What is a misconception about the customer journey design process?

The misconception that the customer journey design process is a linear process stems from a misunderstanding of how customer interactions can occur in a real-world context. In reality, the customer journey is often non-linear and can involve multiple touchpoints and interactions across various channels. Customers may engage with a service or product in a way that does not follow a straightforward path; for example, they might skip stages, revisit certain touchpoints, or go through a feedback loop.

The design process should account for these complexities, incorporating the understanding that customers move through their journeys in a dynamic, often iterative manner. This is essential for creating effective strategies that truly meet customer needs and enhance their overall experience. By recognizing that the customer journey can branch out and converge rather than just follow a strict sequence, organizations can better tailor their approaches to service delivery and stakeholder engagement.

Acknowledging the non-linear nature of the customer journey also emphasizes the importance of collecting comprehensive stakeholder input, focusing on user needs, and implementing multiple stages in the design process to capture the full breadth of customer experiences and expectations.