“Let’s create a great customer journey!”, we all heard about this before in various design / project meetings.
My point is, we cannot create a journey for our customers, but can only facilitate the customers to create a great journey by themselves … and each of these journeys is different.
One trap we keep falling into, is we think customers start their journeys from one end, and then end in another end, flawlessly.
In reality, each customer has his / her own journey with us from any touchpoint we are offering, to another touchpoint with or without a successful journey / transaction / interaction. The customer will just bounce back and forth among various touchpoints we developed for them. Therefore, the team shall design a whole customer journey WEB or MAP, instead of just a simple one-direction customer journey.