Select appropriate research methods, including interviews, analytics review and diary studies, for mapping a specific journey.
Marketing & Sales
Customer Journey Mapping for Multichannel Purchase Paths
Guides marketing and customer experience teams through mapping real multichannel purchase paths, from research to post-purchase, to find friction worth fixing.
🗓️Duration5 training days
📚Content4 modules · 8 sessions
🎓On completionAccredited attendance certificate
About the programme
Course Overview
Customers now move unpredictably across multichannel online and offline touchpoints before they buy, so a single-channel view of performance hides where journeys actually break down. This course teaches a method for mapping the journey as it really happens rather than as an org chart assumes it should happen: choosing research methods such as interviews, analytics review and diary studies, building a full touchpoint inventory, identifying the moments of truth that most strongly shape a decision, and stitching data across channels to see one customer's path instead of isolated channel reports. It then covers how to prioritise the friction that mapping uncovers and present it to stakeholders who control the fix. Teaching centres on a live journey-mapping workshop using a real purchase path, a friction-prioritisation exercise and a stakeholder presentation exercise. Participants leave with a validated journey map and a prioritised list of friction points ready for a cross-functional improvement plan.
Expected Learning Outcomes
Build a touchpoint inventory that captures every channel a customer might use before, during and after purchase.
Identify moments of truth where a customer's experience most strongly shapes their decision to continue or abandon.
Stitch behavioural data across channels to see a single customer's path rather than isolated channel reports.
Prioritise friction points by combining severity of impact with frequency of occurrence across the customer base.
Present a journey map to cross-functional stakeholders in a way that drives agreement on which fixes to fund first.
Establish a governance process that keeps a journey map current as channels, products or customer behaviour change.
Who Should Attend
Customer experience managers responsible for improving satisfaction across channels.
Marketing managers optimising campaigns that span online and offline touchpoints.
Digital analysts investigating drop-off between channels in the purchase funnel.
Service design and UX researchers building evidence-based journey maps.
E-commerce and retail managers coordinating online and in-store customer experience.
Product managers seeking to understand how customers reach and adopt a digital product.
Course Modules
Select any module to see its sessions and points.
01Building a Journey Map on Real Evidence
2 sessions · 8 points
Session 1Selecting Journey Research Methods
- Choose between customer interviews, analytics review and diary studies based on the journey question being answered.
- Design a journey interview guide that captures actions, emotions and channel switches at each stage.
- Combine quantitative funnel data with qualitative interviews to explain not just where but why customers drop off.
- Recruit a research sample that reflects different customer segments rather than only the most vocal or recent buyers.
Session 2Building the Touchpoint Inventory
- Compile every touchpoint a customer may encounter, including owned, earned and paid channels, before and after purchase.
- Classify touchpoints by channel, owner and stage to reveal which teams control which parts of the journey.
- Identify touchpoints missing from current tracking, such as call centre or in-store interactions, that affect the digital path.
- Validate the touchpoint inventory with frontline staff who observe channel switching that data alone may not capture.
02Mapping Stages, Emotions and Moments of Truth
2 sessions · 8 points
Session 1Structuring the Journey Map
- Structure a journey map into stages from awareness through purchase to post-purchase and advocacy.
- Plot customer actions, questions and emotional state at each stage using evidence rather than assumption.
- Identify moments of truth where a positive or negative experience most strongly influences the final decision.
- Distinguish a journey map built from evidence from one built from internal opinion about customer behaviour.
Session 2Cross-Channel Data Stitching
- Match customer identifiers across channels, such as email, loyalty ID and device, to reconstruct a single journey.
- Identify data gaps where a channel switch, such as store to website, cannot currently be tracked end to end.
- Assess privacy and consent constraints that limit which cross-channel data can be linked and analysed.
- Use stitched journey data to measure how many channels a typical customer touches before converting.
03Identifying and Prioritising Friction
2 sessions · 8 points
Session 1Diagnosing Friction Points
- Identify friction points where customers hesitate, abandon or contact support during the mapped journey.
- Distinguish friction caused by a process failure from friction caused by unclear communication or content.
- Quantify the business impact of a friction point using abandonment rate, support volume or lost revenue estimates.
- Separate friction affecting all customers from friction specific to one segment, channel or device.
Session 2Prioritising Fixes Across Functions
- Score friction points on severity and frequency to build a prioritised backlog of journey improvements.
- Map each prioritised fix to the function, such as product, marketing or service, responsible for implementing it.
- Distinguish quick operational fixes from structural fixes that require budget or system change.
- Build a business case for a high-priority fix using the journey evidence gathered during mapping.
04Orchestrating and Governing the Journey
2 sessions · 8 points
Session 1Presenting the Journey Map to Stakeholders
- Design a journey map visual that communicates stages, emotion and friction clearly to non-research audiences.
- Present journey findings to cross-functional stakeholders in a way that builds shared ownership of fixes.
- Anticipate stakeholder objections that dismiss journey evidence in favour of anecdote or personal experience.
- Translate journey findings into a roadmap with named owners and target dates for each improvement.
Session 2Sustaining and Updating the Journey Map
- Set a governance cadence for refreshing the journey map as products, channels or customer behaviour evolve.
- Assign ownership for each journey stage so no touchpoint is left unmonitored after the initial mapping project.
- Track whether implemented fixes actually reduced the friction they targeted using before-and-after metrics.
- Extend journey mapping to adjacent journeys, such as renewal or complaint handling, using the same method.
What the participant receives
4 course modules
A structured syllabus
8 training sessions
across 5 days
32 detailed points
Applied, detailed content
Accredited attendance certificate
On completing the programme
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