DMA: Data and Marketing Association
Consumer Help
Course Details

Customer Journey Mapping

From the expert who taught Google Analytics at Google, learn the importance of customer journey mapping in the quest to win brand promoters and improve customer retention.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Join marketing expert Matt Bailey walks you through how to create a customer journey map as part of the Customer Insights process. You will learn the initial steps to creating a journey map and how to refine your map, with the end objective of identifying and redesigning pain points in the customer journey. You will see how these steps – backed up by key data and insights – provide a rationalization and monetary justification for changing a previously negative experience in the customer journey to a positive one – in order to win brand promoters and improve customer retention.


  • Steps to creating an effective customer journey map
  • Evaluating specific stages in the journey
  • Brainstorming new behaviors and processes
  • Determining the financial impact of changing a customer’s “moment of influence”
  • Redesigning the customer journey


Matt Bailey
President SiteLogic Read Biography »

Get Certified!

Powered by:

  • Marist College Logo
    For more information on the DMA/Marist collaboration and to find out how DMA Members and their family get special tuition pricing, click here.

Section 1: Creating the Initial Map

  • Stages of the customer journey mapping process
  • Creating the initial map
    • Define persona, brand attributes and problem to be addressed
    • Develop behavior line for analysis
    • Analyze key customer experiences – the “onstage experience”
    • Identify customer attitudes and met/unmet needs
    • Evaluate the “backstage” support roles and resources

Section 2: Exploring and Evaluating the Customer Journey

  • Evaluation of specific stages in the journey
    • Identify customer attitudes
      • Post-interaction customer attitudes
      • Emotional highs and lows of the customer journey
    • Prioritize focus
    • Determine the financial impact of changing a customer “moment of influence”
    • State the problem
  • The exploration stage
    • Clarify needs and drivers
      • Moments
      • Emotional needs vs. functional needs
    • Define roles and processes
    • A cyclical process

Section 3: Redesigning the Customer Journey

  • Brainstorm new behaviors and processes
    • Desired transformation
    • CX design canvas
    • Brainstorm innovation
  • Re-design & test
    • Reality check
    • Redesign experience
    • Build CX hypothesis

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Login To Your Account