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Customer Journey Mapping (CJM)

Please contact us for further information
Available as in-house training
One Day
Purpose: 

So, you want to improve your Customer Experience.

A few quick questions for you:

  • What’s it like to be your customer, across all the different channels and touch points and throughout the customer lifecycle?
  • Is your customer experience delivering on your brand promise?
  • Do you know which are the critical moments of truth for your customers?
  • Are you delivering a good experience in these key moment and is the work you’re doing improving this experience?
Suitable for: 

Anybody, involved in a business providing products or service to clients, who wants to establish the type of "journey" experienced by their clients across the various touchpoints.

What’s good about the course? : 

A very practical workshop type course where you "learn by doing" - you will map out in detail your customer's "journey" across the various "touchpoints" with your business. You will then be in a position to optimise and enhance that client experience based on a full understanding of the many ways your client can connect with you.

  • To understand how customers experience each stage
  • To explore how brand values can be brought to life in each stage
  • To see how different customers go through each stage
  • To understand what objectives and tasks customers have in each stage
  • To scout for innovation opportunities in each stage
  • To increase design effect in each stage
  • To focus the dialogue with the customer in each stage

Objectives:

  • To understand how customers experience each stage
  • To explore how brand values can be brought to life in each stage
  • To see how different customers go through each stage
  • To understand what objectives and tasks customers have in each stage
  • To scout for innovation opportunities in each stage
  • To increase design effect in each stage
  • To focus the dialogue with the customer in each stage

Benefits:

The ultimate benefit is an enhanced customer experience with your business - better service, reduced cost, improved customer loyalty

Detailed Content:

Visually charting customer stages of anticipate, enter, engage, exit, and reflect.

  1. Parallel sub-groups to map (two-three people per group potentially):
  • touch-points, enhanced, and poached experiences, thoughts, and emotions at each stage
  • defining the voice of the customer (methods overview given) to identify their needs (spoken and unspoken) at each touch point
  • chart the opportunities to build customer loyalty and retention and to win new customers (using provided prompt templates)
  • Failure demand mapping and Deming’s Chain Reaction and introduction to FMEA
  1. Organising insights by category using an infinity diagram
  2. Map the ideal blue-sky (perfection) state 4
  3. Backwards from Perfect: Mapping the realistic future state and action plan/accountability to bridge the gap/opportunities from the current condition