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

Summary

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

Introduction

Analysis

  • 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

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