Pitfall 3: The customer journey as the end result. “Yes, we’re customer centred; look at our customer journey”
Customer centricity is a mindset. For a lot of companies, it is difficult to get out of the ‘inside-out’ mentality. As service design gains more territory, buzzwords like customer journeys or personas also seem to pop up at companies’ wish lists. This is a good first step, as long as you use them right. Many of the methods from a service designer’s toolkit are used to empathise with customers. A persona is a tool to get yourself into his or her shoes. A customer journey helps to understand (the context of) his or her service experience. If the posters are up on the wall, it doesn’t mean you’re done though.
My advice: always think of the customer journey as a means, not as a goal in itself. Think ahead about what you are going to use it for. You may use it to choose your next focus for innovation, to solve customer pains or to design the ideal flow on your website. It is a powerful tool, but use it wisely. Reserve time and money in advance, so your team can start the implementation after the customer journey is finished.