Leading an Ethical Evolution Through Customer Journey Mapping - Building Business Capability

Leading an Ethical Evolution Through Customer Journey Mapping


Friday, October 23, 2020


9:00 am


How does an organization identify and implement a successful ethical initiative across a forty-year profession? Learn how a Customer Journey Map exercise was utilized to identify core aspects of an ethical professional and then leveraged across multiple stakeholder groups to build out an improvement plan. Discover how an analyst can help various stakeholders change their individual perspectives to better support outcomes that benefit the audience.

This real-world case study will delve into the challenges, successes, and failures an organization faced when addressing the ethical development lifecycle of licensed professionals. By using a Customer Journey Map to address professional development needs from education through career growth and eventual career sunset, this project was able to expose gaps in the development process and identify new product considerations. Learn how to iterate from a Customer Journey Map to create buy-in and understand how rapid prioritization allowed product rollouts in short bursts of effort.

Learning Objectives:

  • Define key moments within a customer journey and how to map the critical aspects of each phase
  • Iterate from a completed Customer Journey Map to expose big ideas for possible product development
  • Leverage multiple stakeholders to create buy-in and identify product and service prioritization.

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