An expert in customer journeys explains why most maps lead absolutely nowhere

The author of 'Customer What?' suggests many CX professionals are making a big mistake in how they navigate their way to improved experiences

Fifteen years ago, when Ian Golding was overseeing CX for a major retailer, an exercise in customer journey mapping showed that 70 per cent of customer interactions were taking place over the telephone.

Just two years later, in 2007, the numbers changed, where the same percentage of customer interactions were happening online.

For Golding — the world’s first authorized CCXP instructor and the author of 2018’s Customer What? The honest and practical guide to Customer Experience — it was a good reminder of how quickly behaviors change, and how journey maps can become obsolete.

Golding was featured in a video discussion that was uploaded to YouTube by Toronto-based consultancy Amplified Customer Experience, where he identified the big mistake most of those creating customer journey maps are making, and what they should be doing instead.

Watch the full eight-minute video below, or become a subscriber if you’re not already and get the highlights that you can share with your team.

“The problem is in the mapping. Whilst the majority of organizations know what a journey map is, the have no idea what they are supposed to be doing with it,” Golding said.

“It’s not about mapping but journey management. It is about

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