Course Info

Duration: 2 Days

Prerequisites: None

Certification: None

Assessment: None

Course Schedule

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Course Overview

Customer Journey Mapping course is based on the service re-design principle that provides a systematic and creative approach to meet the rising expectations of the customers regarding the quality of services that we provide. A cornerstone of service re-design is the understanding and mapping of our customers’ journey with us. The customer journey map illustrates the steps taken at any point in time that our customer goes through the engagement with us.

This highly interactive and visual two-day course will equip the participants with the core concepts of customer centricity and service re-design principle. Participants will learn the various elements of the customer journey and techniques to visualise it so that to understand their touch-points. Participants will also be exposed to the gap analysis methods in identifying areas of customer service improvement.

Funding Availability

Financial aids are available for Customer Journey Map training at ATD Solution from the following agencies/organizations:

Malaysia – HRDF SBL: Eligibility: Must be a Singapore citizen. Covers up to 70% of course and exam fees, up to a maximum of S$2500. Click here for more details.

Student Endorsements

“Trainer shared real life experiences and skills. IASA foundation knowledge shared through examples. [It would help me to] apply business value alignment and highlighting. Also to help future job movements.”

Lee Jian Hao
Sharepoint Services Engineer of T-Systems Malaysia Sdn Bhd – KL 2015.8.3-7

“It was insightful and very detailed. End-to-end IT architecture stuff”

Stephen Ewe
Market Development Lead of VADS Berhad – KL 2015.8.3-7

“Very useful and fun, with full participation from the class. Foundation pillars and engagement model in IT-A workshop is very useful in relating to [my] work.”

Yasmeenyanti Baharudin
Solutions Architect of Mesiniaga Berhad – KL 2015.8.10-14

“[It is] more focussed on the skills than boot camp [ITAB], and more relevant to daily work. I have learnt how to articulate and quantify the value of IT architecture.”

Edwin Leung
Dairy Farm Company Limited – HK 2013.11.4-8

“Very good! Interesting and enjoyed my 5 days of training session. It is very related and helps to improve our way of doing.”

Zaidi Abd Ghani
Principal Researcher of Telekom Malaysia Research & Development – KL 2015.10.19-23


Training Benefits

Upon the completion of this course, participants will acquire the knowledge and skills to:

  • Understand the core concepts of customer centricity and service re-design principle.
  • Learn the various elements and techniques to visualize the customer journey map.
  • Identify areas of improvement trough gap analysis methods that focuses on customers’ perspective.


Customer Journey Mapping (CJM) is recommended for professionals who are involved in the following roles:

  • Customer Service / Customer Facing team.
  • Service Designer / Business Analyst.
  • Customer Experience (UI/UX) Designer.
  • Business Process Analyst / System Analyst.
  • Product / Service Development Professional.
  • Enterprise Architect (Business, Information & Solution).



Topics Covered:

Service Design – Introduction

  • Importance of customer Centricity
  • Overview of concept of service design, it’s benefits, component parts.
  • Current industry trends on Customer Centricity and Service Design. Examples from Private and Public Sectors.

Customer Journeys

  • Introduction to the concept of customer journey.
  • Customer Journeys as a subset of Service Design.
  • Customer Journey Taxonomy and Concepts.

Creating a customer journey Map

  • Charting the customer Stages
  • Organizing Customer Insights.
  • Mapping the perfect(ideal) state.

Customer Journey diagraming(visualization) techniques

Identifying gaps and opportunities

  • Linking customer Journeys to Business Architecture/Business Scenarios.
  • Using the Customer Journey to identify opportunities, Gaps and Solutions.

In-House Classes:

For companies and individuals with in-house training needs with certification, we can organize classroom training sessions with customized dates & venues. Our instructors teach in English, but with the assistance of qualified translators, the training can be done in most languages. Please email to get started.

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