Customer Journey Mapping (CJM) is the process of making a graphical representation of the journey the customer makes. From orientation to discarding a product/service. From the perspective of the customer. CJM describes every interaction with the customer through all channels. Through CJM organisations understand how customers experience the service when they do business with the organisation. It provides insights regarding the focus of the dialogue with the customers. It enables organisations to find opportunities for innovation. So, CJM is about uncovering the generative capacities of the organisation. During this participatory and hands-on workshop, we’ll follow a 4 step process of:

  • exploration:  defining the service and identifying different types of customers from which various personas are extracted;
  • conceptualisation: defining the building blocks;
  • crafting: filling out the various steps for each persona;
  • reflection: discovering and defining points of improvement and opportunities for innovation.

By the end of the day you’ll know the building blocks of a CJM. You’ll be able to   construct a journey map and know how to optimise your service process.
For whom? This workshop is aimed at entrepreneurs and professionals. People who want to know whether their offerings meet the needs of their target audience(s). Or how they can make sure that it does.

Customer Journey Mapping


  • 10am-5pm
  • Max. 30 participants
  • Fundamental understanding
  • Dialogue in Dutch or English
  • Workshops in Leiden (ZH) and Weert (L)
  • Bootcamp style
  • Lunch included
  • €299 (incl. vat)