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.

This course is part of our 2025 Subscription Program.

COURSE HIGHLIGHTS

  • Starts: April 2nd

  • Length: 5 Weeks

  • Type: Self-paced + Live Office Hours

  • Live Office Hours: Thursdays, 5:00 - 6:30 ET

  • Offered: Once a year

 

Course 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.

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.

 

guest speakers / office hours

To be announced.

 

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.

This course is included in the subscription program.


Price

HarvardAE Members $399

Non Members $499

Does not include transaction fees. No refunds.

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.