Floor van der Vaart
Position
Floor has an MSc in Policy, communication and organisation from VU Amsterdam – with a specialisation in Advice and Change. For her thesis, she did three months of research in India about knowledge sharing between universities and organisations. She completed her bachelor’s in communication management in Brussels, of which she spent a year at Erasmus in Madrid. During this period, she studied at the ESIC Business & Marketing School and worked for an online marketing agency. Thanks to her international experiences, she knows how to empathise with various situations, to approach problems analytically and to come up with creative solutions.
Wouter Hoogveld
Position
Wouter obtained his Msc in Psychology at the University of Leiden and specialized in economic and consumer behavior. Having done an exchange semester in Copenhagen and visiting more than 40 countries, he has strong interest in other cultures and an overall international mindset. Wouter loves to combine the worlds of business strategy and behavioral science to create sustainable commercial growth.
Introduction
Welcome to the course Customer Journey. The term Customer Journey is often mentioned but not yet that much seriously applied. Serious application of the Customer Journey is very helpful to optimise the proposition of your organisation, in terms of understanding, re-designing, transformation and optimisation of the proposition as well as the customer processes to serve your customers. This course will take you through the theory and make a deep dive in how you can apply this theory. Welcome and enjoy!
Objectives
The Customer Journey module addresses the true understanding of customer behaviour, assesses their expectations and assists you in designing and realizing the desired customer experience.
- Mapping customer journeys
- Analysing customer behaviour
- Designing the journey
- Transforming towards the journey
- Continuous measurement and optimisation
Method
Follow lessons
The module consists of a series of different lessons. Start by reading the theory and evaluate your knowledge by taking the quiz.
Hands-on application
Successfully apply and test your theoretical knowledge in the hands-on application.
Complete the course
When you finish all the lessons, the application and completed the assignment you’ll successfully complete the course.
Estimated time
Approximately 6 hours to complete.
Key take-aways
What you will learn
- Knowledge of customer journey mapping
- Understanding the customer’s journey
- Designing the customer experience
- Realising the customer experience
- Continuously measuring and optimising the customer experience