customer journey mapping workshop

Walking in your customer's shoes to understand, reimagine and create new experiences.


Customer Journey Mapping (CJM) is the process of capturing and communicating complex interactions in order to illuminate the complete experience a person may have with a product or service.


Every customer is on an experience journey, yet many organizations treat each customer interaction as if it is an isolated event. Satisfactory touchpoints may not add up to a satisfactory customer journey. To improve the quality of customer experience, organizations must have a better understanding of customers, gaining greater customer insight and cater to their customer's end-to-end journey. 


CJM can be used as part of a business improvement process – with potential for both improving the customer experience and reducing the costs of manufacturing a product or providing a service. Industry practitioners of CJM include Singapore Airlines, IBM, DBS Bank and Ministry of Manpower. 


In this action-oriented workshop, participants will work in small teams, guided by our design facilitators to re-imagine the end-to-end customer journey and create new experiences.


Participants will develop skills using design-based techniques to gain insight and yield innovative solutions. It covers building empathy through research, creating personas, visualizing the customer journey, identifying moments of truth and creating new experiences.​

Recommended Audience

This workshop is ideal for any professional, manager or staff who are responsible for improving customer experience and are looking for a more practical, disciplined approach to use within their organization.


  • This is an experiential workshop, which emphasises engagement, interaction and practice​

  • Participants should expect short presentations that introduce content, examples, case studies, video presentations, group activities for skills practice, and group discussions for reflection that deepens their learning

  • Participants will be given a challenge that requires them to work in teams to create a persona, map the existing customer journey, identify improvement opportunities and then redesign new experiences for the target customer

Learning Objectives

Upon completion of this workshop, participants will be able to:


  1. Learn about the importance of design personas and how to create them

  2. Acquire knowledge on the key elements of an effective customer journey map and go through the key steps for developing a draft customer journey map for a target customer

  3. Explore ways to improve customer experiences based on moments of truth identified in customer journey maps.

  4. Develop a plan for getting immediate and long-term value from customer journey maps.

Workshop Outline

Introduction & Key Concepts of Customer Journey Mapping

  • Introduction to customer experience

  • What is a customer journey?

  • Differences between customer journey maps and process maps

  • Touchpoint and channels

  • Customers expect seamless experience across channels

  • Why create a customer journey map?

  • Examples of customer journey maps

  • Key attributes of a journey map

  • Types of journey maps and their applications


Key Elements of a Customer Journey Map

  • Personas

  • Stages

  • Goals

  • Doing

  • Thinking

  • Feeling

  • Metrics

  • Opportunities

Five Steps of Customer Journey Mapping Process

  • Define objectives and scope

  • Conduct internal research

  • Create personas

  • Map the customer journey

  • Activate the organization

Step 1: Define Objectives & Scope

  • Define objectives, target customer segment and scope of the journey

  • Gather existing quantitative and qualitative data to review

Step 2: Conduct Internal Research

  • Review exisiting customer insights and interview internal stakeholders

  • Understand the customer journey, and validate with quantitative research

Step 3: Create Personas

  • Based on the research, create personas that represent the customer's key roles

  • Visualize the journey through the customer's eyes

Step 4: Map the Customer Journey

  • Draft the current state customer journey map

  • Identify customer pain points and opportunities for improvement and innovation

  • Update the customer journey map with customer research

Step 5: Activate the Organization

  • Prioritize moments of truth and generate solutions to improve/redesign customer experience

  • Socialize and share the map across the organization

  • Implement action plan, monitor progress and follow up

Award of Certificate

Certificate of Attendance will be issued to participants who have attended at least 75% of the workshop


1 day


"This course provides a different insight into solving organization, customer problems."

iDirect Asia Department,
ST Electronics (Satcom & Sensor Systems) Pte Ltd

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