Thank you for sending your enquiry! One of our team members will contact you shortly.
Thank you for sending your booking! One of our team members will contact you shortly.
Course Outline
The Anatomy of the Journey & Research Synthesis
Introduction to Customer Journey Maps
- Defining the Customer Journey vs. Service Blueprint vs. User Journey.
- Goals of Customer Journey Mapping: Why map? (Alignment, gap analysis, empathy building, ROI).
- The role of the Customer Journey Owner: Ownership, maintenance, and evolution.
- Workshop: Case study analysis – Deconstructing a "Good" vs. "Bad" CJM.
The Elements of a Customer Journey Map
- Defining the Persona: Who are we mapping? (Archetypes, demographics, goals).
- Mapping the Timeline: Awareness → Consideration → Purchase → Retention → Advocacy.
- Core layers of the map:
- Actions: What are they doing?
- Thinking: What is on their mind?
- Feeling: The Emotional Curve (Highs and Lows).
- Touchpoints & Channels: Where does the interaction happen?
- Workshop: Setting up a digital whiteboard and populating the "Skeleton" of a map with basic persona data.
How to Create Effective User Journeys
- Research methodologies for mapping: Interviews, surveys, and analytics integration.
- Techniques for empathy: "Walk in their shoes" exercises.
- Workshop Execution: Participants break into groups to map a real-world journey (e.g., "Buying a coffee" or "Onboarding to software").
- Facilitating a mapping session: How to run the workshop effectively.
- Deliverable: A complete, low-to-medium fidelity draft of a Customer Journey Map.
Analysis, Optimization & Communication
Analyzing the Map: Pains, Gains & Opportunities
- Analyzing the Emotional Curve: Identifying "Moments of Truth."
- Identifying Pain Points (Friction) vs. Gains (Delighters).
- Root Cause Analysis: Using the map to ask "Why?" at specific touchpoints.
- Prioritizing opportunities: Impact vs. Effort matrix applied to the journey.
- Exercise: Stress-testing the Day 1 map to identify hidden friction points.
From Map to Action
- Translating insights into requirements and design features.
- Bridging the gap between UX/CX and Business Strategy.
- Defining KPIs: How do we measure if the journey has improved? (NPS, CSAT, Retention, Time-to-Value).
- Workshop: Drafting an "Optimization Roadmap" based on the map's highest-priority pain points.
Communicating and Acting on the Customer Journey Map
- Storytelling with data: How to present the map to executives and engineering.
- Creating a "North Star" vision for the ideal customer experience.
- Cross-functional alignment: Getting Sales, Marketing, and Support on the same map.
- Presentation: Participants present their journey maps and optimization roadmaps to the group.
Capstone & Implementation Strategy
- Managing the map as a living document (Version control, updates).
- Overcoming resistance and organizational silos.
- Final Q&A and resource distribution (Templates, toolkits).
- Deliverable: A personalized "Next Steps" action plan for the participant's workplace.
Requirements
Audience
- Customer Experience (CX) Managers & Strategists
- Product Owners & Managers
- UX/UI Designers
- Marketing & Sales Leaders involved in customer onboarding and retention
- Service Designers
14 Hours
Testimonials (2)
Experimenting with tools
Nuwan Gunaratne - AZQORE
Course - User Experience Design with Figma
Our trainer, Yashank, was incredibly knowledgeable. He modified the curriculum to match what we truly needed to learn, and we had a great learning experience with him. His understanding of the domain he was teaching was impressive; he shared insights from real experience and helped us solve actual problems we were facing in our work.
