April 07th 2017 Zurich
1-Day Course Customer Journey Mapping


(English spoken) This high energy 1-day course will give you a common level of understanding of the Service Design Thinking principles, key tools & terminology. The focus of this course will be on this hands-on part, learning by doing. The tool we will practice on this date is: Customer Journey Mapping.

A short and interactive introduction into Service Design Thinking. What is it, where does it come from and why now? What are the challenges? What are the main ‘Schools of Thought’ within Service Design? What are the key case studies? Where can you find more information?

The focus of the course will be on this hands-on part, learning by doing. The tool we will practice on these dates is: Customer Journey Mapping. We will prepare some interesting challenges and personas and we will train on mapping the Customer Journey: the interaction of the customer with the service. This allows us to step into the customer shoes. It shows us the customer’s perceptions and the larger context in which we play a part. It lets us be emerged in their world, their reality. Get a deeper insight into customer needs, perception, experience and motivation. It will answer questions like: What are people really trying to achieve? How are they trying to achieve this? What do they use and in what order? Why do they make a choice? What are they experiencing, feeling, while trying to reach the desired outcome?

A customer journey map is built up layer by layer. We start ‘above water’, with the customer and slowly dive deeper and deeper into the organisational structures and context. The tool can be used with customers or management, employees and other stakeholder or, even better, in a mix.

This qualitative design research tool will provide you with customer insights to improve the customer’s experience. The toolkit will be handed out after the training so you can start applying the tool immediately to your own business case.



The facilitator will guide you on the different activities during the Customer Journey Mapping Training.

Brian Kling, is a senior facilitator working in digital transformations that deepen a company’s relationship with its employees and customers. View Brian’s profile



Language: English
Venue: Binzstrasse 23, 8045 Zürich (The Relevent Collective AG, Supertanker), Switzerland
Dates: April 07th

Participants: Appr. 15

Trainers: Brian Kling, experienced corporate practitioner, trainer and facilitator of Human-Centered Design & Tim Schuurman, highly experienced trainer and senior facilitator with a background in Change Management and Business Modeling and co-founder of DesignThinkers Academy.

Ticket Price: Regular Ticket Price € 395,=*, Early Bird Registration before March 15th € 315,=* (Including lunch, drinks & snacks). Discounts available for teams signing up or NGO’s and self employed.

REGISTRATION: to enroll for this training, please click the Registration button on the top right corner of this page.