Session Outline
1. Understanding Modern Customer Expectations
- How digital leaders have reset expectations
- The gap between expectation and experience
- Omnichannel realities: channel preferences by segment
- The economics of customer experience
2. Journey Mapping Fundamentals
- Defining journeys, touchpoints, and moments of truth
- Research methods: gathering customer insight
- Mapping techniques and tools
- Identifying pain points and opportunities
3. Hands-On Mapping Exercise
- Teams map a customer journey from their organisation
- Identify emotional highs and lows
- Pinpoint friction and failure points
- Share findings with the group
4. Digital Transformation Opportunities
- Self-service and automation potential
- Personalisation at scale
- Proactive service and predictive engagement
- Channel integration and handoff design
5. Redesign Workshop
- Apply design principles to address identified issues
- Prototype improved journey elements
- Consider implementation feasibility
- Present redesigned journeys
6. Measurement and Continuous Improvement
- Key metrics: effort, satisfaction, and outcome measures
- Building journey analytics capabilities
- Voice of customer programmes
- Governance for ongoing optimisation
Outcomes for Participants
- Map customer journeys with appropriate detail and insight
- Identify high-impact improvement opportunities
- Design digitally-enabled experience improvements
- Establish measurement frameworks for continuous improvement