Customer Journey Fix
Time for the team building activity: 20–25 minutes
Setup effort: Easy
Estimated cost: Free
Business value: Develops customer empathy, strengthens problem-solving skills, and encourages collaborative thinking around user experience in team building activities
What is the Customer Journey Fix?
The Customer Journey Fix is a problem-solving team building activity where teams analyze a customer experience and identify ways to improve it. Participants receive a simplified customer journey describing the steps a customer takes when interacting with a product, service, or organization—such as discovering a product, making a purchase, contacting support, and receiving the product or service. Teams identify pain points or friction points that make the experience frustrating or inefficient, then redesign the journey to make it smoother and more satisfying. The activity encourages participants to think from the customer’s perspective rather than the organization’s perspective.
How do you play the Customer Journey Fix?
Divide participants into teams of 3 to 5 people. Provide each team with a simple description of a customer journey (for example: a customer orders online but experiences delays, unclear communication, and difficulty contacting support). Explain the objective clearly: identify problems in the journey and propose improvements. Use three phases: Phase 1—Journey analysis (7 minutes) to identify pain points; Phase 2—Solution brainstorming (8 minutes) to generate improvements; Phase 3—Presentation (5–7 minutes) where each team presents the improved journey. Participants may vote for the most effective or innovative redesign.
Why it’s great for a team
This activity strengthens customer-centered thinking and helps teams analyze services through the lens of real user experience. Teams practice empathy (imagining how customers feel), collaborative analysis (finding weak points), creative problem-solving (removing friction), and strategic thinking (considering how changes affect the full journey). It often reveals that small improvements in clarity or communication can significantly improve satisfaction and reduce churn.
How to organize it effectively
Choose journeys that are easy to understand but contain clear problems, such as ordering food, booking travel, or contacting support. Provide a simple visual journey map when possible. Encourage teams to improve clarity, speed, convenience, and communication. After presentations, debrief with: Which step caused the biggest frustration? What fix would have the greatest impact? Did teams converge on similar solutions? When well facilitated, Customer Journey Fix strengthens empathy, innovation, and collaborative problem-solving around user experience.