What is a Customer Journey? The process of a customer becoming a loyal customer from a stranger is called customer journey. What is Customer Journey Mapping? Customer journey mapping (CJM) gives you a visual representation of customers’ feelings and behavior about your product/services across all touchpoints across the customer journey. Why is customer journey mapping important? - It helps you understand your customer's pain points by getting into their heads. - It allows you to recognize their emotions at every touchpoint to identify the gaps in the experience. - It enables you to build a customer-centric culture in the organization. What to do before the customer journey mapping workshop? STEP 1: Define the objective STEP 2: Make a group of max 8 participants with whom you can run the customer journey mapping exercise. STEP 3: Inform them of the process, objective, and everyone’s role in the workshop. STEP 4: Share all the research materials with the first-time participants. STEP 5: Define the customer persona STEP 6: Collect all the workshop material. If it's OFFLINE - wall charts, sitting arrangement, etc. If ONLINE - CJM tool that’s accessible to all with online meeting apps. Steps to create a Customer Journey Map - Bring everyone on the same platform by sharing a quiz about the customer. - GET into the customer's shoes by creating the CUSTOMER PERSONA. - IDENTIFY the persona and find out where you are lacking. - Make sure the participants take the wheel during the workshop. - Get familiar with the CJM tool kit. - To map the customer life cycle from the “Discover” to the “Renewal” stage, create a draft current state journey. - Update your customers if they are involved in the journey. - Map the customer journey at each touchpoint to identify external and internal gaps. - Map the customer journey stages horizontally and actions/feelings of the customers vertically. - Think about the user persona. And add their objectives, difficulties, pain points, challenges, etc. of the customers. - Vote on the pain points that should be resolved first and then identify the most painful gap that’s causing the problem (either external/internal) and start working on it. - If customers are involved, validate the gaps with them. - Think about the solutions for the high pain points. - Discuss the ideas on the highest voted pain point with your team. - Prioritize the ideas based on the work needed and its effect. - Implement them by assigning ownership and timeline to the specific team or employee. - Have regular meetings to implement the plan with the owner. What to do after the Customer Journey Workshop? - Share the new innovative ideas with the whole team. - Validate the ideas via research or customer interviews. - Do quarterly or monthly meetings to track the progress of improvements. - After implementation, track the progress on CX/business metrics and repeat if necessary.

1. CUSTOMER
JOURNEY WORKSHOP

2. Hi,
Welcome to the ‘Customer Journey Workshop!’
This workshop is divided into three parts.
1. Setting up the Objective
2. What to do before the workshop? - Preparation
3. What will you do on the day of the workshop? - Live
We hope you’ll enjoy it.
Stay tuned! :)

3. A customer journey is the story of your
customers.
It is a story that tells you how they turn
from strangers into loyal customers.
What is
Customer Journey?

4. Customer Journey Mapping, on the other
hand, allows you to see how the customer
felt about your product or service
throughout the journey!
It is a visual representation of customers
and their behavior at all touch-points
across the customer journey.
But, what is
Customer Journey Mapping?

5. So, why should you map it?
1. It gives you a way of getting into your
customer’s head.
2. It tells you their emotions at every
touchpoint.
3. And, it helps you identify the gaps at
every touchpoint across the journey, so
you know where to focus.
4. It helps you build customer-centricity
across the organization.

6. Do you want to map your
customer journey now?
LET’S GOOOOO!!!!!

7. What do you need before the customer journey mapping
workshop?
1. Define the objective and make sure its measurable. - what do
you want to achieve?
1. Gather 6-8 people - how many participants should be in your
group?
1. Talk to the participants beforehand about the
• Objective of this workshop
• If the workshop will be online or offline
• Their roles & actions
• Your roles & actions
• Confirm their availability on the workshop day
• Share the prep materials - blogs, podcasts, or videos for
customer journey workshop to the first time participants
- Super Important!

8. What do you need before the customer journey mapping
workshop?
4. Gather your current research data and share that too, this
might include reviews, pain points, revenue numbers - do the
homework!
5. Most importantly, define customer persona - how else will you
start?
6. At last, gather all the workshop materials:
• Offline: Location, comfortable seating capacity, laptops, big
screens, wall charts, pen, papers, markers, glue, stickers,
water, snacks, speakers, mic, etc.
• Online: CJM tool access to all the participants, online meeting
apps, etc.

9. ARE YOU READY?

10. Let’s plan your CJM workshop Day
Your workshop will be divided into 4 parts:
1. 30 minutes to align everyone on the same page
1. 90 minutes for the customer state Journey Mapping of the persona
1. 1 hour to identify and prioritize internal and external gaps
1. At last, 45 min to 1 hour to brainstorm ideas
Excited about the first step?

11. Now on the Step 1. Align everyone on same page
(it’s time to bring everyone and everything together)
1. Share a quiz or trivia about the customer to set the empathic tone.
1. Know the user persona yet? No?
Create one (We’ll show you how!) and also create multiple scenarios in detail. It’s time
everyone gets into the customers’ shoes.
3. Share the research findings. - Yes, understand your customers’ persona and identify
where you are lacking.
3. At last, emphasize how you’ll just be the moderator and the participants will drive
the workshop.

12. Let's create the Customer Persona
This is the ideal customer persona.
Find out everything you can about the customer!
• Goals
• Industry
• Company Size
• Challenges
• Buying motivation
• Buying concerns
At last, give them a name and a picture!

13. Here’s a customer persona example of a traveler- (created by a hotel)
NAME :
TANUJ DIWAN, 31, India
TYPE : Adventurous
GOAL :
Visit the Natural Beauty of Europe within my
allocated budget and time
Life is all about working hard and travel the world
(Explore the Natural beauty created by GOD)
Don’t go for Brands and
Love Local and Authentic
elements.
BACKGROUND :
Married
Likes to travel with friends and life partner
Prefers to choose hotel by himself, has several favourite places. Drive himself
to location and click dozens of pictures
Motivations – Natural Beauty, Hiking, new
findings of natural beauty (Snowfall near a lake),
Driving SUV and explore road trips. I DO THE
RIGHT THING, Things you like – Local flavour
food – Local commute
Frustrations –Not showing up, bad customer
service, Not good car available for rent, Local
security

14. Step 2. Current state Customer Journey Mapping
1. It’s time to get familiar with CJM tool
kit (online or offline).
1. Then, create a draft current state
journey. It will help us to map the customer life cycle
from the Discover stage to the Renewal stage.
1. Also, validate this journey with the
customers and update it accordingly. (if
customers are involved).
Identify the touch-points of your customer journey.

15. Here’s an example of the Touch-points across customer journey of
a traveller!

16. 1. Start mapping customer journey stages (horizontally) and actions/feelings (vertical).
1. Brainstorm about the user persona. Add their ideas of customer’s goals, challenges,
pain-points, etc.
1. Now, identify the most impactful emotions.
1. And, vote on the pain points that need to be resolved. Make sure they aim for your
business goals and customer satisfaction.
1. Identify the internal gaps that are causing problems.
1. Later, validate with the customer (if customers are involved).
Step 3. Map your customer journey and identify internal / external
gaps

17. Let’s get into
customer shoe

18. Here’s an example of Customer Journey Mapping
NAME :
TANUJ DIWAN, 31, India
Visit the Natural Beauty of Europe within my allocated budget and
time
(Vertical)

19. 1. Create the journey stages of the traveler horizontally. We have Desire, Research &
Planning, Booking, Arriving, Stay, and Checkout.
2.Then, create all the actions for each stage vertically. We have Goals, Touchpoints,
Process, Experience, Storyboard, Quote, Pain-points, Points of Delight, Problems, and
Ideas.
3. Now, fill the boxes. (Make sure that you as a moderator merely guide all the participants to suggest the journey stages
and actions and they should fill the boxes by getting into the shoes of the persona and pointing their goals, pain-points, etc. at
every stage.)
PS: If the participants aren’t able to suggest anything for any stage, then more research is
required to understand the customer.
4. At last, once you map everything identify the touchpoints where the frustrations are at
peak and vote on which pain-points to prioritize. ( Voting is required because once you do this exercise there
will be 100 pain points and you can’t solve everyone at the same time, pick 6-10 high impact ones which team agrees on to be
Here’s how we created the Customer Persona for a traveler

20. Step 4. Generate Ideas (finally!)
1. Generate achievable ideas against the most voted pain points (Be wild and creative).
1. Prioritize the ideas as per the effort required and the impact it will have.
1. Then, discuss the implementation of the top ideas.
1. Assign ownership and timeline.
1. At last, set up a meeting in 1-2 weeks to discuss the implementation plan with the
owners.

21. What to be do after the CJM workshop Day?
1. Share the discovery, findings, and new ideas.
1. Make sure to validate every idea with the additional research/customer interviews.
1. Track progress of improvements with Quarterly/Monthly meetings. (Highly important!)
1. Once implemented, track the progress on CX/business metrics and iterate if
required. (How else you’ll know!)

22. The key is to set realistic customer expectations, and
then not just meet the, but to exceed them –
preferably in unexpected and helpful ways.
Sir Richard Brandson
Focus on the journey, not the destination. Joy is found
not in finishing an activity but in doing it
Greg Anderson
American Athlete
Here are the two quotes that we love the most!

23. For taking out your time to read this. :)
For any queries, please reach out to Tanuj on LinkedIn here.
We’d love to collaborate with you and add your insights in this deck.