Understanding the Customer Journey in Real Organisations
 - How customer journeys work in practice, and how marketers can connect touch-points, experience and performance


Why this matters - Customer journeys are rarely tidy in real organisations
; People move across channels, devices, departments and moments of need
; McKinsey notes that customer experience is about everything an organisation does to put customers first, managing journeys and serving needs across interactions; Marketing is not just communication placed along a funnel. It is part of a wider lived experience.


Session aims

By the end of this session, you should be able to:

Understand what a customer journey is in practice


Map a simple journey using real touch-points


Recognise where marketing influences customer experience


Identify pain points and moments that matter


Link journey insight to better marketing decisions

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