CUSTOMER JOURNEY ACADEMY • CERTIFIED BY THE CUSTOMER INSTITUTE • HANDS-ON
Customer Journey Academy
Description
The Customer Journey Academy teaches you to map customer journeys properly – and then use them to move a whole organization, not just fill a wall with sticky notes. You run a real mapping session yourself and leave able to lead one at work.
Day one covers journey mapping from the ground up – its purpose, structure, roles, and how to run a workshop that survives real life. Day two introduces the ONE approach: how to combine every team’s maps into one shared picture and turn it into a prioritized improvement roadmap the whole company can act on.
You learn by doing, rotating through the roles of participant, moderator, and observer, with a workbook and templates to take home. You qualify as a Certified Customer Centricity Expert by building a journey map for your own organization during the course.
Certified Customer Centricity Expert
Issued by the Customer Institute. Certification fee is included – you qualify through your in-course journey-mapping assignment.
Ideal for
CX practitioners & managers
Marketing & product managers
Cross-functional teams
Duration
Two days of hands-on training, including a full journey-mapping workshop. Run as a public seminar or in-house for your team.
Formats
Public 2-day seminar
In-house seminar
Facilitator
Stefan Osthaus — President of the Customer Institute, global keynote speaker and former Fortune 500 CX/EX leader.
Certification
Certified Customer Centricity Expert (CCCX), issued by the Customer Institute. Fee included; you qualify by creating a journey map for your own organization.
Choose how you take part
The same academy, in the setting that suits you – choose by schedule, team size, and how hands-on you want to get.
Public Seminar
Two-day classroom seminar in a small group — Düsseldorf, Munich, Frankfurt and international locations.
In-House Program
The full academy on-site for your team, mapping your real customer journeys toward your own improvement roadmap.
Agenda
The two-day academy at a glance. The in-house version follows the same arc, tailored to your industry and your own customer journeys.
Journey Mapping Foundations
Customer Journey Mapping in the context of your CX Strategy
- What is Customer Experience and why does CX matter now?
- The CX Maturity Model
- The ROI of Customer Experience
- Culture: Customer Experience is an attitude – not a department!
- Organization: How to set-up a CX team in distinct phases of program maturity
- Voice-of-the-Customer programs: How to listen to your customers effectively and efficiently.
Customer Journey Mapping – a foundational task in CX
- The Customer Journey – purpose, structure, roles & responsibilities
- Customer Journey Mapping in daily practice
- How to organize a CJM workshop
- Typical participants in a CJM workshop
- Timing, templates, tools
Real-life customer journey mapping workshop
- Hands-on experience as participant, moderator, observer
- Seminar participants will rotate roles to get the best possible learning experience.
- With special focus on distractions, disasters, and disturbances … and how to deal with them.
Customer Journey Mapping tools
- Introduction to selected industry tools for customer journey mapping
Summary and Reflections on Day 1
Journey, Listening & ROI
The importance of culture in striving for great customer
centricity
- The support landscape in your organization: friends,
feuds, and fiefdoms - Characteristics of a customer centric culture
Driving culture change through customer journey mapping: the ONE model
- Objectives of the Sustainable Immersion Approach to customer journey mapping
- Aggregation of an organization‘s journey maps into a meta-map
- Roles and attributes in an ONE meta-map
- ONE exercises: Culture Camps and Innovation Camps
- Stakeholders for ONE exercises
- Templates for ONE exercises
- Planning for ONE exercises
Real-life ONE Exercises
- How to run a Culture Camp
- Planning
- Defining roles and attributes for each phase of the
meta-journey - Group work with all participants simulating a real ONE
Culture Camp
- How to run an Innovation Camp
- Planning
- Templates and pre-work
- Collecting, discussing, and brainstorming experience
improvement ideas - Group work with all participants simulating a real ONE
Innovation Camp
- Results aggregation and polishing
The right communication of ONE outcomes in the organization
- Culture needs a big stage – tools and methods for effective internal communication.
Other CX/EX topics per participants’ request
Throughout the 2 days: Numerous case studies and group activities
Material: Customer Journey Academy digital workbook – included in the participation fee
Your Facilitator
Stefan Osthaus is one of the industry’s top thought leaders and consultants. He has been a leader in Fortune 500 companies for more than 15 years and has held global responsibility for the customer experience of 120 million customers as well as the employee experience of tens of thousands of employees.
Stefan now helps leading organizations around the globe to combine their Customer and Employee Experience practices and treat them as two sides of the same coin. Stefan is also president of the Customer Institute, a global keynote speaker, and an insightful author.
Included in this program
The Journey Academy handbook
Every method, canvas, and checklist from both days, yours to keep.
Resources & templates
The journey-map canvas, the meta-map template, a workshop facilitation guide, and supporting whitepapers.
Certification without extra fee
The CCCX certification fee is included; the exam itself is optional.
Digital, authenticated CCCX certificate
Issued by the Customer Institute when you pass the exam, and shareable as a LinkedIn credential.
Alumni space
Keep access to the alumni area for updates and to compare notes with peers.
Free follow-up coaching
One 60-minute session after the program to pressure-test your action plan.
Global CX Community
Membership in the Global CX Community of practitioners.
Community Pro upgrade
36 months of GCXC Pro membership – expert sessions and best practice reports included.
Lifelong access to all training material
Handbook, templates, exercises, plus all updates will be accessible to you whenever you need them
Program brochure
Placeholder: full agenda, learning objectives, certification details and pricing.
Contact us with any questions you might have — about content, formats, group bookings or invoicing.