Discounting solves a problem in digital customer journey design today and creates a larger one next quarter. Attribution in journey design is imperfect; that is not a reason to stop measuring it. The programme converts this strand of marketing and commercial practice from an area of general awareness into a set of repeatable practices. Benchmarking exercises repeatedly place digital customer journey design among the areas with the widest performance spread. The teaching approach is deliberately practical: participants build a go-to-market plan for the marketing and commercial practice capability as they go. Progress on journey design is usually lost in the gap between approval and execution. Participants develop a defensible line of reasoning for the choices they make about digital customer journey design. It is written for people who have to make journey design work with the resources they already have. The final module sets out how progress on this area of marketing and commercial practice will be evidenced six months later.
Expected Learning Outcomes
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Adapt recognised practice on digital customer journey design to local constraints without hollowing it out.
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Align marketing and sales handover within journey design so leads are not lost.
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Choose channels for digital customer journey design on evidence of where the audience decides.
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Set the attribution model for journey design and understand its limits.
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Apply a repeatable review cycle to digital customer journey design and act on what it produces.
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Define the scope and boundaries of journey design so that responsibility for it is unambiguous.
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Protect the brand while pursuing short-term targets in digital customer journey design.
Who Should Attend
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Agency and consultancy staff supporting clients on digital customer journey design.
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Training and development staff building internal capability in journey design.
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Marketing managers responsible for digital customer journey design.
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Specialists advising senior management on journey design.
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Retail and channel managers executing digital customer journey design in the field.
