Reesby Academy · Customer Service
Customer Experience Mapping
Map the customer journey to find and fix friction points.
About this course
A customer journey map shows every step a customer takes and where they feel satisfied or frustrated. This course teaches you to build a map, gather evidence from customers and staff and prioritise improvements by their impact and effort. You'll finish with a journey map for a real process and a short list of changes you can test.
What you will be able to do
- You'll be able to create a customer journey map for a common process
- You'll be able to identify moments of friction and delight
- You'll be able to gather evidence from customers and staff
- You'll be able to prioritise improvements by impact and effort
Course outline
- Tools you'll need5 min · Lesson notes, example, action task · 2-question quizJourney mapping needs sticky notes or a whiteboard and a shared document. You can run a useful mapping session with paper and free online tools.
- Why Journey Maps Help10 min · Lesson notes, example, action task · 2-question quizA journey map shows the customer's experience from their point of view, which reveals problems that internal reports often miss. It helps teams agree on what matters and where to focus.
- Mapping Each Stage10 min · Lesson notes, example, action task · 2-question quizBreak the journey into stages, then map what the customer does, thinks and feels at each one. Include the touchpoints, which are the places where the customer interacts with you.
- Finding Friction and Delight10 min · Lesson notes, example, action task · 2-question quizFriction is anything that slows, confuses or frustrates the customer. Delight is anything that exceeds expectations. Mark both on the map so you can see where experience is strong and where it breaks down.
- Gathering Evidence10 min · Lesson notes, example, action task · 2-question quizA map built only from opinions can mislead. Gather evidence from customers and staff, including interviews, feedback, complaints and operational data, and mark which parts of the map are based on evidence.
- Prioritising Improvements10 min · Lesson notes, example, action task · 2-question quizNot every friction point needs fixing at once. Prioritise by impact on the customer and effort to fix, then choose a small number of changes to test.
- Careers & next steps5 min · Lesson notes, example, action task · 2-question quizCustomer experience skills are valued in service design, customer, marketing and operations roles. These careers use the mapping, evidence and prioritisation methods in this course.
- Final quiz and certificate10 questions, pass mark 8 of 10. Pass to get your Reesby Academy certificate with a verification link.