If you’re mapping or want to track your customer journey, there are plenty of things to be kept in mind – and plenty of pitfalls to be avoided.

While customer journey mapping may not a brand new idea, the last few years have seen a steep increase in the impact, the concept is having across the business, and critically, in the boardroom.

As is the case with many emerging disciplines, it’s easy to get carried away and run headlong into it without even fully understanding what your goals are.

Customer journey mapping needs to embrace much more than just a list of your sales and service channels. It needs to deliver a thorough understanding of what your customers are trying to achieve, and the steps they take to achieve it.

A true customer journey map provides a robust framework that encompasses the entire business, how each area impacts the customer and informs your Voice of the Customer (VOC) program to ensure you’re able to capture feedback at the right moments.

Here are some critical Do’s and Don’ts to bear in mind when it comes to mapping your customer journey.

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