Customer journey mapping

Ever wondered what it’s like to be one of your customers or service users? Ever test-driven the service you provide or asked one of your customers in detail how it was for them?

Customer journey mapping

When you have customers with different or complex needs, getting the services you deliver right can be difficult. After all, how can you possibly know what they need and how they feel when things don’t go as smoothly as they should do for them? Actually, all you need to do is ask.

Journey mapping is the only way to really understand your service users’ experience of you. The process doesn’t have to be complicated, you don’t need to spend vast sums of money to conduct mapping and you can make it part of your continuous improvement and insight-gathering processes simply and easily once you know the basics. However mapping isn’t just about your customers’ or service users’ experience. This tool can be used where services are cross-cutting or inter-departmental. You can use mapping for making decisions relating to people, infrastructure and budgets. It can also be used for designing services so that you ‘design out’ those annoying issues and get the service right even before it’s started.

If you want to plan an efficient and effective service, or you want to produce outcome-focused key performance indicators and standards; if you have persistent and recurring complaints relating to a particular service, or if you need to target a limited budget to spend in the right places, then this tool will be invaluable to you.

This course will cover:

  • What is customer journey mapping? Understand when and why to map
  • Walk in the customer’s shoes: identify customer insight, understand how to structure the maps and identifying touch points
  • Meeting needs: identify the needs, expectations and behaviours at each touch point
  • Mapping a sample journey: experience journey mapping for yourself
  • Plan a mapping project in your organisation: create a plan for conducting mapping within your service
  • Decisions and taking action: share your findings, prioritising, evaluating results and driving change using the top-down and bottom-up change agenda.

Who should attend?

All team leaders, managers, staff and volunteers who will be conducting customer journey mapping, or who need to understand the process.

Customer journey mapping

training track record

HQN has a track record of helping organisations achieve real and lasting performance improvements. If you are interested in accessing this training package, please contact us by emailing