Customer Decision Journey
47mIntermediate2025-01-14
Authors
Dina Shapiro
Brand Strategist, Marketing Executive, Founder of Yorkville Consulting
Course details
The customer decision journey connects your brand with customers and differentiates from the competition. Knowing why, how, and where customers want to engage with your brand is critical to interact with customers when, how and where they prefer. Instructor Dina Shapiro guides you through the process of creating personas, defining and mapping customer stages and touchpoints, and aligning your marketing message to the customer decision journey. This framework will help you create customer-focused, integrated campaigns and experiences by connecting your brand with customers at their most influential points throughout their decision journey.
Learning objectives
Discover how to create insight-driven personas.
Recognize how to identify customer micro-moments.
Describe customer mindsets to inform decision journey stages.
Uncover how to help customers navigate through the messy middle of their decision journey.
Choose relevant touchpoints in each journey’s stage.
Write personalized, inclusive, emotional messaging to connect with customers.
Learning objectives
Discover how to create insight-driven personas.
Recognize how to identify customer micro-moments.
Describe customer mindsets to inform decision journey stages.
Uncover how to help customers navigate through the messy middle of their decision journey.
Choose relevant touchpoints in each journey’s stage.
Write personalized, inclusive, emotional messaging to connect with customers.
Skills covered
Web Marketing AnalyticsCustomer Service ManagementCustomer ServiceMarketingData ScienceDeep Dive (X:Y)
Concepts
0. Introduction
- 01 - Get started creating a customer decision journey
1. Being Customer-Centric and Thinking from the Customer Perspective
- 02 - Identifying customer trends
- 03 - Creating an insight-driven persona
- 04 - Identifying micro-moments
2. Understanding Customer Mindsets to Define Decision Journey Stages
- 05 - Writing customer-focused decision journey stages
- 06 - Engaging customers early
- 07 - Creating a relevant customer path to purchase
- 08 - Earning customer loyalty and advocacy after the purchase
3. Choosing the Right Touch Points
- 09 - Choosing relevant touch points
- 10 - Using different communication touch points in different decision journey stages
4. Engaging Customers with Relevant Messaging
- 11 - Seamlessly integrating and personalizing messaging across the customer decision journey
- 12 - Balancing emotional and rational messages
- 13 - Embracing inclusive, community-oriented messages
Conclusion
- 14 - Continuing the journey