customer journey mapping training uk

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Cross-functional Customer Journey Mapping

Looking to better align your teams and build a unified understanding of customer behaviour? Lean how customer journey mapping can foster a shared vision within your organisation on this one-day course.

With the blinding pace of global change, 45% of CEOs believe companies have two options: to reinvent their business models, or die. But where do you even start when teams don’t see eye to eye on many things - ranging from business strategy to execution?

Aligned action starts with shared understanding. The most crucial shared understanding needed in companies is that of current customer behaviours and their needs and intentions. Customer journey maps are one of the simplest and most impactful alignment tools that allows cross-functional teams to come together and build shared vision and understanding.

This immersive and interactive course will equip you with the skills and knowledge to effectively map customer journeys in cross-functional environments. During the session, we’ll cover the fundamentals of journey mapping, tools and techniques, and how to apply these to everyday, real-world scenarios.

This Cross-functional Customer Journey Mapping course is available as a private training session that can be delivered via Virtual Classroom, at our Training centre in The Shard, London, or at a location of your choice.

Course overview

Who should attend:.

This course is ideal for UX/UI designers, product managers, marketing professionals, start-up founders, or anyone interested in understanding and improving their customers' experiences.

What you'll learn:

By the end of this course, you will be able to:

• Understand the principles behind customer journey mapping and the different types of maps
• Identify key touch points and map the end-to-end customer experience
• Gain insights into customer motivations, pain points, and opportunities
• Utilise skills to create actionable journey maps that can inform strategy and design

Prerequisites

In order to get the most out of this course, you should already have a basic understanding of UX concepts.

Course agenda

• An introduction to customer journey mapping
• Tools and techniques for effective mapping
• Analysing and interpreting journey maps
• Hands-on workshop and group activities

• Customer Experience Management

Our dedicated team is ready to help you. Call us on +44 (0)1628 427360 or email us at [email protected].

• Training Courses

The 2-day Customer Experience Management course is designed for those wishing to develop their understanding of best practice disciplines, tools, techniques and methods in the field of Customer Experience being deployed across the world.

Based around real case studies and examples from multiple industries, the course takes delegates through a practical and actionable approach to customer experience. Most organisations believe they are focusing on customer experience, but in reality, they are delivering customer experiences ‘accidentally’. Learn how to implement a customer experience framework to make the adoption of customer experiences ‘intentional and sustainable’.

Day 1: Customer Experience Strategy and Customer Journey Management

Day 2: Measurement and how to create a customer centric culture

Who should attend?

The course is designed for people who have the responsibility for any part of the customer experience journey within their organisation this includes heads of marketing and other marketing support functions, marketing managers, brand managers, CX managers and CRM managers

Learning outcomes

• Global best practice theory on the subject of customer experience
• Understand the need to introduce a structured, rigorous approach to customer experience 
• Develop a customer experience strategy and how to align it with business strategy
• The importance of understanding who your customers are
• Recognise the importance of defining the roles employees play in delivering the customer experience 
• Understand the importance of empathy in driving sustainable growth
• Reconnect your organisation with its true purpose
• Introduction to  ‘Customer Journey Management’
• Learn how to map the customer journey to drive actionable change
• Understand the science behind customer experience measurement: Voice of the Customer, Employee and Process
• How to drive improvement to customer focused priorities using the methods of Lean and/or Design Thinking
• Connecting digital strategy with the customer experience
• How to create and sustain a customer centric culture

Testimonials

"Excellent course, brilliantly delivered by a very engaging, knowledgeable and charismatic specialist."

"Fantastic and thought-provoking. Great!"

“The Customer Experience Management course was fantastic & feel I have learned a mass of information & useful tools & techniques over the course of only 2 days.”

“Fab! Max was excellent, very informative!”

"I found the training course really informative and the course director was fantastic in his delivery and very supportive."

Train your team

This CIM course can be delivered virtually or on-site for corporate teams and can be tailored to your specific requirements. For details contact [email protected]

The CIM Experience

• Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
• Quality delivery - Trainers are assessed annually on the quality of their delivery and delegate engagement.
• Practical training methods - Theory and practical-based training to take back to the office.
• Small class sizes to ensure you get the most from our trainers.
• Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
• 3 learning levels - Principles, Intermediate and Advanced.

Course Dates

Course directors.

This course may be run by any of the following Course Directors:-

Ian Golding

Tim fidgeon, virtual delivery.

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.

Do you have a question?

If you have a question about this course then please use the form below, use the web chat facility on the right of this page, or speak to one of our Learning Advisors at +44 (0)1628 427360.

Are these courses for you?

If so please continue to add any extra courses to your cart or check out.

Want to purchase courses for multiple people or have any other training requirements? Call us on 01628 427360 Email us at [email protected] or click on the 'Need Help' icon that has appeared to the right.

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World Leaders in Research-Based User Experience

Journey mapping to understand customer needs.

Capture and communicate UX insights across complex interactions

Journey mapping reveals a holistic view of the customer experience by uncovering moments of both frustration and delight throughout a series of interactions. Find opportunities to streamline the experiences you create and differentiate your brand.

"This is a great course which not only gives you a wealth of knowledge and information that you can take away but it also demonstrates how you can use and implement your learnings in real-world projects."

Charlie Gardner BBC

Who Should Attend

 who should attend.

Design or research professionals who want an end-to-end guide to the journey-mapping process

What You’ll Learn

 what you’ll learn.

Articulate the goals and benefits of journey mapping

• Creating empathy, alignment, and buy-in
• Storytelling through a visual artifact
• Determining when journey mapping is useful 

Deeply understand the elements of a customer journey map

• Actors and scenarios
• Actions, mindsets, and emotions
• Touchpoints, channels, and findings

Follow the 5 steps of creating a journey map

• Determine critical up-front constraints
• Gather research findings: Contextual inquiry, task analysis, diary studies, and quantitative data
• Synthesize your findings
• Evaluate the experience: Identify transitional volatility, gaps, opportunities, and values
• Craft the visual narrative and key takeaways

Communicate and act on your findings

• Prioritizing findings
• Communicating opportunities
• Turning your insights into action
• Envisioning optimized experiences

This Course Includes

 this course includes.

• Hands-on, workshop-style activities to practice your new skills
• Small group activities to build a journey map using sample data
• Examples demonstrating how customer journey maps are used to overcome design and UX challenges
• Reviews of successful customer journey map examples

 Why NN/g

• Expert instructor presenting their own content
• Live interaction with instructor and peers (Zoom)
• Discussion and Q&A opportunities with instructor
• Course slides in a downloadable PDF
• Private network of UX professionals (Slack)

UX Certification Credit

 ux certification credit.

Attending this course and passing the exam earns 1 UX Certification credit , which also counts towards the optional UX Research Specialty .

Learn more about NN/g's UX Certification Program.

Participant Comments

 participant comments.

"Just the right amount of information to try journey mapping on my own for my company."

Melissa McKee, CareSync

"Even if you have experience with journey mapping you may be leaving out critical info. I have seen many journey maps and was never certain if they were impactful. This class arms you with the right questions to ask!"

Grace Buenpostro, Ameren

"This class gave me the right tools to start mapping user journeys for our clients."

Laura F., High Point

"I wish I had taken this class before I did my journey mapping. It was so painful when I was doing it on my own. Next time, I will for sure use the best practice learned."

Amy Chen, Citrix

More Participant Comments

"Fantastic course, presented by a fantastic speaker/facilitator. Sarah absolutely nailed it! Highly engaging & extremely informative. This course will change the way I work."

Russell Morgan, Rumo Design ltd

"Learned more than I thought I would! Covered so much about why we need journey mapping, who can benefit, how/tools, best practices, ROI/payoff. Loved it!"

Steph Smith, Rodan & Fields

"Serious, professional, spot on! I would love this to be longer."

Marcio Machado, NCC Group, UK

"Sarah presented this topic in a way that I feel I have the tools and understandings to go right back to my team, sell the concept of journey mapping and then dive right in with them and do it!"

Nora Kohnfelder, FedEx Ground

"Kim is a really awesome teacher! I love her method of breaking things down and having us work towards the finished product."

Marissa McDaniels, IRS

"I was curious how this session was going to run due to the need for data/background info. Kate did an awesome job engaging, informing, and really teaching us about journey mapping. Excellent session!!!"

Darrell Naylor-Johnson, SCAD

"Alita was patient, professional, engaging and knowledgeable. I'm shocked at how much I learned and how much more competent I feel in just one 8 hour day! I hope all my classes are this effective."

Seth Wagerman

"Sarah has been my favorite instructor of the week! She is easy to listen to and she makes the class a lot of fun. The time flew by today."

Fiona O'Malley, Northwell Health

"Perfectly designed course. Has the right amount of theory along with activity. The trainer was knowledgeable about the topic and maintained the same pace and interest throughout the sessions. Thank you Therese."

Pinky Thomas, Dell Techonologies, India

"This was a great course — highly interactive and I learned so much from not only Kim, but the other UX professionals in class."

Lisa Kaczar, MCG Strategic

"Kate was very knowledgeable and had a great understanding of the material. The course was valuable and came full circle, including ROI and strategy."

Caleb Gove, DMI

"Simply perfect! A mix of human and science. So good information I learned in one class more than in a year of experience. The dynamic way to do it with strong insights is a power way to learn. Sarah is great. Highly recommend it."

Fiorella Matta, Belcorp

"This course is very useful if you need tools to organize your workflow with stakeholders and get buy-in with them for further adoption of UX in their product plan. This class gives you a foundation/rubric. It's fantastic!"

Darren Sorrels, Valorem LLC

"Good practical process for assessing existing customer journey and road mapping a future revise customer journey!"

Cory Laslocky, Airgas

"I have never created a journey map before. By holding our hands and providing great information, Sarah has made me feel much more confident."

Catherine Chandler, Panasonic Avionics

"Perfect breakdown. I love the multi touch points on other areas of UX (research, management, etc.). VERY INTUITIVE, thank you so much!"

Raui Bangaroo, Publicis

"Great course, the best of the lot I took. Got an extremely in depth understanding of customer journey mapping."

Haritha Reddy, First Tech Fed Credit Union

"Perfect balance of content and application/practice!"

Shayla Callis, Farmers Insurance

"This class blew my mind. Thanks for a magical experience, Sarah! I feel like this was the missing piece in my research."

Leah Herman, Automotive Advertising Group

"Amazing delivery by Gibbons. Interactive, fun and gets you out of thinking that you knew everything about journey mapping. Thanks for reminding me that users come first and we have to validate everything with research. Thanks! P.S. If you're new or experienced, don't hesitate to take this. I promise that you will learn and experience something new."

Theodore Harrington

"Great practical exercises! Thanks!"

Sue Davis, Government Digial Service, UK

"Gave me good understanding of what CJM might mean for the organisation I'm working in."

V Nuyts, Belgium

"I found the course built my confidence to apply what I have learnt to my day-to-day work."

Adam Gray, Unidays

"It's highly methodical which is only good if you're very specifically interested in this subject."

Glenn Stevens, OnPoint

"The theory part was good and the course material was excellent. You gotta do hands-on workshops to bridge the gap between theory and putting it all together. But I also know that you have to go out there and practice over and over again. Now I have great tools to accomplish that."

Johan Arnesson, Epsiserver

"I got the general idea and some practice of Journey mapping before the class, but now I can say that I am confident to conduct a Journey mapping workshop on my own."

Bryant Mao, Mozilla

"I would recommend this course depending on the background/skills/needs of a colleague, because I feel journey mapping is a complex process. I think Sarah was a phenomenal instructor, very engaging for a dense material like this one. I loved that she made an engaging course with activities and tons of examples."

Irene Eleta, Isglobal

"Kate's experience helped me see how journey maps can and should be created and how to create action plans from them. She also helped me see how to extract insights and create additional artifacts to communicate these. She also gave me a great suggestion to use creative stalking to get more user data!"

Lee Turner, Net IQ

"Fantastic speaker — very knowledgeable and good at breaking down complex ideas for different skills levels."

Simon Adams, Cap Gemini

"I honestly thought that I would get the least from this course, but I learned a tremendous amount. I feel like I can now go forward and journey map with confidence! I especially appreciate how organized the course content is."

Andrew Heber, Chicago

"Sarah's course is a fantastic overview to journey mapping. It's going to be a huge help to improving our organization's user focus."

Duncan Schouten, UBC

"Sarah made journey mapping real and relevant with the topics she covered and the exercises she led us through."

Renee Cheung, ICBC

"Great stuff! I now want to take Sarah's design thinking class."

Juliette P., UPTOP

"Engaging, interesting, fun. Great presentation; dynamic presenter!"

Nick Hopkins, CDK Global

"Great hands-on journey mapping experience and I would recommend it to my colleagues."

Malcolm Jackson, TSheets.com

"Awesome course — for beginners as well as people with experience in journey maps. Lots of practical tips, reminders, inspirations on so many different levels (how to plan, prepare, facilitate, design/summarize)."

Frauke Seewald, Freelancer

"Thank you for a great workshop. This was one of the most amazing workshops I have taken, great material, really like the way you taught."

Maleeha Naipaul

"The instructor had great energy and was a joy to learn from. I know I have a lot ahead of me to bring UX to my company, but I am excited to do it!"

Abigail Smith, Dorel Juvenile

"Loved this! Kate did a wonderful job presenting insightful content and driving collaboration in the group work."

Jess Ehler, CoverMyMeds

"I thought the material was a great balance between examples and methods that make this course very applicable and valuable."

Amanda Sandusky

"I'm someone who learned journey mapping on the job and had to be scrappy, so I appreciate taking this course to apply some structure."

Megan Jones, Accenture Digital

"Strongly recommend this course! Very practical! Hands-on, this definitely feels like I've been with a lot of great tools to not only journey-map but get buy-in from Stakeholders. Must attend!"

Prisca Pan, App Dynamics

"I walked in knowing nothing about journey mapping and now I feel prepared to create them for my company to help guide and improve our practices and procedures for our products."

Brad Campbell, Big Fish Games

"This was an awesome course. Sarah is very practical and pragmatic. Everything was explained very clearly with multiple examples. I would give it a 10 out of 7."

Ian Johnson, Altos AG, Switzerland

"Fantastic course! Real valuable learning, can't wait to put it into practice."

Nathan Richardson, Xanadu Consulting, Ireland

"Start to end — complete process of journey mapping thoroughly explained. Perfect amount of info at every phase."

Aparna, Eurail.com, Netherlands

"Excellent course, lots offered and lots to digest but cannot see what to cut or shorten."

D Doll, OECD, France

"My brain hurts (in a good way), after being crammed full of so much useful information."

Spencer Goldade, Benevity

"I've done journey maps and experience maps many times, but we've frequently failed to validate our hypotheses and turn the journey map into a tool to drive change longer term. It serves such a limited function without a quantitative research and out-come driven approach. This class provides the framework to make maps tools to use over time to drive and evaluate change."

Sheila O'Hara, Microsoft

"Brilliant course engaging everybody to practice the content learnt. Perfect for anybody interested in UX design."

Joseph Deery, Capgemini

"This has made me realise things that were missing from my maps and ways in which the maps can be utilised once they are completed, rather than them being put in a folder and forgotten."

Kerry Baugh, Capgemini

"Sarah was very engaging and comprehensive. I liked that she gave us the opportunity to ask questions and trying out the process of journey mapping. I can't wait to go back and try some of these techniques for my project."

Kiah Peters, Capgemini

"Excellent course, great content — if you're not caught by Sarah's enthusiasm, you're probably dead! I've never encountered Journey Mapping before. I will be doing this by default now. It's a great way to tell a story and understand what your users want/need versus what you deliver."

Chris Price, Cerceta Ltd, UK

"Fantastically in-depth with lots of hints and tips and patience for delegate questions, even on particular research methods."

Gen Chow, American Express

"Amazing speaker, looking forward to hearing from her again."

Daniele Ioudioux, Swarovski

"Loads of background info and insights. Very hands-on and many examples. Highly interactive. Inspiring and highly knowledgeable speaker."

Margo Gyswyt, Ing, Netherlands

"Sarah does what she loves, loves what she does ad that enthusiasm make sit a highly valuable day, Thank you!"

Martin Adler, Instruct, AG, Germany

"I often attend conferences and meet-ups and this course is the best thing that happened to me within the last few years. Excellent presentation by Sarah. Valuable content. For sure after this course, you will be able to perform journey mapping on your own, Thank you, I would mark you higher if I could."

Dmytro Svarytsevych, Volvo Group

"I am really impressed with the depth and structure of the course and how Sarah answered questions."

Juris Terauds, Idea Port Riga, Riga, Latvia

"It was a good immersive course. I now understand the importance of customer journey mapping today."

Parul Tyagi, Hewlett Packard Enterprise, Bangalore, India

"Well educated in subject and enthusiastic in sharing knowledge."

Ladine Cook, HMRC, UK

"The course was highly informative and I definitely got my knowledge updated and the instructions and enthusiasm for the subject was infectious."

Allan Schnoor, EADania, Denmark

"The speaker was clearly very experienced and knowledgeable which enabled her to address questions but giving practical examples, this was really helpful."

Suzanne Hutson, E&Y

"Critique of real life journey maps was very helpful!"

Kate Aloisi, Fannie Mae

"A straightforward and simple way to define customers needs and their journey."

Juan-Ignacio DeAnda, Inegi, Mexico

"This course offers practical knowledge to apply right away on your daily UX practice. It clarifies what a customer journey map is, how it should be done and the purpose of it. I definitely recommend it to both beginners and experienced professionals."

Natalie Galindo, BancoColombia

"Loved it! So valuable. I'm new to the industry and I very much appreciated your presentation. Loved the interaction."

Heather Hawkins

"Alita was a wonderful instructor. Content was clear enough for a beginner and broad enough for experienced users to learn something new. Cannot wait to take what I've learned and apply it within my organization. The comprehensive checklist is a resource I will reference to assess the completeness of the journey maps I am involved in. This is priceless!"

Monica, Pinnocol Assurance

"This course offers a scalable, simple framework to build journey maps. I can't wait to go back and use it."

Aldo Roman, Amazon

"My favorite course so far! So much rich content and practical tips and frameworks to apply in my work and teams I work with. Thank you!"

Clara Yoon, MEDA

"I made a beautiful journey map years ago and it died immediately after I presented it. I realize that getting buy-in at every phase is so crucial."

Jessica Hammer, Splunk

"Kate's fantastic — great course. Full of practical, step by step, actionable steps."

Todd Morrison, Perfect Sense Digital

"Honestly, this is the exact class I needed. I can take this back to my organization and get started tomorrow. Thank you!"

Juleigh Pisciotti, DMI

"This completes the circle of customer altogether with omnichannel and service blueprinting. I have soooo much to work with my team. :)"

Jose Ramirez, Almundo, Argentina

"This course gave me a practicial formula for creating a journey map and strategies for communicating w/ stakeholders. I found it very useful. Thanks!"

Tricia Stearns, Acculynx

"Besides covering all the information of the day, the resources & visuals are very helpful in going forward to implement and conduct our own journeys in our process."

Chris Rozzi, enVista

"Alita is very well-versed int eh subject and was able to back up her points with real-world examples. The curriculum lends itself to applying in a corporate setting immediately!"

Jim Lochherd, USSA

"Journey mapping was always an abstract concept for me, and daunting if the work did not completely start at step 1. I feel more confident now to propose different kinds of maps at all point of the journey, not just at the beginning."

Melissa Mendoza, CRITEO, Paris, France

"What a great class/workshop! I learned so many applicable actions to my real world work-related probleming."

CS, Salesforce

"Excellent course, excellent instructor. Sarah has so much knowledge and can well articulate that to students. Highly recommend!"

Madison Strumhofer, Houston, TX

"Sarah hasn't skimmed, she has gone into the foundations of how these processes and tools work, I consider her a thought leader on journey mapping and how to do it."

"I left this course with a better understanding about how to create journey maps. And now I want to learn more about research."

John Rothwell, NetApp

"Sarah was an amazing instructor! Her mastery and passion for the craft were evident, and I was able to walk away with really practical steps to apply at my company and get stakeholders invested in the process."

Marilyn Alerno

"This is a great opportunity to understand the purpose and benefits of using customer journey mapping. The group exercise in the course is a good and engaging way to learn how to create a customer journey map. Therese is a good instructor and I enjoyed learning from her."

Chris Soh, HDB, Singapore

"Really appreciated the activity. It gave me a better comprehension of how a journey map would work. The diary research really informed how these can change. As a new UX analyst, the workshop really affirmed a lot of knowledge gained this week."

Robert O'Malley, eClinicalworks

"Journey mapping is familiar to me but new for my organization. This course helped bring new approaches and ideas to our process. I look forward to bringing this process to my team."

Ryan Janeczko, CCC

"This was a great class. It was helpful to learn how to evaluate my own work and how to build a map as a team of one ux-er."

Marsha Chan

"Alita was a great facilitator and teacher. I wish I had 3 more days with her to walk through the whole process or I wish I could clone her and take her back to my organization to tap into as my coach and mentor! Great stuff - great instruction!"

Lindsy Vezikov, BECU

"I loved hearing about how Alita puts this into practice through her framework and tips, rather than just getting high level, general info."

Chelsey Schaffel, 2U.com Communications

"I loved hearing about how Alita puts this into pratice through her framework and tips, rather than just getting high level, general info."

"Thank you Sarah and Alita! I truly appreciate the immediate and practical answers that Sarah was able to provide throughout the course, and as applicable as possible to the topic at hand. I definitely found out what I could improve in my next journey mapping. I'm excited to try out what I learned here to succeed and promote a user-centric thinking in my next job or project."

Stephanie O. Chan, Hong Kong

"I loved this course. Sarah is a great facilitator and teacher. She really helped us understand and relate to what she was presenting. This has definitely been one of my favorite courses from the 10 I've taken. Besides the slides were gorgeous."

Laura Riva Palacio, Chihuahua, Mexico

"If you wonder whether you did user journey mapping correct — probably you didn't :) Sarah's lecture was a total discovery for me! Full of user full content, practical solutions that I could use right away. It was great to hear someone with such in-depth knowledge of the subject."

Marta, GetResponse, Gdansk, Poland

"Great Class that deep dive into customer journeys and combined research, both with well explained theory and practical, workshop style exercises in small groups!"

Julia, SAP, Germany

"Very well designed, every question I had was covered by one of the topics. I particularly appreciated the ready checklists to help turning what we learned into something actionable from day 1. Perfect balance of theory, practice and passionate delivery. In fact, this course reminded of an orchestra, everything falling into place impeccably."

Barbara, BFBS, London

"This is my second course I’ve taken with Sarah. The first was originally scheduled to be in person but shifted to online due to Covid concerns. In both cases, Sarah did an excellent job keeping things engaging. I preferred the half-day format much more than a full-day. Great job by the entire team. I learned a lot and got some great ideas about how to put this into practice."

Tristan Ader, Netspend, Austin

"I feel this class brings value to any level of journey mapper, from advanced to having never done it before. I really appreciated Sarah's hands-on teaching approach and insights about how to more effectively bring the perspective of our customers to the center of everything we are doing."

Bryan Jayne, WebMD Health Services

"This course is amazing! I have knowledge of journey mapping prior to this course. What this course helps me in, is on connecting the dots of what I have created before, validating certain concepts and levelling up on what I could do in the future! I definitely have gained more confidence in creating journey mapping faster and better in future! Thank you for the great course! :D"

Joan, Singapore

"I'd highly recommend taking a course with the instructor. I now have confidence in working on journey maps more than ever."

Dima Aburajab, PwC, Amman, Jordan

"The CJM process covered in the course is excellent! I had previous experience building CJM's. I wasn't 100% happy with my process and I had some questions. I got some great knowledge here to improve my process and all my questions have been answered."

Yalcin Kaya, Growth Analytics Marketing Pty Ltd, Sydney, Australia

"I have created some Journey maps but was not sure if I was making right one. I would recommend this course to someone who has a bit of experience creating JM so that you'll have more intake than those of who has never seen one."

Eriko, KPMG Ignition Tokyo, inc., Yokohama Japan

"This course is a must for every serious UX researchers."

Juyoung Park, Samsung Electronics, Seoul, South Korea

"I like the hands on component for the course, it really help us in demostrating what we have learn and put it into practice. I've tried journey mapping prior to the courses, it provides me far more than I thought such as business metrics to link with the ux course, structured framework which is very helpful in my work."

Tan Yi Ning, ST engineering, Singapore

"DO IT! It's very worth it. The material provided, course content, the delivery, the collaborative sessions, the activities they were all worth it. I can't wait to get started on my mapping, I feel more confident equipped with the right ammo :)"

Suhasini Vempati, amaysim, Sydney, Australia

"Even for seasoned professionals I will recommend them to take the course, it's a great course to take just a a refresher of the concepts. and if you're new to UX this course really does help you to better understand why we do Journey Mapping."

Ilyas Shalihin, NCS PTE LTD, Singapore

"Whether you know very little or a lot about journey mapping, you will learn something and enjoy yourself."

Gio, Ledda Studio, Calgary, Canada

"This is a fast-paced and hands-on experience with learning how to do customer journey maps properly, and how they can bring value to your organization immediately."

Robert Westwood, Canada

"Yes, definitely. This course is very rich insights learning and I like the hands-on activities whereby to get the feeling/ ideas how to make the journey mapping and at the same time like having a mini-workshop among your team. Not only learning on the CJM but also collaboration and teamwork as well as practise to be a facilitator."

Leong Wai Yee, Ministry of Manpower, Singapore

"A very detailed look into the journey map creation process, learning the right way to do it and being guided by a very experienced course instructor. I especially liked seeing the different stages of the journey map being created which I didn't even know about."

Bill Chuang, Subtle, Perth Australia

"I would tell people that this course is very rewarding. The content is digestible and really forces you to get inside the customer's mind."

Paige Treadway, Doxy.me, John's Island

"I would highly recommend this course for anyone in UX or Product field. It is a foundational course and open up several paths for one to pursue next."

Sarib Mahmood, Ad Hoc, Sterling, USA

"This course is beneficial for everyone, whether you've done journey mapping before or have never heard of it. You get opportunities to practice mapping real life scenarios in the class and doing this helped me realise some of the mistakes and shortfalls I've made in the past. The templates, guides and other resources you are provided with give you a solid foundation to take back to your organisation and begin journey mapping with your own teams."

Jenni Lee, Morrisons, Manchester, UK

"I already told my team how much I was getting from the course. Even thought I have been working in this space for years, it was really helpful to have the framework and process clearly articulated and illustrated--both for my own reference as well as to be able to convey the value and benefits to colleagues, clients, and stakeholders."

Erin Light Stewart, Booz Allen Hamilton, Alexandria, VA, US

"The course is really useful and the tutor has a great knowledge of the subject. I would definitely recommend it."

Romena Fogliati, Freelance, London, UK

"You will understand how information is utilized and broken down into segments to construct functional journey maps for your team."

Waz Pinard, Google, San Francisco

"Sarah is one of the most knowledgeable people on this topic, she would have your full attention for the whole duration of the course which is very intense and hands-on, that is really the best way for you to learn new patterns. She also gave us plenty of material to cement our new knowledge."

Constantina Tyrogalas, Musgrave, Dublin, Ireland

"I really liked the thorough examination of what journey maps are, as well as contrasting that with similar visualizations. I plan on taking the service blueprinting class at some point so it was nice to get a sneak peek here and understand it's relationship to other visualizations. The workshop tips made me feel confident that I could run my own in the future."

Kat Vance, Moz, Seattle, WA, USA

"I really enjoyed this course! I learned a lot about journey mapping in general as well as some great tips on how to run a journey mapping workshop within my own organization. I will certainly be referring back to all the materials and resources that were shared with us. The other participants were all excited and engaged and it felt like a community of people working together to complete the hands on activities. I thought Sarah did a fantastic job at providing insights and a lot of information while still being very engaging. And she kept a great pace! It never felt too overwhelming and she did her best to break up the day and keep people motivated. I really look forward to more NN/g classes in the future."

Jennifer Wain, Educational Testing Service, Princeton, NJ

"Sarah is absolutely fantastic, and so the Journey Mapping course. This is the second time I have classes with her. I am a huge fan. The way she teaches, the density of the content, the openness to discuss topics, and the class's flow are in perfect alignment. Thanks for that!"

Priscila Vasconcelos, Secfi, Amsterdam

"The Journey Mapping course was incredibly informative and useful. There was a lot of information for one day, but I appreciate that we could do it in just one day. Plus, with all the resources we've been provided with, I feel like I'm well supported in creating my first journey map."

Maedhbh Greene, WeTransfer, Amsterdam, Netherlands

"Customer journey map sounds like an easy tool that everyone can use but the devil hides in execution. This course has hands-on group exercises which make me further understand why in reality things don't always line up as in theory. The course content reveals empirical evidence and various formats for us to examine and learn from - in the hope of enabling the most effective delivery of this tool. I really appreciate taking part in this course. It definitely helps me reflect on my past experience and know how to fine tune my approaches further for different circumstances!"

Bing-Hsun Wu, Lab49, New York City

"This course provides a great road map for creating journey maps to better understand customer needs while gaining buy in from stakeholders."

Jenna Frkovich, RTI International, Durham, NC

"DO IT!!! I've looked at Journey Maps before this course and had no idea (other than a walkthrough) what the purpose was. NOW I get it - this awesome and I can't wait to make journey maps for our company!"

Crystal Cary, Frazer Computing, Inc., Canton

"Just do it! It is one of the most complete courses that I've ever attended! The perfect balance between theory and practice. Sarah is such an expert and is brilliant at sharing her knowledge and leaves you ready to put all that you've learned effectively into practice."

Elly Domene, SES, The Hague, The Netherlands

"If they are considering taking the course I would definitely recommend it to give you structure and confidence to produce journey maps and to know what you're good journey maps need to contain and how to engage stakeholders with the purpose of the maps, I strongly recommend the instructor who is very thorough while keeping a good pace."

Priyanca D'Souza, Companies House gov.uk, Bristol, United Kingdom

"This journey into journey mapping was an eye-opener. One step in and your whisked down a road of opportunities, tips and tricks from a great instructor (Sarah Gibbons) and the backing of NN/g."

Bill Levy, Alpha Solutions, Portland, United States

"I'd hugely recommend the course, it was full of valuable content and I felt inspired with ideas of how to apply it to my work."

Zoe W, London, UK

"I feel after taking this course that I can confidently run a journey-mapping project."

Elizabeth Boulet, Greenway Health

Instructors

 instructors, alita joyce.

Alita Joyce is a UX Researcher at Google, where she uses her expertise in research methods, stakeholder relationships, and systems thinking to guide product strategy. She is the lead researcher for Google Cloud Platform accessibility, the design system, and new market opportunities.

Caleb Sponheim

Caleb Sponheim Ph.D. is a User Experience Specialist with Nielsen Norman Group. A former computational neuroscientist, his expertise includes quantitative user experience research, statistics, analytics, and data science.

Kate Kaplan

Kate Kaplan  is Nielsen Norman Group's Insights Architect. She specializes in the application of human-centered design and research practices to enterprise UX challenges. With over 15 years in UX, Kate has extensive experience in both conducting research and helping teams understand and apply user insights to overall business strategy.

Katie Sherwin

Katie Sherwin is a Senior User Experience Specialist with Nielsen Norman Group. She specializes in helping organizations utilize principles of user-centered design and strategic communication to achieve their goals. 

Kim Salazar

Kim Salazar is a Senior User Experience Specialist with Nielsen Norman Group. Salazar combines her background as a developer and education in Computer Science with her user experience expertise, particularly around complex applications, to bring well-rounded insights to her work.

Sarah Gibbons

Sarah Gibbons is Vice President of Nielsen Norman Group. She works at the intersection of research, strategy, and design.

Therese Fessenden

Therese Fessenden is a Senior User Experience Specialist with Nielsen Norman Group and host of the NN/g UX Podcast. Her research focuses on understanding human behavior, attitudes, and expectations in order to better orchestrate system and service design strategies. 

UX Conference Training Courses

• Becoming a UX Strategist
• Design Tradeoffs and UX Decision-Making
• Discovery: Building the Right Thing
• Storytelling to Present UX Work
• Service Blueprinting
• How Practitioners Create Journey Maps: Typical Uses, Roles, and Methods
• Building Interactive UX Maps
• When and How to Create Customer Journey Maps
• Journey Mapping 101
• How Much Time Does It Take to Create a Journey Map?

You selected the Journey Mapping to Understand Customer Needs Course.

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Service Design Show

Make Business Human

The best Customer Journey Mapping courses in 2020

Find the course you need to take your journey mapping skills to the next level.

Published in:  Journey Mapping / Last update: November 2020

So you want to get up to speed on that thing called customer journey mapping?

Or, maybe you already understand how to create a journey map and want to learn how to use them effectively in your organization?

Well, it's easy to spend all day on Google searching for the right bits and pieces of information...just to stumble on some articles or videos that turn out to be a waste of your time.

And if you do find something that looks interesting, it's often just a small piece of the puzzle.

This guide will help you quickly find the right customer journey mapping course that fits your needs so you can focus on improving your actual skills rather than spending your time on Google.

This overview is constantly being updated, so if you're missing a course in the list, make sure to drop me a message.

COVID-19 update

Some of the courses in this overview were added prior to the global pandemic. It goes without saying that the offline courses have come to a halt. Nevertheless you'll still find them in the overview for future reference.

Introduction

Online courses vs. offline training.

Sometimes, you'll want a course that you can start right away and follow at your own pace, while other times, it's more effective to have a coach who guides you through the process.

So, the overview here is split up into online courses and offline training.

What about service blueprints, experience maps, and user stories?

Visualizations like service blueprints, experience maps, and user stories are closely related to customer journey maps. You can find more on that in the Practical Guide to Customer Journey Mapping .

The knowledge you gain on customer journey mapping is also quite fundamental when you want to create one of these other visualizations.

The courses in this overview primarily focus on customer journey mapping, but you'll find them overlapping with the other topics as well.

Online Courses

Customer journey mapping essentials masterclass.

This is a short course that will get you up to speed on the fundamentals of customer journey mapping.

After taking this masterclass, you'll know what is really important in regards to customer journey mapping and what things you can easily ignore.

Price : Free

Level : Beginner

Format : One-hour video masterclass

• Instructors : Marc Fonteijn  &  Daniel Ewerman

Learn more: https://www.servicedesignshow.com/courses/customer-journey-mapping-essentials/

Journey Mapping workshop

If you're looking for a real-life example of how to quickly create a journey map than this online workshop might just be the thing for you.

In this workshop you'll see how you take a business challenge and step-by-step create a useful journey map around.

• Price : €49
• Format : 90-minute video
• Instructors : Marc Fonteijn

Learn more: https://www.servicedesignshow.com/courses/journey-mapping-workshop/

The Perfect Map

This course teaches you the step-by-step process of how to create a useful customer journey map from scratch.

It's aimed at customer experience professionals who want to use journey maps as a practical tool within the organization to drive sustainable customer-centric innovation (rather than a one-time overview that loses its value after a project).

As a bonus with the course, you'll get one month of Custellence Team membership for free (Custellence is a professional journey mapping tool ), so you can start creating your journey maps in a professional tool right away.

• Price : €197
• Level : Intermediate
• Format : 7 video lessons (20 to 45 minutes each), includes exercises & worksheets

Learn more: https://www.servicedesignshow.com/courses/customer-journey-mapping-guide/

Journey Map Ops

One of the big challenges around journey mapping is how to turn them into a tool which your organisation uses on a daily basis drive customer centric innovation. That is exactly the focus of this Journey Maps Ops course.

This is a course aimed at professionals who are already familiar with individual journey maps and now need to solve challenges like: How do you to keep your maps up-to-date, how do you maintain a repository of multiple maps and how do you turn journey maps into CX dashboards.

As this course includes coaching and peer feedback it starts on specific dates. Check the course website to see when the next course round starts.

• Price : €799
• Level : Advanced
• Date: starts November 11 2020
• Format : 6 online classes, interactive workshops, coaching and peer feedback
• Instructors : Marc Stickdorn

Learn more: https://www.thisisdoing.com/product/journey-map-operations

Intro to Practical Service Blueprinting

Although this course focuses on service blueprints, it deserves a spot in this overview.

In this course you'll not only learn what a service blueprint is and how to create one but also how to plan a service blueprint project and facilitate a service blueprint session.

I've reviewed the service blueprint that you'll be creating through this course in my customer journey map templates guide .

Price : $149

Format : 22 video lessons (30 sec to 30 min) spread across six modules

Instructors : Erik Flowers & Megan Miller

Learn more: https://practicalservicedesign.teachable.com/p/intro-to-practical-service-blueprinting/

Customer Journey Fundamentals

This course is offered by UXPressia , which is one of the tools we've discussed in the customer journey mapping tools review .

The primary focus of this course is the basics of a journey map itself. You'll learn about key terms like stages, channels, touchpoints, and moments of truth—definitely important knowledge for anyone who is totally new to customer journey mapping.

You can get an overview of all the lessons inside the course in the curriculum .

Where most courses offer video lessons to teach, this course is a bit different. You're guided through the theory by a series of questions from a virtual coach.

Price : $50

Format : Interactive lessons in the form of dialogue with a virtual coach

Instructors : Yuri Vedenin & Nick Efimov

Learn more: https://www.academy.uxpressia.com/cjm-fundamentals

Creating Customer Journey Maps from Scratch

This is an 30-minute introductory course to Customer Journey Mapping. The course covers the why and how of journey maps. You'll also learn how a journey map relates to other design models. 

The course has a practical focus and to put the theory into practice you'll get an exercise project to work on as you go through the lessons.

• Price : included in a Skillshare membership ($15 p/m)
• Format : 9 short video lessons
• Instructors :  Pontus Wärnestål

Learn more:  https://www.skillshare.com/classes/Creating-Customer-Journey-Maps-from-Scratch/238293019  (affiliat link)

An introduction to journey mapping

This online course is unique in the sense that it's delivered live and split up 3 over 3 days. On day 1 you'l get a general introduction to journey maps. Day 2 is about digital journey mapping and on day 3 you get the chance to ask Marc Stickdorn everything you want about journey maps.

So oven though this is an online course it's hosted on specific dates. Make sure to check the course page to see when the next edition is scheduled.

The course includes learning resources (journey map templates and cheat sheets) as well as a free full-featured account of Smaply ( see a review ) for one month so you can practice what you've learned.

• Price : €39
• Format : 3 online classes (60-90 minutes)
• Instructors : Marc Stickdorn and Zsófia Szatmári-Margitai

Learn more:  https://www.eventbrite.co.uk/e/course-an-introduction-to-journey-mapping-tickets-107672715992

Offline Courses

Nielsen norman: journey mapping to understand customer needs.

The journey mapping course by Nielsen Norman is a full-day, hands-on training organized as part of the larger multiday UX conferences they regularly host.

"The focus of this course is the actual practice of creating and using research-based journey maps to evaluate UX, better understand customer needs and envision optimized future experiences. It will help you design a holistic and integrated user experience around the users’ needs, no matter whether this experience is split across channels or happens entirely on a single device."

The term UX might scare some people off, as you might think that it's only focused on digital interfaces and interactions (which true UX is not). But based on the agenda, I'd say that it looks like a really well balanced training.

What's appealing about this course is that you won’t only learn how to create the actual journey map. You'll also learn how to set yourself up for success and what to do with the map once you have it.

The course is hosted multiple times per year, primarily in the US.

• Price : Early bird starts at $931 (depends on conference)
• Location : Primarily US
• Format : Full-day workshop
• Instructor(s) : Differs

Learn more: https://www.nngroup.com/courses/journey-mapping/

The Academy: Customer Journey Mapping Essentials

If you're based in Ireland and want to get up to speed on customer journey mapping, this is probably the best training out there.

Part of this course is an introduction to service design, stakeholder mapping, and personas. This will help you understand the broader context in which customer journey maps are created and used.

The great thing about this course is that you'll actually go outside to do some hands-on field research. Good research is the lifeline of the journey mapping process, and unfortunately, most courses fail to expose people to this. So, I’m happy to see it's part of this training.

Price : €260

Location : Belfast, Ireland

Format : Full-day training

Instructor : Gerry Scullion

Learn more: https://www.theacademy.ie/courses/customer-journey-mapping-essentials-belfast/

DesignThinkers Academy: One-Day Customer Journey Mapping Training

The DesignThinkers Academy hosts a wide range of courses. In this one-day training, you'll learn the basics of customer journey mapping.

You'll learn how journey maps help you step into the shoes of your customers and see how they interact with your service.

In the training you'll start by mapping layers of the customer journey, and then slowly dive deeper and deeper into the organizational structures and context.

This training is primarily hosted in Amsterdam.

Price : €395 (early bird starts at €315)

Location : Amsterdam, The Netherlands

Instructor(s) : Unknown

Learn more: https://www.designthinkersacademy.com/course-catalogue/customer-journey-mapping-course-2/

More than Metrics: Customer Journey Mapping Essentials

If the name More than Metrics sounds familiar, it's probably because they are the company behind the journey mapping tool called Smaply ( which has been reviewed here ).

Their essentials training is aimed at teams "who want an overview of journey mapping, stakeholder maps and personas."

It's a two-day in-person training that is facilitated on-demand. You also have the option to take this course via three online workshops. In order to sign up, you'll need to reach out to them.

There's little additional information about the training on the site, but judging by the people who are running it, you probably can't go wrong here.

Price : €7900 (in person) / €4900 (online)

Location : unknown

Level : Beginner/intermediate

Format : Two-day training

Learn more: https://www.smaply.com/training.html

Other Learning Resources

Courses are great if you're looking for a structured and guided approach to learning customer journey mapping.

But there are other resources out there that can also help you level up your journey mapping skills. Here's a list of some of the most helpful resources to get you started right away:

Customer Journey Maps Done Right

This is  a YouTube playlist with practical tips and tricks to help you create better journey maps.

Customer Journey Q&A with Daniel Ewerman

In this series of videos, Daniel Ewerman (founder of Custellence ) answers real-life questions from journey mappers like you who are going through the Perfect Map course .

Smaply Journey Mapping Toolkit

Next to offering training options, Smaply also provides a toolkit that contains "cheatsheets, case studies and more for everybody wanting to get started with service design."

The toolkit goes beyond journey mapping, but I'm sure you'll be able to pick and choose the things that are relevant to you.

You can find the toolkit over here: https://blog.morethanmetrics.com/toolkit-journey-mapping/

Custellence Knowledge Base

The people at Custellence know a thing or two about journey mapping. And the great thing is that they share a lot of their knowledge openly in their Help Center.

If you're looking for a collection of helpful articles to get you going on your journey mapping journey, make sure to browse through the articles shared by the Custellence team.

Check out all the articles here:  https://help.custellence.com/en/

This overview is constantly being updated. If you know a course that's missing in the overview, please send me a message .

Feeling overwhelmed by the number of courses?

My advice would be to just start with the one-hour journey mapping masterclass and take it from there.

Customer Journey mapping

“Customer journey mapping is literally mapping out the best path for your customers. The more seamless an experience you can create, the better the customer experience will be.”

(Forbes, Nov 2018)

A customer journey map is a visual representation of every experience your customers have with you. The mapping process involves documenting pictorially every touchpoint and interaction – from the first moment a customer hears about your organisation, to their last point of contact with you. At each stage, it’s about challenging yourself to do things better: How can we make things easier, more intuitive and more personalised for the customer?

Why it’s important

The more trouble a customer has getting to their destination, the more likely they are to become someone else’s customer. Mapping the customer journey involves putting yourself in the customer’s shoes at every single touchpoint. Doing it through their eyes (and not yours) is key to building empathy, and ultimately improving customer experience. It will make you consider the obstacles customers might face and how you can create a more efficient and intuitive pathway for them. 

How we can help

We can work with you to plot the end-to-end customer journey – highlighting emotional hotspots for both employee and customer. To do this, we’ll tap into Voice of the Customer data, interview cross-functional working groups and absorb any other sources of customer knowledge. 

Once the work is done, you’ll have a visual representation of customer processes, needs and touchpoints. At each touchpoint we’ll identify if customers’ needs are being met and how you can improve things for the customer (and, in many cases for the employee). 

We’ll use your customer journey map to help us to shape your customer experience strategy and to build bespoke training programmes for your employees.

To ensure that your journey map gets “buy-in” from your organisation, involve other internal stakeholders throughout the process of building the map. A co-created journey map is more likely to win support across the organisation – and those actions arising from the mapping process are more likely to get done!

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Introduction to Customer Journey Mapping (27 Jan 2023)

In the current environment, many organisations are reviewing the journeys they take their customers on, seeing what works and what to change in order to service customers in the future. With customer expectations changing, organisations are also facing cost reductions and need for efficiencies. It is an ideal time to reflect on how the customer experience you provide meets these goals.

Our Customer Journey Mapping workshop will guide your people on effective ways of setting such journeys for your organisations. This session is ideal for those who have little or no experience of customer journey mapping or are about to introduce customer journey mapping.

At this interactive workshop you will cover: • Definition of customer journey mapping and how it supports organisations • The impact of customer insight on journey mapping • Various journey types: operations, service, and complaints • Core principles and techniques of customer journey mapping

You will also receive these practical tools: • Workshop slides with key learnings • A customer journey mapping template

We will define customer journey mapping and provide techniques for implementing your knowledge. The workshop runs in a small group of a maximum of 12 participants, which gives plenty of time for your questions. The virtual format includes group work, information sharing, and learning from best practice and the latest insight. Our facilitator will present, review scenarios and provide you with examples.

If you have teams of 12 or more, we can run the session for your organisation in groups of 10 to 12 people.

Please note that this ticket is non-refundable or transferrable in terms of date. If for any reason you are not going to be able to attend, we will accept a replacement person, subject to your prior notification.

Virtual Event

Who can attend, share this event.

• previous post: Trust and Customer Experience (19 Jan 2023)
• next post: Handling Complaints Effectively (13 February 2023)

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Get inside your real customers’ experience.

Take control of the experience you’re offering customers, with customer journey mapping. We’ll work with your entire organization and your customers to research, visualize, and connect every interaction and impression that customers have with you during the end to end experience lifecycle – online, in store, and on the phone.

Experiences planned

• What opportunities will improve peoples’ experience with us?
• What are key onboarding journeys of our customer?
• How can we become more intentional about the experience we offer?

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What you get

• A customer journey map – a powerful visualization that charts the various journeys, experience points, and connections between your organization and customer segments.
• The map becomes an invaluable reference document for your entire organization, future customer strategies and even shorter term experience design decisions.
• Clarity on gaps and disconnects that occur in the customer’s experience, with prioritized recommendations based on greatest short-term and long-term business impact.
• A roadmap of opportunities for continuous improvement, as well as opportunities to innovate in the customer experience.

How we do it

• Applying stakeholder interviews and collaborative workshops, we’ll capture your organization’s current knowledge about the customer experience.
• We’ll connect with real customers through methods such as interviews, shadowing, mystery shopping, and other contextual and ethnographic research techniques.
• We’ll analyze our research and turn it into actionable customer journeys that empower you to intentionally design and manage the customer experience.
• Through customer experience mapping, we’ll captuere and visualize the various journeys that customers and customer segments take as they interact and onboard with you.

You’ll benefit from our deep research into your customers’ real experience. You’ll get:

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How to run a journey mapping workshop.

3 min read If you want to improve your customer experience (CX) and drive loyalty, you have to understand where your customers are coming from. The best place to begin understanding your CX successes and failures is by creating a customer journey map . Here’s how you do it as part of a workshop.

How do I run a customer journey mapping workshop?

Start with documenting the practical nature of customers’ steps and then move on to mapping their thoughts and emotions, much like the standard interview methodology.

On a practical level, the process involves putting a bunch of post-it notes up on a 2-2.5 metre wide bit of paper, moving them around, removing some, and adding others. You may want to split everyone into 3 to 5 small groups, each of which can focus on a different persona or journey. Groups with 4 to 6 participants are a perfect size to get multiple perspectives while ensuring that everyone’s voices are heard.

Who should be involved in customer journey mapping workshops?

Marketing and customer experience teams are the obvious choices for workshop participants, but include behind-the-scenes employees, as well. Think about employees in sales, finance, operations, legal, customer service, ecommerce , or any other part of the organisation that has some influence on the particular journey you’re focusing on. You can also include any partners who are key to delivering that journey.

You also need senior leaders in the room as well, as you need their buy-in from the very beginning. Once you have a journey map finished, you’ll need budget and managerial support to implement changes and drive CX improvements.

It’s also a good idea to include your customers in these workshops, as their participation leads to the most significant organisational improvements. That’s because customers give you the most accurate idea of what it’s like interacting with your brand, and what they think and feel at every stage of the journey.

How long is the workshop for an average journey map?

Aim for 1 to 2 days. Any more and you’ll lose people along the way; any less and you won’t fit everything in. There are many ways to design an effective 2-day journey mapping workshop, but here’s a starting point:

• Day 1: Bring together internal stakeholders from across the company and create journey maps based on your assumptions of your customers’ experiences. In an ideal world, you’ve done some ethnographic research prior to the workshop to provide background information for the mapping activity.
• Day 2: Bring customers in to validate (or invalidate) your assumptions. The customers are typically with you for 4 to 5 hours.

See how to optimise key customer journey touchpoints

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Customer Journey Mapping Tools 14 min read

Customer journey mapping 14 min read, the complete guide to customer journey management 14 min read, customer journey stages 12 min read, buyer’s journey 16 min read, customer journey analytics 13 min read, how to create a customer journey map 11 min read, request demo.

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Our Approach To Customer Journey Mapping

There is no doubt customer journey mapping is a powerful tool, that can bring together customer research and insight, service design, and process improvement. However, the term can mean different things to different people, so it’s really important to make sure that what you get is going to deliver what you need.

We can help with any or all aspects of your customer journey mapping programme. Such as qualitative or quantitative research to understand how customers see the end-to-end experience, facilitation of training and workshops with the teams involved in delivering the journey, or engaging outputs to bring the journey map to life for key audiences.

Find out more about our approach in our customer journey mapping guide.

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Government Communication Service

• External affairs

Customer journey mapping

Learning level(s): Practitioner

Grade(s): Higher Executive Officer (HEO), Senior Executive Officer (SEO), Grade 7, Grade 6

Continuing Professional Development ( CPD ) points: 2

A customer journey map is a way to describe all the experiences a customer has with your organisation and the emotional responses they provoke – from their first impression of your building to speaking to staff or receiving a service.

On this page:

Mapping the customer journey

Five steps to customer journey mapping.

In government, the process of providing a service or ‘product’ is often complex, with multiple interactions taking place over long timeframes with little by way of tangible outputs. Customer journey mapping is a particularly useful tool to help identify the customer’s interaction with your organisation, their thought processes and reactions to you, which can reveal opportunities for improvement and innovation in the customer’s experience.

Customer journey mapping can help to identify how the customer is treated during each contact and how the customer feels towards your organisation at the end of the experience. This information can then be used to aid your management decisionmaking.

It is a key tool to help understand how the public experiences the delivery of services, especially in terms of identifying ‘moments of truth’. These are the critical points when activities or initiatives are most likely to succeed or fail.

In summary, customer journey mapping is a strategic tool to ensure every interaction a customer has with your organisation is as positive as it can be. These sections will help you use this tool effectively.

No matter how great your communications have been or how good your frontline staff are, if your administrative systems don’t work properly, your most junior staff are rude or apathetic or your building is dirty or messy, then your organisation’s relationship with your customers or the general public can suffer.

Customer journey mapping is all about ironing out these inconsistencies. It enables you to consistently and predictably manage customer behaviour.

Customer journey mapping helps you to:

• deal with your customers more effectively
• retain customers
• increase efficiency
• minimise negative customer experiences
• deliver a consistently good service to your customer, in all circumstances

It can be used at different stages in the strategic communications and marketing process, and it is important to decide in advance how you want to use the information generated, as this will help you to decide the scope of the mapping.

For example, you can use a journey map to scope the broad behaviours of an audience and make a business case for the role of communications. Or you can focus in on a specific audience segment and look at a specific interaction, such as navigating a few pages on a website, in much more detail.

Fortune magazine says:

“85% of dissatisfied customers tell 10 people about their experience, delighted customers tell eight people, and satisfied ones tell five”.

Customer journey mapping may be approached in a number of different ways, but communicators usually focus on the following key areas:

This identifies how your customers feel and how they respond to your current service/process or communications offer. This can be mapped against how you want your customers to feel and respond and is the main aim of the customer journey map.

Bringing in the emotional dimension to the mapping process is vital where the objective of your campaign is to change behaviour, as it is often emotional requirements which drive behaviour – as is the case with the customer who seeks reassurance by telephoning to make sure their form has arrived.

Touch point

A touch point is any point at which the customer interacts with your organisation. A touch point could cover:

• any communication – such as an advert, website or literature
• any human contact – from your reception staff to your frontline team or call centre operator
• any physical interaction – for example with your building or your car park

Each touch point creates a series of voting points.

Voting point

A voting point is a key point at which your customer is likely to pause to evaluate if they are delighted, satisfied or dissatisfied with their experience. It is at this point that the customer could ‘vote’ whether to stay or leave – it is a key moment of truth.

For instance, having a long wait to be seen by someone may cause the customer to ecome frustrated and impatient and decide to leave.

The main reason to identify voting points is to avoid them or find ways of removing them from the process. They are the stumbling blocks that could prevent you achieving your objective. The only time you really want your customers to vote is at the end of their experience and hopefully it will be a positive vote.

Putting your experiences into practice

Test your understanding of response objectives, touch points and voting points. Think about response objectives, touch points and voting points in terms of your own experience as a customer: at the bank, visiting your GP or in a shop.

• How do you respond to their offer?
• How do you feel about your experiences? Are you impressed, reassured or turned off by the interaction?
• What are your touch points? Think about your first impression of the building, how the staff behave, how information is presented to you.
• What are your voting points? For each touch point what is the voting point?
• What would make you choose to stay or leave?
• What do you think is the organisation’s response objective? How do they want you to behave? How do they want you to feel? Do they achieve their objective?

How to approach customer journey mapping: there are 5 main steps:

Define your objectives and why you want to undertake journey mapping. For example:

• Do you want to improve customer experience, plan a new communication programme?
• How will the outputs be applied and by whom?
• Is this for all people or a specific segment of your audience?
• What is the start and end point of the experience we will focus on?
• Are you mapping interactions or transactions?
• Are you focusing on the physical or the emotional factors driving people’s behaviour?
• Do you want to map in broad terms or in detail?

Having set out the scope and objectives of the mapping exercise, use the Customer Journey Mapping Tool to identify key needs, likes and dislikes of current experience. It can help you to plan the best ‘experience’ and where communication would be most appropriate for the future:

• Plot out the steps in the customer interaction and agree the ‘moments of truth’, where you can either win over or greatly disappoint people.
• Map out the customer’s experience at each step: their thoughts, feelings and reactions.
• Agree what must be tackled as a priority.

Measure experience

Sometimes research is needed to measure customer experience. You can either mentally ‘walk through’ a process or experience; get frontline staff to do so; accompany and observe real people doing it; or use research or satisfaction tracking.

Identify solutions

Having gathered information from the mapping exercise, you can now identify olutions to improve customer experience. These are likely to fall into four areas:

• people and service issues
• environment
• communications.

Solutions will need to be prioritised by your research findings and cost.

Apply insights

Insights gained from the mapping exercise can then be applied to all relevant elements of the customer experience, including:

• staff training
• communications planning, for example media choices
• improved processes or service design

Or you may decide to set a new vision for customer experience, setting out how you would like all future interactions to be managed, setting new standards and aligning your organisation accordingly.

Further information available are:

• Delivering Excellence in Partnership Marketing
• Ensuring Effective Stakeholder Engagement
• How to make a user journey map (GDS blog)
• Creating an experience map (user research, GOV.UK service manual)
• Customer journey mapping: The path to loyalty (Think with Google)
• Persona guidance (Usability.gov)

Related topics

• Strategic communication

Published 17 March 2020 Last updated 1 October 2021