5 Misconceptions About Customer Journey You Didn’t Know

 5 Things You Might Misunderstand About Customer Journey 

While many brands compete to deliver the best customer experience, few stop to realize that understanding the customer journey isn’t just about designing seamless UX/UI or CRM systems. It’s about engaging with customers in a natural, deep, and multi-dimensional way that goes far beyond what you might expect.

Below are 5 common misconceptions about customer journey that can derail even the best marketing strategies. Let’s see which ones you’ve encountered—or believed—yourself.

What Is Customer Journey?

Before we dive into the misconceptions, let’s revisit the basics: what is customer journey?

The customer journey refers to the complete experience a customer has with a brand—from the first moment of awareness, through the purchase decision, and ideally into brand loyalty. It encompasses every touchpoint across both online and offline channels, including seeing an ad, browsing a website, trying a sample, or even speaking with a customer service rep.

Understanding the customer journey is fundamental to modern marketing—especially as consumer behaviors grow more complex and diverse than ever before.

5 Misconceptions About Customer Journey You Might Not Know

1. The Simpler the Journey, the Better

Many brands mistakenly believe that the customer journey should be as short and simple as possible to encourage quick decision-making. However, oversimplifying the process can backfire—especially when it removes critical information that helps customers feel confident.

Take health-conscious consumers as an example. They often need detailed product information, expert recommendations, and peer reviews. Stripping this down for the sake of "simplicity" could actually make their decision harder.

2. All Customers Follow the Same Journey

One of the most common misconceptions about customer journey is thinking everyone follows the same path. In reality, customers buying the same product may do so for completely different reasons. One might purchase quickly due to familiarity, while another may need extensive reviews or compare value and brand image.

Assuming a “one-size-fits-all” journey can cause your brand to miss opportunities to engage specific customer segments effectively.

3. Repeat Customers Want Everything to Stay the Same

Even with repeat purchases—like soap, toothpaste, or coffee—customers still crave variety and freshness. Brands often assume consistency means avoiding change altogether, but subtle upgrades or seasonal specials can add excitement and maintain engagement.

Consistency is key—but so is keeping things interesting to sustain long-term interest.

4. The Journey Ends at Purchase

Many marketers think the customer journey ends once a sale is made. On the contrary, this is often when the most important part begins. Exceptional post-purchase service can lead to repeat business, loyalty, and word-of-mouth referrals.

Extending the journey to include post-purchase touchpoints is essential for increasing lifetime customer value.

5. One Journey Works for All Seasons

Using the same customer journey strategy year-round—without adapting to seasonal trends, economic conditions, or cultural shifts—can make your marketing feel out of touch. For instance, during economic downturns, customers may prioritize value over luxury, so focusing on premium branding may not resonate.

Customer journeys must evolve with real-time insights and context to stay relevant and impactful.

Use the Customer Journey Matrix to Make Better Business Decisions

To create more effective customer journey, many brands now use a customer journey matrix, which classifies journeys along two key axes: complexity (easy–hard) and predictability (predictable–unpredictable). This results in four journey types: 

1. Routine – Easy and Predictable

For everyday purchases like groceries or monthly services, predictable behavior allows for strategies like membership programs, loyalty programs, and auto-renewals. 

2. Joyride – Easy but Unpredictable

Products driven by emotion or impulse—such as gifts or snacks—benefit from emotional marketing, fun content, and flash sales that tap into spur-of-the-moment decision-making. 

3. Trek – Hard but Predictable

Big-ticket or long-term commitments like insurance, education, or real estate require planning. Recommended tactics include informative content, free consultations, and trial access. 

4. Odyssey – Hard and Unpredictable

These journeys are typical of inspiration-based decisions, such as social impact startups or creative ventures. Successful strategies include brand storytelling, purpose-driven messaging, and community building.

By understanding these differences, brands can see that designing a customer journey isn’t about making everything easy—it’s about tailoring experiences to fit each audience, goal, and context.

Rethink the Journey: Build What Customers Really Need

The customer journey matrix allows you to account for emotional drivers, behavioral patterns, and shifting expectations—factors that a one-size-fits-all model can easily overlook. Relying on a single journey framework can make your messaging feel flat and limit your ability to build meaningful relationships.

If you're looking to create a professional customer journey strategy that truly fits your audience and drives long-term results, our team at Jenosize is here to help. We’re a digital agency you can trust—ready to be your strategic partner in building sustainable, data-informed growth. Fill out the form on our website to connect with us today.