customer-journey-mapping-workshop

Start by gathering customer research such as interviews, support tickets, and analytics. The workshop then walks through five steps: identifying the actor persona, defining the scenario and goal, breaking the journey into 4-6 phases, mapping actions and emotions per phase, and ranking improvement opportunities.

A journey map visualizes the end-to-end customer experience including thoughts and emotions to support discovery. A user story map organizes backlog items for implementation planning. Journey maps come first to identify problems worth solving.

Use the workshop when you need to elicit inputs from stakeholders or lack a shared mental model of the experience. If research is already synthesized and ready, use a journey map component skill to produce the artifact directly.

Common pitfalls include mapping internal sales processes instead of the customer perspective, omitting emotions and pain points, combining multiple personas into one map, and listing opportunities without impact ranking. Each map should focus on one persona and one scenario.

Journey maps require research input such as user interviews, churn reasons, NPS feedback, and analytics on drop-off points. Without research, the map reflects assumptions rather than real customer behavior, so gather discovery data first.