DMA: Data and Marketing Association
Consumer Help
Course Details

Journey Mapping

Learn why customers leave your brand, why they stay, and how to influence customer decision points for improved retention and ROI.

$599 non-members $999

There are currently no classes scheduled. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Customer Experience Journey Mapping is a hands-on, 6-week class designed to help practitioners understand how to construct a customer journey map in order to fully understand the customer experience and what needs to be done to improve it.

The course will equip students to think about their customers’ experience and know what questions to ask to get the relevant information. We will use the art and science of journey mapping to bring the experience alive and to help focus on the “pain points” and “moments of truth” in the customer journey which will lead to the ability to vastly improve the customer experience.


  • Identify which mapping approaches work best for different customer journey stories
  • Understand the difference between fixing the current-state problems and how to invent new interactions for the future
  • Know the key customer experience metrics and what they mean
  • Integrate surveys, mystery shopping and ethnographic research to view the world from the customer’s point of view
  • Make recommendations for customer experience improvements and rank them based on the impact to the customer and the company

Want a Certificate?

  • This course has a certificate add-on option. In addition to the 6-week Live Online course, you will need to take an online exam. Click here to register for the certificate program.

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Week 1 – Building Blocks

  • Background & definition of Customer Journey Mapping /Customer Experience (CX) and why it’s important
  • What’s makes a good map
  • What maps show and what is important


Week 2 – Outside In: The Art of the Customer Experience

  • Storytelling & Strategy of mapping – frameworks – stories/processes/roll ups; Bringing together interviews, evidence (UX) and emotion in one place-discussion of a relevant example
  • Deciding what questions need to be answered
  • Understanding the key customer segments
  • Understanding how to communicate with your stakeholders and the broader audience

Week 3 – The Science of Customer Experience

  • Collecting information to flesh out the experience across the customer lifecycle
  • Mystery shopping and observation
  • Brainstorming with your team
  • Interviews with real customers; seeking out their emotional vs. rational data


Week 4 – Applying CJM to future with design thinking and “to be” maps

  • Using the current pain points to identify problems
  • Emerging customer expectations and pain point to explore new options
  • Developing new solutions to the problems
  • Creating a prototype or test plan to see what works


Week 5 – Making CX Actionable

  • Summarizing Findings/Recommendations
  • Fixing the basics – Building toward new capabilities – Reinventing the future
  • Prioritization of recommendations based on impact to customer/company and benefit to customer/company


Week 6 – Establishing the Future Plan

  • Metrics – Measures – Statistics
  • Socializing the Journey inside your organization
  • Identifying barriers to change and getting buy in

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.

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