Adapt recognised practice on digital customer journey design to local constraints without hollowing it out.
Designing the Digital Customer Journey Across Multiple Touchpoints
A concise, decision-focused programme covering digital customer journey design end to end.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
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
Align marketing and sales handover within journey design so leads are not lost.
Choose channels for digital customer journey design on evidence of where the audience decides.
Set the attribution model for journey design and understand its limits.
Apply a repeatable review cycle to digital customer journey design and act on what it produces.
Define the scope and boundaries of journey design so that responsibility for it is unambiguous.
Protect the brand while pursuing short-term targets in digital customer journey design.
Who Should Attend
Agency and consultancy staff supporting clients on digital customer journey design.
Training and development staff building internal capability in journey design.
Marketing managers responsible for digital customer journey design.
Specialists advising senior management on journey design.
Retail and channel managers executing digital customer journey design in the field.
Customer experience managers improving journey design.
Course Modules
Digital customer journey design: audience definition and segmentation
2 sessions · 8 pointsSession 1Comparing digital customer journey design with recognised practice
- Structure pricing for digital customer journey design against perceived value.
- Test creative for journey design at small scale before full commitment.
- Set the discount authority for digital customer journey design and require justification.
- Distinguish symptoms from causes when journey design underperforms.
Session 2Defining the audience for journey design narrowly enough to matter
- Agree the smallest change to digital customer journey design that would be visibly useful.
- Build the competence framework that supports journey design.
- Write the positioning claim for digital customer journey design and test whether a competitor could say it too.
- Draft the minimum viable go-to-market plan for journey design.
Journey design: the customer journey and decision points
2 sessions · 8 pointsSession 1The handover between marketing and sales in journey design
- Plan the sequence in which improvements to digital customer journey design will be introduced.
- Agree the attribution model for journey design and state its known limits.
- Script the three most common objections in digital customer journey design and the responses.
- Document the sales process for journey design so a new joiner can follow it.
Session 2The hard cases in journey design and how to reason about them
- Define qualification criteria that disqualify quickly in digital customer journey design.
- Define acceptance criteria for journey design in advance.
- Design the retention action triggered when a customer of digital customer journey design goes quiet.
- Define the handover point between marketing and sales in journey design.
Journey design: pricing, value and discount control
2 sessions · 8 pointsSession 1Pricing journey design on value rather than cost
- Establish the boundary of digital customer journey design and record what sits outside it.
- Establish what evidence demonstrates journey design is under control.
- Choose the next segment for digital customer journey design and state why it is next.
- Check that journey design still works when volumes rise unexpectedly.
Session 2The claim about digital customer journey design competitors cannot copy
- Define the trigger that would require digital customer journey design to be redesigned.
- Compare cost of acquisition against value in journey design.
- Confirm that reporting on digital customer journey design reaches the people who can act.
- Measure lifetime value from journey design, not just first purchase.
Journey design: objection handling and negotiation
2 sessions · 8 pointsSession 1Where journey design typically breaks, and why
- Build the report on digital customer journey design that answers whether to spend more or less.
- Review whether short-term tactics on journey design are damaging the brand.
- Assign responsibility for keeping documentation of digital customer journey design current.
- Record the rationale for each significant choice made about journey design.
Session 2Qualifying out of journey design early and without guilt
- Agree the indicators that will show whether digital customer journey design is improving.
- Arrange the handover of journey design so capability survives staff changes.
- Map the handovers in digital customer journey design between functions and secure them.
- Map the decision journey for journey design and mark where the choice is actually made.
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.