Introduction to Customer Journey Mapping for SMEs

How to unpack and deliver on the customer needs the way they expect as they move through the buying life-cycle
Rating: 3.4 out of 5 (12 ratings)
1,054 students
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This course is for people who want to get a first introduction to the process of customer journey mapping. It is designed to give you a high level understanding of how you can structure the CJM process. It lasts 40 minutes so please don't expect to learn the details of CJM. I offer a detailed workshop if you need to learn CJM step-by-step.


  • No prerequisites - this is an introduction course with a good level of depth, but I have kept it simple so I don't scare you away!


Do you ever get stuck because you don't know how to grow sales in your business? You want to differentiate yourself from your competitors but are not sure what is going to work? Maybe you are confused on where you should allocate your limited resources or which social channel you should focus your efforts on? Or perhaps, you simply want to attract more buying customers but you are not entirely sure where they are and where you go get them... Understanding intimately who your ideal customers are and how THEY move throughout the buying journey is definitely the right starting point to unlock all sorts of answers. So how do you map their journey and what are the crucial questions to ask? This workshop tells you exactly that! I created this workshop thinking of small and medium enterprises, so I cut out complexity and technical lingo to keep it simple, practical and inspiring.

First, I will provide you with the context to understand why tackling the customer experience is so important for your business success and longevity in the age of the Experience Economy. Then, I will explain a few fundamentals that you need to know and have ready in order to properly conduct a customer journey mapping exercise. And last, I will explain in details how to go about mapping out the customer journey phase after phase, before they buy all the way to post-purchase. As you follow me along, you will begin to understand how powerful customer journey mapping is and how it can help you make important decisions on your sales and marketing spend and activities.

In this course, I draw from my extensive practical experience to squeeze as much value as possible so that you can get inspired in your own business and consider to delve deeper.

Who this course is for:

  • Small and medium business owners, junior sales and marketing professionals, entrepreneurs and start-ups

Course content

5 sections13 lectures42m total length
  • About me


International business strategist and marketing expert
Giovanna Toldi
  • 3.7 Instructor Rating
  • 20 Reviews
  • 1,090 Students
  • 2 Courses

Giovanna Toldi is a marketing strategist with 25 years of international experience in delivering growth through the Marketing Mix (Product & Pricing, Promotion and Distribution). She is also highly experienced in P/L and yield maximization, MarTech and digital transformation.

After an exciting and diverse senior executive career in a variety of industries, markets and organizational structures across the world for major brands, Giovanna today is dedicated to helping SMEs (small and medium enterprises) achieve their growth goals through strategy development and technology integration.

Giovanna runs StrategiaToldi, a successful boutique consulting agency based in Adelaide, South Australia and is on the Advisory Board for the Entrepreneurial Program at BusinessSA, the state chamber of commerce.