15% off all virtual courses booked before 31 July, plus an additional 15% off for members. Valid on courses delivered from now until 30 September 2022. Use code DISCOUNT15. T&Cs apply.


The defining feature of the internet era is a shift in power from companies to individuals. The customer journey is likely to start with finding out about a brand and end with telling other people about it. The customer experience today is a powerful means of differentiating one brand from another but many companies have been slow to recognise how fundamental the customer experience is to business success. Research regularly confirms that organizations able to skilfully manage the entire customer experience reap enormous rewards: enhanced customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction. This course builds an understanding of the customer journey on the way to purchase and after.

Who should attend?

This course would be ideal for marketing or sales professionals at middle management level. The content will also benefit those working in customer service. Also relevant for those in NPD, product managers, business analysts and user experience professionals, as well as any other function involved in the customer journey.

Learning outcomes

• The importance of customer experience management
• Ways of mapping the customer journey
• Tools to monitor the voice of the customer and voice of the employee
• Organisation audit to identify areas for improvement

Course Dates

Start Date Duration Location
No Course Dates Available

Course Director

Jean Sutton

Jean Sutton has been a member of the CIM Expert Delivery Team for over 20 years. She runs a market research agency -Actionline Research & Training ltd conducts projects for both B2B and consumer research and regularly conducts online surveys. Clients are drawn from public and private sector including government departments, not for profit and global players. Jean is a practitioner who provides advice for companies- small and large- in developing their marketing strategy for home and export markets. She has completed over 150 projects to date. The projects Jean has been involved in have included consumer studies, business to business and professional services projects- including those conducted on behalf of charities and the public sector. Research studies are typically an evaluation of business potential, client satisfaction, diversification or new product development and recommendations regarding marketing strategy.


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