Consumer Pathing: Advanced Journey Mapping & Insight Lab

Consumer Pathing: Advanced Journey Mapping & Insight Lab

Location

MST 1012

Duration

Online / In-class

5 Days

Contact with our Team

Sector:

Tourism & Hospitality

Technical Focus Area:

Tourism Marketing Strategy & Destination Branding

About the Course

This course provides a structured approach to understanding customers and designing experiences around their real needs and behaviors. Participants start by exploring what customer insights are, how they differ from raw data, and why they are central to customer-centric strategy. They learn methods for collecting and analyzing data through surveys, interviews, analytics, and feedback channels, and how to translate this information into meaningful insights that guide decision-making.

Building on this foundation, the program dives into persona development and customer journey mapping. Learners practice creating detailed personas that incorporate goals, motivations, and pain points, then use these personas to map journeys across key stages and touchpoints. They discover how to visualize emotions, identify “moments of truth,” and surface friction areas that undermine satisfaction and loyalty. Practical tools, templates, and software options are introduced to support collaborative mapping across teams.

The course then focuses on interpreting journey maps and turning insights into action. Participants prioritize opportunities, design interventions, and integrate journey mapping into continuous improvement processes. Real-world cases from digital, physical, and service environments (e.g., mobile apps, e-commerce, healthcare, and retail) are used to make the learning concrete. By the end of the training, participants can confidently present journey maps to stakeholders and lead cross-functional initiatives that improve customer experience and business outcomes.

Learning Milestones

By the end of this course, participants will be able to:
- Explain the role of customer insights in shaping business and customer experience strategies.
- Collect and analyze customer data using qualitative and quantitative methods.
- Develop detailed customer personas that reflect real behaviors, goals, and pain points.
- Map customer journeys across channels and touchpoints for different segments.
- Identify key moments of truth, pain points, and emotional highs/lows in the journey.
- Use journey mapping tools and frameworks to visualize and communicate customer experiences.
- Interpret journey maps to generate actionable improvements and strategic recommendations.
- Collaborate with cross-functional teams to implement changes based on insights.
- Evaluate the impact of journey mapping initiatives on customer satisfaction and business results.

Professional Audience

- Marketing and CX managers seeking to refine customer engagement and experience strategies.
- UX/UI designers and product managers aligning products and services with customer needs.
- Customer service and operations leaders focused on service quality and consistency.
- Business analysts, consultants, and entrepreneurs developing customer-centric models.
- Academics and researchers interested in applied customer behavior and experience design.

Modular Syllabus

Foundations of Customer Insights

- Defining customer insights and their role in business and CX strategy
- Differentiating between data, information, and actionable insights
- Methods for collecting customer data: surveys, interviews, analytics, and feedback
- Comparing qualitative vs. quantitative data and when to use each
- Tools and basic techniques for customer data analysis
- Ethical considerations and data privacy in customer research
- Interpreting data to uncover needs, expectations, and behaviors
- Activity/workshop: Analyzing customer feedback to identify service gaps and opportunities

Personas and Deep Customer Understanding

- Importance of personas in customer insights and journey mapping
- Steps to create detailed, evidence-based customer personas
- Using demographic, psychographic, and behavioral data effectively
- Incorporating goals, pain points, motivations, and context of use
- Validating and refining personas through interviews and research
- Segmenting personas to support targeted experiences and strategies
- Integrating personas into marketing, product, and service design decisions
- Exercise: Developing personas for a new product or service line based on sample data

Mapping Customer Journeys Across Channels

- Introduction to customer journey mapping and key concepts
- Identifying journey stages (awareness, consideration, purchase, use, loyalty, etc.)
- Recognizing customer touchpoints and interactions across digital and physical channels
- Visualizing journeys using mapping techniques, templates, and software
- Highlighting “moments of truth,” emotions, and expectations at each step
- Incorporating scenarios (e.g., mobile app user, e-commerce buyer, healthcare patient)
- Collaborating with cross-functional teams in journey mapping sessions
- Case study: Mapping the journey of a returning customer for an e-commerce or service brand

From Journey Maps to Insights, Priorities, and Design

- Techniques for analyzing journey maps beyond visualization
- Identifying pain points, friction areas, and root causes in the experience
- Assessing emotional impact and critical touchpoints for satisfaction or churn
- Prioritizing issues and opportunities based on customer impact and business value
- Aligning journey insights with strategic and operational objectives
- Translating findings into improvement ideas, concepts, and quick wins
- Communicating journey insights and recommendations to stakeholders
- Group activity: Reviewing a journey map and designing a prioritized improvement roadmap

Implementing, Optimizing, and Scaling Customer Journeys

- Strategies for addressing identified pain points and enhancing key moments of truth
- Designing interventions across people, process, product, and technology layers
- Integrating journey mapping into continuous improvement and CX programs
- Building feedback loops to monitor changes and update journeys over time
- Measuring success and ROI using CX metrics (NPS, CSAT, CES) and business KPIs
- Leveraging technology for real-time journey tracking and personalization
- Aligning customer journey strategies with organizational goals and culture
- Capstone: Redesigning a customer journey for a service-based business and presenting the improved journey, metrics, and action plan

Course Dates & Prices

Location	Starting Date	Price
Dubai (UAE)	29/12/2025	2999 $
Online	05/01/2026	2299 $
Online	05/01/2026	2299 $
Dubai (UAE)	12/01/2026	2749 $
Dubai (UAE)	12/01/2026	2999$
Cairo (Egypt)	19/01/2026	2749 $
Online	19/01/2026	2299 $
Online	26/01/2026	2299 $
Muscat (Oman)	29/01/2026	2999 $
Dubai (UAE)	02/02/2026	2999 $
Muscat (Oman)	16/02/2026	2999 $
Online	16/02/2026	2299 $
Online	23/02/2026	2299 $
Dubai (UAE)	23/02/2026	2999 $
Online	02/03/2026	2299 $
Online	09/03/2026	2299 $
London (UK)	09/03/2026	3499 $
Dubai (UAE)	09/03/2026	2999$
Online	16/03/2026	2299 $
Istanbul (Turkey)	16/03/2026	2999 $
Dubai (UAE)	16/03/2026	2999 $
Online	23/03/2026	2299 $
Kuala Lumpur (Malaysia)	23/03/2026	4099$
Doha (Qatar)	23/03/2026	2999 $
Kuala Lumpur (Malaysia)	30/03/2026	4199$
Online	30/03/2026	2299 $
Dubai (UAE)	06/04/2026	2999$
Istanbul	06/04/2026	2749 $
Online	06/04/2026	2299 $
Dubai (UAE)	13/04/2026	2999$
Cairo (Egypt)	13/04/2026	2749 $
Online	20/04/2026	2299 $
Dubai (UAE)	27/04/2026	2999$
Online	27/04/2026	2299 $
London (UK)	27/04/2026	3499 $
Istanbul (Turkey)	04/05/2026	2749 $
Dubai (UAE)	04/05/2026	2999$
Kuala Lumpur (Malaysia)	11/05/2026	4099$
Online	11/05/2026	2299 $
Doha (Qatar)	11/05/2026	2999 $

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