CX Today Where Does Customer Journey Mapping Go Wrong? (And How to Fix It) - Mitel & CULTIVATE
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Oct 29, 2025 Katie Stabler, founder of CULTIVATE, and Paul Hughes, Head of CX Sales at Mitel, discuss the pitfalls of customer journey mapping. Stabler highlights that bias and poor data can derail these efforts, urging organizations to unify around customer experiences. Hughes emphasizes the dangers of siloed technology, advocating for integration to enhance visibility. They explore how mindful AI use can build trust and assert that customer experience should be a cultural movement, not just a tactical project, for lasting success.
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CX Is More Than Frontline Service
- Many organisations confuse CX with frontline service and miss the deeper design and psychology behind experience.
- Katie Stabler urges embedding CX understanding across the whole company, not just the contact centre.
Journey Maps Fail From Single-Lens Bias
- Journey maps often fail because they reflect bias and a single lens rather than multi-faceted data and insight.
- Katie warns against mapping without applying diverse data sources and critical scrutiny.
Begin With Organisation-Wide Education
- Start CX work by educating the entire organisation on what shapes customer experience, including psychology and design.
- Make this a baseline before mapping journeys or deploying technology to ensure shared intent.