Customer journey mapping on a shoestring

Noz Urbina

Discover omnichannel journey mapping for more coherent customer experiences and more targeted content strategies.

Duration: 4 hour(s)

Date: Various

Cost: 150,00 + tax

About This course

A customer journey map (CJM) is a vital tool for building future-proof content strategies and content models that are customer-centric*, not brand- or channel-centric. They are the first step of Content Design for usability, personalisation, and your omnichannel strategy.

Customer journey mapping enhances our understanding of users’ potential experiences and brand interactions across multiple touch-points and channels. Defining requirements for advanced content reuse, personalisation, or multichannel delivery is hard. Instead of assuming what users need or planning in an abstract way, customer journey maps seek to paint a detailed picture of the user’s experiences, content needs, and emotional states their way to accomplishing an objective. CJMs bring organizational stakeholders together around UX and integrate directly into Content Design and planning processes that support omnichannel personalisation at any scale. Learn to walk a mile in your user’s shoes.A customer journey map (CJM) is a vital tool for building future-proof content strategies and content models that are customer-centric*, not brand- or channel-centric. They are the first step of Content Design for usability, personalisation, and your omnichannel strategy.

This classroom-based workshop is delivered in conjunction with our training partner Urbina Consulting, It is designed for digital communications professionals and anyone interested in honing their adaptive content skills and improving the online customer experience.

WHAT YOU'LL LEARN

We’ll look at how CJMs work to paint a detailed picture of the user’s experiences, content needs and feelings across the stages of their journey, bringing together content requirements with a matrix of potential channel details such as devices, staff interactions and physical environments. This unifies a large amount of customer understanding into a consumable deliverable, allowing teams to build personalisation and omnichannel-ready content models and editorial plans.

Join our session to get a template, methodology and business justification for customer journey mapping that you can use with your teams and even colleagues across silos. Start improving your content strategies the minute you get back to work.

2020-10-10_2223

“The levels of professionalism, expertise, skill, and personal attention to detail were at a much higher level than any previous course I have attended” – Head of Content, Top 10 European Bank

HOW YOU'LL LEARN

Customer journey mapping is usually delivered as a classroom workshop lasting one to two days, depending on level of customisation. Sessions can take place at your office or as part of an internal event you have already organised – wherever works. Just get in touch to discuss.

A laptop with MS Office or a compatible suite installed are recommended. This session will also include hands-on exercises.

COURSE OUTLINE

Market context and business pressures

  • Why do we need to move to customer journey maps and customer journey map management now?

Key concepts

  • Why journey mapping? Market context and business pressures
  • Journey maps vs customer and sales lifecycles
  • Journey maps vs use cases
  • Journey maps vs process diagrams
  • Mapping in a collaborative environment
  • Mapping from journeys to content using a domain map
  • Managing and updating journey maps

Exercises

  • Build a traditional journey map
  • Building an omnichannel journey map
  • Extracting content requirements from a journey map
  • Build maps that can support adaptive content

Learning objectives

You will walk away with:

  • an understanding of how journey mapping can improve content planning, modelling and targeting
  • a new methodology for evaluating content effectiveness
  • a framework with which to break down silos around content
  • an Excel template for mapping journeys and content requirements.

WHO'S IT FOR

This session can be applied to a variety of digital marketing and commercial communications, technical communications (e.g. HTML5 / DITA / modular content), and content marketing.

  • Communicators of all kinds, but specifically marketing communicators, technical communicators, and user experience specialists
  • Content marketers concerned about creating content at scale for a feasible cost
  • Managers keen to have a deeper understanding of the process and challenge of going multi or omnichannel
  • Staff responsible for taking content from unstructured and generic content and preparing it for personalised delivery in applications, online, across social media, wearable devices, and more.

The session helps address managing content personalisation and contexualisation against consistency, and good user experience across formats and channels like print, mobile apps, social, and desktop web. It is one of the few workshop sessions available on the market that can future-proof attendees who want to prepare for advanced paradigms like wearable devices, multi-screen interactions, embedded user assistance, augmented reality, and more.

MEET THE COURSE LEADERS

Noz Urbina is a globally recognised leader in the field of content strategy and customer experience. He’s well known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalised, contextually relevant content experiences in an omnichannel environment.
Noz is co-founder and Programme Director of OmnichannelX.
He is also co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits” and lecturer in the Masters Programme in content strategy at the University of Applied Sciences, Graz.

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495,00

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