customer journey mapping workshop
Map What Matters. Design Experiences That Delight.
Description
Customer Journey Mapping (CJM) is a visual storytelling tool that helps organizations understand, empathize with, and improve the customer experience across every touchpoint. It connects customer expectations and emotions with business processes, enabling teams to uncover pain points, gaps, and moments of truth.
This hands-on workshop equips participants with the skills to map the end-to-end customer journey, from discovery to post-purchase, using design thinking principles and real-world techniques. By walking in the customer’s shoes, teams can identify unmet needs, co-create better experiences, and align internal processes to deliver greater value. Participants will learn how to facilitate journey mapping sessions, generate insights, and drive human-centered innovation.
Recommended Audience
This training is ideal for professionals in customer experience, marketing, operations, service design, HR, and innovation teams — anyone seeking to improve customer-centricity and service delivery.
Methodology
This workshop uses:
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Facilitated discussions and case examples
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Hands-on mapping activities and visual templates
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Group work and peer feedback
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Real-world practice using your own customer scenarios
Learning Objectives
By the end of this course, participants will be able to:
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Understand the purpose and benefits of Customer Journey Mapping in experience design.
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Identify personas, touchpoints, channels, and emotional highs/lows across the journey.
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Create current-state journey maps to uncover gaps and pain points.
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Envision future-state journeys aligned with customer needs and business goals.
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Facilitate CJM workshops and translate insights into service improvements or innovations.
Workshop Outline
Module 1: Introduction to Customer Journey Mapping
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What is Customer Journey Mapping?
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Key Concepts: Moments of Truth, Emotions, Channels, and Pain Points
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Strategic Value of CJM in Service Design and Innovation
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CJM vs. Process Mapping
Module 2: Preparing for the Mapping Exercise
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Identifying Target Personas and Use Cases
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Clarifying Journey Scope and Stages
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Gathering Customer Insights (qualitative and quantitative)
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CJM Tools, Templates, and Digital Options
Module 3: Mapping the Current-State Journey
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Visualizing the End-to-End Experience
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Mapping Touchpoints, Emotions, and Friction Areas
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Identifying Root Causes Behind Pain Points
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Group Exercise: Building a Sample Journey Map
Module 4: Reimagining the Future-State Journey
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Journey Redesign Principles: Empathy, Flow, and Simplicity
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Ideation Techniques to Enhance Key Moments
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Co-Creation Approaches and Stakeholder Engagement
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Visualizing and Communicating the Future-State Map
Module 5: From Insight to Action
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Translating Maps into Improvement Opportunities
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Prioritizing Actions and Experience Metrics
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Linking CJM to Voice of Customer (VoC), CX, and Service Blueprints
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Planning and Facilitating Effective CJM Workshops
Award of Certificate
Certificate of Attendance will be issued to participants who have attended at least 75% of the workshop
Duration
1 day