Customer Journey Mapping Masterclass

The omnichannel framework helps bring together your ideal contact mix by understanding service journeys, how customers behave during them and then matching the most appropriate form of response given customer preferences.

Omnichannel is an inevitable evolution for contact centres in today’s digital economy. Customers expect choice and organisations want better customer experience at lower cost. This much is certain. But how to get there is not. In fact, it would be a brave brand that puts itself forward to claim they had cracked the complexity surrounding the issue and delivered on both sets of expectations.

Who should attend?

Maximum of 2 senior delegates per organisation with specific responsibility for:

  • Contact Centre
  • IT – Cloud Strategy & Digital Transformation
  • Customer Service
  • Customer Experience
  • Channel Performance
  • Operations

This Masterclass: The Game-Plan for Making Omnichannel Customer Service Work provides insight and practical suggestions on how to design an effective contact strategy based on modalities (voice, text, video) and engagement options (live assistance, self-service, proactive service). Acknowledging that what’s required in support of this is a whole ecosystem of knowledge and data management, ongoing customer listening and operational improvement and unified infrastructure that enables low effort, outcome-based customer interaction for any given customer situation.

If that sounds a challenge, you are right. No surprise then that one of the key findings from attendees at the 2018 Contact Center World conference in Las Vegas was that less than 10% of them had designed and delivered a satisfactory omnichannel customer service proposition.

But what exactly is so tough about making this happen?


Omnichannel contact strategy is an important skill to master. It is not easy, but the rewards are great and the need for it is inevitable.

Time Details

Introductions, learning styles and outcomes


The Challenge – overview of what we are trying to achieve and the game-plan

10:15 Understanding customer behaviour in a digital economy

Discussion and action planning – What implications does this have for how your organisation delivers customer service?




Designing contact strategy – definitions, planning framework and building blocks. Digital versus omnichannel mind-set


Detailed review of the planning framework

  • How to develop and maintain an up-to-date view of customer engagement behaviour and preferences
  • Using customer journeys to design appropriate contact mixes
  • The strengths and weaknesses of current voice, text and video channels

Discussion and action planning – How to implement the planning framework and how it changes the way you approach contact strategy




Case studies – understanding the journeys of how other organisations have rebalanced their dependency on live assistance with more self-service and proactive service

3:15 Break

The Human Touch – what are the implications for the advisor and team leader roles in an optimised omnichannel world? New focus and competency profile


Discussions and action planning – How will our workforce needs evolve inline with our changing contact mix and what are the implications?


Review of days learning




Martin Hill-Wilson,
Brainfood Consulting

Customer Service, CX & AI Engagement Strategist - Chair, Keynotes & Masterclasses. Brainfood is an advisory and education service. Advice in terms of co-designing practical engagement strategies that balance customer and business needs. These are orchestrated from a blend of live assistance, self-service and proactive contact using whatever optimised mix of voice, text and video works best across realigned customer journeys.

Resource Library

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

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Dietary Restrictions

Dairy Free