This Master Class covers:
- What a Customer Journey Map (CJM) is and how it can help you achieve your business goals
- How to leverage data to inform your CJM
- The components of a CJM
- How to assemble an actionable CJM
- What to do with your map once you have it
MAKE YOUR CUSTOMERS SWOON
The process of journey mapping is powerful.
It gives you an understanding of your customers' journey. What brought them to you. What motivates them. What scares them. And how your organization can address those desires and hesitations with empathy and understanding at each touchpoint.
With 10 bite-sized lessons, designed for marketers by marketers, this Master Class will demystify the mapping process. After you've completed all of the lessons, you'll have a visual representation of your customer journey that you can use to create an experience that is truly customer-centric.
You have multiple ways to complete the lessons and earn your certificate of completion:
- Attend all of the Watch Parties
- Attend some Watch Parties and complete the rest of the lessons on-demand
- Watch all of the lessons on-demand (starting March 9) when it works for you
MASTER CLASS LESSONS
Complete each of the following lessons to earn your certificate of completion.
Why Customer Experience Matters to Marketing
Your customer's journey is a series of unique interactions with your brand. The touchpoints between you and your customer create their journey. See your business from your customer's point of view.LENGTH: 12:47 minutes
Determine Your Goals
A map is all about getting somewhere! In this lesson, you'll determine the goals of both your brand and your customers.LENGTH: 19:37 minutes
Get the Right Data
Discover how to utilize your marketing and customer experience data, feedback from customers, and input from employees to see things from your customer's perspective.LENGTH: 14:35 minutes
Stages of the Journey
Each customer's journey is unique, but every customer journey includes certain stages. Learn what typical stages you can use to build your journey map.LENGTH: 8:39 minutes
Customer Goals, Actions & Experiences
Discover what your customers are actually experiencing as they travel through their journey with your brand.LENGTH: 12:39 minutes
Channels, Touchpoints & Emotions
Do you know what channels are more important to your customers? Understanding these interactions help define the moments where you can have the biggest impact.LENGTH: 8:44 minutes
Pain Points, Opportunities & Moments of Truth
What are the barriers that can stop your customer from progressing at each stage and touchpoint? Areas of friction. Roadblocks. Points where customers get stuck or frustrated.LENGTH: 7:16 minutes
Business Results & KPIs
Customer journey maps should drive results! You'll learn to define these outcomes and assign appropriate KPIs to deliver on them.LENGTH: 3:53 minutes
Leading Actionable Outcomes
Your journey map will show you where improvements are needed. In this lesson, you'll learn how to drive those improvements with cross-functional support, coalition building, and marketing leadership.LENGTH: 7:54 minutes
You Have Your CJM! Now What?
Your Customer Journey Map is a tool. Discover how you can use it now and into the future to drive change, improve your customer communications, and create better customer experiences?LENGTH: 5:01 minutes
Level-up your subscription and GO PRO for access to this and all future Master Classes. Plus, PRO-exclusive webinars, our full course catalog, a personal concierge, and more.
These materials aren't required to officially complete this Master Class, but they can help you more deeply understand and better implement what you learn.
- Registration required to access supplementary resources
Customer Journey -- download the sample maps (pdf)
Customer Journey -- download the transcripts (zip)
YOUR INSTRUCTOR: Jeannie Walters
For more than 20 years, Jeannie Walters, Certified Customer Experience Professional (CCXP), has had one mission: To Create Fewer Ruined Days for Customers™. Jeannie is the Customer Experience Consulting Practice Lead at MarketingProfs and the CEO and founder of Experience Investigators, a global customer experience consulting firm helping companies improve loyalty and retention, employee engagement, and overall customer experience.
Program Advisor: Myra Golden
Myra Golden is the founder of Myra Golden Seminars, LLC. She's a long-time speaker and training partner to many Fortune 500 companies across the nation. She creates fun and engaging classes to teach her clients to give their customers the best possible experience.
Program Advisor: Nancy Porte
Nancy Porte is VP of Global Customer Experience at Verint and is a Certified Customer Experience Professional (CCXP). She's experienced in developing customer experience programs, transforming organizations, and increasing satisfaction and loyalty through differentiated customer experience.
Instructional Designer: Valerie Witt
Valerie Witt, president, heads up the product development team at MarketingProfs. She collaborates with managers of our training, events, and advertising product lines to create unique learning opportunities for our community of B2B marketers. Prior to MarketingProfs, Val was a writer and editor for Registered Representative and Workforce magazines.