About this recorded masterclass

A customer journey map (CJM) is a vital tool for building future-proof content strategies and content models that are customer-centric*, not brand- or channel-centric. They enhance our understanding of users’ potential experiences and brand interactions. When done properly, they consider experience across multiple touch-points and channels and form a basis for cross-team collaboration.

Defining requirements for advanced content reuse, personalisation, or multichannel delivery is hard. Instead of assuming what users need or planning content in an abstract way, customer journey maps seek to paint a detailed picture of the user’s experiences, content needs, and emotional states along their way to accomplishing an objective. This brings organizational stakeholders together around UX and integrates directly into a content design, modelling, and planning processes that support omnichannel personalisation at any scale.

What will I learn?

Watch this recorded masterclass to learn how to:

• build your editorial requirements and content model around user needs
• improve processes that involve one or multiple channels
• spark innovation and creative content solutions
• refine targeting and analytics strategies, and
• enable contextual and meaningfully personalised content.

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