Customer journey mapping is a powerful methodology that enables organizations to visualize and understand the complete end-to-end experience of their customers across all touchpoints and channels. This comprehensive course teaches systematic approaches to mapping customer interactions, identifying pain points, and designing seamless experiences that drive satisfaction, loyalty, and business growth. Participants will learn to capture both the rational and emotional aspects of customer experiences, from initial awareness through post-purchase support and advocacy. The curriculum combines strategic frameworks with practical tools to transform customer insights into actionable improvements that deliver measurable business value and competitive advantage in today's experience-driven markets.
Customer Journey Mapping and Experience (CX) Design
Sales and Marketing
October 25, 2025
Introduction
Objectives
Upon completion, participants will be able to:
- Understand the principles and business value of customer journey mapping
- Identify and analyze customer touchpoints across multiple channels
- Create comprehensive customer journey maps for different personas
- Capture and interpret customer emotions, pain points, and moments of truth
- Conduct customer research and gather insights for journey mapping
- Identify experience gaps and improvement opportunities
- Design and prototype improved customer experiences
- Measure and track CX metrics and performance
- Facilitate cross-functional journey mapping workshops
- Develop CX improvement roadmaps and business cases
Target Audience
- Customer Experience Managers
- UX/UI Designers and Researchers
- Product Managers and Owners
- Marketing and Brand Managers
- Service Design Professionals
- Business Analysts
- Digital Transformation Leaders
- Customer Success Managers
Methodology
- Hands-on journey mapping workshops
- Case studies of successful CX transformations
- Customer research simulation exercises
- Persona development activities
- Prototyping and design thinking sessions
- Cross-functional collaboration exercises
- Measurement framework development
Personal Impact
- Enhanced customer empathy and insight capabilities
- Improved facilitation and workshop leadership skills
- Stronger analytical and problem-solving abilities
- Increased confidence in driving customer-centric change
- Better visualization and communication skills
- Enhanced strategic thinking and business case development
Organizational Impact
- Improved customer satisfaction and loyalty metrics
- Reduced customer churn and increased retention
- Higher customer lifetime value and profitability
- More efficient resource allocation for CX improvements
- Stronger competitive differentiation through experience
- Enhanced employee engagement and customer-centric culture
Course Outline
CX and Journey Mapping Fundamentals
Core Concepts- Principles of customer experience management
- Business case for CX and journey mapping
- Customer-centric vs. organization-centric thinking
- CX maturity models and assessment
- Ethical considerations in customer research
- Types of journey maps and their purposes
- Key components of effective journey maps
- Customer persona development
- Touchpoint identification and classification
Research and Data Collection
Research Methods- Qualitative research techniques (interviews, focus groups)
- Quantitative research methods (surveys, analytics)
- Ethnographic research and observation
- Customer feedback systems and listening posts
- Social media and digital sentiment analysis
- Data analysis and pattern recognition
- Customer emotion mapping
- Pain point identification and prioritization
- Moment of truth analysis
- Creating customer insight repositories
Journey Mapping Techniques
Mapping Process- Pre-workshop preparation and planning
- Stakeholder identification and engagement
- Facilitation techniques for mapping workshops
- Visualization tools and templates
- Digital vs. physical mapping approaches
- Multi-channel and omnichannel journey mapping
- Front-stage vs. back-stage processes
- Employee journey mapping
- Future-state journey design
- Service blueprinting integration
Analysis and Opportunity Identification
Gap Analysis- Current-state vs. future-state analysis
- Customer effort score assessment
- Emotional signature analysis
- Channel transition and handoff analysis
- Root cause analysis for pain points
- Impact vs. effort prioritization matrix
- ROI calculation for CX improvements
- Stakeholder alignment and buy-in
- Quick wins vs. strategic initiatives
- Risk assessment for experience changes
Experience Design and Prototyping
Design Thinking- Design thinking principles for CX
- Ideation and co-creation techniques
- Experience prototyping methods
- Service design tools and methods
- Digital experience design considerations
- CX improvement roadmap development
- Cross-functional implementation planning
- Change management for experience initiatives
- Pilot testing and validation
- Scaling successful experiments
Measurement and Continuous Improvement
CX Metrics- Key CX metrics (NPS, CSAT, CES)
- Customer lifetime value calculation
- Behavioral and operational metrics
- ROI measurement for CX initiatives
- Competitive benchmarking
- Continuous feedback loops
- Journey map maintenance and updating
- CX governance and ownership models
- Cultural embedding of customer-centricity
- Professional development for CX teams
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