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Digital Marketing - Study Notes:

Applying to the customer journey

The final item in this goal is the use of emotions. Even with all the best capabilities and processes, sometimes things get awkward – there is no way to hide bad news.

By reviewing the entire journey, using a controlled vocabulary, you can plot a positive to negative line. When you understand that multiple steps can lead to doubt, this becomes a design tool helping the organization think about how this might be avoided by changing the process earlier in the journey.

Organizations tend to be extremely rational. Using emotions in strategy can feel strange at first for many, but over time become an important part of customer experience management.

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Jonathan Lovatt-Young

Jonathan has over 20 years' experience in the areas of digital design, brand strategy and user experience. He has held senior roles within a number of high-profile agencies and consultancies including Tribal DDB, Accenture Digital and DigitasLBi, working with a range of major clients. 

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

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    CX Essentials
    Jonathan Lovatt-Young
    Skills Expert

    This short course covers the principles of customer experience, or CX, and demonstrates techniques and useful tools that you can use to manage CX for an organization.

    You will learn how to:

    • Understand the basic concepts of CX
    • Understand the steps involved in assessing the current CX
    • Understand the best practice processes to design what the CX should be
    • Understand the best practice methods for delivering the planned CX
    • Understand how an iterative approach to customer experience design can improve organizations’ overall performance

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