1. Introduction to customer journey mapping
2. Benefits of customer journey mapping
- Creating empathy
- Driving conversation and engagement
- Building consensus
- Revealing opportunities
3. Important elements of customer journey mapping
- Personas
- Scenarios
- Actions
- Mindsets
- Emotions
- Touchpoints and channels
- Findings
4. Five steps to effective customer journey mapping
Step 1: Determine critical up-front constraints
- Lens
- Boundaries
- Breadth vs. depth
- Balance and focus of elements
- Context of use
- Touchpoints and channels
Step 2: Gather research
- Contextual inquiry
- Task analysis
- Diary studies
- Quantitative support
Step 3: Synthesise your findings
- Creating an actor value chain
- Documenting personas
- Identifying scenarios
Step 4: Evaluate the experience
- Transitional volatility
- Gaps and opportunities
- Moments of truth
- Value exchange
Step 5: Craft the visual narrative
- Identifying key components
- Separating insights from details
- Highlighting areas of opportunity
- Using hierarchy to lead viewers through the narrative
- Confirming your key takeaways are communicated
Customer journey mapping is a process to help you gain a holistic view of the customer experience by uncovering moments of both frustration and delight throughout a series of interactions. Participants will discover how to use customer journey mapping to understand customer behaviours, mindsets, and emotional motivations across interactions with the company.
The course is ideal for any staff who is directly or indirectly handling customers.
Upon completion of the course, participants would be able to:
- Understand when journey maps are a useful design tool
- Articulate the merits of this tool to clients or team members for budget planning
- Use the finished product to communicate insights, engage cross-department team members and incite change through the findings
- Uncover pain points and design optimised experiences for a specific audience
1. Introduction to customer journey mapping
2. Benefits of customer journey mapping
- Creating empathy
- Driving conversation and engagement
- Building consensus
- Revealing opportunities
3. Important elements of customer journey mapping
- Personas
- Scenarios
- Actions
- Mindsets
- Emotions
- Touchpoints and channels
- Findings
4. Five steps to effective customer journey mapping
Step 1: Determine critical up-front constraints
- Lens
- Boundaries
- Breadth vs. depth
- Balance and focus of elements
- Context of use
- Touchpoints and channels
Step 2: Gather research
- Contextual inquiry
- Task analysis
- Diary studies
- Quantitative support
Step 3: Synthesise your findings
- Creating an actor value chain
- Documenting personas
- Identifying scenarios
Step 4: Evaluate the experience
- Transitional volatility
- Gaps and opportunities
- Moments of truth
- Value exchange
Step 5: Craft the visual narrative
- Identifying key components
- Separating insights from details
- Highlighting areas of opportunity
- Using hierarchy to lead viewers through the narrative
- Confirming your key takeaways are communicated
Customer journey mapping is a process to help you gain a holistic view of the customer experience by uncovering moments of both frustration and delight throughout a series of interactions. Participants will discover how to use customer journey mapping to understand customer behaviours, mindsets, and emotional motivations across interactions with the company.
The course is ideal for any staff who is directly or indirectly handling customers.
Upon completion of the course, participants would be able to:
- Understand when journey maps are a useful design tool
- Articulate the merits of this tool to clients or team members for budget planning
- Use the finished product to communicate insights, engage cross-department team members and incite change through the findings
- Uncover pain points and design optimised experiences for a specific audience
