Customer Journey Mapping for the Public Sector

Wednesday, 20 September, 9:00 AM – 4:30 PM AEST | Online

Training Overview

Step into your customers’ shoes to create seamless interactions and drive meaningful connections

Understanding your users and customer centricity is more important than ever as government agencies increase investment in modernisation initiatives and transformation.

A series of surveys has revealed something that we have long suspected, citizens are seeking responsive governments. When it comes to using government services, 81% of citizens expect their requests to be resolved in a single interaction. Meanwhile, more than 85% have said that speed, simplicity, convenience and transparency are important to them.

Putting customers at the centre and designing services that fit people’s lives and skill-levels, will not only increase engagement. But it will build trust and lasting connections.

Customer journey mapping is a series of tools and frameworks that organisations can use to gain a better understanding of their customers; their needs, motivations, expectations and pain points. These insights can then be used to create seamless interactions and drive meaningful connections.

This online course has been designed to give public servants who are striving to improve customer experiences, an opportunity to step into their customers’ shoes. It will enable you to reflect on and uncover their needs, motivations, expectations and pain points. These insights can then be used to create seamless interactions and drive meaningful connections.

Who Should Attend

This course is designed for Heads, Managers, Leads and Specialists in:

Customer/Citizen and User Experience 

Service Delivery, Process Improvement, and Innovation & Digital

Product Manager/Owner, Service Design and Content Design

Learning Outcomes

Gain an in-depth understanding of your diverse customers 

Identify the broken processes and gaps in your customer interactions 

Adopt a customer-centric view of your systems, beyond siloes  

Build empathy and meaningful connections with your customers 

Meet Your Facilitator

Pete Saunders Consulting

Pete Saunders calls himself a strategy nerd playing at the intersection of design, experience, technology, and operations. His focus is on improving experience and outcomes through service design, patient mapping, innovation, digital strategy, and commercialisation, working with health and education clients, as well as government at a State and Federal level

Pete Saunders has an extensive track record of delivering strategic solutions in the healthcare industry. He has worked on diverse projects including the development of the first-ever digital strategy for the (then) Victorian Department of Health and Human Services, creating a patient experience and innovation roadmap for a multi-site radiology provider in New Zealand, formulating a five-year roadmap for patient and carer services for Australians impacted by upper GI cancers, designing a digital transformation and commercialization strategy for workplace mental health services provided by a renowned Australian research organization, and developing service blueprinting and go-to-market strategies for new health insurance products. His expertise spans various aspects of healthcare and demonstrates his ability to drive positive change and innovation in complex healthcare systems.

He has also been COO at TALi Health (ASX:TD1), a softwareas-a-medical-device company, and previously founded and commercialised a health-tech start up. His diverse work experience and background in design, marketing, and advertising gives Pete a unique perspective and a variety of tools to effectively solve challenging and impactful problems in complex systems. This results in improved outcomes for those who need it the most.

Key Sessions

Day 1: Module 1Day 1: Module 2Day 1: Module 3Day 1: Module 4

Benefits and Obstacles of Customer Journey Mapping

  • Exploring Customer Journey Mapping in the Public Sector
    • Understanding the benefits: from improving services and the patient experience to identifying areas for improvement  
    • How does this differ from process mapping
    • Introducing the key artefacts and the process  
  • The Challenges of the process  
    • The obstacles of introducing journey mapping  
    • Strategies to overcome this  
    • Planning your next steps  

Personas and Demographics

  • Understanding Personas and Demographics
    • The purpose of personas in customer journey mapping
    • Interviews and customer research: Best practice and ideas  
    • How to synthesise and present qualitative data  
  • Activity: Using the lessons learned from the previous session start building personas for your customers.
  • Present these back to the group

Customer Journey Mapping in Practice

  • Customer Journey Mapping in Practice
    • What are the questions you need to ask yourself before you begin  
    • Understanding the main elements of your map: actions, needs and pains, touchpoints, feelings, questions, variations, opportunities  
  • Activity: Apply concepts from the previous session start building a customer journey map based on one persona. 
  • Feedback and Evaluation
    • Present these back to the group 

Service Blueprints 

  • An Introduction Creating a Service Blueprint
    • The purpose of service blueprinting  
    • How to tackle a blueprint  
    • Stakeholder engagement and involvement  
  • Activity: Apply the concepts from the previous session start building a service blueprint. 
  • Feedback and Evaluation: Present these back to the group  


Final Price


per person + GST

Customised in-house options available for teams

Interested in any of our online trainings?

You can also choose to have them delivered in house. We will work closely with our inspiring session facilitators to tailor the content around the key development areas your team are prioritising, shape the learning outcomes around your core departmental challenges and make the most of your L&D and upskilling budget.

Interested In Learning More?

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