Gartner Research

How to Run a Do-It-Yourself Customer Journey Mapping Workshop

Published: 26 March 2019

ID: G00377419

Analyst(s): Jason Daigler , Michael Chiu


Customer journey maps, though useful, are often misunderstood, skipped due to seeming complexity, or postponed until an external facilitator can help create them. To reap the rewards of CJMs, application leaders supporting the customer experience should organize a customer journey mapping workshop.

Table Of Contents
  • Key Challenges



  • Take Sufficient Time to Prepare for the Customer Journey Mapping Workshop
    • Choose Attendees
    • Gather or Build Personas
    • Select the Customer Journey to Map
    • Collect Data and Insights
    • Gather Supplies
    • Identify a Suitable Room and Set It Up
    • Set an Agenda
  • Guide Attendees by Using a CJM Template
    • Introduce the Workshop by Discussing Its Goals
    • Familiarize Attendees With the CJM Template
    • Practice by Using the Template for a Common Consumer Experience
  • Map the Entire Customer Journey for Your Organization
  • After the Workshop …
    • Assess Whether Your CJM Accurately Reflects Reality
    • Use the CJM as a Diagnostic Tool to Optimize the Customer Journey
    • Keep Your CJM Up to Date
    • Decide Which Journeys to Map Next

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.