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American Express
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File Size: 21.5 MB


Number of Slides: 143


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Training Presentation/Powerpoint:

Customer Journey Mapping


Customer Journey Mapping is the process of creating a graphical representation of the steps and stages a customer goes through to experience a product, service, an online experience, or any combination. It may focus on a particular part of the process or the end-to-end experience.

The journey map identifies key interactions that the customer has with the organization – the user's motivations, thoughts and feelings for each of these touchpoints. It provides a sense of the customer's greater motivation:

  • What do they wish to achieve (goals)?

  • What are their expectations of the organization?

According to a customer research study, customers who have had an unpleasant experience on a brand website are 88% less likely to return.

The journey map 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.

In addition, journey maps can reveal the Moments of Truth. Moments of Truth have the biggest impact on customer perception of the experience of all touchpoints across the journey. Moments of Truth are the key parts of the customer journey that need to be focused as part of designing great experiences.

Finally, co
mpanies that are setting up an online channel to sell their products and services should conduct a journey mapping analysis prior to the digital transition to ensure a satisfying and seamless customer experience.

In this Customer Journey Mapping PPT training presentation, you will learn how to carry out a systematic customer journey mapping process. It includes defining the scope, developing a persona and creating a step-by-step journey map.

Note: This training package includes:

  1. Customer Journey Mapping PPT training presentation (PowerPoint format)

  2. Customer Journey Mapping templates (PowerPoint format)

  3. Customer Journey Mapping poster (PDF format, in color and monochrome, printable in A3/A4 size)

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


  1. Key Concepts of Customer Journey Mapping

  2. Creating Personas

  3. Elements of a Customer Journey Map

  4. Ideation Techniques

  5. Customer Journey Mapping Process

You may also be interested in the following related documents (sold separately):

  1. Design Thinking Workshop Guide

  2. Design Thinking Frameworks Reference Guide

  3. Design Thinking: Ideation Techniques

  4. Design Thinking: Warm-Up Games

  5. Customer Journey Mapping

  6. Value Proposition Canvas

  7. Business Model Canvas

  8. Service Design

  9. Digital Transformation: People, Organization & Change

  10. Digital Transformation: Step-by-step Implementation Guide

  11. Digital Customer Service

  12. Lean Daily Management System

  13. Change Management

  14. Lean Start-up

  15. Strategic Planning: Eight Steps to Implementation

  16. Hoshin Kanri

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