1
Appreciate your people
Recognise frontline and support employees by giving them an experience that is energetic, inclusive and genuinely enjoyable.
Customer Service Week 2026 • 5–9 October
CELEBRATE CUSTOMER SERVICE WEEK 2026 GIVE YOUR EMPLOYEES THE OPPORTUNITY TO "WALK IN YOUR CUSTOMER’S SHOES".
Turn Customer Service Week into an energising, interactive experience that recognises your people, strengthens teamwork and inspires employees to see your organisation through the eyes of the customer.
The Customer Journey Game is a professionally facilitated Customer Experience business simulation in which employees play together, learn together and identify practical ways to improve the customer journey.
CUSTOMER SERVICE WEEK MONDAY 5 OCTOBER – FRIDAY 9 OCTOBER 2026
Created and facilitated by Lynn Baker, international Customer Experience Specialist, keynote speaker and founder of CX Institute SA.
1
Why it matters
Customer Service Week should do more than celebrate great service.It should help create more of it.
Recognition, rewards and team celebrations are important. But the greatest way to recognise frontline employees is to give them a voice, invite them to share what they know about customers and involve them in creating a better experience.
The Customer Journey Game transforms Customer Service Week from a once-a-year celebration into a memorable learning experience with practical business value.
Your employees do not sit and listen to another presentation. They step into the customer’s shoes, navigate the journey, respond to real-world service scenarios and experience how everyday decisions can win—or lose—a customer.
“It looks like a board game. In reality, it’s a reflection of your customer’s journey.”
Perfect for Customer Service Week
One experience. Four Customer Service Week goals.
2
Build stronger teams
Bring employees and departments together to compete, collaborate, solve challenges and build stronger working relationships.
3
Highlight business value
Help employees understand how every interaction influences customer loyalty, retention, reputation and business performance.
4
Improve the customer journey
Give frontline teams a voice and turn their customer knowledge into practical ideas for reducing friction and improving experiences.
How the Game works
The player with the most customers wins
Inspired by familiar board-game mechanics, The Customer Journey Game transforms the end-to-end customer journey into an immersive business simulation.
Employees play in teams of up to eight participants. They select an avatar, roll the dice and move through the stages and touchpoints of a customer journey.
Along the way, they encounter three types of cards
Happy Customer cards
Deliver an outstanding experience, make a customer-centric decision and win Customer Coins.
Unhappy Customer cards
Fail to meet customer expectations and lose Customer Coins—making the consequences of dissatisfaction and churn immediately visible.
Task cards
Work together to identify pain points, solve customer challenges and propose practical service improvements.
- 1
Choose an Avatar
- 2
Roll the Dice
- 3
Navigate the Journey
- 4
Respond to Customers
- 5
Solve Challenges
- 6
Win and Retain Customers
The objective is simple: create and retain the greatest number of happy customers.
The learning is powerful: every employee and every department influences the customer experience.
What employees experience
More than a game. A different way of seeing the business.
Employees will
- Walk in the shoes of the customer
- Recognise the emotional effect of service decisions
- Identify important customer touchpoints
- Discover friction and hidden pain points
- Understand the business impact of customer churn
- Share frontline knowledge and customer insights
- Collaborate across departments
- Develop practical improvement ideas
- Understand that customer experience is everyone's responsibility
- Feel recognised, energised and valued
When people experience the journey for themselves, customer experience stops being an abstract concept and becomes something they can see, feel and influence.
What's included
BOOK YOUR CUSTOMER SERVICE WEEK EXPERIENCE
A professionally facilitated, two-hour employee experience designed to educate, energise and inspire.
Part 1
30 minutes
Keynote
Beyond Customer Service to Driving Customer Experience
Lynn Baker challenges employees to think beyond individual service interactions and understand how every role contributes to the complete customer journey.
Part 2
60 minutes
Immersive gameplay
Teams of up to eight employees compete, collaborate and navigate real-world customer scenarios.
Part 3
30 minutes
Employee insight session
Participants identify customer pain points, share frontline insights and recommend practical improvements.
The outcome
Your organisation leaves with more than an energised team. You gain valuable employee insight into what may be helping—or hindering—the customer experience.
The experience can be adapted for conferences, Customer Service Week events, employee engagement days, contact centres, leadership gatherings and corporate workshops.
Why the feedback session matters
The people closest to your customers often know what needs to change
Frontline employees experience customer frustration, operational obstacles and moments of delight every day. Yet their knowledge does not always reach the people responsible for improving the business.
Following the Game, Lynn facilitates a structured feedback conversation that allows employees to:
- Identify recurring customer pain points
- Highlight internal processes that create friction
- Share successful service practices
- Recommend immediate improvements
- Identify opportunities for stronger collaboration
- Suggest ways to create more consistently positive experiences
This transforms Customer Service Week from a celebration into a source of employee-led customer innovation.
Suitable audiences
Designed for everyone who influences the customer journey
- Customer service teams
- Contact centre agents
- Sales teams
- Operations
- Accounts and finance
- Customer Experience teams
- Leadership teams
- Support departments
- Hospitality employees
- Retail employees
- Insurance teams
- B2B organisations
Customer service may happen on the frontline. Customer experience is created across the organisation.
Available editions
Choose the journey that fits your organisation
Business Edition
An industry-neutral customer journey suitable for financial services, retail, B2B organisations and cross-functional corporate teams.
Contact Centre and BPO Edition
Designed around the caller journey, from connection and greeting to listening, resolution, upselling and closing the interaction.
Insurance Edition
Built around key moments in the insurance customer journey and the experiences that influence trust, loyalty and retention.
Hospitality Edition
Designed around the guest journey, including arrival, check-in, the in-room experience, dining and check-out.
Restaurant Edition
Designed around the dining journey, including discovery, welcome, seating, ordering, service and departure.
Subject to the number of participants, location and availability.
Business outcomes
Fun for your people. Serious value for your business.
Employee engagement
Replace passive training with active participation and shared discovery.
Customer empathy
Help employees understand the organisation from the customer's perspective.
Cross-functional collaboration
Break down silos and build awareness of how departments affect one another.
Customer retention
Make the relationship between customer experience, loyalty and churn tangible.
Practical improvement
Turn employee insight into realistic ideas for improving the journey.
Customer-centric culture
Create a shared language and reinforce that customer experience is everyone's responsibility.
The Customer Journey Game is the best team-building activity I have done in my 22-year career in marketing.
Our company ran the Game at numerous events in Dubai and across approximately six countries in the Middle East, and my colleagues and partners felt the same.
The strength of the Game is that it reaches people at every career level and communicates what excellence means in a retail experience in a fun, informative and simple way.
Irem Yazlar
Head of Brand Marketing
BSH Bosch Siemens, Dubai
About Lynn Baker
Created and facilitated by Lynn Baker
Lynn Baker is a Customer Experience Specialist, international keynote speaker and the founder and CEO of CX Institute SA.
With more than 25 years specialising in Customer Experience, Lynn helps organisations move beyond customer service initiatives to create stronger customer relationships, customer-centric cultures and measurable business value.
Her credentials
- Customer Experience Specialist
- Accredited Customer Experience Practitioner
- Disney Institute trained
- Creator of The Customer Journey Game
- Founding CEO of CX Institute SA and CX University SA
- Former Chair of Judges for the International Customer Experience Awards
- Former Chair of Judges for the Gulf Customer Experience Awards
- Named one of the Top 50 Women in Customer Experience
- Named one of South Africa's Top 12 Women Entrepreneurs
Lynn combines powerful storytelling, humour, practical business insight and live employee participation to create experiences that shift thinking, change behaviour and inspire action.
Learn more about LynnPlan early
Customer Service Week is 5–9 October 2026
Customer Service Week calendars, venues and facilitator availability fill up quickly. Start planning now to secure your preferred date and create an experience your employees will remember long after the week is over.
Facilitated experiences are subject to Lynn Baker’s availability and event location.
- 0
- Days of Customer Service Week
- 0 hrs
- Facilitated experience
- 0
- Players per Game board
- 0+ yrs
- Customer Experience specialisation
FAQs
Questions from event planners
Enquire now
Make The Customer Journey Game the highlight of Customer Service Week
Tell us a little about your organisation and planned event. We will contact you to discuss availability, format and pricing.
Will your team go the extra mile?
Recognise your people. Strengthen teamwork. Listen to frontline insight. Create better customer experiences.
Make The Customer Journey Game the experience that brings your Customer Service Week to life.