Audience insights and customer journey mapping

Name: Audience insights and customer journey mapping
Price: € 2.500 excl. VAT

Tailored Strategy

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Who is it for?

This training is ideal for:

Marketing and communication staff
Business owners and management teams
HR and employer-branding officers
Organisations that want to communicate in a more audience-oriented way

No prior knowledge required. Just the willingness to look critically at audience insights.

Context

Many organisations communicate from their own offering but lack insight into how target audiences think, decide and react during their activation or purchase.

In this training, participants learn how to collect, structure and translate audience insights into better communication and activation choices. Through personas and customer journey mapping, participants gain insight into expectations, frustrations and touchpoints.

Approach

Analysis beforehand of current audiences, communication and touchpoints
Interactive training with exercises, examples and reflection
Working from the participants’ own organisational context
Use of persona and customer journey templates
Training certificate provided; qualifies for the SME portfolio (theme: Business strategy)

What can you expect?

Collecting audience insights

Segmenting stakeholders and audiences
Distinguishing primary, secondary and tertiary audiences
Interpreting and structuring surveys

Developing personas and journeys

Developing personas based on insights
Mapping out customer journeys
Analysing key touchpoints

Tailoring communication better

Recognising frustrations and expectations
Evaluating communication tools
Better substantiating activation choices

What will you take away?

After the training, participants have:

Insight into different audiences, stakeholders and their expectations within the customer journey
Skills to collect, structure and interpret audience insights
Concrete handles to better tailor communication and activation to audience needs

Meet the speaker

Wouter Mille

Strategic marketeer

Wouter Mille is a strategic marketer who helps organisations make sharper choices in brand, audience and market. He brings structure to complex questions and translates insights into clear positioning that gives direction to communication, offering and growth.

As a trainer he focuses on building a strong strategic foundation: from analysis and audience definition to positioning and concrete translation. His approach is down-to-earth and structured, with great attention to applicability. No theory for theory’s sake, but frameworks and ways of thinking that participants can use straight away in their own context.

From his role at Comma, Wouter always safeguards the link between strategy and execution: strong brands, he believes, arise from well-considered choices that are consistently carried through into branding, communication and commercial actions.