Course curriculum

  • 1

    Welcome

    • Welcome and introduction

    • Tell us about yourself
  • 2

    Chapter 1: Making Decisions and Getting Buy-in

    • 1.1 Overview

    • 1.2 Choosing a journey

    • Quiz 1.2

    • 1.3 Involving colleagues

    • Quiz 1.3

    • 1.4 Research to meet business needs

    • Quiz 1.4

    • 1.5 Choosing customers

    • Quiz 1.5

    • 1.6 Your task

    • Reading and links

    • Downloads
  • 3

    Chapter 2: Qualitative Research to Explore the "Lens of the Customer"

    • 2.1 Overview

    • 2.2 What qualitative research is and why you need it

    • Quiz 2.2

    • 2.3 The qualitative toolkit

    • Quiz 2.3

    • 2.4 Facilitating a journey mapping focus group

    • Quiz 2.4

    • 2.5 A CJM depth interview

    • Quiz 2.5

    • 2.6 Getting to the right people

    • Quiz 2.6

    • 2.7 Online techniques

    • Quiz 2.7

    • 2.8 Qualitative analysis

    • Quiz 2.8

    • 2.9 Qualitative outputs

    • Quiz 2.9

    • 2.10 Task

    • Reading, and links

    • Downloads
  • 4

    Chapter 3: Quantitative Research to Prioritise and Track

    • 3.1 Overview

    • 3.2 Planning your survey

    • Quiz 3.2

    • 3.3 Designing your questionnaire

    • Quiz 3.3

    • 3.4 Analysing your data

    • Quiz 3.4

    • 3.5 Linking to internal data

    • Quiz 3.5

    • 3.6 Quantitative outputs

    • 3.7 Task

    • Reading and links

    • Downloads

    • A Customer Journey Mapping Template
  • 5

    Chapter 4: Service Design to Improve

    • 4.1 Overview

    • 4.2 What is service design?

    • Quiz 4.2

    • 4.3 Sharing insights

    • Quiz 4.3

    • 4.4 The Service Blueprint

    • Quiz 4.4

    • 4.5 Running an effective workshop

    • Quiz 4.5

    • 4.6 Task

    • Reading and links

    • Downloads
  • 6

    Chapter 5: Systems Thinking for the Customer Journey

    • 5.1 Overview

    • 5.2 Flexibility, dark matter, and unintended consequences

    • Quiz 5.2

    • 5.3 Systems thinking for customer journeys

    • Quiz 5.3

    • 5.4 Black box thinking

    • Quiz 5.4

    • 5.5 Task

    • Reading and links

    • Downloads
  • 7

    Chapter 6: Visual Thinking for the Customer Experience

    • 6.1 Overview

    • 6.2 Why visual?

    • Quiz 6.2

    • 6.3 Visual facilitation

    • Quiz 6.3

    • 6.4 Design principles

    • Quiz 6.4

    • 6.5 Patterns

    • Quiz 6.5

    • 6.6 Task

    • Reading and links

    • Downloads
  • 8

    Recap and Next Steps

    • Recap and next steps

    • Course Survey

    • CJM Examples