It’s not uncommon for even the best of CX practitioners to confuse customer journey maps with process maps – expecting to see customer journey maps when they really meant process maps. These tools are similar but serve very distinct purposes. Here are the 3 main reasons why they often get confused, and what you need to know to avoid the mistake.
1. Overlapping Goals
Both customer journey maps and process maps are used to improve customer experiences, which can lead to a perception that they are interchangeable. While ultimate goal of both tools is to enhance the customer journey, they approach it from different angles.
A customer journey map primarily revolves around the customer’s activities and their touchpoints. A process map, on the other hand, focuses on the steps and actions involved in the organisations’ processes and workflows.
2. Lack of Understanding
Many individuals, especially those who are not deeply involved in CX or process improvement, may not fully understand the nuances between these tools. Without a clear understanding of their unique purposes, people might use the terms interchangeably, blurring the lines between the two concepts.
Customer journey maps describes the customers’ experience, while process maps describe how the internal teams within the organisation should work together to deliver the customer experience.
3. Miscommunication
In organizations, different teams or departments may use different terminology or have varying interpretations of these tools. This can lead to confusion when discussing CX improvement strategies.
4. Interconnectedness
That said, customer journey maps and process maps are, in reality, interconnected. The customer journey involves interactions with internal processes, and improving those processes can directly impact the customer experience. This interplay can make it challenging to separate the two concepts cleanly.
To minimise confusion…
It’s essential for organizations to:
- Provide clear definitions and explanations of these tools to their employees.
- Offer training and education on CX methodologies and process improvement techniques.
- Encourage cross-functional collaboration between the customer journey design teams and the process mapping teams to work together to ensure alignment.
- Establish a common language and terminology to ensure everyone is on the same page when discussing CX and process-related matters.
- Clearly articulate the specific objectives and use cases for both CJMs and Process Maps in their organizational context.
By addressing these factors, teams can reduce the likelihood of confusion and ensure that both customer journey maps and process maps are used effectively to enhance the customer experience while streamlining internal operations.
Related Articles:
Map It Right: Customer Journey Maps And Process Maps
What Are The Types Of Customer Journey Maps (+ Why Do You Need Them)?