Mapping the Journey of Your Customers

Topics Covered in Course

Defining customer journey mapping
Journey map components and elements
Defining a customer touchpoint
Organizational-focused touchpoints
Customer-focused touchpoints
Example of a generic journey map
Best practices for creating effective customer journey maps
Building maps from a customer point of view
Maps that capture perceptions, goals, needs, and expectations
Example of customer stress points
Focusing on multiple touchpoints
Decision-making based on the journey map stories
Example of complex journey maps
Customer journey mapping benefits
When to leverage a customer journey map
Beyond customer journey mapping
Transforming to a customer experience organization
Putting aside old approaches
Example of new approach versus old
Putting rapid process digitization into action
Scaling up
Personify target customers
Plotting a customer path
Compare expectations to reality
Isolate roadblocks
Finding the customer turning point
Taking action

Templates Included

Consolidated Maps
Digitization Diagram
Example of a Wealth Mgmt Journey Map
Example of Expectations and Perception Map
Example of Stress Points
Journey Map Performance Indicators
Journey Mapping Example Outline

Detailed Course Description

Your customers do not experience your business in isolated transactions - they experience it as a journey.

From the first interaction to long-term loyalty, every touchpoint shapes how your brand is perceived. Each moment influences trust, satisfaction, retention, and ultimately revenue. Yet many organizations treat these interactions as disconnected events, overlooking the insights that reveal why customers stay, leave, or advocate for the brand.

Customer Experience (CX) Journey Mapping provides the clarity organizations need to see the business through the customer’s eyes. It uncovers friction points, highlights moments that matter most, and reveals opportunities to improve engagement, loyalty, and lifetime value.

This course teaches you how to map, analyze, and improve the complete customer journey so you can understand experiences from the customer’s perspective. You’ll learn how to identify critical touchpoints, evaluate emotional and operational drivers, and design improvements that create smoother, more meaningful interactions.

If you want to strengthen customer relationships, improve retention, and create experiences that differentiate your brand, this course will give you the tools to transform customer interactions into lasting loyalty.

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When you successfully pass a test, you will obtain a Course Completion document (this proves you took, and passed, that specific course). Collect the specific Course Completion documents for any given SME roadmap - or what your professor requires. When all are obtained for a given SME roadmap, submit those documents to glenb@market-awareness.com in one email and we will issue you a Subject Matter Expert personalized certificate.

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