The Omnichannel Journey: Journey Map Pain Points

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The Omnichannel Journey: Journey Map Pain Points

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(Note – This post, “The Omnichannel Journey: Journey Mapping Pain Points,” is the seventh of a ten-part series, titled “The Omnichannel Journey.” If you haven’t read our last post in this series, please be sure to do so. We will release new posts in this series every week. Therefore, subscribe to our blog to receive notifications when we publish new articles.)


The omnichannel marketplace can be a challenging landscape for businesses to navigate. The availability of multiple touchpoints requires a seamless and integrated customer experience. Focusing on journey map pain points can reveal potential obstacles that might disrupt a positive customer experience. By understanding these pain points, businesses can take pre-emptive measures to ensure a seamless customer journey across all channels.

The expression “journey map pain points” implies more than just a trendy phrase. Addressing these pain points is essential for maintaining customer loyalty, retention, and a positive brand reputation. If businesses ignore them, they risk losing their customer base and missing out on growth opportunities.

Omnichannel’s Growing Importance

In the digital age, businesses are leveraging omnichannel strategies to improve their operations. As customers use multiple platforms for shopping, brands must ensure that they have a seamless experience across all of them. Therefore, it is impossible to overstate the importance of journey map pain points in this setting. The roadmap they offer helps to identify areas of improvement and highlights the importance of a unified approach.

Consistency is the linchpin of success in omnichannel. Customers today expect and demand a seamless transition between platforms. Consequently, to keep the omnichannel strategy customer-centric and effective, it is important to identify and address any pain points in the journey map.

The Impacts of Pain Points

Negative experiences at any touchpoint in the customer journey can damage key business metrics. A study by PwC revealed that a single bad experience could cause 32% of customers to stop doing business with a brand they once loved. With these types of numbers, it’s easy to see how journey map pain points can impact brand reputation.

Moreover, failing to address these pain points can result in a ripple effect of negative consequences. The effects of this can be felt for a long time, especially in customer retention and loyalty. Prioritizing the resolution of pain points in the customer journey map is essential for businesses to maintain customer engagement and loyalty.

Navigation Journey Map Pain Points

Navigational Struggles

Navigation is the cornerstone of user experience. Navigation that is easy to use and understand can enhance user engagement, while difficult navigation can negatively impact the user experience. Businesses can gain insight into user challenges and improve the browsing experience by examining navigation pain points on the journey map.

Classic examples of website issues are broken links, inconsistent user interfaces across channels, or a complex website structure. Tackling these navigational journey map pain points can drastically improve the overall user experience, leading to increased conversions and brand loyalty.

Broken Site Links

There’s nothing more frustrating for a user than encountering a dead end in their browsing journey due to broken links. These kinds of issues can make users question the credibility of a brand. Therefore, addressing these journey map pain points is essential for maintaining user trust and ensuring smooth navigation.

Regular audits of websites and apps can help identify and address potential challenges before they become a problem. Tools like Screaming Frog or SEMrush can help your business identify and fix broken links and ensure that users always find what they’re looking for.

Cross-Channel UI Inconsistency

In the omnichannel world, consistency is key. When users switch from a mobile app to a desktop site or vice versa, they expect a seamless transition. However, UI inconsistencies between channels can lead to confusion, amplifying journey map pain points and alienating customers.

Journey mapping can help your brand identify such inconsistencies, offering your team a chance to streamline design and functionality. By maintaining a consistent look, feel, and functionality across all channels, your business can offer a cohesive experience, reduce user friction, and improve engagement.

Informational Gaps Pain Points

Informational Gaps

Information is the backbone of the customer’s online journey. Ambiguous content or unanswered questions can interrupt users’ flow, resulting in increased bounce rates and a negative impact on the user experience. By effectively pinpointing and addressing informational journey map pain points, businesses can reduce user uncertainty and boost confidence in the purchasing process.

Understanding precisely what the customer wants is essential to delivering a seamless experience. From listing detailed product information to ensuring up-to-date content, the focus must always be on providing accurate and comprehensive information.

Missing Product Details

The customer is interested in purchasing the product, but the absence of key information, like dimensions or material, is hindering their decision-making process. This is a classic case of journey map pain points resulting from missing product details. Not providing clear information can lead to lost sales, with customers abandoning their carts to find more comprehensive details elsewhere.

To avoid this, businesses can adopt effective content management strategies and tools. Platforms like Shopify or Magento offer features that remind businesses to fill in all product details. Furthermore, user feedback is an excellent tool for identifying the most frequently sought product information, ensuring that the content is tailored to customer needs.

Outdated Content

In the digital realm, outdated content can negatively affect your brand’s reputation. Misleading customers with outdated content is a risk to a brand’s credibility and reputation. These journey map pain points highlight the importance of constantly updating content to reflect current information.

By continuously conducting content audits and seeking feedback, businesses can ensure they always deliver high-quality content. Tools like Contentful or Sitecore can aid in managing and updating content efficiently, ensuring users always access the most recent and accurate information.

System and Technical Challenges

If a platform is not technically robust, users are likely to have a negative experience. When a customer experiences delays in loading or unexpected crashes, their interest can quickly turn into frustration. Understanding the pain points in the technical journey map can help businesses create a better user experience.

These challenges highlight how critical it is to have strong backend systems, perform routine maintenance, and monitor proactively. Users often fail to appreciate the meticulous attention to detail that businesses put into creating a glitch-free experience.

Loading Delays

A Google study found that 53% of mobile site visitors leave a page that takes longer than three seconds to load. This statistic underscores the frustration users feel with slow-loading pages or apps, emphasizing it as one of the most important journey map pain points.

Employing content delivery networks (CDNs) like Cloudflare can help businesses optimize for speed and responsiveness. Additionally, conducting regular website audits using tools like Google’s PageSpeed Insights can help identify areas for improvement, leading to faster load times.

Downtimes & Crashes

Unplanned downtimes or application crashes can lead to immediate revenue losses and long-term trust issues. These journey map pain points stress the need for a reliable hosting environment and constant system monitoring.

Regular maintenance, along with the use of monitoring tools like Uptime Robot or Pingdom, can enable businesses to stay ahead of potential downtime issues. An ounce of prevention in technical maintenance can save businesses from the ramifications and cost of unexpected crashes.

Communication Barriers

Effective communication is the key to building strong relationships between businesses and their customers. However, when this communication breaks down, journey map pain points emerge. Whether it’s unclear messaging across channels or sluggish customer support, these communication hurdles can spell disaster for customer relationships.

A seamless communication strategy (unified across all platforms) is no longer a luxury—it’s a necessity. Nowadays, customers expect real-time interactions and clear responses. Therefore, addressing these pain points is crucial to building trust and encouraging customer loyalty.

Cross-channel Miscommunication

Today’s customers interact with brands through a variety of channels, including social media, email, and chat. Any inconsistencies in communication or brand messaging across these channels can lead to confusion and a diminished trust in the brand. Addressing these journey map pain points ensures a cohesive and consistent brand image.

Using integrated CRM systems, such as Salesforce or HubSpot, can help maintain consistency in communication. Centralizing customer interactions helps ensure that every department is aware of a customer’s history and preferences.

Delayed Customer Support

The expectations of the digital consumer require quick, if not instant, responses. According to a HubSpot report, 90% of customers consider an immediate response important when they have customer service inquiries. This highlights the significance of journey map pain points associated with sluggish customer support.

Businesses can turn to AI-driven solutions like chatbots to provide immediate answers to frequently asked questions. For more complex queries, ensuring that trained agents stand ready to assist in real time, perhaps through live chat or direct phone lines, drastically enhances the customer support experience.

Journey Map Pain Points Payment and Checkout Hurdles

Payment and Checkout Hurdles

The checkout process is the final frontier between a potential sale and a completed purchase. However, journey map pain points in this all-important phase can lead to cart abandonment and lost revenue. A smooth, intuitive payment process is the difference between a confirmed customer and a lost opportunity.

User convenience should be the top priority during the checkout process. Therefore, every touchpoint, from the first interaction to the final payment, should be streamlined to prioritize the customer’s experience.

Cumbersome Checkouts

The Baymard Institute revealed that a complicated checkout process is the leading cause of cart abandonment, with 18% of users dropping off. Clearly, this is a journey map pain point that businesses can’t afford to ignore.

Simplifying the process by reducing the number of steps, offering guest checkouts, and incorporating one-click solutions can significantly improve user experience. By using platforms like WooCommerce and BigCommerce, businesses can offer their customers an easy and seamless checkout process.

Limited Payment Methods

In a world where digital wallets and crypto payments are increasingly common, offering only traditional payment methods may seem inconvenient to customers. Offering diverse payment options is crucial to capturing a broader customer base and resolving journey map pain points related to payment flexibility.

To cater to diverse user preferences, businesses might integrate popular gateways like PayPal, Stripe, and even crypto payment platforms that offer a seamless and secure payment experience. Secure and diverse payment options not only enhance the user experience but also build trust and encourage repeat transactions.

Personalization Pitfalls

Personalization Pitfalls

In today’s digital age, customers expect personalization. When executed correctly, tailored experiences can significantly increase user engagement and strengthen brand loyalty. However, journey map pain points often arise due to invasive personalization, which can make users uncomfortable or lead to distrust.

Striking a balance is crucial to achieving success. While customers appreciate a touch of personalization, it should never come at the expense of their privacy or autonomy. Businesses should take advantage of sophisticated techniques and tools to deliver personalized experiences, while still providing users with the ability to manage their data and preferences.

Off-mark Recommendations

Receiving irrelevant product suggestions can be frustrating and impersonal. Outdated data or suboptimal algorithms can lead to incorrect personalization, which is a major pain point in the customer journey. According to a survey by Segment, 71% of consumers express frustration when their shopping experience feels impersonal.

The recommendation algorithms used by companies, such as Netflix and Amazon, rely on the analysis of changing customer behavior to make increasingly effective suggestions. By implementing such systems, brands can drive better user engagement, which can lead to customers feeling seen and understood.


Personalization can be helpful, but overdoing it can also feel like an unwanted invasion of personal space. If users feel that personalization violates their privacy, even relevant recommendations can make them uncomfortable. For example, a study by InMoment revealed that 75% of consumers find most forms of personalization creepy.

The solution lies in empowering customers. By giving users personalization controls, clear opt-out options, and transparent data usage policies, your business can help create a more comfortable and balanced experience. The key to harnessing data responsibly is ensuring users always feel in control.

Post Purchase Concerns

Post-purchase Concerns

The purchase marks a significant point in the customer journey, but it is far from the end. In fact, post-purchase interactions can significantly influence a customer’s loyalty and future decisions. This phase is a critical time to address any journey map pain points, as it can directly affect customer retention and lead to positive word-of-mouth referrals (or not).

It’s important for businesses to give the same level of attention to post-purchase support as they do to the acquisition phase. The aim is not simply to resolve problems, but also to proactively engage with customers, ensure their satisfaction, and solicit feedback.

Complex Return Policies

A return policy that is either confusing or strict can prevent customers from making a purchase in the first place. According to a report by Narvar, 96% of consumers would shop with a retailer again based on an easy return experience, highlighting the importance of this journey map pain point.

A return policy that is clear, fair, and user-friendly can create trust. To ensure a stress-free experience for customers, brands should offer dedicated channels for returns and exchanges. Another option to consider is offering free returns, which can provide reassurance to hesitant customers.

Insufficient After-sales Support

The quality of post-purchase support can make or break a customer’s likelihood of returning. Harvard Business Review research shows that customers who experience outstanding customer service from a brand are likely to spend 140% more compared to those who had a poor experience. This statistic underlines the importance of addressing after-sales support-related journey map pain points.

Follow-up emails, feedback surveys, and dedicated support lines are just a few ways businesses can provide ongoing support for their customers. Making after-sales support a priority not only resolves issues but also strengthens relationships with customers.

Security and Privacy

The threat of data breaches, invasive advertising tactics, and other privacy violations looms large for modern consumers. Security is a crucial part of their journey, as they entrust brands with their personal and financial information. Addressing journey map pain points related to security and privacy is not just about compliance; it’s a fundamental part of building and maintaining trust.

By prioritizing data protection and ethical advertising, companies can build trust and foster stronger relationships with their customers. Exhibiting a strong commitment to security and transparency can make a brand stand out in a highly competitive digital landscape.

Data Breaches

With data breaches on the rise, this journey map pain point is particularly concerning. RiskBased Security reported that data breaches resulted in the exposure of over 36 billion records in 2020 and more than 22 billion records in 2021. These numbers underscore the necessity of strengthening data security measures.

In order to maintain secure operations, businesses must invest in robust cybersecurity measures, conduct regular security audits, and train their employees to recognize and prevent potential threats. Being proactive about security builds trust and loyalty by assuring customers their data is safe.

Invasive Ad Tactics

Targeted advertising can be a useful marketing strategy, but when implemented poorly, it can be seen as intrusive and negatively impact user trust. According to a study conducted by HubSpot, 91% of users believe that advertising has become more intrusive in recent years, which highlights this journey map pain point as particularly important.

Prioritizing ethical advertising can help brands avoid negative customer perceptions. Users should be given the option to opt-in with clarity, and the process to opt-out should be simple and transparent. Positive customer engagement with advertising efforts is more likely when they feel respected.

Onboarding Journey Map Pain Points

A user’s first interaction with a platform sets the tone for their entire experience. Therefore, a smooth onboarding process is crucial to keeping users engaged and invested in the journey ahead. When designing an onboarding process, businesses should focus on making it intuitive, streamlined, and helpful, addressing any potential journey map pain points from the onset.

The aim of customer onboarding is to educate and engage customers without overwhelming them with too much information. Whether it’s a new app user or a first-time website visitor, ensuring they feel welcome and understood can make all the difference.

Overwhelming User Introductions

Overwhelming users with too much information at once can lead to disengagement. UserTesting conducted a study which showed that 38% of users have abandoned a mobile app owing to an inadequate onboarding experience, underscoring the importance of addressing this journey map pain point.

Breaking down the onboarding process into smaller steps, incorporating interactive tutorials, and using user-friendly designs are all effective ways of improving the user experience. Encouraging users with specific action items and benefits can motivate them to stay engaged with the platform.

Insufficient Feature Guidance

On the other hand, insufficient guidance may cause users to feel lost. This is especially important when platforms introduce new features or updates. Without adequate instruction, users might miss out on valuable functionalities or, worse, become frustrated and leave.

Keeping users informed about new features and getting their feedback is essential. Tools such as tooltips, interactive guides, and video tutorials can help users navigate and maximize the potential of the platform, mitigating this journey map pain point.

Mobile Experience Flaws

Today, it’s common for people to engage in online activities using their mobile devices. If a brand’s mobile experience is lacking, it risks alienating a significant part of its audience. Therefore, it’s essential to address journey map pain points in mobile interactions to ensure a smooth experience for customers, regardless of their device.

Mobile-first is not a buzzword, but a necessary approach to design in today’s world. Hence, ensuring that users can easily navigate and interact with content on their phones or tablets is essential to digital success in our current landscape.

Non-responsive Design

Non-responsive designs are a common pain point for mobile users, causing them to quickly lose interest. Google’s research shows that 61% of users are unlikely to revisit a mobile site that they had difficulty accessing, and 40% will instead turn to a competitor’s site. The importance of adopting a mobile-first approach in design cannot be overstated.

Companies should invest in responsive design and regularly test their platforms on various devices to ensure a consistent experience. Prioritizing mobile compatibility goes beyond appearances; it’s about providing a seamless user experience.

Feature Parity Issues

Streamlining is necessary for mobile sites and apps, but they must also have the same features and capabilities as their desktop counterparts. A significant difference can leave users feeling dissatisfied, worsening this journey map pain point. For instance, if a user cannot access certain e-commerce site features on a mobile, that they can on a desktop, it can lead to lost sales opportunities.

Feedback-driven feature updates can help brands maintain feature parity. By actively seeking and implementing user feedback, companies can ensure that their mobile offerings meet or even exceed user expectations.

Cultural Journey Map Pain Points

Cultural and Regional Challenges

In today’s globalized market, businesses must be mindful of catering to diverse audiences that span various regions and cultures. To ensure a universally positive user experience, it’s crucial to address journey map pain points related to cultural and regional nuances.

Tailored experiences resonate more deeply. By demonstrating an understanding of local preferences, regulations, and cultural nuances, brands can foster a stronger connection with their target audience.

Absence of Localization

Content translation alone isn’t enough. True localization involves adapting a product or content to fit the language, culture, and other regional specifics of a target market. Common Sense Advisory reports that 76% of consumers favor buying products in their native language, emphasizing the significance of creating region-specific content.

To succeed, businesses need to invest in comprehensive localization strategies, which encompass more than just translation. To truly connect with regional audiences, it’s important to understand their preferences, holidays, and cultural values, and integrate them into your content and marketing efforts.

Overlooking Cultural Nuances

Even subtle cultural missteps can have significant repercussions for a brand’s image. From unintentionally offensive advertising campaigns to product names that don’t translate well, overlooking cultural nuances can lead to significant journey map pain points.

Avoiding these pitfalls requires businesses to appreciate diversity and the insights of the local community. Conducting cultural audits and being open to feedback can help brands resonate positively with diverse audiences.

Meeting the diverse needs of a global audience is a challenging but essential task for brands that want to build a broad and devoted user base. Eliminating points of friction leads to a more seamless customer journey, which is essential for building trust and engagement.



By recognizing and planning for journey map pain points, businesses can develop strategies to mitigate these challenges and improve the overall customer experience. The aim is to provide a delightful, smooth experience that not only keeps customers coming back but also turns them into brand evangelists. Therefore, investing in touchpoints can have a significant impact on a business’s bottom line, leading to increased customer loyalty and profitability in the long run.

By acknowledging the interdependence of each pain point and actively addressing them, businesses can offer a consistent and exceptional experience across all channels. The emphasis is on viewing the customer’s journey as a whole and understanding that a flaw in one area can have a ripple effect on the entire journey.

Interconnectedness of Journey Map Pain Points

Journey map pain points, though distinct, are closely linked. A hurdle at any point in a customer’s journey can affect their entire experience, leading to decreased engagement or even brand abandonment. For instance, if a user struggles with navigational aspects, they might be less likely to explore product information or finalize a purchase, thereby influencing several stages of their journey.

Recognizing this interconnectedness is essential. Brands should take a comprehensive approach, ensuring that progress in one area complements and enriches other steps in the customer journey. So, by adopting a holistic view, it becomes possible to create a seamless brand experience.

Business Benefits of Addressing Issues

Not only does addressing journey map pain points improve the customer experience, it also enhances brand loyalty. According to PwC, customer experience is a significant factor in purchasing decisions for 73% of people, with only price and product quality ranking higher. Therefore, businesses that focus on enhancing customer experiences can expect to see a positive ROI.

Apart from immediate financial benefits, resolving these pain points fosters long-term brand loyalty and trust. Hence, brands that prioritize making their customers feel understood and valued are more likely to build a loyal following and benefit from positive word-of-mouth marketing.

Key Takeaways

When exploring the customer journey and its associated pain points, it becomes clear that taking proactive measures and continuously refining the process are crucial. In today’s fast-paced business environment, agility is key to success, with companies needing to constantly evolve and improve. In short, brands that prioritize enhancing their user’s journey will thrive.

Prioritize Proactive Solutions to Journey Map Pain Points

Instead of waiting for issues to arise, brands should be proactive in identifying potential pain points and implementing measures to prevent them. This involves investing in research, staying updated with industry trends, and often seeking customer feedback even before launching new features or platforms.

Businesses that take a proactive stance not only avoid potential issues but also show their dedication to providing exceptional customer experiences. Additionally, it sends a clear message to customers that the brand values their time and patronage.

Harness Customer Feedback

Continuous improvement is driven by insights, and there’s no better source than direct customer feedback. Establishing clear feedback loops and channels allows businesses to understand user pain points in real-time and promptly make necessary adjustments. According to a Microsoft report, 81% of customers view brands more favorably if they seek and act on customer feedback.

Adopting a culture of transparency and attentiveness ensures that brands stay in tune with their customers’ requirements. This ceaseless approach to refining the user journey, guided by real user feedback, ensures a brand’s longevity and success in the market.

In conclusion, addressing and resolving journey map pain points is a continuous endeavor, demanding attention, innovation, and adaptability. By understanding, anticipating, and addressing these challenges, businesses can cultivate lasting relationships with their customers, ensuring growth and stability in an ever-evolving digital landscape.

Coming Up

In the next part of our series, “The Omnichannel Journey,” we discuss methods and best practices for improving an existing customer journey map in order to provide a better and more consistent experience. Therefore, if you want your business to improve and enhance your customers’ experience, don’t miss our next post. Sign up for notifications or check back in a few days for the next post.


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Ian Tempro, COO, at IA Solutions by IA Call Center writes about his 20+ years of extensive contact center experience in leadership, client relationships, operations and specialized vertical markets.

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