WHAT IS
CUSTOMER
JOURNEY
MAPPING
Customer Journey Mapping is a strategic process that visually outlines every customer interaction with a business, from awareness to loyalty. It assists organizations to identify key touchpoints, pain points, and opportunities for improvement across the 3 key pillars of customer experience
- people, processes, and technology.
When a business truly understands the touch points and pain points that influence buyer behaviour, they are in a position to improve and capitalise on them as drivers of customer satisfaction and business growth.
WHY DO
JOURNEY
MAPPING
Customer journey mapping enables businesses to pinpoint inefficiencies in processes and technology that may hinder a seamless customer experience. By examining interactions at every touchpoint, organizations can identify bottlenecks and friction points, allowing them to streamline workflows and implement solutions that enhance efficiency and satisfaction.
In addition to operational improvements, journey mapping reveals gaps in employee skills and knowledge, ensuring teams receive the necessary training to provide exceptional service. Addressing these gaps fosters customer-centric thinking, equipping employees with the tools to anticipate and meet customer needs effectively.
JOURNEY
MAPPING
WORKSHOPS
Our Customer Journey Mapping workshops are designed as full-day (8-hour) sessions, where participants work in teams of 6 to 8 members to analyze and enhance the customer experience.
Each team is assigned a specific market segment within the business and begins by developing a customer persona and an empathy map to represent a typical customer.
Using this foundation, teams map a simulated customer journey, identifying key touchpoints that influence buying behavior as well as potential pain points that may hinder the experience.
Steve Jobs, Apple
JOURNEY
MAPPING
OUTCOMES
To drive measurable improvements in the customer journey, participants systematically identify and document key recommendations for optimization. These recommendations are structured into three essential categories:
People – Strengthening employee interactions and service delivery to enhance customer engagement.
Processes – Refining workflows to improve efficiency and reduce friction.
Technology – Leveraging digital tools to elevate the overall customer experience.
Each identified improvement is designated as a formal task and assigned to the appropriate department head, who assumes responsibility for implementation within a defined timeframe. This structured approach ensures accountability, fosters collaboration, and drives meaningful, sustainable enhancements to the customer experience.
WHAT
MAKES US
DIFFERENT
What sets our customer journey mapping workshops apart is our deep commitment to participant-centered learning.
Facilitated by internationally trained and accredited experts, our sessions are designed to empower—not lecture. The facilitators step back, allowing participants to take the lead in uncovering customer touch points and pain points within their own journey.
Through highly interactive, experiential activities, participants build a shared understanding and co-create solutions for a more seamless experience.
Every workshop begins with our signature icebreaker, The Customer Journey Game, creating a dynamic foundation for collaboration, engagement, and fun.
JOURNEY
MAPPING
FACILITATOR
Lynn Baker is a globally recognized Customer Experience Specialist (CXS) (CX University) and CEO of the Customer Experience Institute South Africa. She has sat as a Chair of Judges at the International Customer Experience Awards (iCXA) for 6 years and was a founding board member of Customer Experience Professionals Association of South Africa.
Lynn is also the creator of 'The Customer Journey Game' an interactive training tool designed to embed customer-centric thinking and drive employee engagement in a customer centric culture.
Lynn is renowned for delivering high-energy, experiential keynote speeches and training that drive engagement and actionable insights. Through her workshops, keynotes, and consulting, Lynn helps businesses optimize engagement strategies and refine service delivery, ensuring a seamless customer experience. Her interactive learning approach strengthens relationships and fosters long-term customer loyalty, making her a leading authority in CX transformation.
Learn more about Lynn Baker here