Customer Experience Journey Mapping Workshop

This event is over.

In a world where commoditization is the norm, differentiation is key. The kind of differentiation customers will notice doesn’t come from what you say, it comes more from what you do. Customer Experience is a new discipline that helps you figure out what to differentiate and how to do it in a way that benefits your customers and your bottom line at the same time. This workshop is geared for participants who want a step-by-step approach to journey mapping and is designed for both B2B and B2C marketers. Participants will learn from best-in-class examples and hands-on journey mapping exercises and leave with actionable strategies to improve the customer experience.

This workshop will be taught by Stan Phelps, founder of Stan is a Forbes contributor, TEDx speaker, and IBM futurist focusing on how customer experience and employee engagement can drive differentiation, increase loyalty, and create word of mouth business.

The workshop will be held on-site at the National Postal Forum, the mailing and shipping industry’s premier educational venue, trade show and networking event. 

Those who have registered will need to go to the National Postal Forum registration counter to pick up their badges. The registration area is located in front of Halls H&I. Attendees will not be able to enter room 142 without a badge.


Tuesday, May 7, 2019
1:30pm Workshop begins


Customer Experience Overview

  • Why CX?
  • Warmth and Competence
  • Myth of Meeting Expectations
  • Understanding Value and Maintenance

Journey Mapping: Current State

  • Five Stages of the Customer Journey
  • Intro to Mapping Tools
  • Understanding Touchpoints
  • Exercise: Creating a Current State Journey Map

Journey Mapping: Future State

  • Design Thinking
  • Touchpoint Analysis and Design
  • Exercise: Touchpoint Design

Learning Reflection and Action Plans

  • Report Out: Each Group Presents Its Best Takeaway
  • Exercise: Create an Action Plan that covers measurement and resources (Example: 90-day plan, key milestones, measures, accountabilities)

3:45pm Workshop adjourns

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.