Customer Experience · Self-paced course
Mapping the Customer Journey
A hands-on guide to researching, building and activating customer journey maps that drive real change.
$97
One-time payment · Self-paced course · 6 modules · 18 lessons
Enroll now — $97Read a free preview lesson
What this is
Learn how to research and map present-state and future-state customer journeys that reflect real customer evidence. This course covers framing the right questions, gathering research inputs, building and analyzing journey maps, prioritizing pain points, designing improved future states, and activating the map across your organization.
It does not promise customer experience improvements by itself; a map is only useful if it leads to action. The course shows you how to build maps from real evidence and use them to drive specific changes.
What you will be able to do
- Frame the journey and question you want to map
- Gather research inputs from customers and data
- Build present-state journey maps
- Identify pain points and opportunities
- Create future-state maps and turn them into action plans
The curriculum
Module 1
Journey mapping basics
- What a Journey Map Is and Is Not
- Choosing the Right Journey to Map
- Framing Journey Questions Before You Map
Module 2
Research inputs
- Interviewing Customers About Their Journeys
- Journey Data from Internal Teams
- Blending Evidence into a Journey Research Base
Module 3
Building the map
- Structuring Journey Stages and Lanes
- Capturing Actions Thoughts and Emotions
- Running a Journey Mapping Workshop
Module 4
Touchpoints and handoffs
- Auditing Touchpoints Across Channels
- Evaluating Touchpoint Performance
- Spotting Gaps and Handoff Failures
Module 5
Pain points and root causes
- Identifying and Naming Journey Pain Points
- Scoring Pain Points for Priority
- Root Cause Analysis Behind Journey Pain
Module 6
Future state and action
- Designing the Future-State Journey
- Testing Future-State Concepts with Customers
- Making the Journey Map Work in Your Organization
This is for you if…
- You work in CX, product, service design or marketing
- Your organization has journey maps that nobody uses
- You want maps based on evidence, not assumptions
- You coordinate change across several teams
What you get
- 18 lessons across 6 modules, written in plain language
- A free preview lesson you can read before you buy
- One-time payment of $97 — no subscription
- Self-paced study with no deadlines or live sessions
- Practical steps you can apply to your own work as you go
Questions
Is a certificate, license or credential awarded?
No. This course does not award any certification, license, accreditation or professional credential. It is educational content to help you build practical skills.
Can I read a lesson before I buy?
Yes. One lesson is free to read — use the “Read a free preview lesson” button at the top of this page.
How is the course delivered?
It is a self-paced online course. There are no deadlines, live sessions or set start dates; you work through the lessons when it suits you.
How do I pay?
Payment is a one-time charge through the Skill Stack Suite checkout. There is no subscription.
Do you promise any results?
No. The course is educational. It does not promise any income, earnings, job, promotion or business results — what you get from it depends on your situation and how you apply it.
Mapping the Customer Journey
$97
One-time payment · Self-paced course · 6 modules · 18 lessons
Enroll now — $97Educational content only. This course does not promise any income, earnings, revenue, job or business results; outcomes depend on your own situation and effort. No certification, license or professional credential is awarded.
Lessons
What a Journey Map Is and Is Not
Free PreviewUnderstand the purpose, anatomy and common misuses of customer journey maps before you build one.
Choosing the Right Journey to Map
Learn how to scope a mapping project by selecting the journey, persona and boundaries that match your decision needs.
Framing Journey Questions Before You Map
Define the questions and assumptions a journey map must address so research and mapping stay purposeful.
Interviewing Customers About Their Journeys
Conduct narrative interviews that reconstruct real customer journeys step by step instead of collecting opinions.
Journey Data from Internal Teams
Harvest the journey knowledge held by frontline staff and internal records while correcting for its biases.
Blending Evidence into a Journey Research Base
Combine interviews, internal knowledge and behavioral data into one organized evidence base ready for mapping.
Structuring Journey Stages and Lanes
Design the skeleton of your present-state map by defining stages from the customer’s perspective and choosing the right lanes.
Capturing Actions Thoughts and Emotions
Fill the map with evidence-backed customer actions, verbatim thoughts and an emotion curve that reflects real highs and lows.
Running a Journey Mapping Workshop
Plan and facilitate a cross-functional workshop that builds the map together and turns evidence into shared conviction.
Auditing Touchpoints Across Channels
Build a complete inventory of every touchpoint in the journey and expose ownership gaps across channels.
Evaluating Touchpoint Performance
Assess each touchpoint against customer expectations, effort and importance to find where the journey underperforms.
Spotting Gaps and Handoff Failures
Find the experience failures that live between touchpoints, where handoffs break and nobody owns the customer.
Identifying and Naming Journey Pain Points
Distill research and mapping evidence into clearly articulated pain points that are specific enough to act on.
Scoring Pain Points for Priority
Rank journey pain points with transparent criteria so improvement effort flows to what matters most.
Root Cause Analysis Behind Journey Pain
Trace priority pain points to their operational and policy causes so fixes address the disease rather than the symptom.
Designing the Future-State Journey
Translate present-state findings into a future-state journey map that sets a concrete and principled target experience.
Testing Future-State Concepts with Customers
Validate future-state journey designs with real customers before committing build resources to them.
Making the Journey Map Work in Your Organisation
Turn journey maps into living management tools with owners, roadmaps and metrics rather than one-off artifacts.