Customer Experience and Journey Mapping

Programme Summary

Customer experience improves when organisations understand the complete journey across teams, channels and handovers. This programme develops practical skills in collecting customer evidence, mapping journeys and identifying service friction. Participants create a current journey map and prioritise improvements using customer impact, operational feasibility and measurable outcomes, avoiding assumptions that are unsupported by actual customer information.

Training Objectives

1 Develop an end to end customer perspective; 2 Improve collection and interpretation of customer evidence; 3 Strengthen practical journey mapping and service analysis; 4 Support prioritisation of feasible experience improvements; 5 Build useful measures and improvement ownership.

Learning Outcomes

1 Define a customer journey scope and segment; 2 Map touchpoints needs and service handovers; 3 Distinguish evidenced pain points from assumptions; 4 Prioritise improvements using impact and feasibility; 5 Prepare a journey improvement measurement plan.

Target Audience

Customer Experience Managers; Service Designers; Operations Managers; Customer Insight Analysts; Process Improvement Officers.

Target Industries

Retail; Financial Services; Healthcare Administration; Telecommunications; Hospitality; Public Services.

Course Contents

• Module 1 Customer Experience Context: Customer goals and organisational promises; Journeys touchpoints channels and relationships; Selecting a useful scope and customer segment.
• Module 2 Customer Evidence: Interviews feedback observations and service data; Sampling bias and evidence limitations; Privacy consent and responsible information handling.
• Module 3 Journey Mapping: Stages actions needs and expectations; Emotional experience and service pain points; Cross channel transitions and internal handovers.
• Module 4 Service Dependencies: Frontstage interactions and supporting activities; People systems policies and information flows; Identifying causes behind customer friction.
• Module 5 Opportunity Prioritisation: Customer impact frequency and severity; Feasibility effort risk and dependencies; Inclusive access and unintended consequences.
• Module 6 Improvement Design: Clear problem statements and desired outcomes; Practical service changes and pilot options; Ownership resources and operational readiness.
• Module 7 Measurement and Review: Experience service and behavioural indicators; Baselines feedback and comparison limitations; Tracking improvements and learning from results.
• Module 8 Journey Mapping Workshop: Creating an evidence based journey map; Selecting priority experience improvements; Presenting an accountable measurement plan.

Assessment

• 40 single best answer questions, including applied scenarios; one mark per question.
• 60 minute invigilated digital examination with identity verification. Approved accessibility adjustments preserve the assessed competence.
• Supplied reference pack permitted; external internet and AI assistance prohibited.
• Individual applied assessment (30 minutes): Build a customer journey map from supplied evidence, prioritise three improvements and define owners, measures and a practical pilot approach.
• Assessment criteria: Traceability of journey insights to evidence; Logic of improvement prioritisation; Clarity of ownership and success measures.
• Pass each component separately: 30/40 written marks (75%) and at least 70% on the applied task.
• Individual results and feedback are provided. One reassessment may follow coaching under the published enrolment terms.

Certification

• Successful learners receive a TQCSI Arabia digital Certificate of Successful Completion.
• The certificate records the learner name, exact programme title, teaching hours, completion date and unique verification reference.
• Verified identity, full attendance and separate written and applied passes are required; all mandatory critical criteria must be met.
• Proposed issue target: within 30 calendar days of approved results and settlement of applicable fees.
• Records assessed customer journey analysis and improvement skills; it does not confer an external customer experience designation.
• Attendance confirmation may record completed hours for unsuccessful learners; it does not certify successful completion.

Programme Profile

Number of daysNumber of daysNumber of days

222

Total teaching hoursTotal teaching hoursTotal teaching hours

12 hours; breaks, pre course work and formal final assessments excluded.12 hours; breaks, pre course work and formal final assessments excluded.12 hours; breaks, pre course work and formal final assessments excluded.

Delegates allowedDelegates allowedDelegates allowed

Maximum 20 delegates.Maximum 20 delegates.Maximum 20 delegates.

Training prerequisitesTraining prerequisitesTraining prerequisites

Experience in customer service, operations or process improvement is recommended. No formal design qualification is required.Experience in customer service, operations or process improvement is recommended. No formal design qualification is required.Experience in customer service, operations or process improvement is recommended. No formal design qualification is required.

Pre course assignment and assessmentPre course assignment and assessmentPre course assignment and assessment

Review a fictional customer journey and feedback set for 25 minutes; identify information gaps.Review a fictional customer journey and feedback set for 25 minutes; identify information gaps.Review a fictional customer journey and feedback set for 25 minutes; identify information gaps.

End of course assessmentEnd of course assessmentEnd of course assessment

40 question written exam (60 minutes) and individual applied task (30 minutes).40 question written exam (60 minutes) and individual applied task (30 minutes).40 question written exam (60 minutes) and individual applied task (30 minutes).

Passing criteriaPassing criteriaPassing criteria

75% written and 70% applied, passed separately; full attendance.75% written and 70% applied, passed separately; full attendance.75% written and 70% applied, passed separately; full attendance.