Understanding the Consumer Journey

Advertising Age recently declared: “The Customer Journey Officer is the new CMO.” Defined as the complete sum of experiences that customers go through when interacting with a company and brand, a clear and actionable understanding of the customer journey is increasingly essential to success in today’s marketplace. This course focuses on a conceptual understanding of the customer journey, not from the perspective of the brand or company, as is typically the case in the business world, but from the perspective of the consumer her or himself. The core premise of the course is that the customer journey can be most meaningfully understood as a problem-solving process, and it works through each step of this process, with the goal of engendering novel and useful ways of thinking about, and ultimately harnessing this journey for business success.