In recent years, organisations have become increasingly aware that serving their customers well requires more than mapping the customers’ journeys, addressing pain points and optimising individual touchpoints. Relying on traditional journey mapping efforts often results in static representations that do little to inform day-to-day decision-making, and this isn’t sufficient to drive coordinated, long-term innovation and service improvement. The growing complexity of service ecosystems, increasing customer expectations, and a fragmented operational landscape call for a more structured, integrated approach: Customer Journey Management (CJM). For professionals working across customer experience, marketing, digital strategy, business, operations, and service design, CJM provides a framework to systematically understand, orchestrate and enhance customer interactions, service delivery, and cross-functional alignment across departments, technologies, and service processes.

This 6-week course is designed to provide professionals with a clear understanding of the principles, methods, and tools needed to start managing customer journeys within their organisation. It is aimed at those who are supporting or building the foundations of customer journey practices and want to apply structured thinking to improve service delivery and coordination across touchpoints.

The course introduces essential concepts beyond traditional journey mapping, emphasising how to organise journey information, align efforts with business goals, and use data to inform improvements. Participants will learn how customer journeys align with service orchestration, products and service ecosystems, and internal processes, and how to begin building a modular and scalable approach that supports better collaboration and more effective decision-making.

This course is part of the Customer Journey Management Mastery Program, equipping professionals with the skills to enable active journey governance and optimisation by learning how CJM fits into the broader customer management and service strategy discipline, functioning as a practice that spans internal structures, cultural mindsets, governance models, service orchestration, and operational capabilities. The program is relevant for organisations responding to challenges such as declining retention, inconsistent service delivery and customer experience, departmental misalignment, or the need for better customer insights. It is equally applicable to those undergoing digital transformation or seeking to differentiate through service. Professionals completing the program will be positioned to support journey-led transformation, shaping initiatives grounded in real-world needs and delivering measurable impact across channels, processes, and teams. 

For whom
The course is designed for individual professionals and cross-functional teams at the onset of a CJM program, project contributors and other professionals who are directly involved in aspects of customer experience, service design, delivery, or operations, and need a solid foundational understanding of CJM to apply in their day-to-day work.

In this 6-week introductory level course, you will follow a series of lessons bundled in 6 chapters. Each Monday, the online lessons for that week are unlocked. Each week, you will join a live, interactive class of 2 hours, designed to further let you dive into CJM (recordings will be made available). You can study the content, watch the videos, and complete the exercises at your own pace. Because you start at the same time as your fellow participants, you will be able to discuss, exchange feedback, and work on exercises together. Learning with and from your peers is one of the guiding principles of our courses.

All lessons are online, and live sessions will take place via Zoom.