Customer Journey Mapping

1 day
Contact us for a private workshop
Glaudia Califano
Natasha Hampshire


Customer journey mapping helps you to understand the holistic view of the customer experience. It covers discovery of moments of both customer annoyances and delight through a series of interactions. If done well, customer journey mapping reveals opportunities to satisfy customer pain points, reduce fragmentation, and differentiate your brand by exposing new opportunities to provide additional value to your customers. It requires carrying out customer research, empathising with the customer and the job they do. You will learn to approach customers in their context and engage with them to empathise with their thoughts, feelings and emotions and goals.

In our 1 day hands-on workshop, you will get to grips with the how, when and why of creating and using customer journey maps. You will use personas and build up the customer journey map from the user or customer’s perspective.

The workshop will cover the practical application of journey mapping for understanding and optimising customer experiences, as well as methods for both gathering research and crafting narratives from that research.

By the end of the workshop, you will understand how to create customer journey maps and all of the necessary research and steps around them, so you can go back to your workplace and create customer journey maps when required.


  • Understand the 4 maps

    • Empathy maps
    • Experience maps
    • Customer journey maps
    • Service blueprinting maps
  • What customer journey maps are
  • Why we make customer journey maps

  • Gathering research for a customer journey map

  • Empathy mapping

  • Experience mapping

  • Key areas of a customer journey map
    • The lens
    • The experience
    • The Insights
  • The why, how, who and what for the organisation
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