Understanding the Customer Journey decodes the customer journey and uncover the underlying motivations behind buying behavior. Through interactive modules, case studies, and practical exercises, participants will learn to identify key factors that influence customer choices, from psychological triggers to external market forces.

Read our conversation with Tom Thompson about this course.

key topics

MAPPING THE CUSTOMER JOURNEY: Analyze each stage of the customer journey to uncover key touchpoints and decision moments.

BEHAVIORAL INSIGHTS & DRIVERS: Learn psychological drivers to influence customer choices and boost engagement.

MEASURE & OPTIMIZE: Evaluate journey metrics to refine strategies and enhance customer experience.

ESSENTIALS OF TARGETED INTERACTIONS: Craft targeted messages at each stage to guide customer actions.

STARTS: April 2nd

LENGTH: 5 Weeks

FORMAT: Self-paced + Live Office Hours

OFFICE HOURS: Wednesdays, 5:00 - 6:30 ET

OFFERED: Once a year

PRICE
HarvardAE Members $399

Non Members $499

Does not include transaction fees. No refunds.

 

Who should TAKE THIS COURSE

ENTREPRENEURS & FOUNDERS

Why: Founders need to map and optimize the customer journey, enhance user experience, drive loyalty, and increase lifetime value.

GROWTH MARKETERS

Why: Marketers must understand each stage of the customer journey to create targeted campaigns that guide prospects seamlessly to conversion.

Customer Success & Experience Teams

Why: These teams need insights into the customer journey to proactively address pain points, improve satisfaction, and foster retention.

FEATURES

  • This course provides a comprehensive and engaging learning experience, combining pre-recorded sessions, expert presentations, thought-provoking case studies, and interactive group discussions. Designed to deliver practical insights and actionable strategies, this immersive program equips you with the knowledge and confidence to navigate complex challenges and propel you toward success.

  • This course emphasizes the power of peer learning through collaborative, small-group sessions. By engaging with fellow entrepreneurs and business leaders, you’ll exchange insights, tackle challenges, and refine strategies in real time. These peer group discussions foster diverse perspectives, offering fresh ideas and practical solutions to complex problems. This collaborative approach not only deepens your understanding but also builds a supportive network of like-minded professionals to help you succeed long after the program concludes.

  • This course features expert guest speakers who bring real-world experience and deep industry insights to the table. By learning directly from accomplished professionals, you’ll gain valuable perspectives on navigating challenges, seizing opportunities, and achieving success. These sessions provide a unique chance to hear practical advice, ask questions, and connect with leaders who have excelled in their fields. This access to expertise not only enhances your knowledge but also inspires new strategies to apply in your own journey.

  • As part of this course you’ll gain exclusive access to a dedicated learning portal, where all course materials, insights, and resources will be available for 30 days after the program concludes. This extended access allows you to revisit key learnings, dive deeper into the content, and apply what you've learned at your own pace. It’s an invaluable tool to reinforce your knowledge and ensure you maximize the impact of the course on your journey.

guest speakers

MARK KROLICK has been leading Marketing and Commercial organizations across a variety of industries for over 20 years. Starting out as a Marketing Analytics Consultant for Marsh & McLennan, Mark then spent eight years at Delta Air Lines in Revenue Management, Marketing and Corporate Strategy. From there, Mark spent 12 years at United Airlines leading various teams in Loyalty, Marketing and eCommerce. Mark spearheaded the Customer Experience team that developed the international business class experience, Polaris, as well as developing the United brand positioning for the future. Finally, Mark has worked in various private equity backed retail brands in Marketing and Digital Transformation.

ELMO FRANCIS is an award-winning entrepreneur and founder of Boat2bag, a sustainability-focused startup in Switzerland that transforms discarded materials into functional products through simple but creative upcycling. With a background in corporate learning and development at organizations like NTB, HSBC and Camso Loadstar, he now collaborates with government and private institutions to drive circular economy initiatives. A passionate adventurer, an Author, Elmo was the first Sri Lankan to attempt Mount Everest and has set multiple mountaineering records, traversed the Bearing Glacier, the Andes and hosted programs with Nat Geo and a Fellow of the Royal Geographic Society in England. He brings a unique perspective on resilience, sustainability, and entrepreneurship, inspiring audiences with lessons from both business and extreme exploration.

INSTRUCTOR

THOMAS J. THOMPSON (Tom) is the Chief Economist at Havas Edge, leveraging over 20 years of experience in behavioral economics and advanced analytics to help brands achieve measurable results in a rapidly changing market. He specializes in understanding the motivations and biases that drive consumer behavior, using data-driven insights, macroeconomic analysis, and emerging technologies like AI and machine learning to optimize audience targeting and messaging. His passion lies in helping businesses navigate uncertainty, harness innovation, and uncover growth opportunities.