Course Description

The organizational benefits of customer journey mapping are well known - From identifying weak points and friction, seeing the journey from the customer’s point of view, identifying opportunities and predicting customers’ behavior to aligning the organization across functions and silos.  Having a practical understanding of what works and what doesn’t when implementing and managing a program is essential to its success.  Taught by two of the top industry practitioners in the country this hands on interactive workshops will cover:


  • Understanding the different objectives of journey maps: map to diagnose, map to reinvent, map to influence, map to connect and align
  • How to set up a journey mapping program for success
  • Different methodologies and techniques for mapping customer journeys
  • Determining time, costs and project requirements
  • Identify and calculate the ROI of your journey management program
  • Where to start when your customers’ journey is highly complex
  • Best practices in running a customer journey mapping workshop
  • Incorporating analytical and anecdotal evidence into your map
  • Defining the different lenses you can use to drive deeper understanding of customers
  • Mapping attitudes and emotions
  • Updating and validating your journey maps in an ever changing, dynamic omni-channel environment
  • When an how to involve your organizations stakeholders and leaders
  • Overview of software and tools available
  • Tips on presenting and communicating insights from your customer journey map

Applies Towards the Following Certificates

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