Weekly online
Each four-month module includes 14 interactive two-hour classes and one reading week, following an optional full-day London masterclass. Read selected material, practise between sessions and bring your questions back to the group.
Professional learning · Marketing
Customer Journey Optimisation.
Find the moments that lose customers—and design a better way through.
Customers experience your organisation across conversations, channels and handovers. A journey can fail even when each team believes its own process is working well. Customer Journey Optimisation gives you a practical way to investigate that gap and prioritise improvements. You will connect customer evidence with journey mapping, service design and performance measures, then test whether a proposed change addresses the underlying problem. The proposed KBC project moves from a defined customer goal to a researched journey and a realistic improvement plan. You leave with a clearer way to coordinate teams around an experience they can improve and measure.
Weekly route4 months
Live online2 hours a week
Module startsOctober · February · June
Learning structure1 module
The professional challenge
Make the next decision with more confidence.
Customers receive a compelling campaign, complete an enquiry form and then repeat their details to several teams. Some abandon the process; others complain after purchase. Your challenge is to identify the most consequential friction, understand its causes and gain agreement on an improvement that teams can actually deliver.
Who will benefit
For marketers, customer service leaders, account managers, product teams and operations professionals responsible for customer experience. It suits people who need to connect work across departmental boundaries. You do not need a design background; you do need curiosity about what customers are trying to achieve and where their experience breaks down.
What you take back to work
Practical capability, built through learning.
- Define a customer journey with a clear goal, scope and evidence base.
- Map touchpoints, needs and handovers across relevant channels.
- Prioritise improvements using customer impact, feasibility and business value.
- Design an experiment and measures for evaluating an improved experience.
Inside the course
A connected learning journey.
KBC’s proposed 14-session sequence spans four months: two sessions define scope, three develop evidence, three build maps, three design and prioritise improvements, and three test, review and present. Reading supports each activity. The sequence is KBC’s teaching design and does not claim to reproduce a publisher’s chapter structure.
01Choose the journey and customer goal
Define whose experience you are investigating and what that person wants to accomplish. Set sensible boundaries around the journey and identify the people who own its different stages. Learners examine why an organisation’s sales process may describe events differently from its customers, then formulate a researchable question to guide the whole project.
Apply it at work: Write a journey scope and an initial customer-goal statement.
02Gather evidence beyond internal assumptions
Combine appropriate customer feedback, observation, interviews and operational evidence. Look for gaps between what people say and what they encounter, without treating a handful of comments as representative of everyone. Learners practise distinguishing observed evidence from interpretation and identifying whose experience is missing. Each choice of method must answer a practical question.
Apply it at work: Develop a research plan and an evidence log for the journey.
03Make the journey and service visible
Build a map that shows customer actions, questions and points of difficulty alongside relevant organisational activity. Introduce service blueprinting to explore handovers and support processes behind the visible experience. Learners make a map readable enough for discussion, label uncertain areas and use it to focus colleagues on a shared customer problem.
Apply it at work: Create a current journey map with one supporting service blueprint.
04Prioritise a change worth making
Compare opportunities using customer consequences, organisational effort, dependencies and potential value. Examine whether a proposed improvement addresses the cause of a problem or merely makes a difficult process look more attractive. Learners work through competing priorities and design a future journey with a realistic owner for each important change and an explicit implementation assumption.
Apply it at work: Select one improvement and outline the intended future experience.
05Test the experience and sustain improvement
Plan a proportionate experiment before committing to a wider rollout. Define what success would look like for both the customer and the organisation, then choose measures that reveal unintended effects. Learners consider conversion alongside task completion, repeated contact or retention, and practise communicating a result that may be positive, inconclusive or disappointing.
Apply it at work: Prepare an experiment brief, measurement plan and improvement review.
Learn around your working life
Time to understand. Space to apply.
Online or in a city near you
Face-to-face delivery can be arranged in London, Maidstone, Manchester, Birmingham, Leeds and Liverpool. Your course offer confirms the venue and teaching dates.
A London masterclass to start your module
Meet your tutors and fellow professionals at an optional full-day London event. KBC covers the event, agreed transportation, refreshments and an open buffet dinner. Confirm arrangements with the team before booking travel.
Support between sessions
Return to class recordings and learning resources, bring questions to your tutor and use free one-to-one tutoring and coaching support. Your course plan sets out the guided reading and practice needed alongside live teaching.
Your route to recognition
Know what the assessment involves.
Proposed KBC applied assessment: develop a customer journey improvement portfolio. Present the scope, research evidence, current journey, priority problem and future experience, supported by a feasible test and measurement plan. A facilitated review asks you to defend your choices from both customer and operational perspectives. Assessment feedback should distinguish a visually attractive map from a well-evidenced improvement proposal. This is a suggested KBC task; the approved brief should confirm the required format and evidence before the module begins.
Your written offer records the award or course completion requirements, any examination fees included, and the relevant eligibility checks.
The professional knowledge behind the course
Explore the books and standards.
The learning themes above bring together the relevant guide, syllabus and workplace practice. KBC’s teaching sequence connects these ideas through discussion and application.
- Mapping Experiences — James Kalbach ↗O’Reilly Media · 2nd edition; November 2020
Recommended reading: research, journey maps, service blueprints, alignment workshops and experiments. Publisher contents and preview verified; full text requires access.
- Digital Marketing — Dave Chaffey and Fiona Ellis-Chadwick ↗Pearson · 8th edition; 2022 print/eBook edition
Recommended reading: marketplace analysis, relationships, digital customer experience and performance evaluation. Contents verified; catalogue also lists later subscription dates.
Your investment
Get a course offer that fits your route.
Request the standalone fee for your chosen format, including the teaching, reading materials, assessment and membership arrangements relevant to this course.
Standalone professional development is self-funded or employer-funded. The agreed course offer explains any available support and the costs included.
Your questions, answered.
Is this only about websites?
No. The journey may include digital channels, telephone contact, physical locations, delivery and aftercare.
Do I need mapping software?
The core skill is choosing and organising evidence. A simple shared canvas or presentation tool is enough for the proposed project.
What will I produce?
A researched journey map, a prioritised improvement and a test plan that connects customer experience to organisational action.
What would this help you achieve?
Talk to KBC about your experience, your goals and the right learning route for you.