Half-day training course in Perth
Customer journey mapping
Understand the experience from end to end, the way your customers do.
Customers don’t experience your organisation as separate teams, channels, systems or pages. They experience one journey as they try to find information, make a decision, complete a task or get something done.
Journey mapping helps you step outside the organisation and see that experience from their point of view: what they are trying to achieve, what they need along the way, where the experience works and where it becomes harder than it needs to be.
Learn how to map a customer journey, uncover friction and opportunities, and turn what you discover into practical improvements across content, channels, services and the teams behind them.
Who this course is for
This course is for anyone involved in shaping, delivering or improving the experience people have with an organisation.
You might work in customer experience, communications, digital, customer service, community engagement, service delivery, content or another part of the organisation. You don’t need previous journey mapping or service design experience. If your work affects how people find information, access a service or get something done, this course will give you a practical way to look at the whole experience.
What you’ll learn
Learn a practical approach to mapping a customer journey, understanding what is really happening along the way and identifying where the experience can be improved.
Start with the customer’s goal
Define the journey around what the customer is actually trying to achieve, rather than around your organisation’s structure, processes or channels.
Map the journey from end to end
Break a journey into meaningful stages and map what happens across the different interactions, channels and touchpoints a customer encounters along the way.
Understand what people need along the way
Identify the questions, information, actions and support people need at different stages of the journey, not just at the point where your team becomes involved.
Find the friction
Look for gaps, repetition, confusing transitions, unnecessary effort and other points where the experience becomes harder than it needs to be.
Bring evidence into the map
Explore how customer feedback, research, analytics, enquiries, complaints and the knowledge of frontline teams can help you move beyond assumptions and build a more useful picture of the journey.
Turn the map into action
Use what the journey reveals to identify opportunities, prioritise improvements and bring different teams together around a shared view of the customer experience.
Learn from real experience
I’m Michelle Kember-Imrie. For more than 25 years, I’ve helped organisations improve the experience people have with their information and services.
I use journey mapping in my own work to understand what people are trying to achieve and to see how content, websites, forms, systems, services and internal processes come together in the experience they actually have.
We’ll work with realistic journeys and the kinds of problems that appear when you look beyond an individual page, channel or team: information gaps, repeated steps, confusing handovers, competing processes and moments where the customer is left to work out what happens next.
We’ll use the map as a working tool rather than an end product, so what you learn can lead to practical decisions and improvements.
More about MichelleWhat you’ll take away
You’ll leave knowing how to plan and facilitate a useful journey mapping exercise, what to capture in the map and how to use what you uncover to identify and prioritise improvements.
What’s included
I want my training to feel relaxed, welcoming and genuinely enjoyable. Somewhere you can settle in, learn something useful and leave with fresh ideas, helpful resources and, of course, something delicious to eat along the way.
Practical resources
Useful handouts and resources you can take back to work and continue using, along with a certificate of attendance.
A warm, welcoming experience
I put care into creating an environment where people can settle in, feel comfortable and enjoy learning together.
And yes, there’ll be great food
I take this part seriously too. Scheduled courses include a scrumptious morning tea. In-house sessions include morning or afternoon tea to suit your timing, and I’ll happily cater for dietary requirements.
For scheduled courses, I choose welcoming Perth CBD venues with a little more character than the usual training room. For in-house courses, I bring the training and catering to you.
Training options
Join a scheduled course in Perth or arrange in-house training for your team at a time that suits your organisation.
Scheduled courses in Perth
Join a small group of up to 16 people for a half-day, face-to-face course in the Perth CBD, with time to ask questions, work through examples and learn alongside people from other organisations.
$395 + GST per person
Next scheduled course
9.00 am to 12.30 pm
In-house training
Bring the course to your organisation for a dedicated session with your team. I can tailor the examples and discussion around your organisation, your customers and the journeys you’re working through.
Up to 16 people: $2,500 + GST
For larger groups, please enquire about available options and pricing.
Arrange in-house trainingMichelle is highly skilled at engaging stakeholders of all levels of the organisation, as well as in face-to-face settings with community members. Her commitment and passion for designing great customer outcomes is supported by best practice Human-Centred Design principles and contemporary approaches to User Experience Design.