3 common mistakes in Customer Journey Mapping and how avoiding them

Customer journey typically consists of the path taken by the consumer from the first contact with the brand to the purchase of a product or service. But this process must go further and companies need to build a consistent after-sales relationship. This will help in customer loyalty and brand promotion.

Nowadays, the quality of communication between company and consumers is critical in order to increase the chances of sales and retention. Therefore, customer journey mapping has emerged to assist in this process.

Despite the strategy relevance, many companies still do not master the techniques. They even make mapping mistakes that cause serious damage to companies, such as:

• Sales reduction;

• Customer dissatisfaction;

• Damage to the brand image, among others.


The customer journey mapping mistakes directly interferes with the chances of brand success and sales consolidation. It is therefore essential for professionals to know the most common problems and to know how to avoid them. Check out!

• Not prioritizing customer experience

A common mistake in companies is not paying the necessary attention to user experience and not having customer as a central aspect of customer service. Organizations often prioritize internal demands and processes in journey mapping rather than caring for the consumer.

This makes it impossible to develop new solutions to provide a better experience. Which will affect the business as a whole and probably stagnate sales and growth.

To prevent this from happening, it is important that managers and teams focus on users. Thus, customer journey mapping should consider customer feedback and evaluation in support and after-sales.

In addition, conversion and satisfaction indicators should be used to check how well the team is doing and where it can be improved.

• Not developing an omnichannel strategy

Due to changes in consumer behavior, one of the main mistakes refers to the inability of companies to maintain a solid experience. Especially during the consumer relationship with the brand through more than one service channel.

This problem is caused by the fragmentation of business processes and departments. This happens because teams usually only look at their own functions. Just as marketing teams focus only on attraction and conversion strategies, customer service works only to solve demands.

This lack of integration causes process bottlenecks and makes it harder to develop a consistent customer relationship. It also limits the team’s view of the customer journey as a whole.

Therefore, it is essential to implement omnichannel communication in the corporation. This strategy provides a solid customer experience regardless of the contact channel. But to put it into practice, it is important to review internal processes, especially to address the lack of integration of procedures and technologies.

• Not using tools in processes

The customer journey mapping tools are highly important in order to achieve the wanted outcomes. A first aspect is using marketing techniques to analyze the buying journey and customer decision processes.

This knowledge will generate product/service, consumer behavior, sales strategy, and market insights.

Another factor refers to the technological tools used in mapping. For example, software that gathers and analyzes customer data for business intelligence.


Hardly a company will be able to map the customer journey without consistent information about the buying process, such as:

• Conversion rate;

• Cancellation or cancellation fee;

• Relationship history;

• Previous demands, among others.

To gather all this information and deliver a much more assertive service, it is essential that your business operates with an omnichannel platform.

After all, the system will unify all communication channels and solve major journey mapping errors.

OlosChannel, for example, is a relationship platform that helps map the customer journey. Through this solution, your business will be able to understand customer behavior, his journey and his preferred channels in a personalized way. It also identifies consumer preferences based on data intelligence.

Thus, the customer can change channels without compromising service, as it will be possible to keep a cohesive message across those channels. That will help to reach consumers through their most relevant virtual spaces, at the most relevant times of their days.

The software is fully integrated and also includes complementary self-service features. Take a look at the solutions we can provide for your business and contact us now.

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