Customer journey mapping lets marketers see the customer experience from discovery to conversion, and beyond. This chapter covers the workshopping stage of a customer journey mapping project, where the project plans are refined and augmented, and the resulting maps are created.

Drawing from the expertise of the research contributors, it considers every step in the workshopping phase, from agreeing a location and selecting a moderator, to bringing in the voice of the customer to post-workshop activity. It covers:

  • Plan: What must the agenda contain to ensure smooth running of the workshop?
  • People: Who needs to attend the workshop, who represents the voice of the customer and what must the workshop facilitator do to inspire attendees?
  • Process: What must be covered during the workshop and what activities should it involve?