Customer Journey Mapping

Course Highlights

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?

  • Customer Journey Mapping is the process of creating a graphical representation of the steps and stages a customer goes through to experience a product or service


    This is 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.

    What's Included

    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

    2. Organising insights by category using an infinity diagram

    3. Map the ideal blue-sky (perfection) state

    4. Backwards from Perfect: Mapping the realistic future state and action plan/accountability to bridge the gap / opportunities from the current condition

    Course Includes

    The Objectives of this course are:

  • 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

  • Requirements

    This course is 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.

    ***This course is currently available on the 3 for 2 promotion***
    To avail of your free course place, you book 2 delegates for the same course & date at full price – and your 3rd delegate joins the same course date for FREE!

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