Introduction

Understanding your customer's journey is essential in creating a seamless and effective customer experience. This five-day professional course on "Customer Journey Mapping and Insights" is designed to equip participants with the tools and knowledge to identify, map, and enhance customer journeys. Through a combination of theoretical knowledge and practical exercises, participants will gain a comprehensive understanding of how to analyze touchpoints and derive actionable insights.

Objectives

• To understand the concept and importance of customer journey mapping.
• To learn how to create and utilize customer personas effectively.
• To identify key touchpoints and moments of truth in the customer journey.
• To develop skills in data collection and analysis for journey insights.
• To generate strategies for improving customer experience based on journey maps.

Course Outlines

Day 1: Introduction to Customer Journey Mapping

• Overview of Customer Journey and its Importance
• Key Components of a Customer Journey Map
• Understanding Customer Touchpoints
• Mapping Techniques and Tools
• Case Studies: Successful Customer Journey Maps

Day 2: Developing Customer Personas

• Importance of Customer Personas in Journey Mapping
• Steps in Developing Effective Personas
• Tools and Templates for Persona Creation
• Case Study: Creating and Utilizing Personas
• Practical Exercise: Building Personas

Day 3: Analyzing Touchpoints and Moments of Truth

• Identifying Key Customer Touchpoints
• Mapping Touchpoints to Stages of Customer Journey
• Understanding Moments of Truth in Journey Mapping
• Tools and Techniques for Analyzing Touchpoints
• Group Activity: Mapping Touchpoints in a Sample Journey

Day 4: Data Collection and Insights Generation

• Methods for Collecting Customer Journey Data
• Quantitative vs Qualitative Data Analysis
• Utilizing Analytical Tools to Extract Insights
• Translating Data into Actionable Insights
• Case Study: Example of Insight Generation from Data

Day 5: Strategy Development and Improvement

• Creating Strategies for Enhancing Customer Journeys
• Prioritizing Changes Based on Insights
• Implementing Journey Enhancements
• Measuring the Impact of Changes Made
• Final Group Project: Presenting a Customer Journey Enhancement Plan