Creating Memorable Events with the Customer Journey Canvas: A Facilitator’s Guide

This is a guest post by Diana Kander. Diane is a keynote speaker on curiosity and innovation and a New York Times Bestselling author. Her latest book, Go Big or Go Home, outlines five ways to create a memorable customer experience.

The event planning industry is one of immense creativity, innovation, and personal touches. In the modern era, where experiences reign supreme, it’s essential to craft events that resonate deeply with attendees, leaving them with memories they’ll cherish forever.

One effective tool to help event planners achieve this is the ‘Customer Journey Canvas’.

Real-World Success: A joint PCMA & MPI Session

 I recently had the privilege of facilitating a session with members of PCMA and MPI using the Customer Journey Canvas, and we were able to generate more than 100 innovative and creative ideas to elevate the attendee experience! It was truly inspiring to witness the collective creativity and expertise in the room.

For those interested in diving deeper and exploring the many ideas we came up with, you can access all of our brainstormed concepts at this link. This repository serves as a testament to the power of collaborative thinking and the potential of the Customer Journey Canvas in reshaping event experiences.

Ready to harness the potential of this tool for your own events? Here’s how you can facilitate a meeting with your team to create your own memorable ideas!

Download the Customer Journey Canvas Worksheet and follow these steps:

1. Introduce the Customer Journey Canvas:

Start the session by explaining the significance of understanding the attendee’s journey. Here is some sample language you can use:

“In the world of event planning, every touchpoint, every interaction, and every moment counts. It’s what differentiates a ‘good’ event from a ‘great’ one. To help us create more memorable events, we’re going to use a tool called the ‘Customer Journey Canvas’. It’s a visual representation designed to help us map out the critical touchpoints of our attendees’ experiences. More importantly, it’s a tool that pushes us to think about how we can infuse ‘magic’ into each of these moments. By the end of this session, we’ll not only have a better understanding of our attendees’ journey but also actionable insights on how to make each step memorable. So, let’s dive in and see where this canvas takes us!”

2. Breaking Down the Canvas:

• Key Scenes: Discuss the importance of mapping out the key scenes or touchpoints of a customer’s interaction. During my PCMA/MPI session, the key scenes we chose were: anticipation of the event, arrival, content, departure, and post event communication.
• Adding Magic: Under each scene, brainstorm on how you can elevate the experience. The canvas provides a prompt “How can we add magic?”, pushing planners to think creatively. If you’d like some inspiration, feel free to refer to that list of 100 ideas!

3. Diving Deeper with MAGIC:

Break down the MAGIC acronym and explore how each component can enhance the event experience:

• M – Make It Surprising: Whether it’s a surprise guest speaker, unexpected giveaways, or a flash mob, unpredictability can make events memorable.
• A – Analyze on a Deeper Level: Use feedback from previous events, data analytics, and personal interactions to understand what attendees truly want and tailor the experience accordingly.
• G – Give the Pitch in the Right Order: Sequence matters. Arrange event segments in a manner that builds anticipation and delivers value continuously. And make sure the ending is amazing!
• I – Include 3D Objects: Incorporate tangible elements. This could mean hands-on workshops, interactive installations, or even 3D-printed souvenirs.
• C – Co-create Together: Encourage attendee participation. Whether it’s co-designing a segment of the event or collaborating in real-time, active involvement enhances engagement.

If you’d like to understand the science behind why each of these elements work, I’m happy to share a free version of my book (Go Big or Go Home – 5 ways to create a memorable customer experience) – just send me an email at diana@dianakander.com.

4. Collaborative Brainstorming:

Divide participants into groups and give each a specific scene from the event. Have them brainstorm ways to ‘add magic’ using the MAGIC principles. After a set time, reconvene and have each group present their ideas.

5. Prioritization:

Not all ideas will be feasible due to budget, time, or logistical constraints. Use a voting system to prioritize which ‘magic’ elements to incorporate.

6. Conclusion and Action Items:

Wrap up by summarizing the session’s main takeaways. Allocate tasks and set timelines for the implementation of the chosen ideas.

Remember, the Customer Journey Canvas is not just a tool; it’s a mindset. It pushes event planners to think beyond the ordinary, ensuring every attendee leaves with a smile and a story.

Use this guide to facilitate a session that breathes life into every event you plan, making each one truly unforgettable.

What has worked for getting the most out of an experience design workshop for your major event?