Customer Journey Mapping Workshop

Omnichannel journey mapping for coherent customer experiences

Location & date options Attendee feedback Outline Who should come? Pricing & hosting


Create customer-focused, value-added content

Meet the challenges of omnichannel communication

Find & fix gaps in your customer experience

Workshop abstract

A customer journey map (CJM) is a vital tool for building future-proof content strategies and content models that are customer-centric*, not brand- or channel-centric. Customer journey mapping enhances our understanding of users’ potential experiences and brand interactions across multiple touch-points and channels.

Customer journey maps are a way to lay out the ‘story of accomplishing a series of tasks’ from a user’s perspective. Instead of listing a series of tasks or sales lifecycle phases in an abstract way, or describing a static persona with no sense of time or place, CJMs seek to paint a detailed picture of the user’s experiences, content needs, and feelings along the way to accomplishing an objective. Although conceptually similar to a use case, process description, or a workflow diagram, CJMs are richer and more customer-centric. Across the stages of the journey, CJMs bring together content requirements with a matrix of potential channel details such as devices, staff interactions, and physical environments. This unifies a large amount of customer understanding into a consumable deliverable, allowing teams to build personalisation and omnichannel-ready content models and editorial plans. Because they help improve processes, refine content targeting, and enable contextual and personalised content, CJMs are becoming key elements in modern content projects.

Join our session to get a template, methodology, and business justification for customer journey mapping that you can use with your teams and even colleagues across silos. Start improving your content strategies the minute you get back to work.

* Customer here is defined either as a commercial customer or simply a content consumer, which could be an “internal customer” like customer support, trainers, sales staff and more.

Locations & dates you can join

We currently don’t have any workshop planned.

Whenever works; host us at your offices

You can also contact us online about hosting one at your offices or email Elodie Eudier at

Contact us

Previous session feedback

“The levels of professionalism, expertise, skill + personal attention to detail were at a much higher level than any previous course I have attended!”
– Head of Content Planning and Governance, Barclays Bank

“Noz is one of the best informed consultants in the industry, and his content personalization workshop offers practical, timely guidance that enables organizations of all sizes to have omni-channel impact with their content investments. Anyone who participates will come away with a much deeper understanding of the strategic opportunities for content reuse as well as practical, hands-on training to help them unlock this powerful tool in their enterprise.”
– Content Strategist, Microsoft

“Noz is a terrific speaker and presented content modelling in an interesting manner. I definitely learned a lot and gathered many ideas on how to apply his methods in our projects.”
– Gilbane participant (Insurance Industry)


Market context and business pressures

  • Why do we need to move to Customer Journey Maps and Customer Journey Map Management now?

Key concepts

  • Why journey mapping? Market context and business pressures
  • Journey maps vs. customer and sales lifecycles
  • Journey maps vs. use cases
  • Journey maps vs. process diagrams
  • Mapping in a collaborative environment
  • Mapping from journeys to content using a domain map
  • Managing and updating journey maps


  • Build a traditional journey map
  • Building an omnichannel journey map
  • Extracting content requirements from a journey map
  • Build maps that can support adaptive content

Learning objectives

What people will walk away with:

  • An understanding of how journey mapping can improve content planning, modelling and targeting
  • A new methodology for evaluating content effectiveness
  • A framework with which to break down silos around content
  • An Excel template for mapping journeys and content requirements


Noz Delivering Workshop

Note: Laptops recommended with MS Office or a compatible suite installed. This session will include hands-on exercises.

Who should come?

This session is highly cross-functional and can be applied a variety of digital marketing and commercial communications, technical communications and content marketing.

      • Communicators of all kinds, but specifically marketing and technical communicators
      • Content marketers concerned about creating focused and value-added content
      • Managers keen to have a deeper understanding of the process and challenge of going multi or omnichannel

This session helps bridge gaps in your customer experience and in your content processes and is one of the few sessions on the market that ties together the various content-related disciplines to help you build your unified strategy.

Pricing & session hosting

Pricing for this session depends on the duration and date. Versions of the session range from 1 day to 2 days.

See when and where we have scheduled upcoming sessions.

If you have any questions contact Elodie Eudier:

Could you host a session?

We are always looking for new workshop venues in Europe and North America. If you would like to host an open session at your event, or in your offices in exchange for special host benefits and discounts, contact us!

Additional Feedback

(on other Urbina Consulting Workshops)

“Noz presented a challenging topic in a fun and accessible way. Job well done.”
– Confab participant (adaptive content modelling)

 “The quality of tuition was second to none.”
– Rachel Johnston, Mekon Ltd.

“Noz and Mark both extremely knowledgeable and helpful, especially with “hands on” help with the exercises”
– Mark Dunn, Oxford University Press (on joint-led workshop with Mark Poston)

Related resources

How do customer journey maps help?

In any Content Strategy Program, it becomes clear early on that if we want to better serve our users, we needed an improved understanding of them as people. We need a picture of them and their backgrounds, responsibilities and frustrations – these are captured in user personas. But beyond these pictures, we need a dynamic view that takes into account the depth and specifics of their content requirements at a given point in time.

So, if personas represent the synthesizing of many people into one composite picture, customer journey maps are like movie story boards that walk through periods of those personas’ lives as they interact with the organisation. Like personas help us wrap our heads around thousands of different real-life users, journey maps provide us a manageable methodology that describes, visualises and helps us discuss all the complexities of users’ interactions. This inevitably uncovers both opportunities and challenges we would not have noticed otherwise, and thus allows us to prioritise our efforts to address gaps, and abandon things that aren’t needed. Customer journey maps also feed back into content models, ideas for innovation and improvement in deliverables, and writing guidelines that facilitated reuse, efficiency and improved customer satisfaction.

You don’t know a person (or a persona) until you walk a mile in their shoes. Building customer journey maps is a method to help a cross-functional team of people take a ‘virtual reality tour’ of customer experiences. How do you decide if you’re making right decisions for customers if you’re only looking from your own point of view? Maps help us to see experiences through their eyes (as much as possible), so we can design content that specifically targets their needs along the way. This will lead us in the direction of improved content and happier customers.

Adaptive Content Article Series

Read on our blog

Webinar: Bath Content Strategy Meet-up

Watch now on Vimeo

The Biological Imperative for Intelligent Content Slides (ICC2014)

View slides on Slideshare
© Urbina Consulting 2014.