Understanding the customer journey enables organisations to create meaningful customer experiences, strengthen relationships, and improve retention. This programme provides practical knowledge that helps professionals build customer-centric strategies based on customer behaviour, emotions, and business data.

Participants will learn to:

• Understand every stage of the customer journey.
• Develop customer journey maps using practical frameworks.
• Analyse customer behaviours, emotions, and actions.
• Identify customer touchpoints and areas for improvement.
• Apply customer data to enhance engagement and satisfaction.
• Build customer-centric business strategies.
• Increase customer loyalty and long-term customer value.
• Improve customer acquisition, conversion, and retention through data-driven insights.
• Apply customer journey principles using real-world business examples and practical exercises.

Subjects / Topics Offered (Programme Structure)

The programme covers the following topics:

• The Purpose of Mapping a Customer Journey
• Customer Journey Mapping Fundamentals
• Buyers' Mindset
• Buyers' Emotions
• Buyers' Actions
• Developing Customer Data
• Applying Customer Data
• Journey Mapping and Analysis
• Customer-Centric Strategy Development
• Customer Loyalty and Retention
• Practical Business Case Studies
• Interactive Group Discussions and Exercises.

Disciplines / Specialisations Offered

The programme integrates concepts from several business disciplines, including:

• Customer Experience Management
• Customer Relationship Management (CRM)
• Marketing
• Business Development
• Consumer Behaviour
• Product Management
• Customer Analytics
• Strategic Management
• Digital Customer Experience. 

Programme Highlights

• Intensive 3-day executive workshop
• Award of 2 ECTS Credits
• Flexible online and onsite learning
• Qualiopi-certified professional training
• Practical customer journey mapping frameworks
• Customer psychology and behavioural analysis
• Data-driven customer engagement strategies
• Interactive business case studies and practical exercises
• Focus on customer satisfaction, loyalty, and retention
• Designed for marketing professionals, product managers, business owners, and customer experience leaders.

Career Outcomes

After completing the programme, participants can strengthen their expertise for roles such as:

• Customer Experience Manager
• Marketing Manager
• Business Development Manager
• Product Manager
• Customer Success Manager
• CRM Manager
• Brand Manager
• Business Consultant
• Customer Insights Analyst
• Entrepreneur

Latest Updates

Recent programme highlights include:

• 3-day executive workshop.
• 2 ECTS Credits awarded upon successful completion.
• Available in online and onsite formats.
• Qualiopi-certified executive education programme.
• Updated curriculum focusing on customer journey mapping, customer behaviour, customer emotions, customer analytics, data-driven engagement strategies, and long-term customer loyalty. 

Special Requirements

Applicants should note the following:

• Submission of a completed application.
• Required supporting documents.
• Admission interview (approximately 15 minutes).
• Payment of application, registration, or tuition fees upon acceptance.
• The programme is primarily intended for professionals involved in customer experience, marketing, business development, product management, and customer relationship management.