Assess audience customer journeys

Learn three alternative techniques for creating customer journey maps

Module purpose

Customer journey maps can help bring personas to life and ‘operationalize’ them by making them more applicable to improving content marketing and communications.

This module provides three different high-level techniques for visualizing customer journeys. These are also available in our Customer persona guide and template.

We also have a companion module ‘Improve customer journeys’ in our Digital Experience learning path which provides examples for testing website customer journeys.

Module structure

Objectives
Why are customer journey mapping techniques important?
Content mapping techniques
Technique 1: Marketplace mapping
Technique 2: Customer journey mapping
Technique 3: Detailed content mapping Test your understanding Summary

Learning objectives

Develop a marketplace map summarizing the types of media and websites that can be used to reach and influence a persona
Define a simple customer journey map relating stages in the buying process to media channels and content consumption
Produce a content to communications map that relates relevant content to communication goals

Starter Membership is required

This module is in the RACE Practical Digital Strategy Learning Path

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Starter members get full access to this and 8 other Learning Paths.

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