How do you train and coach others on customer journey mapping facilitation skills?

It's important to keep in mind that there are several different "levels of zoom" when it comes to journey mapping. You should decide if you plan to map a high-level end-to-end process or a detailed step-by-step micro-interaction, or something in between. You also need to define if you're going to focus on documenting the current or future state of a given product or process, and if the map will focus solely on the product journey or the entire user experience (outlining activities beyond your product touch-points.) Knowing this ahead of time will help you develop the workshop materials and set expectations with the group.

Start by clearly defining the goals of your training session and understanding your audience. Identify what skills and knowledge you want participants to gain, such as understanding customer journey mapping concepts, techniques, and facilitation skills. Assess the current skill levels and backgrounds of your trainees to tailor your approach accordingly. Knowing your goals and audience helps you create a focused and relevant training program that addresses specific needs and maximizes the effectiveness of the session.

Before diving into the facilitation, it’s essential to align on the workshop’s goals and understand the audience. Determine who should be involved in the workshop. This might include customer success managers, product developers, marketing teams, or senior leadership. Understanding the objectives shapes the workshop’s flow and ensures it meets the participants’ needs. Is the focus on identifying pain points, streamlining processes, or improving customer satisfaction?

Develop comprehensive training materials and gather the necessary tools for the session. Create slide decks, handouts, and interactive exercises that cover the fundamentals of customer journey mapping and facilitation. Include real-life examples and case studies to illustrate key concepts. Ensure you have the right tools, such as journey mapping software, sticky notes, markers, and whiteboards, to facilitate hands-on activities. Well-prepared materials and tools enhance the learning experience and provide participants with practical resources they can use in their roles.

I've done several of these remotely using digital whiteboards, but the process is still the same. Be sure to prepare the journey map outline ahead of time so the group can start filling in the gaps. For example, you might want to outline the critical phases of the journey (e.g., Information phase, Purchase, Usage and change, etc.) and the primary swim lanes (e.g., Key persona, stages, steps, emotions, channels, etc.) If you're doing this in-person, don't forget to take photos of the final results as you will likely need to translate this to a digital format for future iterations.

If Your Workshops Aren’t Fun and Interactive, You’re Doing It Wrong Workshops should never be boring. Personally, I prefer to use Miro boards, add sticky notes, timers, and voting. Also for brainstorming Breakout rooms are absolute game-changers. Keep the atmosphere lively—your participants will thank you!

Establish a clear agenda and set ground rules for the training session. Outline the topics to be covered, the structure of the session, and the expected outcomes. Set ground rules to create a respectful and collaborative environment, such as encouraging active participation, respecting different opinions, and maintaining focus on the task. A well-defined agenda and ground rules ensure the session runs smoothly, keeps participants engaged, and fosters a productive learning atmosphere.

Sending out an agenda, a detailed facilitator's guide, and a Loom video to participants beforehand isn’t just recommended; it’s essential. Preparation keeps everyone aligned and focused, ensuring the session is productive and on point.

Let's talk about engagement. People usually sit in workshops and listen to someone talk. How do we go the extra mile? Act it out! When I facilitated a workshop, I had my team act out scenarios of each customer journey. Not only did we identify opportunities, we had fun during the process.

Actively engage participants throughout the training session using interactive methods. Encourage questions, group discussions, and hands-on exercises to reinforce learning. Use facilitation techniques to guide participants through the customer journey mapping process, such as asking probing questions, prompting critical thinking, and providing constructive feedback. Create an inclusive environment where participants feel comfortable sharing their ideas and experiences. Engaging and guiding participants helps them internalize the skills and knowledge being taught, making the training more impactful.

I always recommend using breakout rooms for my CJM workshops and here's why it works everytime: Increased Participation: In smaller groups, participants feel more comfortable sharing their ideas, which leads to richer insights. Focused Discussions: Each group can dive deep into a particular aspect of the customer journey, leading to more thorough exploration and understanding. Facilitator Support: With a designated facilitator in each group, participants receive the guidance they need without overwhelming the main facilitator.

After the training session, follow up with participants to reinforce learning and provide additional support. Send out summary materials, useful resources, and a feedback survey to gather insights on the effectiveness of the session. Evaluate the feedback to identify areas for improvement and adjust future training programs accordingly. Consider scheduling follow-up sessions or one-on-one coaching to address any ongoing challenges. Regular follow-up and evaluation ensure that the training has a lasting impact and continues to support participants in their roles.

One thing I've found helpful to start with is to define exactly what you mean by 'user journey'. Are we talking about the user journey from *their* perspective of *ours*? The latter should detail all the 'behind the scenes' actions/steps/processes that are necessary to facilitate the journey, whereas the former shouldn't include any of that info.

Always be flexible, Rigidity is the enemy of creativity. The best insights often emerge when you’re willing to let the conversation flow naturally. Don’t be afraid to veer off script if it means unlocking a breakthrough idea.