A message about customer journey mapping that tries to reach everyone reaches nobody. Buyers now complete much of their decision on the practice within marketing and commercial practice before speaking to anyone. The programme uses small-group work so that each participant's treatment of this part of marketing and commercial practice is examined, not just described. Participants take away a working set of documents supporting customer journey mapping, ready to be adapted internally. The course covers the marketing and commercial practice capability at the level of detail needed to act, and stops there. Benchmarking exercises repeatedly place this part of marketing and commercial practice among the areas with the widest performance spread. Participants come from operational and oversight roles, and both perspectives on customer journey mapping are used deliberately. Plans for the marketing and commercial practice capability often fail at the handover point between functions. It ends with a prioritised list of changes to the practice within marketing and commercial practice that the participant is prepared to defend internally.
Expected Learning Outcomes
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Test creative and messaging on customer journey mapping before committing budget.
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Build the positioning for customer journey mapping around a claim competitors cannot honestly make.
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Establish what evidence would demonstrate that customer journey mapping is under control.
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Build the sales process for customer journey mapping so it is repeatable across the team.
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Assess the current state of customer journey mapping against a structured set of criteria rather than impressions.
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Design the retention and win-back approach for customer journey mapping.
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Assign clear ownership for each element of customer journey mapping across the functions involved.
Who Should Attend
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Newly appointed managers taking on customer journey mapping for the first time.
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Public sector officials applying customer journey mapping within a regulated framework.
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Marketing managers responsible for customer journey mapping.
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Business development managers pursuing opportunities in customer journey mapping.
