Understand the experiences customers go through when interacting with your company and services

Do you want to get an “End-to-End” view of the customer experience? Do you actually know who your customers are and what they expect from you? And to what extent you are succeeding in this? Where are the improvement opportunities from the customer’s point of view?

This training will help you create Customer Journeys and integrate them into your operations!

Training type: Open session and In Company

This training will enable you to:

  • Using the terminology & definitions correctly
  • Define a clear Journey scope
  • Perform profiling & segmentation of customers based on existing data
  • Be able to do interviews in a structured manner
  • Establish Persona and Customer Journeys
  • Formulate points of attention via “How might we’s” and be able to prioritize them
  • Know and correctly assign the different improvement approaches

Pedagogical approach

This course is organized in half-day sessions and can easily be delivered online. In parallel to these sessions, participants are expected to work in small groups of up to 3 people to apply the material to a real case.

Broadly speaking, each session follows the same pattern:

  1. sharing the result of real case
  2. providing new theoretical concepts with illustrative examples
  3. during the session start applying to real case + first feedback
  4. finishing the exercise on the real case in subgroups after the session with possible coaching by the trainer
  5. transmission of the result

At the end of the course, the participants explain their result in front of a jury.

Content

  • Introduction to Customer Experience and Customer Journeys, what – why, definitions and terminology
  • Journey scope definition, explanation template
  • Profiling & Segmentation, field research
  • Preparing, conducting and processing interviews, interview guide
  • Persona determination and definition, template
  • Using storyboards
  • Visualize Customer Journeys, template with components
  • Formulate concerns with “How Might We’s” and prioritize in “What do we want to fix?”
  • Improvement approaches: overview + attribution
  • Customer Journeys as a tool for ongoing monitoring, measurements

This training is aimed for:

  • Service development and R&D team leaders
  • Product managers
  • Product owners
  • Process managers
  • Anyone who provides services to internal and external customers, organizations that put the customer first and want to organize themselves accordingly

No prerequisites are required.

Typical program