As personalisation is considered as one of the key drivers of customer experience, a more granular view of the individual journey is required.
Subjective in nature
Customer journey maps are usually created by an organisation’s employees. It’s easy to fall into the trap of believing that we know our customers better than we actually do. Therefore, journey maps often suffer from bias and represent an ideal or perceived journey rather than a realistic one. This makes it difficult to identify actual obstacles within the journey.
Not dynamic
Customer journey maps represent croatia phone number the customer journey at a certain point in time. However, it’s very difficult to reflect the ever-changing market environment and customer needs with the rather static approach of customer journey mapping. This becomes particularly evident when looking at the impact the Covid-19 pandemic had on customer behaviour 56% of existing customers changed the way they are researching and buying a product. In addition, over 50% changed the average value of their basket and are now interested in different products than before. Whilst the pandemic is an obvious event that affected basically everyone, there are a lot of other events that might equally affect an individual’s journey, which leads us back to the importance of personalisation along their chosen route.