Customer empathy is at the core of successful business relationships, product and service design, innovation strategy and marketing. In a world where differentiation is key, businesses must create an offering that dramatically shifts behaviour, organically generates engagement and promotes a profitable business cycle. Customer experience is a philosophy that places the consumer at the heart of your business, allowing you to figure out what your point of difference is, identify customer empathy and create action that benefits your customers and your bottom line simultaneously. If you want to improve your customer experience, you have to understand where your customers are coming from. The ideal place to start is with a customer journey map.
A customer journey map is a visual representation of your customer’s experiences with your business at different stages of their journey. A journey map can be cross-channel, in other words, it spans multiple touch points including in-person, online, call centre etc. However, journey maps can also be more focussed, covering only a single channel (e.g. your website) in more detail. Regardless of which type of map you are creating, the basic premise is the same.
A journey map aims to capture key information about each stage of the customer’s journey so that we can build customer empathy, identify pain points and unmet needs, and ultimately identify opportunities to improve the customer experience and, therefore, the business performance.
About the journey mapping workshops
This hands-on training workshop is designed for both B2B and B2C managers and personnel involved with customer experience. It will teach you a multidisciplinary approach to customer journey mapping research, design, implementation, and how to use it to drive measurable change in your business.
In groups of 3-4, you’ll apply learnings and work through a journey mapping scenario from beginning to end, from the initial process of gathering user insights, through to effectively measuring the impact of the changes you make.
By the end of the training workshop, you’ll understand when to use journey maps as a useful design tool and how to articulate the benefits of journey mapping to clients or team members owning budget approval. You’ll also learn how to use your finished product to communicate insights, engage cross-department team members and action change through your insights.
The value of journey mapping
A journey map is a tool which helps to create value in a couple of ways:
The process of creating a journey map creates alignment within teams
Journey Mapping puts the customer’s voice and experience at the centre of the conversation
It identifies areas and opportunities for improvement
Journey maps create value through the actions they drive and the changes they create
The key to an effective journey map is in creating strategies to turn insights into action
Choose the journey mapping workshop that suits you
We offer two levels of Customer Journey Mapping Workshops: One entry-level workshop for those who want to learn how to do a journey map, and the other is an advanced journey mapping workshop which focusses on how to use the insights gained from doing journey mapping to create actionable change within your customers’ experience.
Journey Mapping Basics Workshop
There are numerous ways to create and use customer journey maps, and you may have have worked with journey maps before. However, starting with the basics is still important, as is helps you, and your team, create a shared understanding of how the journey map works, how to create one, and why they are so valuable.
In this workshop we will:
Introduce journey maps and explain their value
Discuss sources of information / data for journey maps
Run through a complete journey mapping exercise, step-by-step, including insight generation
By the end of the workshop, you will understand the process and be able to create a journey map yourself. We encourage you to create and implement journey mapping into your workflow. We will provide a take-home guide to assist.
Advanced Journey Mapping Workshop
This may sound counterintuitive, however the most important thing to keep in mind is that journey maps are not inherently valuable. The value they create is not as a deliverable, but as a tool. A good journey map is one that becomes a constant point of reference for the business, creating value through the actions they drive and the changes they create. A journey map that does not change the decisions that your business makes, or the way your business engages with its customers, will create little lasting value. With this in mind, this advanced journey mapping workshop will focus on the critical, and often challenging, process of turning the insights gathered from the journey map into action.
In this second, more advanced workshop we will:
Discuss the life-cycle of a journey map, and how to use it within the business
Show how an insight from a journey map becomes a potential solution, how to validate it, and how it makes it way into the Agile backlog.
Why you should attend
Who it’s designed for
If you want to learn how to map customer journeys that drive action or gain traction for customer-focused change or are struggling to make your company customer-focused, and are looking for ways to improve your customer experience, or have been asked to build a customer journey map then this workshop is for you.
Those who want to lead, hire, or participate in customer journey mapping will benefit from our journey mapping workshops. This includes but is not limited to vice presidents, directors, department managers such as Customer Experience, Marketing, Strategy, Product Management, HR, Operations, Technology, and Customer Success, and participating teams.
About the workshop facilitators
Having successfully designed and implemented consumer journey maps for clients like Child Cancer Foundation, KEA, AAG, and Auckland Live, the Pixel Fusion team of subject matter experts will use real project expertise to equip you with the approach, tools, and knowledge to successfully employ consumer journey mapping in product design, service design, marketing, and business design.
The workshop team is led by Katherine Barrow, Pixel Fusion’s CSO and an inspiring facilitator and strategist. She plays an instrumental role in shaping and growing businesses – from establishing user-centred design practice and building a world-class UX team, to consulting to clients on digital strategy, UX and innovation.
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