Customer Journey Mapping Training Presentation & Practitioner Toolkit (PowerPoint PPT Deck)

Format: PowerPoint (PPTX)

Length: 145 Slides

See Your Business Through the Eyes of Your Customer. Most organizations design processes based on internal efficiencies and technical constraints—an "inside-out" approach that often ignores the customer's emotional reality. Customer Journey Mapping (CJM) flips the script. It is a powerful visualization tool that maps the end-to-end experience of your customers, revealing the hidden friction points, "moments of truth," and opportunities for delight that data alone cannot capture.

The Practitioner's Edge

"Innovation isn't just about the technology; it’s about the people behind it. Having led transformation and design initiatives at Microsoft and IBM, and managed rigorous standards at Underwriters Laboratories (UL), I’ve learned that the most resilient solutions aren't just logically sound—they are fundamentally human-centered. I built this toolkit for the practitioner who needs to move past safe assumptions and foster a genuine culture of empathy and experimentation. These are the same high-standard frameworks I use globally to help organizations reimagine their products and services to stay relevant in an increasingly user-centric world." — Allan Ung, Principal Consultant at OEC Singapore

Global Impact: OEC’s training toolkits have been utilized by managers and practitioners across Asia, Europe, and North America to build Lean capability and drive organizational improvement.

Executive Summary

Customer Journey Mapping (CJM) is a strategic process of visually representing a customer’s processes, needs, and perceptions throughout their interaction with an organization. This toolkit provides a robust 5-step methodology—Prepare, Research, Map, Design, and Implement—to transform anecdotal feedback into a structured diagnostic tool. By documenting every touchpoint, organizations can identify where they are failing to meet expectations and where they can innovate to create a competitive advantage.

Key Benefits for Your Organization

Break Down Silos: Create a shared cross-functional understanding of the customer experience.
Identify "Moments of Truth": Pinpoint the critical interactions that make or break customer loyalty.
Drive Empathy-Led Innovation: Shift team focus from "process steps" to "human emotions and needs."
Prioritize Improvements: Use data-driven mapping to identify which touchpoints require urgent intervention.

This methodology follows the Hasso Plattner Institute (d.school) approach—the global gold standard for design-led innovation—while aligning with ISO 9241-210 (Human-centered design) to ensure that every solution is rooted in an explicit understanding of users, tasks, and environments.

Target Audience: Who Is It For?

Customer Experience (CX) Leaders tasked with improving NPS and CSAT scores.
Service Designers & UX Professionals looking for a structured business-centric framework.
Marketing & Sales Teams wanting to understand the customer’s emotional journey.
Operational Excellence Practitioners seeking to align Lean/Six Sigma efforts with customer value.

What’s Included in the Box?

Comprehensive Training Deck: 140+ slides covering the full CJM lifecycle.
Empathy Map & Persona Templates: Tools to define and understand your target audience.
Journey Mapping Diagrams: Fully editable 5-step and 6-step journey templates.
Idea Evaluation Matrix: A structured framework to prioritize journey improvements based on impact and feasibility.
Design Hypothesis Template: A tool to translate journey insights into actionable experiments.

Learning Objectives

By the end of this masterclass, participants will be able to:

Understand the key concepts and strategic importance of customer journey mapping.
Learn how to develop design personas that reflect real user behaviors and goals.
Identify the elements of an effective journey map, including touchpoints and "pains/gains."
Map "Moments of Truth" to identify where to focus innovation efforts.
Learn how to translate map insights into a concrete design hypothesis for implementation.

Detailed Training Contents

Module 1: Introduction to CJM: Defining the journey, understanding the "outside-in" perspective.
Module 2: The 5-Step CJM Process: A roadmap from preparation to implementation.
Module 3: Step 1 - Prepare: Defining the scope, objectives, and selecting the target persona.
Module 4: Step 2 - Research: Gathering qualitative and quantitative data to build an evidence-based map.
Module 5: Step 3 - Map: Drafting the journey, identifying touchpoints, and emotional mapping.
Module 6: Step 4 - Design: Using the "Idea Evaluation Template" to brainstorm and filter improvements.
Module 7: Step 5 - Implement: Creating the design hypothesis and managing the change.

Proposed 1-Day Workshop Agenda

This toolkit is designed to support a high-impact, one-day mastery session:

09:00 – 10:30: Persona development and Empathy Mapping.
10:45 – 12:30: Drafting the "Current State" journey.
13:30 – 15:00: Identifying friction points, and"Moments of Truth".
15:15 – 17:00: Designing the "Future State" journey and implementation roadmap.

Glossary of Key Terms

Moment of Truth: Any interaction where a customer forms or changes an impression of the company.
Persona: A semi-fictional character based on user research that represents a specific customer segment.
Touchpoint: Any point of contact between a customer and a business (e.g., website, call center, physical store).
Pain Points: Specific moments in the journey where the customer experiences frustration or friction.
Outside-In Thinking: The practice of looking at your business from the customer's perspective rather than from internal processes.

Frequently Asked Questions

How does CJM differ from Process Mapping? Process mapping focuses on what the business does; CJM focuses on what the customer experiences.
Can this be used for B2B? Absolutely. The toolkit includes frameworks for mapping complex B2B decision-making journeys.
How long is the workshop? The toolkit is flexible; it can be delivered as a half-day crash course, 1-day overview or a deep-dive 2-day session.
Is the content editable? Yes, the presentation is provided in Microsoft PowerPoint format for full customization and branding.
What version of PowerPoint is required? This deck is compatible with all modern versions of Microsoft PowerPoint (Office 365, 2019, 2021).

References

Jim Kalbach, Mapping Experiences: A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams.
Marc Stickdorn, This is Service Design Thinking.
Alexander Osterwalder, Value Proposition Design.

About the Author

Allan Ung is the Founder and Principal Consultant at Operational Excellence Consulting (Singapore). As a Certified Lean Six Sigma Black Belt and Certified Management Consultant (CMC, Japan) with a career spanning leadership roles at Microsoft and IBM, Allan specializes in driving transformative growth by maximizing customer value and minimizing waste. His practitioner-led approach bridges the gap between high-level strategy and shop-floor execution.

These facilitation-ready training toolkits are distilled from decades of real-world practice. Used by organizations across Asia, Europe, and North America, they are designed to help professionals move from awareness to successful implementation.

Further Learning Resources

Operational Excellence Consulting offers a full catalog of facilitation‑ready training presentations and practitioner toolkits covering Lean, Design Thinking, and Operational Excellence. These resources are developed from real workshops and transformation projects, helping leaders and teams embed proven frameworks, strengthen capability, and achieve sustainable improvement.

👉 Browse our full library of facilitation‑ready toolkits, designed to support leaders and teams across Lean, Design Thinking, and Operational Excellence: www.oeconsulting.com.sg

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