Customer Journey Mapping for Public Sector

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

Virtual
25 June 2026 | 9:00am to 4:30pm AEST | 12:00pm - 7:30pm NZST

Overview

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.

Through a mix of presentation and activities this workshop-style session will give you tools, frameworks and insights to unveil your diverse customers. It will enable you to adopt a customer centric lens, look beyond siloes and deliver seamless interactions.

Key Learning Outcomes

Gain a comprehensive view of the customer’s experience: understand their needs, motivations, and expectations
Explore a range of customer journey mapping techniques
Uncover personas to deliver personalised customer experiences
Understand how to deliver seamless customer interactions and reduce friction
Drive powerful and meaningful connections with quantitative and qualitative customer insights
Adapt customer journey mapping for different functions to help decision-making for successful project and service delivery

Agenda


Module 1: Benefits and Obstacles of Customer Journey Mapping	9:00am Welcome and Introductions 9:15am Exploring Customer Journey Mapping in the Public Sector Explore a range of customer journey mapping techniques 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 10:00am Morning Tea
Module 2: Personas and Demographics	10:15am 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 10:45am Activity: Using the lessons learned from the previous session start building personas for your customers. 11:45am Present these back to the group 12:00pm Lunch
Module 3: Customer Journey Mapping in Practice	1:00pm 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 1:30pm Activity: Apply concepts from the previous session start building a customer journey map based on one persona. 2:30pm Feedback and Evaluation Present these back to the group 2:45pm Afternoon Tea
Module 4: Building a Blueprint for Better Service Design	3:00pm An Introduction Creating a Service Blueprint The purpose of service blueprinting How to tackle a blueprint Stakeholder engagement and involvement 03:30pm Activity: Apply the concepts from the previous session start building a service blueprint. 4:00pm Feedback and Evaluation Present these back to the group 4:15pm Closing Remarks 4:30pm End of Training

Who Should Attend

This intermediate-level workshop is designed for APS 4–APS 6 / EL 1 professionals (or state, territory and local government equivalents) who contribute to service improvement, citizen experience, or digital transformation initiatives.

Relevant roles include:

Officers, Advisors, Coordinators, and Managers in Customer Experience, Service Design, or User Research
Professionals in Digital Transformation, Innovation, or Continuous Improvement
Policy, Program, and Project Officers focused on citizen engagement and outcomes
Communications, Engagement, and Change Management practitioners
Other government staff involved in designing or improving citizen-focused services

Ideal for participants who:

Are involved in mapping, analysing, or improving customer journeys
Want to identify friction points and opportunities in service delivery
Seek practical tools to design more seamless, customer-centred experiences
Work across digital or in-person services and aim to enhance citizen satisfaction

Why Attend

Discover how to design citizen-centred services that are simple, transparent and effective.
Learn practical tools to map customer journeys and uncover pain points and opportunities.
Build personas to better understand diverse community needs and expectations.
Strengthen decision-making with actionable customer insights that drive better service delivery.
Create seamless, connected experiences that build trust and long-term engagement with the public.

PETE SAUNDERS

Consultant

Pete Saunders Consulting

Meet Your Facilitator

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.

Previous work has included: • The first ever digital strategy for the (then) Victorian Department of Health and Human Services • A patient experience and innovation roadmap for a multi-site radiology provider in New Zealand • A five-year roadmap for patient and carer services for Australian impacted by upper GI cancers • A digital transformation and commercialisation strategy for workplace mental health services provided by one of Australia’s best known research organisations • Service blueprinting and go-to-market strategies for brand new health insurance products.

He has also been COO at TALi Health (ASX:TD1), a softwareas-amedical-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.

Register Early & Save!

This course will provide participants with essential skills to:

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
Understand how to streamline and uplift your customer experience

*Group Discounts Available - Contact Registrations at training@publicsector.academy or call (02) 9057 9070

Extra Early Bird

$1,195

$400 Off

$795

1Available

Expires 13 March 2026
*excludes GST

Early Bird

$1,195

$200 Off

$995

1Available

Expires 17 April 2026
*excludes GST

Standard

$1,195

1Available

*excludes GST

About Us

Public Sector Network is a social learning platform that exists to help government around the globe break down silos, collaborate, and work together for better outcomes for citizens.

PSN’s growing community spans across federal, state, and local government departments, healthcare, and education, allowing members to share information, access the latest in government innovation, and engage with other like-minded individuals on a secure and closed-door network.

PSN Academy is a trusted partner in professional development, dedicated to empowering public sector professionals with the knowledge and skills they need to drive meaningful impact. We deliver innovative training programs and learning experiences that align with the unique needs of government and public service organisations.

Our mission is to build capacity within the public sector by providing high-quality, practical, and accessible learning opportunities. From leadership development and project management to cutting-edge topics like AI, data analytics, and psycho-social risk management, we offer tailored programs that reflect the challenges and priorities of today’s public service.

At PSN Academy, we pride ourselves on delivering content informed by global best practices, guided by the APS and state-based learning frameworks, and facilitated by industry-leading experts. Our flexible delivery options include in-person workshops, virtual training sessions, and hybrid models to suit diverse learning preferences and operational needs.