Driving Brand Loyalty Through Journey Mapping

Module 1: Understanding the Customer & Journey Stages

• Definition and importance of Customer Journey Mapping (CJM)
• Key stages of the customer journey
  Identifying customer touchpoints (Online, walk in, contact centre)
• Activity: Reflect on personal customer experience
• Activity: Based on your experience create a simple mapping on a customer journey . Example (Banking App, TNB App, Telecommunication app)

Module 2: Identifying Customer Personas & Needs

• Creating detailed customer personas
• Understanding customer pain points and motivations
• Gathering customer insights (feedback, analytics, etc.)
• Activity: Develop a customer persona

Module 3: Understanding Customer Needs & Behaviours

• Definition of needs (functional, emotional, social).
  Common customer behaviours across the journey.
• Positive vs negative behaviours.
• Activity: Case study (e.g., Online Shopping or Paying Bills). In small groups, participants identify: Needs, Behaviours & Emotions

Module 4: Creating a Simple Journey Map

• Step-by-step mapping process.
• Linking needs, behaviours, and emotions.
• Activity: Each group creates a journey map for their persona.
  • Identify 5 journey stages.
  • Write customer needs, behaviours, and feelings at each stage.
  • Highlight pain points & opportunities.
  • Gallery Walk: Groups present and give feedback to each other.

Module 5: Applying Insights to Business

• Turning CJM into action: Service redesign, process improvement, sales strategy.
• Activity: Each participant writes 2 “quick wins” they can apply at work.
• Closing reflection: “How will you walk in your customer’s shoes differently after today?”