5 things customer journey map can’t help you with

Key takeaways:

  • Customer journey maps can analyze past interactions but not predict future behavior.
  • They highlight customer perspectives but don’t translate brand messages into customer-friendly language.
  • These maps identify surface-level issues but can’t resolve deep-seated organizational problems.
  • While revealing diverse needs, they can’t make your product appeal to everyone.
  • They optimize processes but can’t replace genuine human interaction in customer service.

Businesses often turn to various tools and strategies to enhance their customer experiences. One such tool in their arsenal is the customer journey map. It’s a well-known fact that customer journey maps can be incredibly useful in identifying pain points, optimizing touchpoints/activities, and crafting a more seamless customer experience. However, like any magical elixir, they do have their limitations.

1. The weather forecast

Customer journey maps are great at analyzing past customer interactions, but predicting future behavior? Not so much. Just as a weather forecast can tell you about yesterday’s weather but can’t guarantee a sunny day ahead, customer journey maps can’t predict with certainty how your customers will behave. After all, customers are a bit like nature; they can be unpredictable. They might suddenly decide to switch from your brand to a competitor, and a journey map can’t provide a crystal ball for those surprise moves. While CJM can help you to understand your customers better which can in turn help you to make an educated guess about their future behavior, it will still be just that: a guess.

2. Bridging the language barrier

Customer journey maps are excellent at highlighting the customer’s perspective, but they won’t suddenly make your customers speak the same language as your brand. Customers come from diverse backgrounds and cultures, and sometimes, a disconnect arises between what your brand communicates and how customers interpret your messages. A customer journey map can point out these disparities, but it won’t automatically translate your brand’s jargon into customer-friendly language. The responsibility of breaking down those language barriers falls on your marketing and communication strategies.

3. Resolving deep-seated organizational issues

Customer journey maps are fantastic at identifying surface-level issues in your customer experience, but they can’t fix deep-seated organizational problems. If your company has deeply ingrained cultural issues, such as a lack of customer-centricity or a toxic work environment, a customer journey map alone won’t be a magic wand. While it can pinpoint areas where these issues affect the customer experience, resolving them requires more extensive organizational change. Remember, customer journey maps are more like diagnostic tools, and the cure often lies in broader transformation efforts.

4. Creating a one-size-fits-all solution

Customer journey maps reveal the diversity of your customers and their unique needs and preferences. However, they won’t magically help you create a one-size-fits-all solution. If you’re dreaming of a product or service that pleases everyone,we hate to break it to you: it’s just not possible. Your customer journey map might guide you to create personalized experiences, but it won’t turn your product into a universally adored wonder. Embrace the variety of your customer base, and remember that variety is the spice of business life.

5. Replacing the need for human interaction

With the emergence of chatbots and automated systems, businesses sometimes forget that customer journey maps can’t erase the need for genuine human interaction. While journey maps can help optimize touchpoints/activities and streamline processes, they can’t substitute the warmth and empathy that only a human can provide. They won’t replace the feeling of being heard, understood, and appreciated by a fellow human being. So, don’t let customer journey maps lead you down the road of automation to the point where you forget the importance of human touch in customer service.


Customer journey maps are incredibly valuable tools for improving the customer experience, but they’re not magical problem solvers. They can’t predict the future, bridge language barriers, fix deep-seated organizational issues, create a one-size-fits-all solution, or replace the need for human interaction. Instead, they offer a roadmap, a guide, and a perspective to help you navigate the complex landscape of customer experiences. They’re like a trusty compass on your journey, but it’s up to you to decide which paths to take.

So, use your customer journey maps wisely, but don’t place unrealistic expectations on them. And remember, while they won’t solve everything, they’re an essential tool in your toolkit for creating a better, more customer-centric business.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

Related articles

Customer journey mapping for non-profits: Where to start?

Key takeaways: Customer journey mapping (CJM) is valuable for non-profits to understand stakeholder experiences and improve engagement. CJM helps non-profits target fundraising, increase impact, optimize volunteer...

6 little-known advantages of creating a customer journey map

Key takeaways: CJMs provide CEOs with insight into marketing activities and KPIs for strategic evaluation. Improved collaboration between departments is facilitated by sharing CJMs, reducing communication...

6 ways how customized customer journeys can increase your revenue

Key takeaways: Customized customer journeys boost customer engagement and satisfaction. Tailored experiences improve customer retention rates. Identifying upselling and cross-selling opportunities becomes more efficient. Targeted strategies reduce cart...

8 reasons why customer journey maps are so frustrating (and what to do about it)

Key takeaways: Crafting CJMs can be overwhelming due to intricate interactions and variables. Marketers struggle with managing and integrating abundant data from various sources. Continuous updates and...