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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.

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4 Takeaways from the IxDF Journey Mapping Course

Maps are one of the oldest tools humans have used to find their way around the world. They help us understand the lay of the land, where we are, and where we need to go.

Like a traditional map, journey maps also help us understand our customers’ world, where they are and where they want to go. They help us identify the roadblocks, twists, and turns they encounter and give the entire product team insights to help resolve those obstacles and create delightful customer experiences.

Find out how you and your team can benefit from these tools in Journey Mapping: Improve the Customer Journey . Here’s an overview of what you can find in this course.

1. Why Do We Need Journey Maps?

Imagine that you’ve ordered a frying pan from an online shop. The product is expected to arrive in three days. The next day, you receive notification that the product is out of stock because too many customers ordered the frying pan in the past 24 hours. Another week rolls by, the product is finally available, and you receive your frying pan, only to realize it’s two inches smaller than the one you ordered.

You would like to ask the company for a replacement. You head back to the shop, read through the entire FAQ section, and realize that your case isn’t covered. You look for a way to contact the company and decide to call the toll-free customer care number. A recorded message thanks you for your time and patience, and well, by now, you might have guessed where we’re going with this example.

As a customer, you likely have stories of both good and bad experiences. As a product manager or ​​experience designer, you’re on the other side of the equation; your goal is to ensure your customers have the best experience using your product or service. As we’ve seen in the example above, the customer’s experience spans multiple touchpoints:

The online shop

The notifications about the product being out of stock

The shipping service

The FAQ page

The toll-free customer care service

And had we continued with the example, possibly the social media team, the customer loyalty program, the payment service…

Many of these touchpoints will likely be handled by different people, teams, or even different companies. And each group may be oblivious to the customer experiences outside of their domain. Enter journey maps.

2. What Is a Journey Map?

A journey map visualizes a person’s interaction (their journey) with your product or service (or both, in the case of digital products). It helps all stakeholders gain a shared understanding of the users’ journey and helps them identify gaps and opportunities to improve the user’s experience.

We would have explained our experience with the frying pan much faster with a journey map!

In a 2019 survey , the Nielsen Norman Group found that journey mapping was the third-most-popular activity for UX professionals. The first is collaborating with subject-matter experts (which is arguably part of journey mapping), and the second, prototyping .

3. What Does a Journey Map Contain?

What you include in a map depends entirely on your objectives. For example, you can draw a map of a city from different perspectives — one map for train or subway stations and routes; one that shows the topography or the terrain; another that shows the weather pattern and so on. Similarly, how you draw your journey map depends on your project and your objective while making it.

Three common types of journey maps are:

Experience maps have the broadest scope amongst journey maps. They focus on the experience of a generic person attempting to accomplish a goal regardless of the products or services they might use. Experience maps help you explore human behavior outside of your particular product or service and explore new product or service ideas. These maps help answer the question, “What is a user’s experience while accomplishing a goal?”

Customer journey maps have a slightly narrower focus than an experience map in that they focus on a specific group of people as customers who use your product or service . These maps answer the question, “What are our customers’ experiences using our products and services?”

Service blueprints are the behind-the-scenes version of customer journey maps. Like the customer journey map, they focus on the same group of customers and product or service, but from a business’s perspective. The service blueprint answers the question, “What do we, as a business, have to do to provide a delightful experience to our customers?”

4. What Are the Best Practices for Journey Mapping?

Make sure your journey mapping workshop includes direct as well as indirect stakeholders, customers and decision-makers to get different points of view . The idea is to make sure the team collaboratively identifies problems and develops feasible and viable solutions. The facilitator plays a vital role in ensuring no conflicts and chaos happen (due to several stakeholders being present) and steering the workshop smoothly.

Define the goal: Define who will use the map and what decisions you intend to make with the help of the map. Without an “X” mark for a treasure chest, even a pirate’s map would be worthless!

Conduct research: When you include quotes from interviews and audio-visual artifacts from field studies, it will be hard for stakeholders to refute the evidence and reduce the scope for bias .

Make it customer-centric : Even a service blueprint has to be drawn from the customer’s perspective. Introduce the persona and, if possible, even invite actual customers for the journey mapping session.

Involve all the stakeholders: Journey maps depict the whole gamut of experiences. When you involve all stakeholders, you will likely have a better, more holistic view. Each stakeholder will also offer their perspective and experience that others in the team may not be privy to.

Keep it simple: Given the heavy-lifting journey maps do, keeping it simple might sound difficult or even contradictory. This is where having a cross-functional team and involving direct decision-makers will help you prioritize and synthesize the insights from numerous data points. Your research will likely have given you several points to plot on your map. However, if you create a complex, data-heavy map, you might lose its value. At best, high-priority opportunities will get mixed with low-priority ones, and at worst, people may not even see the map after the workshop.

Iterate: Journey mapping is not a one-time activity. Revisit the map after you have implemented the ideas and decisions. Customer preferences can change, new competitors might disrupt the market, and legislation can restrict what you can offer (or even open up new possibilities).

About the Journey Mapping Course

Journey Mapping is a five-week course that dives deeper into the three types of journey maps and explores different approaches to creating them. The course is ideal for designers across all levels and is especially useful for product managers who work with complex experiences. From research methods to facilitating the workshop , the course covers the entire journey of a mapping session (pun unintentional)!

Here is Christian Briggs, the lead course editor and senior product designer at the Interaction Design Foundation, with an overview of what you will learn:

• Transcript loading…

Throughout this course, you will learn from four industry experts: 

Indi Young , author of two books,  Practical Empathy  and  Mental Models , and a founder of Adaptive Path, the pioneering UX agency that was an early innovator in journey mapping. 

Kai Wang , a talented UX professional who has designed complex experiences for companies such as CarMax and CapitalOne.

Matt Snyder , former Sr. Director of Product Design at Lucid Software and Head of Product & Design at Hivewire.

Christian Briggs , a Senior Product Designer and Design Educator at the Interaction Design Foundation who has been designing digital products and has been using methods like journey mapping for over ten years.

Journey Mapping: Improve the Customer Journey includes a portfolio project to strengthen your learnings. It also includes downloadable templates that you can use in your projects with your team long after you have completed the course! So, why not enroll in the course today to level up your product design skills and design better experiences for your users!

Where to Learn More

Enroll in the course Journey Mapping: Improve the Customer Journey —it’s included in your IxDF membership.

Psst: You can sneak a peek into lesson 1. Simply scroll down the page and hit the preview links when you see them!

Not yet a member? Sign up here .

Hero Image: © Interaction Design Foundation, CC BY-NC-SA 3.0

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What is customer journey mapping?

Customer journey map template, the customer journey mapping process, data inputs for your customer journey map, why should you use customer journey maps, the uses of customer journey mapping, how to improve a customer journey, tools to help you with your journey mapping, see how xm for customer frontlines works, customer journey mapping 101: definition, template & tips.

22 min read Find out about how to start customer journey mapping, and how to improve it for the benefit of your customers and the business.

If you want to improve your customer experience you need to be able to understand and adapt the customer journey you offer when someone interacts with your organization. Whether their journey is entirely online , offline, or a blend of both, there are multiple journeys a customer might undergo.

Understanding the customer journey in depth helps you identify and take action on customer pain points and repeat what’s working. By doing this, you will improve the overall experience that your customers have, which will have better outcomes for your business.

Outlining the potential customer journeys your audience might go through requires a process called customer journey mapping.

Free Course: Customer journey management & improvement

Creating a customer journey map is the process of forming a visual representation of customers’ processes, needs , and perceptions throughout their interactions and relationship with an organization. It helps you understand the steps customers take – the ones you see, and don’t – when they interact with your business.

It enables you to assess:

• Insights – from your existing customer journey, how to understand it better
• Impact – how to optimize budgets and effort for changes we want to make to the customer experiences
• Issues/opportunities – Diagnose the existing customer journey
• Innovation – where you might want to completely change the existing customer experience

A customer journey map gives you deeper insight into the customer, so you can go beyond what you already know. Many brands see the customer journey as something that is visible – where the customer interacts with the brand. But in reality, this is not true, and only accounts for a percentage of the entire customer journey. Creating a customer journey map gets you thinking about the aspects of the journey you don’t see, but have equal weight and importance to the entire experience.

When mapping out the customer journey, you are looking for the moments that matter – where there is the greatest emotional load.

If you’re buying a car, then the greatest moment of emotional load is when you go to pick the car up because it’s yours , after picking the color, choosing the model, and waiting for it to be ready.

Ensuring these moments match your customers’ expectations of your product, brand and service teams are key to helping you reach your business goals. But you can only do that by understanding the journey your customers go on in order to get there, what they’re thinking and needing from you at that time. Developing a customer journey map puts you in their shoes so you can understand them better than ever before.

Getting started when creating a customer journey map template doesn’t have to be difficult. However, your customer journey map template will need to cover several elements in order to be effective.

There are several ingredients that make up the anatomy of a customer journey, all of which should be looked at carefully so that you can find out where the customer journey runs smoothly and meets customer needs at that moment in time – and where the experience does not, and needs some improvement.

Understanding their behaviors and attitudes also means you can fix bad experiences more effectively too because you know why you haven’t met your customers’ expectations and what you need to do to make amends. There may be times when things go wrong, but it’s how you adapt and what you do to fix these experiences that separates the best. Knowing how the customer will be feeling makes taking that decisive action much easier.

When exploring and visualizing the customer journey we are assessing:

• Customer behavior What is your customer trying to do?
• Customer attitudes What is your customer feeling/saying?
• The on-stage experience Who/what is your customer directly interacting with? (This includes various channels, such as TV ads or social media)
• The off-stage experience Who/what needs to be in place but which your customer is NOT directly aware of?

So what could the customer journey map examples look like when starting the process of buying a car?

Customer journey vs process flow

Understanding customer perspective, behavior, attitudes, and the on-stage and off-stage is essential to successfully create a customer journey map – otherwise, all you have is a process flow. If you just write down the touchpoints where the customer is interacting with your brand, you’re typically missing up to 40% of the entire customer journey.

There is no single customer journey. In fact, there are multiple. The best experiences combine multiple journeys in a seamless way to create a continuous customer lifecycle as outlined below.

Getting started with customer journey map templates

To begin, start by choosing a journey that you would like to create a customer journey map for and outline the first step that customers will take.

You can use this customer journey map template below to work out the customer behaviors, attitudes, the on-stage and off-stage processes – and the KPIs attached to measuring the success of this experience.

Download our free journey mapping template here

The step-by-step process of mapping the customer journey begins with the buyer persona .

Step 1 – Create a customer persona to test

In order to effectively understand the customer journey, you need to understand the customer – and this is where creating a persona really helps. You may base this around the most common or regular customers, big spend, or new customers you haven’t worked with before. This persona is beyond a marketing segment , but that can be a great place to begin if you’re just starting out on the mapping process for your organization.

What do you include? Start with these characteristics.

• Family status
• Professional goals
• Personal goals

These personas help you gain a deeper understanding of your customers and can be derived from insights and demographic data , or even customer interviews . This works for both B2B and B2C business models, but in B2B especially you’ll have multiple customers for each opportunity so it’s recommended you build out multiple personas.

To begin, start with no more than three personas to keep things simple.

Create a diverse team

When creating a customer journey map, you also need to build out a diverse mapping team to represent the whole business. Include frontline staff , day-to-day management, corporate teams, HR, and business support functions. They will give you vital feedback, advice, and perspectives you hadn’t thought of.

Step 2 – Choose a customer journey for mapping

Select a customer journey map to construct, then build a behavior line. This might be a new customer journey, renewal, or fixing a product issue. You might also choose this based on the most frequent customer journeys taken, or the most profitable.

Step 3 – Work through the mapping process

Ask yourself the following:

• Who are the people involved in this journey? E.g. if you’re in a car dealership, that might be the customer, the sales rep, and front-of-house staff.
• What are the processes or the things that happen during this journey?
• What are the customer attitudes ? What are they feeling at this time? Go beyond excitement or frustration. Bring these feelings to life. This car is my dream come true!
• What is the moment that matters? Identify the greatest moment of emotional load. The make or break where everything could be good up until that point, but if you get that moment of maximum impact wrong, then all that’s good is forgotten. The best experience brands get this moment right and identifying it is an important first step to achieving that. In that moment, ask yourself what are the things/people/processes involved? Think about this for the whole business – across your product , brand , and service teams.
• But beyond identifying this moment, you need to establish what your customers’ needs are. What are they getting out of this moment? How do their needs change if this experience goes badly? Knowing the answer to these questions can help you deliver experiences that will resonate , and respond quickly to unforeseen circumstances or issues.
• And finally, how do you measure how effectively you are meeting customer needs throughout the journey? Set KPIs to put benchmarks in place for your customer journey map and customer experience and track your progress.

Step 4 – Innovate

When you are mapping out your customer journey, brainstorm ideas for how to improve that moment that really matters . These ideas don’t need to be practical, but by putting together a diverse mapping team from around the business you can begin to filter through these ideas.

Then, test it.

Ask yourself: Is it feasible? Is it viable? Is it desirable? Don’t ask can we do it, ask should we do it? Then you can start to differentiate yourself from your competitors.

Step 5 – Measure

Use the customer journey map to decide on your measurement framework.

Who are you measuring? What are you measuring? When on the journey are you measuring it? And why? And finally, what metrics and KPI’s are in place to measure this?

Your customer journey map process will require you to use several different data inputs to get an accurate picture of how your customers behave and where you can improve their experience.

A customer journey map is often developed using data gleaned from customer feedback you’ve requested . While this type of market research is useful, your research process needs to be deeper to gain a richer, more accurate understanding of your customer’s behavior.

To create a customer journey map that accurately reflects the truth of customer actions and intentions, you need to take into account both solicited and unsolicited data.

Use solicited data to understand the voice of the customer

Solicited data includes the customer feedback you gain when you conduct research through surveys such as Net Promoter Score (NPS) or ask customers for feedback on social media. This approach can be very useful for understanding your customer’s point of view , rather than just making assumptions about how they think and behave.

However, your target audiences won’t tell you everything about what they plan to do when undergoing their customer journey. Though they might tell you that they’ve had a great experience in a particular part of their customer journey, this type of feedback presents a few issues:

• You have to know when to ask for feedback : You might already have a customer journey in mind when asking for feedback – but do you know all the routes a customer might take in your customer journey map?
• It’s a snapshot: When you survey customers, you’ll likely only get insights into their experience at that particular moment about a specific touchpoint
• It’s what customers say they think/will do, not what they actually think/will do: You’re relying on your customers to accurately reflect their sentiment and intentions in their responses, which isn’t always the case. For your customer journey map to be effective, you need to find the truth
• Your sample size might be too small : If you’re trying to understand how a relatively niche customer journey is doing, you might find that the number of customers who have not only taken the customer journey but are willing to respond with feedback is very limited. You can’t risk survey fatigue by polling the same audience several times, so your insights are limited
• You’re only getting part of the picture : You will likely have several types of useful customer data on file, but these are often not considered as part of the process when creating a customer journey design because solicited data takes precedence

You’ll need to infer how customers feel to be able to accurately predict the actions a customer takes. To do so, you’ll need to look at unsolicited data.

Unsolicited data

Unsolicited data covers everything your customers aren’t telling you directly when you ask them and contextual data that you likely already collect on them, such as purchase history. It can be taken from various sources, such as your website and social channels, third-party sites, customer calls, chat transcripts, frontline employee feedback , operational sources, and more.

This type of data is nuanced, but it allows you to establish the truth of your customers’ experience. The ability to gather unsolicited customer feedback from every channel enables you to see more than just what a customer tells you directly. Using real-time feedback gathering and natural language understanding (NLU) models that can detect emotion, intent, and effort, you’ll be able to understand your customers’ actions in a more profound way. Unsolicited data offers you a 100% response rate that better indicates what your customers actually think of each step in their customer journey.

Rather than be limited to a small sample size of customers who respond to surveys, you’ll be able to build an accurate picture of the average customer on each step of the customer journey map by using this richer insight data with your own operational data.

Why using solicited and unsolicited data is important data

With solicited data, you don’t always see why a customer behaves or thinks as they do. For example, a customer might tell you that they would recommend you to a friend or family – but they don’t renew their subscription with you. A customer might be an ideal candidate for a particular journey, but they abandon their basket when prompted to give their personal details. Understanding the why behind customer actions is key for designing a great customer journey, and that’s why both solicited and unsolicited data collection and evaluation are necessary for creating great customer journey maps.

Of course, knowing how customers will actually respond to your customer touchpoints is only part of the process. You may need to develop more than one customer journey map and create sub-audiences for your customer personas to accurately see where you can rectify pain points and improve outcomes. You will need to collect and analyze contextual data across all customer journey touchpoints and develop a highly detailed journey map that can unveil routes your customers might be taking without your knowledge.

Qualtrics’ Experience ID platform can overlay solicited and unsolicited data to provide an all-encompassing picture of your customer journey map, no matter how complex. Creating an effective customer journey map is easier with all your data collated and analyzed together, with actionable insights created automatically.

A customer journey map creates a common understanding for the organization of how a customer interacts during different stages of the customer lifecycle, and the roles and responsibilities of the different teams in charge of fulfilling that experience.

It will also bring an organization together, and foster empathy and collaboration between teams because people will know what is required from everyone in the business to deliver the experiences that customers expect. This will help you to develop a shared sense of ownership of the customer relationship, which ultimately drives a customer-centric culture . With everyone working towards a common goal, communication of what you learn about the customer and the journey they go through is vital in order to drive best practices throughout the organization.

Creating an accurate customer journey map will help your customer service team to focus on more specific issues, rather than handling problems generated by a less-tailored customer journey. Your customer experience will be improved with a customer journey that’s personalized to the specific personas you have generated. You’ll have put yourself in your customer’s shoes and adapted your strategy to reflect your customer’s perspective – which in turn will create more memorable experiences.

Creating a customer journey map will influence your journey analytics across the business. So for example, it will determine what you ask, who you ask, when you ask, why you ask it and how you ask questions in your Voice of the Customer Program .

So when should you use customer journey mapping?

There are four main uses:

• Assess the current state of your customer journey Understand and diagnose the specific issues in current experiences
• Understand what the future state of your customer journey should look like Design, redesign and create new experiences
• Blueprints For implementing change
• Communication Bringing teams together to train and scale up best practices.

Take stock and take action

To improve the customer journey you need a clear vision of what you want to achieve and you need to make a distinction between the present and the future.

• What is your customer journey right now?
• What does the future state of your customer journey look like?

This is why organizations blueprint their customer journey because they can see what works and act accordingly. By understanding your customers’ attitudes and needs at critical times in the journey, you can make amends to better meet them – and develop contingencies to cope when these needs aren’t or can’t be met. For example, during a sudden, unexpected surge in demand.

Orchestrate your customer journey

To offer your customers truly optimized experiences, you’ll need to go further than just creating a customer journey map. You’ll also need to orchestrate journeys using real-time customer behavior to adapt your strategy as your customers make choices. Orchestrating a journey means taking dynamic action towards optimizing your customer’s experience, using real-time customer behavior as informative data.

Improve your employee experience

Use your diverse mapping team to come up with ideas that incorporate experience from all aspects of the business to improve the customer journey – and remember that this has a significant payoff for your employees too. Improving the employee journey – by giving teams the tools to make a difference – can have a positive knock-on effect for the customer and improve their experience in those key moments. This is because employees have the autonomy and motivation in their roles to help their customers, and realize their own potential.

Your customer journey map isn’t just designed to improve the customer experience. Creating an accurate customer journey map can help you to improve your business outcomes.

Being able to link operational data to key touchpoints in a customer journey is transformative for organizations. This is because improving segments of the customer journey will see a direct impact on your business. The Qualtrics Journey Optimizer helps you do just that. By analyzing areas for improvement as outlined by your customer journey map, organizations can take actions that will have maximum benefit for their customers, and the business too.

With Qualtrics CustomerXM , you’ll:

• Create a common understanding throughout your workforce of how a customer interacts with your organization, and you’ll know the roles and responsibilities of your different teams
• Develop empathy and collaboration between teams, working together to achieve the same outcome
• Develop a shared sense of ownership of the customer relationship which ultimately drives a customer-centric culture

Free course: Customer journey management & improvement

Related resources

Customer Journey

B2B Customer Journey 13 min read

Customer interactions 11 min read, consumer decision journey 14 min read, customer journey orchestration 12 min read, customer journey management 14 min read, customer journey stages 12 min read, buyer's journey 16 min read, request demo.

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More From Forbes

Charting the course: the generative ai maturity journey.

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Balaji Ganesan is CEO and co-founder of Privacera, a leading AI and data security governance company. Learn more at www.privacera.com.

As the landscape of artificial intelligence evolves, so does our understanding of its potential impact on businesses and society. Generative AI (GenAI), in particular, stands at the forefront of this technological revolution. At its core, generative AI refers to systems that can autonomously generate content with remarkable fluency and realism, whether text, images or music.

My company, Privacera, has been extensively using AI and machine learning techniques in our product to help build sophisticated algorithms to detect sensitive or data attributes in structured and unstructured data. In addition, many of our customers are using us to secure data environments that feed into machine learning models and initiatives.

I've learned that with GenAI's great promise comes great responsibility, and it is imperative that enterprises navigate the generative AI maturity journey with caution, foresight and a clear road map. As enterprises dive into generative AI, the accessibility facilitated by platforms like ChatGPT has democratized its adoption, even though it is in its nascent stages.

Getting Started With GenAI

Organizations can strategically establish committees to identify optimal starting points, aiming to harness AI's potential and safely deploy applications to drive tangible business value. Central to effectively implementing generative AI are two key components:

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1. A policy guideline process overseen by a dedicated committee to define organizational stances.

2. A concurrent technology evaluation process enabling individuals to experiment with the technology, exploring concepts such as vector databases.

While there are many clear paths to adopt generative AI, the maturity journey framework serves as a valuable guide, providing a structured approach to harnessing the potential of this technology while mitigating risks and implementing it responsibly within organizations.

While setting up a comprehensive framework is the first step, it's equally important to strike a balance with the business's drive to innovate and experiment. This often leads to a trial-and-error phase. However, these efforts, typically isolated within individual application teams, highlight the need for a unified organizational framework or a structured program.

Organizations can start with specific strategies, learn from them over time and then adapt and modify their approaches accordingly. This flexible approach allows for continuous learning and improvement, easing the pressure of running a well-defined program over a set period and fostering a sense of adaptability and resilience in the face of evolving technology.

The Phases Of The Generative AI Maturity Journey

As organizations embark on their journey toward leveraging generative AI technologies, they should consider several best practices to navigate through the various stages effectively.

1. Establish a strong policy framework outlining the organization's approach to generative AI adoption. This framework should address regulatory, compliance, privacy and security concerns from the outset. Many organizations entered this stage in 2023, and by and large, I noticed enterprises took a very risk-averse posture and blocked access to many of these consumer-ready chatbots like ChatGPT. What has changed massively since then is that many SaaS applications and vendors like Microsoft have added co-pilots and assistants to their products, with corporations unable to block access anymore.

2. Start with pilot projects. Rather than diving headfirst into numerous projects, start with one or two low-risk use cases to explore the technology's capabilities. Experiment with open libraries and pilot projects to gain valuable insights and understanding. In many cases, companies initially seek better visibility. CISOs and CIOs often admit they need to know what data is going into these systems or what's coming out. Another area for improvement is the disconnect between executive leadership's directives and the reality for the developers and practitioners creating these apps. Many developers and data scientists are experimenting in sandbox environments with little emphasis on security.

3. Align use cases with organizational goals. Assess potential use cases and refine the selection to align closely with organizational objectives. Initially, focus on internal use cases to ensure a controlled environment for refining and improving applications. I've found that developing a comprehensive architectural framework is a recurring topic in conversations with enterprise and security architects. However, approaches vary widely from company to company, reflecting their unique internal cultures. Many organizations have grown heavily reliant on vendor-provided apps, losing their ability to develop in-house systems. The emergence of GenAI is adding pressure as companies recognize the value of creating unique GenAI applications for internal and external use.

4. Prioritize privacy and security. Emphasize privacy and security throughout the development process, from initial experimentation to production deployment. Tailor solutions to specific use cases, such as implementing co-pilots for call centers, to ensure they meet unique requirements. One of the significant challenges identified is adapting the culture and training people to use this new technology effectively. I've noticed many experienced workers often adapt better to this new tech. They can quickly understand where the technology can streamline tasks and when to rely on it or double-check the results.

5. Drive repeatable success. Continuously refine and optimize implemented solutions to drive toward repeatable success. Develop solutions tailored to the organization's unique needs and objectives, focusing on customer-facing and revenue-enhancing use cases.

In addition to these best practices, organizations should prioritize cultural adaptation and training initiatives to ensure the effective adoption of generative AI technologies across all workforce levels. By following these guidelines, organizations can confidently navigate the phases of the generative AI maturity journey and achieve meaningful outcomes.

Future Outlook

Due to the unique nature and capabilities of GenAI, there are risks relating to the typical AI issues like bias, ethics and explainability, but GenAI can also present problems relating to sensitive data leakage, toxic or malicious misuse and hallucinations. As we embark on this journey, balancing the risks associated with unregulated AI use versus the innovation and advances that can be delivered through this new technology is essential.

As more use cases and apps are developed and deployed, the one learning from past innovation cycles is that we need to standardize faster than we grab the next new thing. Getting universal visibility and audibility might be your best investment on day one.

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Coordinates of elektrostal in degrees and decimal minutes, utm coordinates of elektrostal, geographic coordinate systems.

WGS 84 coordinate reference system is the latest revision of the World Geodetic System, which is used in mapping and navigation, including GPS satellite navigation system (the Global Positioning System).

Geographic coordinates (latitude and longitude) define a position on the Earth’s surface. Coordinates are angular units. The canonical form of latitude and longitude representation uses degrees (°), minutes (′), and seconds (″). GPS systems widely use coordinates in degrees and decimal minutes, or in decimal degrees.

Latitude varies from −90° to 90°. The latitude of the Equator is 0°; the latitude of the South Pole is −90°; the latitude of the North Pole is 90°. Positive latitude values correspond to the geographic locations north of the Equator (abbrev. N). Negative latitude values correspond to the geographic locations south of the Equator (abbrev. S).

Longitude is counted from the prime meridian ( IERS Reference Meridian for WGS 84) and varies from −180° to 180°. Positive longitude values correspond to the geographic locations east of the prime meridian (abbrev. E). Negative longitude values correspond to the geographic locations west of the prime meridian (abbrev. W).

UTM or Universal Transverse Mercator coordinate system divides the Earth’s surface into 60 longitudinal zones. The coordinates of a location within each zone are defined as a planar coordinate pair related to the intersection of the equator and the zone’s central meridian, and measured in meters.

Elevation above sea level is a measure of a geographic location’s height. We are using the global digital elevation model GTOPO30 .

Elektrostal , Moscow Oblast, Russia

Communication Sciences and Disorders

Sharice clough rejoins csd, this time as assistant professor.

The journey of Dr. Sharice Clough (MA-SLP, 2018) from a student to a professional in her field, and soon-to-be faculty member, speaks volumes about CSD’s bragging rights that they’re a department dedicated to cultivating leaders in the field of communication sciences and disorders.

“I’m excited and confident that Sharice will bring fresh perspectives, innovative ideas, and a deep commitment to excellence in her new role,” said Eric Hunter, Department Executive Officer and Harriet B. and Harold S. Brady Chair in Liberal Arts and Sciences.

After completing her master’s degree in Speech-Language Pathology at Iowa, Clough embarked on doctoral studies in Hearing and Speech Sciences at Vanderbilt University, followed by interdisciplinary post-doctoral training in the Multimodal Language Department at the Max Planck Institute for Psycholinguistics in Nijmegen, The Netherlands.

She will join us as an assistant professor in CSD at Iowa in Fall 2026. 

Clough investigates acquired neurogenic communication disorders, such as traumatic brain injury, aphasia, and dementia in adults. More specifically, she strives to know more about how people use and comprehend language in rich and dynamic contexts, like those we encounter in daily life. 

Real-world communication is interactive , involving a collaborative exchange between individuals. It is also multimodal , containing a variety of communicative cues like speech, gesture, facial expressions, and eye gaze. Her goal is to better understand how these flexible and social language abilities are disrupted by brain injury. 

For example, in a recent behavioral experiment, she examined how adults with and without traumatic brain injury adapted their speech, gesture, and eye gaze behavior when talking to groups of listeners with different levels of knowledge based on their prior interactions. These types of social skills underlie the ability to design our communication appropriately and efficiently for different audiences (e.g., talking to a friend versus a group of coworkers). 

"Although people with traumatic brain injury can have difficulty with social communication, we tend to assess language in very controlled and isolated contexts in both the clinic and lab," she said. “It’s critical that we incorporate these dynamic and rich properties of language into our practices to create assessments that sensitively detect communication difficulties and treatments that generalize beyond the clinic room into the real world.”

Clough uses a variety of methods to study the cognitive and neural systems that underlie neurogenic communication disorders, such as behavioral testing, eye-tracking, motion tracking, neuropsychological testing, and lesion mapping. In addition to advancing our understanding of the communication abilities of people with acquired brain injury, combining these methods allows her to learn more about the links between language and the brain.

“Iowa CSD is the perfect place to grow my research program and lab. My experiences as a master’s student in the department opened many doors for me and ignited a passion for science and discovery that I’m excited to pass on to future students. Iowa has all the right ingredients and an incredible community of scholars who I’m thrilled to be joining,” she said.

Hunter says he’s eager to see the research, academic, and leadership impacts Clough will undoubtedly have on the CSD program and its students. 

“ Iowa CSD leans into its mission to foster a culture of growth and discovery. Our graduates –such as Sharice -- go on to achieve great things, and it’s doubly-fulfilling when those individuals return to give back to the community that supported them,” he said.

NOTICE: The University of Iowa Center for Advancement is an operational name for the State University of Iowa Foundation, an independent, Iowa nonprofit corporation organized as a 501(c)(3) tax-exempt, publicly supported charitable entity working to advance the University of Iowa. Please review its full disclosure statement.

jeff brown yachts axopar

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The Adventure You've Been Waiting For

Welcome to the world of Axopar, a culmination of boating passion and expertise. Crafted by boating enthusiasts, these vessels are designed for quality-conscious adventurers seeking unforgettable experiences. As the Axopar West Coast dealer, Jeff Brown Yachts proudly presents the revolutionary Axoper lineup, offering advanced hydrodynamic efficiency, extended range, comfort, and adventure-ready features.

We operate from six offices in San Diego, Newport Beach, Sausalito, Seattle, Kailua-Kona, and Wrightsville Beach.

Time to redefine your limits with Axopar

The Axopar lineup is a testament to our rich experience and unwavering passion for boating. Meticulously crafted by dedicated boating enthusiasts, it is tailored for discerning boaters who yearn to broaden their horizons. Discover Axopar with Jeff Brown Yachts.

Our Axopar boat configurator is a user-friendly tool that allows you to craft your ideal Axopar boat from the comfort of your own home. It serves as the initial stage in defining your boat's equipment and plays a crucial role in establishing the baseline pricing for all the features and options you desire.

Our Proven Success

"We had the pleasure of working with Wayne as out-of-town buyers. His service is second-to-none. While impossible to imagine given how much we love this boat, should we decide to upgrade to another boat, Wayne at JBY would be our first and only call!"

– Robert B.

"From the first conversation with Andy and throughout the entire process I couldn’t be happier to have had any other broker other than Andy working my deal for a Robalo R272."

– Shannti H.

"I have known Jeff Brown for well over 20 years and bought 2 boats from him. I have found him to be extremely knowledgeable, service-oriented, and a pleasure to work with."

"I purchased my Pardo 38 from Jeff Brown Yachts. Jeff and his team are excellent! They are always there for me when I need anything. I highly recommend them if you are looking to purchase a yacht. You won’t be disappointed."

– Cassandra D.

"I sold my 2019 Axopar 28c through JBY and then purchased a new 37xc from them. Great group to work with!"

"We purchased a pre-owned Axopar 28 from Jeff, and we had a great experience. He was very knowledgeable and committed to making the purchase process easy."

"We can’t speak highly enough of our experience with Jeff Brown Yachts and the Mari~Time program."

– The Austin Family

"Jeff’s professional and proficient handling of our transaction, and then spending a great deal of time familiarizing and training our family has been invaluable. We recommend him highly to anyone looking to buy or sell."

– Mark & Claire M

"I trust Jeff’s integrity and professional counsel in all boating needs. I recommend him to anyone needing sound and professional advice in buying or selling boats."

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Axopar Destination Transit Guide

Year-round adventure is never far away.

Easy access to some of the world’s greatest cruising destinations is one of the great benefits of boating on the Salish Sea. And, each Axopar model provides you the room and comfort to share and enjoy those adventures all year long. Hike, fish, camp, bike, kayak, water ski, stay at your favorite hotel, catch a show or grab dinner across the sound, the possibilities are endless. 

With that in mind, we collected transit times from Seattle to some of our favorite area destinations at cruising speed in an Axopar. Enjoy the ride.

@30 knots | Seattle to 

Winslow | Eagle Harbor - 15 minutes Poulsbo - 25 minutes Bremerton - 25 minutes Tacoma - 45 minutes Port Townsend - 1 hour Hoodsport - 1 hour 40 minutes Friday Harbor - 2 hours Anacortes - 2 hours Victoria - 2 hours Bellingham - 2 hours 25 minutes Vancouver - 3 hours 45 minutes Princess Louisa Inlet - 6 hours

Use our Axopar Boat Configurator to build your dream boat.

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Axopar is a globally renowned Finnish brand of premium range, multi-award-winning motorboats, developed through a passion for adventure and the outdoors for you to experience more timeless moments.

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The brand is honored to be presented with awards from European Power Boat of the Year, Japan’s Boat of the Year, Boat of the Year, Motor Boats Award, Boat of the Year Award in USA, International Best of Boats Winner, Marine Industry Customer Satisfaction Index Award, and Boat Builder Awards.

In the world of yacht brokerage, each journey is unique, and mine has been a captivating ride from roads to waters. I am Nate Evans, a seasoned entrepreneur with a background in the automotive service industry; I’m excited to share my story and why I chose to embark on the maritime adventure with Jeff Brown Yachts.

From Roads to Waters: The Evolution

Growing up on the water in Wilmington, North Carolina, instilled in me a deep appreciation for the maritime world. With over two decades of experience in the automotive service industry, I found myself yearning for a new challenge. The transition from car engines to marine engines was a natural evolution, guided by a genuine passion for the sea.

Discovering the Axopar Culture

The pivotal moment occurred at the 2020 International Boat Show in Dusseldorf, Germany. The Axopar culture instantly resonated with me, offering not just a boat but a lifestyle. Connecting with Jeff Brown and sharing our enthusiasm for nautical adventures, I knew I had found an amazing team with JBY, Axopar and Brabus Marine.

Client-Centric Approach: More Than Just Transactions

What sets the journey with Jeff Brown Yachts apart is the commitment to clients as individuals. Purchasing a yacht is more than a financial transaction; it’s a lifestyle choice. Understanding this, I take the time to delve into the unique boating desires of each client. The goal is not just to meet expectations but to exceed them through high ethical standards, hard work, and unwavering integrity.

Embark on Your Maritime Journey

For those eager to commence their maritime journey with me at Jeff Brown Yachts, I invite you to reach out at (910) 612-7651 and you can expect a personalized experience dedicated to making your nautical dreams a reality.

Cheers to new adventures ,

The Ultimate Boating Experience

The axopar range – let your adventure begin.

Axopar’s unique configurations allow you explore a variety of options for each range such as aft deck modules, open aft, wet bar and multi-storage.

Call Nate to start your adventure today!

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Luxury rules at the moscow yacht show.

by Maria Sapozhnikova

The windy Russian autumn weather might be a little bit tricky for sailing, but it doesn’t stop brave yachtsmen from all over the world from flocking to Russian capital in the beginning of September when the Moscow Yacht Show commences. The main Russian Yacht exhibition gathers professional and amateur yacht lovers together under the wing of The Royal Yacht Club.

This year it took place for a fourth time already. The exhibition is considered the principal event on the sporting and social calendar. The Moscow Yacht Show 2010 united in one area three of the largest Russian yachts distributors: Ultramarine, Nordmarine and Premium Yachts.

A wide range of yachts were on display for a week. An exhibition showcased yachts both from Russian manufacturers and world famous brands: Azimut, Princess, Ferretti, Pershing, Riviera, Doral, Linssen, etc.

It was a real feast for seafarers as visitors of the show had a unique chance not only to take a look at the newest superyachts before they hit the market, but also to evaluate their driving advantages during the test drive. The show provided an excellent opportunity for yacht enthusiasts to choose and buy a new boat for the next season.

The event started with the grandiose gala evening. It included grand dinner, the concert and professional awards ceremony for achievements in Russian yachting industry. The guests also enjoyed the annual regatta.

Special guest Paolo Vitelli, Azimut Benetti Group president, opened the evening.

Next year organizers assured guests they would bring more yachts, the scale of which will even make oligarch Roman Abramovich envious. Sounds very promising indeed.

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Welcome to the office of Jeff Kline!  We are so happy you found us!   Our entire team is committed to providing comprehensive, high-quality dental care in a relaxed, friendly environment.   Our patients are as diverse as the population of the Palouse:  kids, seniors, athletes, foreign students and busy professionals.  Thanks to our wonderful family of patients, we have developed a reputation of compassion, honesty, and integrity within our community.

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The Possible Collapse of the U.S. Home Insurance System

A times investigation found climate change may now be a concern for every homeowner in the country..

This transcript was created using speech recognition software. While it has been reviewed by human transcribers, it may contain errors. Please review the episode audio before quoting from this transcript and email [email protected] with any questions.

From “The New York Times,” I’m Sabrina Tavernise. And this is “The Daily.”

[MUSIC PLAYING]

Today, my colleague, Christopher Flavelle, on a “Times” investigation into one of the least known and most consequential effects of climate change — insurance — and why it may now be a concern for every homeowner in the country.

It’s Wednesday, May 15.

So, Chris, you and I talked a while ago about how climate change was really wreaking havoc in the insurance market in Florida. You’ve just done an investigation that takes a look into the insurance markets more broadly and more deeply. Tell us about it.

Yeah, so I cover climate change, in particular the way climate shocks affect different parts of American life. And insurance has become a really big part of that coverage. And Florida is a great example. As hurricanes have gotten worse and more frequent, insurers are paying out more and more money to rebuild people’s homes. And that’s driving up insurance costs and ultimately driving up the cost of owning a home in Florida.

So we’re already seeing that climate impact on the housing market in Florida. My colleagues and I started to think, well, could it be that that kind of disruption is also happening in other states, not just in the obvious coastal states but maybe even through the middle of the US? So we set out to find out just how much it is happening, how much that Florida turmoil has, in fact, become really a contagion that is spreading across the country.

So how did you go about reporting this? I mean, where did you start?

All we knew at the start of this was that there was reason to think this might be a problem. If you just look at how the federal government tracks disasters around the country, there’s been a big increase almost every year in the number and severity of all kinds of disasters around the country. So we thought, OK, it’s worth trying to find out, what does that mean for insurers?

The problem is getting data on the insurance industry is actually really hard. There’s no federal regulation. There’s no government agency you can go to that holds this data. If you talk to the insurers directly, they tend to be a little reluctant to share information about what they’re going through. So we weren’t sure where to go until, finally, we realized the best people to ask are the people whose job it is to gauge the financial health of insurance companies.

Those are rating agencies. In particular, there’s one rating company called AM Best, whose whole purpose is to tell investors how healthy an insurance company is.

Whoa. So this is way down in the nuts and bolts of the US insurance industry.

Right. This is a part of the broader economy that most people would never experience. But we asked them to do something special for us. We said, hey, can you help us find the one number that would tell us reporters just how healthy or unhealthy this insurance market is state by state over time? And it turns out, there is just such a number. It’s called a combined ratio.

OK, plain English?

Plain English, it is the ratio of revenue to costs, how much money these guys take in for homeowner’s insurance and how much they pay out in costs and losses. You want your revenue to be higher than your costs. If not, you’re in trouble.

So what did you find out?

Well, we got that number for every state, going back more than a decade. And what it showed us was our suspicions were right. This market turmoil that we were seeing in Florida and California has indeed been spreading across the country. And in fact, it turns out that in 18 states, last year, the homeowner’s insurance market lost money. And that’s a big jump from 5 or 10 years ago and spells real trouble for insurance and for homeowners and for almost every part of the economy.

So the contagion was real.

Right. This is our first window showing us just how far that contagion had spread. And one of the really striking things about this data was it showed the contagion had spread to places that I wouldn’t have thought of as especially prone to climate shocks — for example, a lot of the Midwest, a lot of the Southeast. In fact, if you think of a map of the country, there was no state between Pennsylvania and the Dakotas that didn’t lose money on homeowner’s insurance last year.

So just huge parts of the middle of the US have become unprofitable for homeowner’s insurance. This market is starting to buckle under the cost of climate change.

And this is all happening really fast. When we did the Florida episode two years ago, it was a completely new phenomenon and really only in Florida. And now it’s everywhere.

Yeah. And that’s exactly what’s so striking here. The rate at which this is becoming, again, a contagion and spreading across the country is just demolishing the expectations of anyone I’ve spoken to. No one thought that this problem would affect so much of the US so quickly.

So in these states, these new places that the contagion has spread to, what exactly is happening that’s causing the insurance companies to fold up shop?

Yeah. Something really particular is happening in a lot of these states. And it’s worth noting how it’s surprised everyone. And what that is, is formally unimportant weather events, like hailstorms or windstorms, those didn’t used to be the kind of thing that would scare insurance companies. Obviously, a big problem if it destroys your home or damages your home. But for insurers, it wasn’t going to wipe them out financially.

Right. It wasn’t just a complete and utter wipeout that the company would then have to pony up a lot of money for.

Exactly. And insurers call them secondary perils, sort of a belittling term, something other than a big deal, like a hurricane.

These minor league weather events.

Right. But those are becoming so frequent and so much more intense that they can cause existential threats for insurance companies. And insurers are now fleeing states not because of hurricanes but because those former things that were small are now big. Hailstorms, wildfires in some places, previous annoyances are becoming real threats to insurers.

Chris, what’s the big picture on what insurers are actually facing? What’s happening out there numbers-wise?

This is a huge threat. In terms of the number of states where this industry is losing money, it’s more than doubled from 10 years ago to basically a third of the country. The amount they’re losing is enormous. In some states, insurers are paying out $1.25 or even $1.50 for every dollar they bring in, in revenue, which is totally unsustainable.

And the result is insurers are making changes. They are pulling back from these markets. They’re hiking premiums. And often, they’re just dropping customers. And that’s where this becomes real, not just for people who surf balance sheets and trade in the stock market. This is becoming real for homeowners around the country, who all of a sudden increasingly can’t get insurance.

So, Chris, what’s the actual implication? I mean, what happens when people in a state can’t get insurance for their homes?

Getting insurance for a home is crucial if you want to sell or buy a home. Most people can’t buy a home without a mortgage. And banks won’t issue a mortgage without home insurance. So if you’ve got a home that insurance company doesn’t want to cover, you got a real problem. You need to find insurance, or that home becomes very close to unsellable.

And as you get fewer buyers, the price goes down. So this doesn’t just hurt people who are paying for these insurance premiums. It hurts people who want to sell their homes. It even could hurt, at some point, whole local economies. If home values fall, governments take in less tax revenue. That means less money for schools and police. It also means people who get hit by disasters and have to rebuild their homes all of a sudden can’t, because their insurance isn’t available anymore. It’s hard to overstate just how big a deal this is.

And is that actually happening, Chris? I mean, are housing markets being dragged down because of this problem with the insurance markets right now?

Anecdotally, we’ve got reports that in places like Florida and Louisiana and maybe in parts of California, the difficulty of getting insurance, the crazy high cost of insurance is starting to depress demand because not everyone can afford to pay these really high costs, even if they have insurance. But what we wanted to focus on with this story was also, OK, we know where this goes eventually. But where is it beginning? What are the places that are just starting to feel these shocks from the insurance market?

And so I called around and asked insurance agents, who are the front lines of this. They’re the ones who are struggling to find insurance for homeowners. And I said, hey, is there one place that I should go if I want to understand what it looks like to homeowners when all of a sudden insurance becomes really expensive or you can’t even find it? And those insurance agents told me, if you want to see what this looks like in real life, go to a little town called Marshalltown in the middle of Iowa.

We’ll be right back.

So, Chris, you went to Marshalltown, Iowa. What did you find?

Even before I got to Marshalltown, I had some idea I was in the right spot. When I landed in Des Moines and went to rent a car, the nice woman at the desk who rented me a car, she said, what are you doing here? I said, I’m here to write a story about people in Iowa who can’t get insurance because of storms. She said, oh, yeah, I know all about that. That’s a big problem here.

Even the rental car lady.

Even the rental car lady knew something was going on. And so I got into my rental car and drove about an hour northeast of Des Moines, through some rolling hills, to this lovely little town of Marshalltown. Marshalltown is a really cute, little Midwestern town with old homes and a beautiful courthouse in the town square. And when I drove through, I couldn’t help noticing all the roofs looked new.

What does that tell you?

Turns out Marshalltown, despite being a pastoral image of Midwestern easy living, was hit by two really bad disasters in recent years — first, a devastating tornado in 2018 and then, in 2020, what’s called a derecho, a straight-line wind event that’s also just enormously damaging. And the result was lots of homes in this small town got severely damaged in a short period of time. And so when you drive down, you see all these new roofs that give you the sense that something’s going on.

So climate had come to Marshalltown?

Exactly. A place that had previously seemed maybe safe from climate change, if there is such a thing, all of a sudden was not. So I found an insurance agent in Marshalltown —

We talked to other agents but haven’t talked to many homeowners.

— named Bobby Shomo. And he invited me to his office early one morning and said, come meet some people. And so I parked on a quiet street outside of his office, across the street from the courthouse, which also had a new roof, and went into his conference room and met a procession of clients who all had versions of the same horror story.

It was more — well more of double.

A huge reduction in coverage with a huge price increase.

Some people had faced big premium hikes.

I’m just a little, small business owner. So every little bit I do feel.

They had so much trouble with their insurance company.

I was with IMT Insurance forever. And then when I moved in 2020, Bobby said they won’t insure a pool.

Some people had gotten dropped.

Where we used to see carriers canceling someone for frequency of three or four or five claims, it’s one or two now.

Some people couldn’t get the coverage they needed. But it was versions of the same tale, which is all of a sudden, having homeowner’s insurance in Marshalltown was really difficult. But I wanted to see if it was bigger than just Marshalltown. So the next day, I got back in my car and drove east to Cedar Rapids, where I met another person having a version of the same problem, a guy named Dave Langston.

Tell me about Dave.

Dave lives in a handsome, modest, little townhouse on a quiet cul-de-sac on a hill at the edge of Cedar Rapids. He’s the president of his homeowners association. There’s 17 homes on this little street. And this is just as far as you could get from a danger zone. It looks as safe as could be. But in January, they got a letter from the company that insures him and his neighbors, saying his policy was being canceled, even though it wasn’t as though they’d just been hit by some giant storm.

So then what was the reason they gave?

They didn’t give a reason. And I think people might not realize, insurers don’t have to give a reason. Insurance policies are year to year. And if your insurance company decides that you’re too much of a risk or your neighborhood is too much of a risk or your state is too much of a risk, they can just leave. They can send you a letter saying, forget it. We’re canceling your insurance. There’s almost no protection people have.

And in this case, the reason was that this insurance company was losing too much money in Iowa and didn’t want to keep on writing homeowner’s insurance in the state. That was the situation that Dave shared with tens of thousands of people across the state that were all getting similar letters.

What made Dave’s situation a little more challenging was that he couldn’t get new insurance. He tried for months through agent after agent after agent. And every company told him the same thing. We won’t cover you. Even though these homes are perfectly safe in a safe part of the state, nobody would say yes. And it took them until basically two days before their insurance policy was going to run out until they finally found new coverage that was far more expensive and far more bare-bones than what they’d had.

But at least it was something.

It was something. But the problem was it wasn’t that good. Under this new policy, if Dave’s street got hit by another big windstorm, the damage from that storm and fixing that damage would wipe out all the savings set aside by these homeowners. The deductible would be crushingly high — $120,000 — to replace those roofs if the worst happened because the insurance money just wouldn’t cover anywhere close to the cost of rebuilding.

He said to me, we didn’t do anything wrong. This is just what insurance looks like today. And today, it’s us in Cedar Rapids. Everyone, though, is going to face a situation like this eventually. And Dave is right. I talked to insurance agents around the country. And they confirmed for me that this kind of a shift towards a new type of insurance, insurance that’s more expensive and doesn’t cover as much and makes it harder to rebuild after a big disaster, it’s becoming more and more common around the country.

So, Chris, if Dave and the people you spoke to in Iowa were really evidence that your hunch was right, that the problem is spreading and rapidly, what are the possible fixes here?

The fix that people seem most hopeful about is this idea that, what if you could reduce the risk and cause there to be less damage in the first place? So what some states are doing is they’re trying to encourage homeowners to spend more money on hardening their home or adding a new roof or, if it’s a wildfire zone, cut back the vegetation, things that can reduce your risk of having really serious losses. And to help pay for that, they’re telling insurers, you’ve got to offer a discount to people who do that.

And everyone who works in this field says, in theory, that’s the right approach. The problem is, number one, hardening a home costs a fantastic amount of money. So doing this at scale is hugely expensive. Number two, it takes a long time to actually get enough homes hardened in this way that you can make a real dent for insurance companies. We’re talking about years or probably decades before that has a real effect, if it ever works.

OK. So that sounds not particularly realistic, given the urgency and the timeline we’re on here. So what else are people looking at?

Option number two is the government gets involved. And instead of most Americans buying home insurance from a private company, they start buying it from government programs that are designed to make sure that people, even in risky places, can still buy insurance. That would be just a gargantuan undertaking. The idea of the government providing homeowner’s insurance because private companies can’t or won’t would lead to one of the biggest government programs that exists, if we could even do it.

So huge change, like the federal government actually trying to write these markets by itself by providing homeowner’s insurance. But is that really feasible?

Well, in some areas, we’re actually already doing it. The government already provides flood insurance because for decades, most private insurers have not wanted to cover flood. It’s too risky. It’s too expensive. But that change, with governments taking over that role, creates a new problem of its own because the government providing flood insurance that you otherwise couldn’t get means people have been building and building in flood-prone areas because they know they can get that guaranteed flood insurance.

Interesting. So that’s a huge new downside. The government would be incentivizing people to move to places that they shouldn’t be.

That’s right. But there’s even one more problem with that approach of using the government to try to solve this problem, which is these costs keep growing. The number of billion-dollar disasters the US experiences every year keeps going up. And at some point, even if the government pays the cost through some sort of subsidized insurance, what happens when that cost is so great that we can no longer afford to pay it? That’s the really hard question that no official can answer.

So that’s pretty doomsday, Chris. Are we looking at the end of insurance?

I think it’s fair to say that we’re looking at the end of insurance as we know it, the end of insurance that means most Americans can rest assured that if they get hit by a disaster, their insurance company will provide enough money they can rebuild. That idea might be going away. And what it shows is maybe the threat of climate change isn’t quite what we thought.

Maybe instead of climate change wrecking communities in the form of a big storm or a wildfire or a flood, maybe even before those things happen, climate change can wreck communities by something as seemingly mundane and even boring as insurance. Maybe the harbinger of doom is not a giant storm but an anodyne letter from your insurance company, saying, we’re sorry to inform you we can no longer cover your home.

Maybe the future of climate change is best seen not by poring over weather data from NOAA but by poring over spreadsheets from rating firms, showing the profitability from insurance companies, and how bit by bit, that money that they’re losing around the country tells its own story. And the story is these shocks are actually already here.

Chris, as always, terrifying to talk to you.

Always a pleasure, Sabrina.

Here’s what else you should know today. On Tuesday, the United Nations has reclassified the number of women and children killed in Gaza, saying that it does not have enough identifying information to know exactly how many of the total dead are women and children. The UN now estimates that about 5,000 women and about 8,000 children have been killed, figures that are about half of what it was previously citing. The UN says the numbers dropped because it is using a more conservative estimate while waiting for information on about 10,000 other dead Gazans who have not yet been identified.

And Mike Johnson, the Speaker of the House, gave a press conference outside the court in Lower Manhattan, where Michael Cohen, the former fixer for Donald Trump, was testifying for a second day, answering questions from Trump’s lawyers. Trump is bound by a gag order. So Johnson joined other stand-ins for the former president to discredit the proceedings. Johnson, one of the most important Republicans in the country, attacked Cohen but also the trial itself, calling it a sham and political theater.

Today’s episode was produced by Nina Feldman, Shannon Lin, and Jessica Cheung. It was edited by MJ Davis Lin, with help from Michael Benoist, contains original music by Dan Powell, Marion Lozano, and Rowan Niemisto, and was engineered by Alyssa Moxley. Our theme music is by Jim Brunberg and Ben Landsverk of Wonderly.

That’s it for “The Daily.” I’m Sabrina Tavernise. See you tomorrow.

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• May 22, 2024   •   23:20 Biden’s Open War on Hidden Fees
• May 21, 2024   •   24:14 The Crypto Comeback
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• May 17, 2024   •   51:10 The Campus Protesters Explain Themselves
• May 16, 2024   •   30:47 The Make-or-Break Testimony of Michael Cohen
• May 15, 2024   •   27:03 The Possible Collapse of the U.S. Home Insurance System
• May 14, 2024   •   35:20 Voters Want Change. In Our Poll, They See It in Trump.
• May 13, 2024   •   27:46 How Biden Adopted Trump’s Trade War With China
• May 10, 2024   •   27:42 Stormy Daniels Takes the Stand

Hosted by Sabrina Tavernise

Featuring Christopher Flavelle

Produced by Nina Feldman ,  Shannon M. Lin and Jessica Cheung

Edited by MJ Davis Lin

With Michael Benoist

Original music by Dan Powell ,  Marion Lozano and Rowan Niemisto

Engineered by Alyssa Moxley

Listen and follow The Daily Apple Podcasts | Spotify | Amazon Music | YouTube

Across the United States, more frequent extreme weather is starting to cause the home insurance market to buckle, even for those who have paid their premiums dutifully year after year.

Christopher Flavelle, a climate reporter, discusses a Times investigation into one of the most consequential effects of the changes.

On today’s episode

Christopher Flavelle , a climate change reporter for The New York Times.

Background reading

As American insurers bleed cash from climate shocks , homeowners lose.

See how the home insurance crunch affects the market in each state .

Here are four takeaways from The Times’s investigation.

There are a lot of ways to listen to The Daily. Here’s how.

We aim to make transcripts available the next workday after an episode’s publication. You can find them at the top of the page.

Christopher Flavelle contributed reporting.

The Daily is made by Rachel Quester, Lynsea Garrison, Clare Toeniskoetter, Paige Cowett, Michael Simon Johnson, Brad Fisher, Chris Wood, Jessica Cheung, Stella Tan, Alexandra Leigh Young, Lisa Chow, Eric Krupke, Marc Georges, Luke Vander Ploeg, M.J. Davis Lin, Dan Powell, Sydney Harper, Mike Benoist, Liz O. Baylen, Asthaa Chaturvedi, Rachelle Bonja, Diana Nguyen, Marion Lozano, Corey Schreppel, Rob Szypko, Elisheba Ittoop, Mooj Zadie, Patricia Willens, Rowan Niemisto, Jody Becker, Rikki Novetsky, John Ketchum, Nina Feldman, Will Reid, Carlos Prieto, Ben Calhoun, Susan Lee, Lexie Diao, Mary Wilson, Alex Stern, Dan Farrell, Sophia Lanman, Shannon Lin, Diane Wong, Devon Taylor, Alyssa Moxley, Summer Thomad, Olivia Natt, Daniel Ramirez and Brendan Klinkenberg.

Our theme music is by Jim Brunberg and Ben Landsverk of Wonderly. Special thanks to Sam Dolnick, Paula Szuchman, Lisa Tobin, Larissa Anderson, Julia Simon, Sofia Milan, Mahima Chablani, Elizabeth Davis-Moorer, Jeffrey Miranda, Renan Borelli, Maddy Masiello, Isabella Anderson and Nina Lassam.

Christopher Flavelle is a Times reporter who writes about how the United States is trying to adapt to the effects of climate change. More about Christopher Flavelle

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