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customer journey mapping workshop

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


Customer Journey Mapping (CJM) is a vital process that helps businesses to capture and communicate complex interactions to provide a better understanding of the complete experience a customer may have with a product or service.

Unfortunately, many organizations treat each customer interaction as an isolated event, which often results in missed opportunities to improve the overall customer journey. CJM allows businesses to gain greater customer insight and cater to their customer's end-to-end journey, improving the quality of customer experience while reducing costs.

Our action-oriented workshop offers participants an opportunity to work in small teams guided by our design facilitators to reimagine the end-to-end customer journey and create new experiences. Participants will learn design-based techniques to gain insight and yield innovative solutions, including building empathy through research, creating personas, visualizing the customer journey, identifying moments of truth, and creating new experiences.

Join our CJM workshop to gain valuable skills that can be applied to your business and help you to develop a deeper understanding of your customers, leading to improved customer experience and business growth.

Journey Mapping Workshop: Interviewing the customer to gain insights into her pains and gains.
Journey Mapping Workshop: Visualizing the pain points along the customer journey.
Journey Mapping Workshop: Mapping out the "as is" customer journey for analysis and improvement.
Journey Mapping Workshop: Applying ideation techniques to improve the customer experience.

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

  1. Acquire knowledge on the key concepts of customer journey mapping.

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

  3. Identify 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.

  4. ​Learn the methods of ideation and explore ways to improve customer experiences based on moments of truth identified in customer journey maps.

  5. Develop an action plan for getting immediate and long-term value from customer journey maps.

Workshop Outline

1.  Key Concepts of Customer Journey Mapping

Objective: Understand the foundational concepts of customer journey mapping and its relevance in improving customer experiences.

  • Understand foundational concepts of customer journey mapping

  • Learn why customer experience is essential

  • Identify the importance of moments of truth

  • Explore what a customer journey map is

  • Discover key attributes and examples of journey maps


2. Five Steps of Customer Journey Mapping Process

Objective: Gain knowledge of the step-by-step process for creating a comprehensive customer journey map and understand the importance of each step.

  • Define objectives and scope

  • Conduct internal research

  • Create personas

  • Map the customer journey

  • Activate the organization

3. Key Elements of a Customer Journey Map


Objective: Learn the essential elements of a customer journey map and their role in mapping the customer experience.

  • Understand personas, stages, and goals

  • Explore customer actions, thoughts, and emotions

  • Measure using metrics and identify opportunities

4.  Workshop 1: Create Persona

Objective: Create a detailed customer persona, identifying their needs, pains, and gains to enhance empathy and understanding.

  • Identify the persona or customer segment

  • Create a detailed customer profile

  • Develop an Empathy Map for the persona/segment

5.  Workshop 2: Map the Customer Journey

Objective: Develop a comprehensive customer journey map, focusing on stages, customer goals, actions, emotions, and opportunities for improvement.

  • Organize the journey into stages

  • Define customer goals and expectations

  • Explore customer actions, thoughts, and emotions

  • Incorporate data onto the journey map

  • Identify opportunities for improvement and innovation

6.  Ideation Techniques

Objective: Explore various ideation methods and rules to brainstorm creative solutions based on the identified moments of truth in the customer journey.

  • Understand the rules of ideation

  • Explore ideation methods: Brainwriting, Problem Brainstorming, Sharing Brainstorming, SCAMPER, and What If

  • Use an ideas evaluation matrix for assessment

7.  Workshop 3: Design Hypothesis & Action Planning

Objective: Develop a design hypothesis and an action plan to drive immediate and long-term value from customer journey maps, effectively improving the customer experience.

  • Create a design hypothesis

  • Develop an action plan for immediate and long-term value

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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