Customer journey mapping

Full day workshop. Tuesday 25 August 2015

Description

More and more organisations are recognising that a service-centric, rather than strictly product-centric, organisation can improve the customer experience, influence and focus internal decision-making on systems and processes needed, guide staff on mission and service delivery approach, and ensure the service outcomes are efficient, impactful and reflect the organisation’s brand promise.

To improve and change the service that organisations provide, from designing the experience to the delivery of it, we must first understand what is in place today. Creating a current-state customer journey map provides a view of the end-to-end customer journey, the staff experience in delivering it, as well as the systems, processes and materials needed to enable that service.

Customer journey mapping is a process that captures the service ecosystem of an organisation. This results in a visual artefact that expresses the layers surrounding the customer experience. The artefact becomes a tool that allows an organisation to assess the experience they deliver today, project the kind of experience they want to be delivering in the future, and move forward, creating tangible action plans to bring the new and/or improved services to life.

What you’ll learn

This full day, hands-on workshop on current-state customer journey mapping will provide the following outcomes:

  • Introduction to customer experience & customer journey mapping: An understanding of customer experience design, what a current-state service map is, and what it affords the organisation
  • Anatomy of a customer journey map: An understanding of what kind of data and knowledge is required to create a complete current-state picture
  • Information-gathering activities: Practical guidelines on activities and tasks to use in gathering information about the customer experience, staff experience, systems, processes and artefacts currently in place
  • Form of the map: Practical guidelines on how to map the information in a clear and concise way
  • Usage of the map: Practical guidelines on how to make use of the map

Target audience

This workshop is ideal for people who are trying to:

  • Improve the experience currently provided around an existing product or service
  • Help their organisation become more customer-centric
  • Understand how to deconstruct a service into its component parts (e.g. staff, customers, suppliers, systems, processes, artefacts)
  • Drive business decisions based on desired customer experience

This includes managers of innovation, marketing, IT, products, and customer experience, as well as start ups, business analysts, change managers, and in-house design teams.