Why Customer Journeys Rarely Go To Plan

We often talk about customer journeys as though they’re linear.

A customer visits a website, finds the information they need, follows the next step and reaches a resolution. On paper, every interaction flows neatly into the next. In reality, customer behaviour is rarely that predictable. During a recent conversation with Helen Pettifer from Helen Pettifer Training Ltd, one observation captured that difference perfectly.

It’s a simple statement, but it explains why so many organisations still struggle to create joined-up customer experiences. Organisations often picture a journey like this:

• Step 1
• Step 2
• Step 3

Customers, however, rarely follow a straight line.

• Website
• FAQ
• Chatbot
• Phone call
• Leave
• Come back
• Email
• Phone again

From the customer’s perspective, it’s one continuous journey. They’re simply trying to solve a problem. They don’t think in terms of channels, departments or systems. They’ll move between websites, emails, chatbots and phone calls until they find the help they need. Organisations, however, often experience those interactions very differently. Each touchpoint can become a separate event, handled by different teams, supported by different technology and, in some cases, with no knowledge of everything that came before.

That’s where Helen sees the real opportunity for AI. Rather than simply automating another step in the process, it has the potential to connect interactions that have traditionally been treated as separate. A chatbot conversation can be summarised before it’s passed to an advisor. Previous emails or phone calls can provide context, allowing the next conversation to begin where the last one ended instead of forcing customers to start again. The technology isn’t changing the customer’s journey. It’s helping organisations see it as one connected experience.

It’s a subtle shift, but an important one.

Much of the discussion around AI focuses on making organisations more efficient. Helen’s observation reminds us that the bigger opportunity may be making customer journeys feel less fragmented. After all, customers don’t experience organisations one interaction at a time. They experience one journey.