Workshop: Customer Journey Mapping

Last month, we introduced tools and tips for customer journey mapping. This month, we’re exploring engaging and impactful ways that you can collaborate with your team to understand and improve your customer experience through persona development and customer journey mapping.

The process of developing a customer journey map takes some focused time and attention. Ideally, the map is informed by the information you’ve already collected and know about the user behavior, but sometimes this information has not yet been surfaced or interpreted in a meaningful way. That’s ok — when you’re ready, bring together your subject matter experts and any available data for an all-hands seminar where you can map out the journey and capture the gaps and get started on your journey towards transforming your customer experience program.


first thing’s first: workshop tools

Before you begin, make sure you have organized the materials you’ll need for the workshop.

We recommend:

  • sticky notes, any size
  • blank paper
  • whiteboards & dry erase markers (the larger surface, the better)
  • pens
  • pencils
  • printouts of customer persona examples & template
  • printouts of customer journey map examples & template
  • anything else you need for inspiration!

Click below to view larger versions of the customer persona and customer journey map.


last, but not least: workshop agenda

DAY 1: IDEATION                                           “Current state…”

On the first day of the brainstorming session, the goal is to generate personas for each of your primary target market customers or users and then surface each of the phases in the process and the initial touchpoints for each phase.

Begin by establishing a time for each of your subject matter experts and business unit department heads to present the information they have prepared on the touchpoints as it relates to their area. You may find it’s easier to begin adding this information to a sticky note and mapping it out on an adjacent wall so that the entire room can see it and make additions. Wherever relevant, make a note of any offline or post-seminar action items that arise out of the session along with who’s responsible, any known dependencies, and when it’s due.

DAY 2: STICKY NOTE MAPPING                 “Gap analysis…”

One the second day, the goals are to surface current challenges from both the customer and company perspective and then to generate ideas for future state touchpoints that will address those pains.

First, begin with a dedicated time for each phase of the journey to be explored in-depth – one phase at a time. Then, create a line below the current state where participants will add their amended steps and touchpoints for the future state. At the end of the day, do a final read-out of the journey maps for each persona. Wherever relevant, make a note of any offline or post-seminar action items that arise out of the session along with who’s responsible, any known dependencies, and when it’s due.

DAY 3: FINAL READ-OUT & WRAP-UP “Future state…”

On the final day, the goal is to complete the ideation and mapping of the customer journey for each persona identified.

At this point, the personas, touchpoints, and cross-departmental activities have already been identified. So, start this day with a read-out and give participants a half-day to complete their mapping, challenging any and all ideas wherever needed. At the end of the day, do a final read-out of the journey maps and post-seminar action items.


what’s next?

In customer service, successful companies recognize that every experience is a meaning one – even the small moments. C2 loves helping our customers lead engaging workshops to come up with new ways to transform the businesss. When you’re ready to discuss how to get the best – and most – out of your workshops, give us a call at C2. “The goal as a company is to have customer service that is not just the best, but legendary.”

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