Customer Journey Maps: B2B Common Pitfalls

By Andrea Susman

Using Tech to Travel the Thorny Path to Customer Experience Excellence


According to SurveyMonkey, the customer or buyer’s journey is “The complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.”


In the B2B industry, understanding this journey can be difficult, as the full customer experience is very complex. Instead of making a purchase for themselves, your clients are searching for a solution on behalf of their company. Deciding whether they’re ultimately satisfied involves getting a positive response from their respective teams – not to mention their own customers. Suddenly, you’ve got a lot more people embarking on the buyer’s journey in different ways for each of your deals.


We don’t mean to discourage you from building customer journey maps. However, you’ve got to proceed cautiously. Don’t allow your enthusiasm for CX let you get carried away (it’s hard, we understand). Before you begin, consider these common pitfalls:


1. Skipping the Research

Your team is knowledgeable, but they don’t have all the information. That might seem obvious, but it’s common to neglect doing research. Remember the goal is to gain new insights so you can be more competitive.


2. Ignoring the Customer

Don’t forget what this project is all about: the customer. Keep your customers informed and involved. Let them know you’re aiming to serve them better and get all their feedback.


3. Working Alone

This is bigger than your immediate team; customer experience touches every department as well as outside stakeholders like partners and vendors. You need all their inputs as well.


4. Using Outdated Touchpoints

There is a difference between the customer journey (all experiences) and customer touchpoints (direct interactions). While the experience is ongoing, it is colored by those direct exchanges. Don’t fall into the trap of overlooking outdated touchpoints.


5. Ending the Journey

This is the greatest error. A map is merely a tool that allows you to start the journey. The real challenge is using your findings to enact change and drive results.


Here are our tips for using technology to sidestep these mistakes:


Tech & Customer Journey Mapping Infographic



Tags: CX, Digitization, Infographic, Customer Insights

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