Creating a “customer journey map” is all the rage among customer experience professionals. And, whether you work for a large organization — or you’re a solopreneur working out of a back bedroom — you need to work on enhancing the experience that your customer has at every touchpoint with you.  However, there is a singular problem with this approach that goes against the grain of the relationships we desire with our clients — and that’s the topic of today’s episode. Scott McKain will reveal the basic problem that’s wrong with the customer journey map.