Eighty-two percent of organizations have created a customer journey map, but only 47% are using those maps effectively. Despite putting hours or days into the plans, working with cross-functional partners, digging into the data and learning more about the customers, nearly half of those organizations are not seeing a return on their time investment.
The problem is that these organizations put together a detailed beautiful map of the customer journey, but it’s not useful. The goal is to create a usable, actionable customer journey map admired for its utility, not its beauty. A good journey map will guide companies to make the best decisions.
“Customer journey mapping is critical to being successful as an organization and understanding your customers better, “ says Cassandra Nordlund, Director, Advisory, Gartner.
Of the companies that are successfully using their maps, all of them had a larger process in play, broken down into three stages.
Discovery: Learn new things about the customer based on data and customer research
Ideation: Identify customer pain points and generate solutions
Activation: Include stakeholders in the project prioritization and selection
“Making an impact will require more than just a map,” says Nordlund. “It’s going to require a plan and it’s also going to require people.”