Assess audience customer journeys

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 shared in our Customer persona guide and template and our Customer journey planning template, which includes examples and blank editable templates for you to complete.

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 – including how to create a customer journey map using RACE
• 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