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Description

Customer Experience and Digital: Mapping, Streamlining and Measuring Customer Journeys

Identify friction points in a digital journey and resolve them with the teams concerned

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

The website has been redesigned and the app has launched, yet customers still call about simple questions, abandon their orders midway or cannot locate their invoice. Each department has optimised its own segment and no one is looking at the journey end to end, which is precisely where the breakdowns sit.

Two days to map a real customer journey, locate friction points, design realistic fixes and measure them. The programme starts from the journey and its irritants rather than from the digital tools available.

Learning objectives

  • Map a customer journey across all of its channels
  • Identify friction points and their root causes
  • Capture the voice of the customer using appropriate methods
  • Prioritise fixes according to effort and expected impact
  • Define the indicators used to monitor a journey

What makes this programme different

A real journey from the participant's own organisation is mapped during the session
Friction points are ranked using an effort and impact grid
A fix plan with estimated workload is drafted before the end of the session

Programme

1Mapping the journey

Seeing the actual route rather than the intended one

  • List the steps and channels actually used by the customer
  • Spot the hand-overs from one channel to another
  • Identify the internal stakeholders involved at each step
  • Distinguish the theoretical journey from the observed journey

2Listening to the customer

Replacing assumptions with observation

  • Make use of complaints and reasons for contact
  • Run a simple usability test on a website or application
  • Use immediate and delayed surveys without causing fatigue
  • Draw insight from the navigation data available

3Fixing the breakdowns

Addressing the most costly friction

  • Rank friction points by effort and by impact
  • Simplify a step without shifting the problem elsewhere
  • Balance self-service with human contact
  • Involve operational teams in designing the solution

4Measuring and embedding

Sustaining the approach over time

  • Select journey indicators rather than channel indicators
  • Build a dashboard shared across departments
  • Organise regular journey review meetings
  • Make the progress achieved visible

Who is it for

Customer experience managers digital project managers marketing managers and customer relations managers involved in improving customer journeys.

Prerequisites

No prerequisites

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.