Customer Journey Mapping for Digital Marketing Training Course

Duration 5 days 10 modules · 33 contact hours
Level Intermediate Certificate on completion
Who attends Digital Marketing Managers, Customer Experience Managers and others
Fee from USD 1,100 KSh 95,000 for Kenyan organisations
Where 52 cities + online See dates by city
Next start 7 Nov 2026 Course code SD-DM-014

Before you join: Participants should have practical familiarity with digital marketing channels, such as websites, paid media, email, social media, CRM or web analytics.

Dates & prices

Two start dates a month in every city, and live online on weekdays or weekends. Fees are per participant; classroom fees include tuition, materials, lunch and refreshments, and the certificate.

Suggest a date or city

Showing the next six months. Later dates, other cities and private deliveries for your team are available on request.

Course overview

Digital marketing teams often optimise individual channels while customers experience a sequence of ads, searches, website visits, emails, sales conversations, onboarding steps and service interactions. Without a shared view of that sequence, budgets can be assigned to low-value activity, handoffs can fail, and important moments of hesitation or abandonment remain hidden. Customer journey mapping provides a practical way to connect customer evidence with marketing, sales and service decisions.

This course teaches participants to build evidence-based customer journey maps for digital marketing decisions. Participants define journey scope, segment priority audiences, develop personas and Jobs to Be Done, identify touchpoints, map customer actions and emotions, assess channel performance, and locate friction points. They use service blueprints to expose internal processes and ownership, apply analytics and research evidence, and prioritise improvements using impact, effort and confidence criteria. The course also addresses consent, accessibility and measurement requirements that affect digital experiences.

Teaching combines focused instructor briefings, worked examples, case analysis, group mapping sessions, channel and analytics simulations, and structured peer review. Cases reflect common situations such as reducing abandoned online applications, improving B2B lead nurture, increasing public-service portal completion, and strengthening financial-services onboarding. Participants leave with a reusable customer journey mapping pack containing a journey-map template, research plan, touchpoint inventory, measurement framework, prioritised improvement backlog and implementation plan.

The course suits marketing, customer experience, digital product, sales and service professionals who already work with customer-facing digital channels and need a disciplined method for improving connected customer experiences.

What you will be able to do

  • Construct an evidence-based customer journey map for a defined segment and scenario
  • Define customer segments, personas and Jobs to Be Done for journey analysis
  • Identify digital touchpoints, channel roles, customer emotions and ownership gaps
  • Collect and interpret journey evidence using analytics, research and operational data
  • Apply service blueprinting to connect customer experiences with internal processes
  • Prioritise journey improvements using impact, effort, confidence and risk criteria
  • Design journey measurement plans using conversion, experience and retention metrics
  • Present a sequenced journey improvement plan to marketing, sales and service stakeholders

Benefits of attending

For you

  • Build credible journey maps from evidence rather than internal assumptions
  • Turn analytics and research findings into prioritised marketing actions
  • Lead cross-functional discussions using a shared customer experience model
  • Diagnose channel handoff failures affecting conversion and retention
  • Present a funded improvement case with clear measures and ownership

For your organisation

  • Reduces disconnected campaigns and duplicated customer communications
  • Identifies high-friction touchpoints affecting applications, purchases and enquiries
  • Improves coordination between marketing, sales, product and service teams
  • Links journey improvements to measurable conversion, retention and service outcomes
  • Creates repeatable mapping standards for priority customer scenarios

Course modules

10 modules over 5 days

Participants can define a useful journey-mapping brief, scope and level of detail.

  • Journey maps distinguish customer behaviour, touchpoints, channels, emotions and business ownership
  • Lifecycle, funnel and journey models compared for different decision patterns
  • Define map scope using customer segment, scenario, objective and time horizon
  • Separate known evidence, assumptions, hypotheses and internal opinions before mapping
  • Jobs to Be Done frames progress customers seek in priority moments
  • Map granularity matched to campaign decisions, service complexity and available evidence

Participants can select priority segments and create evidence-based journey personas.

  • Behavioural, needs-based and value-based segmentation compared for journey selection
  • Prioritise segments using strategic value, volume, growth, risk and service cost
  • Persona profiles combine observable behaviours, needs, constraints and decision triggers
  • Context mapping captures device, location, urgency, accessibility and social influences
  • Buying-group roles distinguish users, influencers, approvers, buyers and blockers
  • Anti-personas identify audiences whose needs fall outside the intended proposition

Participants can plan and assess research needed to validate a customer journey.

  • Research questions translate business problems into observable customer evidence
  • Voice-of-customer sources include interviews, surveys, reviews, complaints and call recordings
  • Digital behavioural data reveals paths, drop-offs, searches, events and repeat visits
  • Diary studies capture longitudinal behaviour between visible digital interactions
  • Triangulate qualitative, quantitative and operational evidence before drawing journey conclusions
  • Research ethics address consent, privacy, vulnerable users and data minimisation

Participants can map customer stages, actions, questions, emotions and decision criteria.

  • Stage definitions reflect customer progress rather than internal campaign calendars
  • Customer actions record searches, comparisons, submissions, purchases, contacts and referrals
  • Decision moments expose questions, anxieties, motivations and information requirements
  • Emotion curves identify confidence shifts, effort peaks and moments of relief
  • Plotting barriers separates comprehension problems, process friction and trust concerns
  • Moments of truth receive explicit criteria for experience quality and response

Participants can assess the role and performance of touchpoints throughout a journey.

  • Touchpoint inventories cover owned, paid, earned, partner and human-assisted interactions
  • Channel roles distinguish discovery, evaluation, conversion, onboarding, support and advocacy
  • Cross-device journeys account for identity gaps, device switching and session loss
  • Content audits match message, format, proof and call-to-action to journey needs
  • Frequency and sequencing rules prevent duplicate messages and premature sales prompts
  • RACE Planning Framework connects reach, act, convert and engage activities

Participants can connect customer-facing journeys to internal processes, systems and owners.

  • Service blueprints link customer actions with frontstage and backstage activities
  • Lines of interaction, visibility and internal interaction clarify operational boundaries
  • Ownership mapping identifies accountable teams for each critical journey touchpoint
  • Handoff analysis traces delays, rework, data loss and inconsistent customer messaging
  • System dependencies expose CRM, marketing automation, payment and case-management constraints
  • Failure points receive recovery actions, escalation routes and communication standards

Participants can design measures that show journey progress, experience quality and business value.

  • Measurement frameworks connect journey stages with customer and commercial outcomes
  • GA4 events, conversions and audiences track priority digital journey behaviours
  • Funnel analysis locates abandonment between key actions and decision stages
  • Cohort analysis compares retention patterns following different acquisition or onboarding routes
  • Experience measures include Customer Effort Score, CSAT, NPS and task completion
  • Attribution limitations require cautious interpretation of channel contribution and causality

Participants can diagnose journey problems and frame improvements with supporting evidence.

  • Friction audits examine clarity, effort, trust, speed, accessibility and error recovery
  • Heuristic evaluation tests interfaces against recognised usability principles and conventions
  • Accessibility checks consider WCAG 2.2 requirements for priority customer tasks
  • Root cause analysis separates symptoms from process, policy, content and system causes
  • Opportunity statements specify audience, moment, unmet need, evidence and desired outcome
  • Journey gaps distinguish missing touchpoints from poorly performing existing touchpoints

Participants can prioritise journey changes and establish a defensible improvement case.

  • Impact-effort matrices rank improvements using customer value and delivery complexity
  • ICE scoring compares impact, confidence and ease for candidate interventions
  • Experiment backlogs state hypotheses, target segments, measures and decision rules
  • A/B test designs define variants, primary metrics, guardrails and sample considerations
  • Business cases connect proposed changes with revenue, retention, cost and risk
  • Dependencies, owners and decision gates convert priorities into deliverable workstreams

Participants can establish governance for maintaining maps and implementing priority improvements.

  • Journey governance assigns sponsorship, ownership, review cycles and escalation routes
  • Map maintenance rules specify evidence updates, version control and approval criteria
  • Cross-functional workshops resolve conflicting priorities using shared customer evidence
  • Dashboard reviews combine journey metrics, customer feedback and improvement progress
  • Implementation roadmaps sequence quick wins, experiments, process changes and platform work
  • Personal application plans identify first journey, stakeholders, evidence and next actions

Exercises and examples are adapted to each cohort's sectors and roles.

What you take back to work

  1. Customer journey mapping brief template
  2. Persona and Jobs to Be Done profile
  3. Digital touchpoint inventory template
  4. Service blueprint worksheet
  5. Journey measurement framework
  6. Prioritised improvement roadmap

Who should attend

  • Digital Marketing Managers — improve channel coordination and conversion paths
  • Customer Experience Managers — identify friction and assign journey ownership
  • Marketing Analysts — connect behavioural data to customer decisions
  • Product Managers — improve digital journeys before feature prioritisation
  • CRM and Lifecycle Marketers — design relevant nurture and retention communications
  • Sales and Service Leaders — strengthen handoffs between customer-facing teams

Skills and tools covered

Journey map designTouchpoint analysisCustomer research synthesisService blueprintingChannel measurementImprovement prioritisation

Tools and standards

Jobs to Be Done, Service Blueprint, RACE Planning Framework, Google Analytics 4

How the course runs

Training methodology

The course uses short instructor briefings followed by guided analysis of realistic digital journeys. Participants examine customer research extracts, campaign data, web analytics, contact-centre records and journey evidence to build and challenge maps. Group work applies personas, Jobs to Be Done, touchpoint analysis, service blueprints and prioritisation methods to cases. Simulations test channel handoffs and measurement choices. Each participant develops an application plan for a current or planned journey, with structured feedback from the instructor and peers.

Requirements and prerequisites

Participants should have practical familiarity with digital marketing channels, such as websites, paid media, email, social media, CRM or web analytics. They should understand basic concepts including audiences, conversion, campaigns and customer touchpoints. Experience working with customer data, campaign reports or website performance is useful. Participants may bring a current customer journey challenge, although this is not required. The course does not require coding, advanced statistics, design software expertise, formal customer experience qualifications or prior journey-mapping training.

A typical training day

08:30 – 10:30First session
10:30 – 10:45Refreshment break
10:45 – 12:30Second session
12:30 – 13:30Lunch and networking
13:30 – 15:00Third session
15:00 – 15:15Refreshment break
15:15 – 16:30Workshop and daily review

Live online deliveries follow the same structure in East Africa Time, with shorter screen blocks and longer breaks.

What the fee includes

  • Instruction by a practitioner facilitator
  • Full course workbook and materials
  • Exercise files, templates and case studies
  • Refreshments and lunch on classroom deliveries
  • Certificate of completion
  • Post-course application plan

Frequently asked questions

You should understand basic digital marketing concepts, such as audiences, campaigns, conversion and customer touchpoints. You do not need prior journey-mapping experience, coding skills or advanced analytics knowledge.

Bring a current customer journey challenge if possible, such as a weak conversion path, inconsistent CRM communications or an onboarding issue. Existing campaign reports, customer feedback or analytics screenshots can help, but are not required.

It is designed for professionals responsible for digital marketing, customer experience, CRM, product, sales enablement or service improvement. It is particularly useful where several teams influence the same customer journey.

UX design courses focus mainly on interfaces and usability, while web analytics courses focus on measurement and reporting. This course connects customer needs, channels, content, internal handoffs, operational processes and measurement into one decision model.

You will leave with reusable templates and a structured plan for mapping a priority customer scenario. The methods can be used for acquisition, application, purchase, onboarding, retention, service recovery and advocacy journeys.

The programme contains ten connected modules, with approximately three contact hours allocated to each module. Time is divided between instructor input, case analysis, group mapping, simulated decisions, peer review and application planning during 08:30-16:30 training days.

Questions about this course?

Ask about dates, fees, group bookings or running it for your team. Our training team replies by email.

Ask on WhatsApp info@skillsetdevelopment.com

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