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Customer Journey Mapping: Moving Beyond the ‘User’

Thursday, 8 April 2021 | 20:30 – 21:30 CET

Why map the customer journey?

Customer journey mapping is a design tool with many uses in complex industrial environments as it allows us to understand the system we are investigating systemically. It has many applications in B2B environments, as well as B2C.

For pure product companies, we can use it to follow the buying and delivery process, and in doing so, we learn who is involved, what they do, and why. The mapping allows us to identify the key people in the background who are critical but often ignored. We also start to identify the services that we are providing for free to different people. It confirms that in a B2B environment, we need to move beyond the “user”.

Moving on, we can change the “customer” in the journey to a machine (or avatar). We learn more insights into how and when people interact with it and their motivations. We can map the journey in operations or for maintenance events or over its life. Each perspective provides us with new insights.

In this presentation, we will learn from several cases how journey mapping is used to:


Gain new insights

Identify new actors

Determine 'what's in it for me' along the journey

This will make you more effective with sales, product development, project execution, and service delivery.

Who Should Attend?

This webinar is for anyone who is involved in

defining stakeholder requirements

product design and development

quality and safety of products

servitisation of products

Limited spaces available. Save your seat and register now for FREE.

About your host…

Shaun West

Shaun West


Shaun West has worked for over 18 years in the aftermarket for GE Energy Services (Italy), Sulzer Rotating Equipment Services (Switzerland) and RWE (UK) before moving to his academic role in the Hochschule Luzern. 

In each of the roles, pricing has always been an important aspect, from estimating value creation to M&A transactions and service contracts.

Today in his academic role, he combines his industrial experience with intellectual rigour to investigate and disseminate key issues associated with product-services systems primarily in an industrial setting.

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