Customer Journey Mapping Masterclass

It’s All About The Customer

There is a lot of talk amongst organisations about how much they value their customers and how delivering a great customer experience is really important to their businesses. But looking at how many companies behave it seems that they are just paying lip service to this way of thinking.

Delivering a great customer experience is all about designing interactions from a customer's point of view to meet or even exceed their expectations, thereby increasing customer satisfaction, loyalty and advocacy. So how do you do this?

Who should attend?

Those with specific responsibility for:

  • Customer Service
  • Channel performance
  • Customer Experience
  • Contact Centre
  • Operations
  • Cloud Strategy & Digital Transformation

Join us for this free all day master class, with industry expert Amy Scott, and together we will explore:

  • The critical components behind designing services around your customers’ needs, motivations, goals and how they want to feel about their encounters with you
  • How customer journeys are impacted by the organisational structure of the businesses that deliver them
  • Ways to incorporate the voice of the customer in the design process
  • The insights personas contribute to great experiences and the chance to create some
  • How business behaviours drive customer outcomes
  • Practical tips on developing a customer journey map and the opportunity to design your own customer journey


Enabling more satisfying customer experiences by helping your business generate optimal value and differentiation through more effective service design and customer journey mapping.

Time Run by Details
9:00 – 9:30 Amy Scott

Intro & warm up

  • Describe your good & bad experiences.
  • What made them good/bad?
  • How did they make you feel?
9:30 – 11:00 Amy Scott & Interactive Groups

The ABC’s of customer experience & service design

  • An overview
  • Interactive group exercise to design personas
11:00 – 11:15 Coffee Break
11:15 – 12:00 Amy Scott

In-depth of look at the key areas:

  • Research
  • Customer expectations
  • Design principles
  • Channels
  • Personas
  • Customer Journey Maps
  • End-to-End Lifecycles
12:00 – 12:30 Interactive Groups Accelerators & Blockers - feedback from groups
12:30 – 13:30 Lunch
13:30 – 14:30 Sadam Iqbal Customer stories & role of technology as an enabler
14:30 – 14:45 Tea Break
14:45 – 15:45 Amy Scott

Round Table Discussions

Map out an ideal customer journey for one of the following:

  • On-boarding
  • Getting support to solve a problem
  • Making a payment enquiry
  • Making a complaint
  • Wanting to stop a service
15:45 – 16:30 Roundtable Each roundtable presents their maps & presents to the other groups who critiques and adds to it
16:30 Close


Amy Scott,
Director | Sedulous

Sedulous is a customer insight driven consultancy specialising in customer experience initiatives and service design. I help organisations to identify what customers want, how they are currently delivering against these expectations, where the customer pain points are, what causes them, and how to design them out of their service offering - leading to ideal customer journeys.

I’ve worked for a variety of organisations across numerous sectors both in Australia and the UK such as Optus (Australia’s second largest Telco), Toyota, Institute of Accountants, Thomas Cook, Western Union, Nuffield Health, Midcounties Cooperative, UBM, Cabot Financial & Hyde Housing.

Sadam Iqbal,
Senior Director of Information Technology, at West

Sadam is the Senior Director of Information Technology EMEA, at West with specific responsibility for research and software development. Sadam ensures an outside-in approach to the use of enabling technologies that optimise customer journeys and improve the experiences customers deliver to their customers and partners. With more than 15 years international experience, Sadam is adept at designing, developing and implementing cloud-based solutions, delivering complex digital transformation outcomes and innovations that deliver real business value.

Resource Library

Welcome to the Service Design & Customer Journey Mapping resource library containing educational content designed to add value.

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