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Customer Experience Strategy and Journey Mapping


Discover how to design and develop a roadmap for a Customer Experience aligned with growth strategies.


Marketing, sales, technology, and product management professionals responsible for communicating the brand message to customers

Marketing managers, directors, and leaders responsible for making brand decisions and directing investments in winning and retaining customers.

Communications or marketing professionals responsible for developing and executing marketing plans for a branded portfolio of products/services.


2-day interactive workshop mixing learning and application of tools with review and feedback.


Leading B2B marketers know the new battleground in competitive markets is the holistic customer experience, or CX. The time is past when companies can simply “market and sell” their way to continued success.  The new route to organic growth is driven by delivering a winning experience across every touchpoint in the customer journey.  Each interaction that takes place from innovation, to contact, to delivery, and to reorder should be designed and cultivated to meet customer’s needs with care and purpose.

This course will leave your teams with the knowledge and best practices for crafting a Customer Experience Strategy and Plan. Topics and best practices covered include:

  • The role of Customer Experience strategy
  • Customer (Buyer) Persona development
  • Customer journey mapping
  • Identifying customer experience gaps and value
  • Building a CX roadmap and improvement plan
  • Best practices for improving customer satisfaction and loyalty

In this highly interactive workshop, we’ll use live cases and examples to help you think about how to apply what you learn to improve your customer’s experience.

Download a Printable Course Description


Ralph Cummins is the President & Managing Director, EMM Group, strategy practice leader and global engagement lead for DuPont, Pfizer, Samsung, and other key clients. He was also Executive Director, Customer Experience Practice, CapTech Consulting; VP, Global Brand Strategy, Genworth Financial, and Director of Account Management, The Martin Agency.  Ralph’ publications include:  On the Road to Marketing Excellence; Integrated Commercial Strategy The New Playbook for Growth (ebook); The CMO’s First 100 Days; Managing Marketing Talent for Growth; Harnessing the Business Power of Project Based Learning; Annual Planning (ebook); The New Marketing Mission; and Bust the Silos.

Ralph has designed and faciliated strategy workshops on various topices for managers and leaders around the world for leading B2B2C marketers including GE, Aditya Birla Group, DuPont, Pioneer, Samsung and many more. He is a frequent lecturer at the VCU Brand Center, the University of Richmond, the Darden School of Business, Financial Communicators Society of New York, AMA and other marketing associations. He is also a frequent collaborator with the Institute for the Study of Business Markets.


There are no hotel room blocks reserved for this event.  Participants are free to book the hotel of their choice.  Here are some hotels closest to RLA Learning & Conference Center.

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