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


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:

  1. Attend all of the Watch Parties
  2. Attend some Watch Parties and complete the rest of the lessons on-demand
  3. Watch all of the lessons on-demand (starting March 9) when it works for you


Complete each of the following lessons to earn your certificate of completion.

  • Why Customer Experience Matters to Marketing

    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.

  • Determine Your Goals

    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.

  • Get the Right Data

    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.

  • Stages of the Journey

    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.

  • Customer Goals, Actions & Experiences

    Customer Goals, Actions & Experiences

    Discover what your customers are actually experiencing as they travel through their journey with your brand.

  • Channels, Touchpoints & Emotions

    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.

  • Pain Points, Opportunities & Moments of Truth

    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.

  • Business Results & KPIs

    Business Results & KPIs

    Customer journey maps should drive results! You'll learn to define these outcomes and assign appropriate KPIs to deliver on them.

  • Leading Actionable Outcomes

    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.

  • You Have Your CJM! Now What?

    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?

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)


Jeannie Walters
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.

Myra Golden
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.

Nancy Porte
Valerie Witt
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.