls can transform your Customer Journey Map from a flat funnel into a dynamic system of loyalty and growth.
