Customer Journey Mapping for the Public Sector

Thursday, 14 March 2024, 9:00 AM – 4:30 PM AEDT | Online

Training Overview

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

In the current landscape of government agencies investing in modernisation and transformation, understanding users and embracing customer-centricity is paramount. Surveys reveal citizens’ desire for responsive governments, with 81% expecting swift resolution in a single interaction. Speed, simplicity, convenience, and transparency are highlighted priorities for over 85% of citizens.

This online course targets public servants aiming to enhance customer experiences, providing an opportunity to empathise with customers and understand their needs. By adopting a customer-centric approach, participants will gain tools and insights to create seamless interactions, foster meaningful connections, and look beyond siloes for a comprehensive understanding of diverse customers. Through a combination of presentations and activities, this workshop-style session equips participants with the skills to navigate the complexities of customer engagement.

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 a comprehensive view of the customer’s experience, including understanding their needs, motivations, and expectations

Explore a range of customer journey mapping techniques for enhanced insights

Uncover personas to facilitate the delivery of personalised customer experiences

Learn to deliver seamless interactions, reduce friction, and drive powerful connections using both quantitative and qualitative customer insights

Meet Your Facilitator

Pete Saunders Consulting

Pete Saunders, a self-proclaimed strategy nerd, operates at the crossroads of design, experience, technology, and operations, focusing on elevating outcomes through service design, patient mapping, innovation, and digital strategy. With an extensive track record in healthcare, he has delivered strategic solutions for various projects, from creating the first-ever digital strategy for the Victorian Department of Health to designing innovative roadmaps for patient services and commercialization in healthcare. As the former COO at TALi Health, his diverse background in design, marketing, and healthcare positions him uniquely to solve complex problems and drive positive change in challenging systems, ultimately improving outcomes for those in need.

Key Sessions

Day 1: Module 1Day 1: Module 2 Day 1: Module 3 Day 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.

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 


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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