Marketing Management - Customer Journey
Course ID: 260810 0101 211ESH
Course Dates : 10/08/2026 Course Duration : 5 Studying Day/s Course Location: London, United Kingdom
Language: Bilingual
Course Category: Professional and CPD Training Programs
Course Subcategories:
Business Decision Making Commercial & Contract Management Leadership & Management Development Performance Management Strategic Management
Course Certified By: ESHub CPD & LondonUni - Executive Management Training
* Professional Training and CPD Programs
Leading to:
Executive Diploma Certificate
Leading to:
Executive Mini Masters Certificate
Leading to
Executive Masters Certificate
Certification Will Be Issued:
From London, United Kingdom
Course Fees:
VAT varies by course location and participant nationality.
Pay in Full Now
Introduction
This five-day course teaches how to design, measure, and improve customer journeys to drive clear business results. You will learn practical methods to map journeys, combine behavioral data with customer feedback, and turn insights into prioritized actions. The course emphasizes cross-functional coordination between marketing, product, and support to reduce friction and increase customer lifetime value.
Objectives
Map end-to-end customer journeys and document key touchpoints, channels, and decision points.
Identify high-impact moments that drive acquisition, activation, retention, and churn using quantitative and qualitative inputs.
Design targeted interventions (campaigns, content, product changes, service flows) for specific journey stages.
Define measurable KPIs, establish attribution rules, and build simple dashboards to track journey performance.
Plan experiments and prioritize optimizations with cost, expected uplift, and implementation steps.
Identify high-impact moments that drive acquisition, activation, retention, and churn using quantitative and qualitative inputs.
Design targeted interventions (campaigns, content, product changes, service flows) for specific journey stages.
Define measurable KPIs, establish attribution rules, and build simple dashboards to track journey performance.
Plan experiments and prioritize optimizations with cost, expected uplift, and implementation steps.
Who Should Attend
Product managers responsible for onboarding and retention
Digital marketing managers focused on acquisition and channel strategy
CRM / lifecycle managers owning retention and reactivation
Customer experience (CX) or service design leads
Growth analysts and channel leads who run tests and measure campaign impact
Training Method
• Pre-assessment
• Live group instruction
• Use of real-world examples, case studies and exercises
• Interactive participation and discussion
• Power point presentation, LCD and flip chart
• Group activities and tests
• Post-assessment
If Applicable:
• Each participant receives a 7” Tablet containing a copy of the presentation, slides and handouts
Program Support
This program is supported by:
* Interactive discussions
* Role-play
* Case studies and highlight the techniques available to the participants.
Course Agenda
Daily Schedule (Monday to Friday)
- 09:00 AM – 10:30 AM Technical Session 1
- 10:30 AM – 12:00 PM Technical Session 2
- 12:00 PM – 01:00 PM Technical Session 3
- 01:00 PM – 02:00 PM Lunch Break (If Applicable)
- Participants are expected to engage in guided self-study, reading, or personal reflection on the day’s content. This contributes toward the CPD accreditation and deepens conceptual understanding.
- 02:00 PM – 04:00 PM Self-Study & Reflection
Please Note:
- All training sessions are conducted from Monday to Friday, following the standard working week observed in the United Kingdom and European Union. Saturday and Sunday are official weekends and are not counted as part of the course duration.
- Coffee and refreshments are available on a floating basis throughout the morning. Participants may help themselves at their convenience to ensure an uninterrupted learning experience Provided if applicable and subject to course delivery arrangements.
- Lunch Provided if applicable and subject to course delivery arrangements.
Week 1
Day 1 – Understanding the Customer Journey
1. Customer Journey Fundamentals
- Understanding the customer lifecycle
- Differentiating journeys, touchpoints, and channels
- Aligning journey management with business objectives
2. Journey Mapping Techniques
- Identifying customer personas
- Mapping end-to-end customer journeys
- Documenting decision points and customer interactions
3. Analysing Customer Behaviour
- Understanding customer expectations
- Identifying pain points and friction
- Recognising opportunities to improve the customer experience
Day 2 – Customer Insights and Journey Analysis
1. Collecting Customer Data
- Using behavioural analytics
- Gathering customer feedback
- Combining quantitative and qualitative insights
2. Evaluating Journey Performance
- Measuring acquisition and activation
- Analysing retention and customer loyalty
- Identifying causes of customer churn
3. Prioritising Improvement Opportunities
- Assessing business impact
- Ranking journey improvements
- Creating action priorities
Day 3 – Designing Better Customer Experiences
1. Journey Optimisation Strategies
- Improving customer interactions
- Simplifying customer processes
- Removing barriers to conversion
2. Cross-Functional Collaboration
- Aligning marketing, product, and customer support
- Coordinating customer experience initiatives
- Establishing shared ownership
3. Designing Customer Interventions
- Developing targeted campaigns
- Improving content and communication
- Enhancing service and product experiences
Day 4 – Measuring Customer Journey Performance
1. Defining Customer Journey KPIs
- Selecting meaningful performance indicators
- Establishing attribution rules
- Measuring customer lifetime value
2. Dashboard Development
- Designing journey performance dashboards
- Monitoring customer behaviour trends
- Reporting customer experience results
3. Testing and Continuous Improvement
- Planning optimisation experiments
- Evaluating test outcomes
- Implementing successful improvements
Day 5 – Practical Customer Journey Workshop
1. Customer Journey Mapping Exercise
- Developing a complete customer journey map
- Identifying critical touchpoints
- Presenting journey findings
2. Journey Optimisation Project
- Designing targeted improvement initiatives
- Prioritising actions by impact and effort
- Preparing implementation recommendations
3. Customer Journey Review and Action Planning
- Reviewing journey management tools and techniques
- Preparing a customer journey optimisation plan
- Course review, feedback and implementation planning
