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Customer Journey Mapping

Learning Level: Manager
Format: 3 Hours
Delivery: Virtual
Online
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Your customers experience one journey, not a collection of departments and channels. Learn how to map customer journey’s, uncover friction, identify moments that matter and create meaningful customer experience improvements. 

Customers don’t see your organisation through the lens of departments, channels or operational measures. They experience one connected journey. When insight sits in different places and ownership becomes fragmented, pain points are easily missed, customer effort increases and improvement activity can focus on symptoms rather than root causes. 

This highly interactive course gives you a practical framework for understanding the customer journey from end to end. You’ll learn how to bring together customer feedback, colleague insight and operational data to create a clear picture of what customers are trying to achieve, how they feel throughout the journey and where friction exists. 

Using realistic contact centre scenarios and practical mapping exercises, you’ll explore how to identify moments that matter, uncover the causes of repeat contact and avoidable demand, and connect customer experience challenges to operational performance. You’ll also learn how to separate assumptions from evidence, ensuring improvements are driven by insight rather than opinion. 

Designed for people responsible for customer experience, service improvement and operational performance, the course combines facilitator-led learning, discussion, breakout activities and hands-on application. 

Learning alone doesn’t change culture. Applying it does. You’ll leave with a draft journey map, a prioritised improvement opportunity and a practical action plan that helps you focus resources where they’ll have the greatest impact.

 

Course content

  • Customer Journey Foundations Understand journey mapping principles and define meaningful customer outcomes and scope.  
  • Journey Versus Process Maps Learn when each mapping approach adds the most value.  
  • Evidence-Led Insights Combine customer feedback, operational data and colleague perspectives.  
  • Customer Personas Use customer perspectives responsibly without relying on assumptions or stereotypes.  
  • End-to-End Mapping Visualise stages, touchpoints, emotions, needs and channel transitions clearly.  
  • Moments That Matter Identify critical experiences that shape customer perceptions and loyalty.  
  • Pain Point Analysis Uncover friction, repeat contact and avoidable demand causing dissatisfaction.  
  • Root Cause Exploration Connect customer challenges to underlying operational and process weaknesses.  
  • Prioritisation Techniques Evaluate opportunities using impact, evidence, business value and feasibility.  
  • Action and Measurement Planning Define ownership, measures of success and improvement next steps. 

Learning outcomes

  • Define the purpose, scope and customer outcome for meaningful journey mapping activities. 
  • Differentiate between journey maps and process maps, selecting the right approach for improvement. 
  • Use customer, colleague and operational evidence to build accurate journey understanding. 
  • Map touchpoints, emotions, needs and hand-offs across the customer experience. 
  • Identify pain points, failure demand and improvement opportunities affecting key outcomes. 
  • Prioritise improvement actions using impact, evidence and delivery feasibility criteria. 
  • Create practical action plans with ownership, measures and success indicators defined. 

Enquire here

Who should attend?

Contact centre professionals looking to improve customer experience through service design.

What will you learn?

Map customer journeys and prioritise improvements that reduce customer effort.

How much is it?

£375 + VAT. Members receive a 20% discount.

Format Info

3 hour online workshop, using Zoom.

Group discount

Additional discounts available for group bookings
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Who is it for?

Contact centre professionals looking to improve customer experience through service design.

Why should you go?

Map customer journeys and prioritise improvements that reduce customer effort.

How much is it?

£375 + VAT. Members receive a 20% discount.

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No Academy Leader assigned to this course.

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For more than 30 years, the CCMA has been dedicated to supporting contact centre leaders. We push ourselves to do more for our thriving membership base, which is the largest community of industry professionals in the UK.

The CCMA was founded with the goal of sharing best practice and networking to improve skills and knowledge in order to progress contact centre operations - and we live by that to this day.

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By completing this form you agree to the CCMA using your personal data in accordance with our Privacy Policy. We use your data to personalise and improve your experience on our digital platforms, send you relevant communications, provide products and services you request from us, and to carry out profiling and market research. You have the right to object, unsubscribe or be deleted from our database. Please contact info@ccma.org.uk.

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