Marketing

Customer Experience by Design

Map the customer's journey and find the moments that decide loyalty.

A scene from the case discussion

What you will be able to do.

  • 01

    Map the customer journey from first awareness to after the sale.

  • 02

    Gather customer evidence through interviews and behaviour, not team opinion.

  • 03

    Find the moments that decide loyalty or departure.

  • 04

    Design a small improvement and test it before rolling it out.

  • 05

    Measure the experience with indicators that link satisfaction to profit.

Who it is for.

Anyone who owns a decision at work and wants to make it on clearer ground.

  • Early career

    Building a professional base

    Learn the language and tools of business before you need them.

  • New manager

    Taking charge of a team for the first time

    Move from doing the work to owning its results.

  • Owner

    Running a business of your own

    Give your daily decisions a clear frame.

A slot for a real learner's view of this course, with consent.

Learner name (draft)Role and organisation

  • 00%

    More confidence leading

    A figure from a real survey, when there is one.

  • 00%

    Skills applied at work

    A figure from a real survey, when there is one.

  • 00%

    Effect on career

    A figure from a real survey, when there is one.

What you earn.

The syllabus.

4 modules and about 30 hours.

Module 1 · 8 hThe customer journey as lived

You map a real customer's journey with a delivery service, step by step, recording what they do, feel and expect at each point.

Module 2 · 8 hListening: what customers say and do

You run interviews, observe real behaviour and analyse a batch of complaints, uncover the gap between what customers say and what they do, then name the three biggest pain points.

Module 3 · 7 hMoments of truth and designing the fix

You identify the moments that decide loyalty, design a small improvement to one of them, such as a cancelled booking or a late order, and sketch a simple prototype of the new experience.

Module 4 · 7 hMeasuring and rolling out

You choose indicators that link satisfaction to repeat purchase and spend, design a test for your improvement, and build a plan to roll it out across the team without losing its effect.

Taught by aali's faculty.

Teachers' names and photos are added once confirmed.

  • Faculty member (draft)Marketing
  • Faculty member (draft)Marketing
  • Faculty member (draft)Marketing

How you learn here.

  • Hands-on

    Something to do every few minutes

    Short questions and exercises keep you working, not just watching.

  • Peers

    A cohort learning beside you

    You discuss the same case and disagree about it.

  • Cases

    Real companies, real decisions

    Put yourself in the seat of the person who decided.

Common questions.

When does access start?

For cohort courses on the start date; for on-demand courses as soon as payment is complete.

How much time do I need each week?

About 5 hours a week. The details are in the course summary.

Do I need prior experience?

No. Willingness to learn is enough.

What do I get when I finish?

An aali certificate of completion you can add to your CV. We claim no degree and no accreditation.

Can my employer pay for me?

Yes. See the employer reimbursement guide.

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