Test creative and messaging on customer journey mapping before committing budget.
Building Comprehensive Customer Journey Maps Across All Channels
A structured, applied course in customer journey mapping — designed to be used the week you return.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
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
Build the positioning for customer journey mapping around a claim competitors cannot honestly make.
Establish what evidence would demonstrate that customer journey mapping is under control.
Build the sales process for customer journey mapping so it is repeatable across the team.
Assess the current state of customer journey mapping against a structured set of criteria rather than impressions.
Design the retention and win-back approach for customer journey mapping.
Assign clear ownership for each element of customer journey mapping across the functions involved.
Who Should Attend
Newly appointed managers taking on customer journey mapping for the first time.
Public sector officials applying customer journey mapping within a regulated framework.
Marketing managers responsible for customer journey mapping.
Business development managers pursuing opportunities in customer journey mapping.
Customer experience managers improving customer journey mapping.
Agency and consultancy staff supporting clients on customer journey mapping.
Course Modules
Customer journey mapping: positioning and the honest claim
2 sessions · 8 pointsSession 1Qualifying out of customer journey mapping early and without guilt
- Agree what will be standardised in customer journey mapping and what will not.
- Rank the weaknesses in customer journey mapping by consequence rather than by ease of fixing.
- Measure lifetime value from customer journey mapping, not just first purchase.
- Establish the boundary of customer journey mapping and record what sits outside it.
Session 2Pricing customer journey mapping on value rather than cost
- Record the rationale for each significant choice made about customer journey mapping.
- Describe the buyer for customer journey mapping specifically enough to name who is excluded.
- Arrange the handover of customer journey mapping so capability survives staff changes.
- Distinguish symptoms from causes when customer journey mapping underperforms.
Customer journey mapping: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Reading the current state of customer journey mapping honestly
- Build the report on customer journey mapping that answers whether to spend more or less.
- Identify where judgement in customer journey mapping is legitimate and where it is not.
- Map the decision journey for customer journey mapping and mark where the choice is actually made.
- Prepare the summary of customer journey mapping that senior management will read.
Session 2Choosing channels for customer journey mapping on evidence
- Choose the next segment for customer journey mapping and state why it is next.
- Build the content that answers the buyer's real question about customer journey mapping.
- Test creative for customer journey mapping at small scale before full commitment.
- Reduce the variation in how customer journey mapping is carried out between teams.
Customer journey mapping: objection handling and negotiation
2 sessions · 8 pointsSession 1Getting other functions to support customer journey mapping
- Confirm that contractual obligations around customer journey mapping are understood.
- Define the handover point between marketing and sales in customer journey mapping.
- Select channels for customer journey mapping based on evidence, then cut the rest.
- Structure pricing for customer journey mapping against perceived value.
Session 2Keeping customers acquired through customer journey mapping
- Compare cost of acquisition against value in customer journey mapping.
- Write the positioning claim for customer journey mapping and test whether a competitor could say it too.
- Benchmark the organisation's customer journey mapping against comparable operations.
- Review whether short-term tactics on customer journey mapping are damaging the brand.
Customer journey mapping: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Comparing customer journey mapping with recognised practice
- Define qualification criteria that disqualify quickly in customer journey mapping.
- Name a single owner for each element of customer journey mapping.
- Set the discount authority for customer journey mapping and require justification.
- Design the retention action triggered when a customer of customer journey mapping goes quiet.
Session 2Protecting the brand while hitting targets on customer journey mapping
- Compare the cost of customer journey mapping with the cost of its absence.
- Set escalation thresholds for customer journey mapping that work out of hours.
- Assign responsibility for keeping documentation of customer journey mapping current.
- Check that records of customer journey mapping answer the questions likely to be asked.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.