Qcast: Step Back to Move Forward: Developing Customer Journey Maps
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11/7/2019
When: Thursday, November 7, 2019
12:00-1:00pm ET
Where: Online
United States


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Advance Points: 1

Step Back to Move Forward: Developing Customer Journey Maps

The Internet has disrupted the marketing funnel. It’s no longer a straight line – that marketers draw and lead – from brand awareness to purchase. Today it is more of a jigsaw puzzle, with varied touchpoints and messaging that can impact an ultimate purchase. Customer journey maps are shedding light on the real customer path – the behaviors, attitudes, delight and pain points that customers encounter on their way to a product, category or experience – and inspiring a more nuanced marketing and product development path.

In this webinar, we’ll discuss how journey maps can serve and unify multiple teams across an organization, as well as some key steps for creating a successful journey mapping project. We’ll also share some product and category case studies that bring these steps to life.

Aliza PollackAbout the Presenter: Aliza Pollack

Aliza Pollack is an independent brand strategist and research consultant based in Los Angeles. With 20 years of international insights work across a range of categories from auto to beauty, luxury to spirits, technology to health and wellness, Aliza is a seasoned thinker who pushes to the why and the so what. She thrives on digging into consumers’ attitude and behaviors and translating them into meaningful insights for brands. Her work has informed strategic marketing initiatives ranging from positioning to activation development to innovation. Aliza’s recent work has involved creating patient journeys for a new to market pharma brand, working with UX designers to build a better car buying experience, and helping AT&T understand how to better serve their small business market.

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