Mapping the Moments That Matter: A Practical Guide to the Customer Journey

Mapping the Moments That Matter: A Practical Guide to the Customer Journey

Your customers don’t experience your business in one moment—they experience it as a journey.
And every interaction either builds trust… or breaks it.

In this interactive session, we’ll break down the customer journey from start to finish and show you how to intentionally design experiences that convert, retain, and delight your customers. You’ll learn how to map what you’re currently doing, uncover gaps and pain points, and apply creative marketing tactics that strengthen each stage of the journey.

We’ll also explore how to adapt your customer journey annually using STEEP factors, how to measure success at every touchpoint, and how to leverage AI as a support tool—without losing the human connection that truly drives loyalty.

Whether you’re a solopreneur, small business owner, or growing organization, this session will help you turn everyday interactions into creative solutions and meaningful connections.

What We’ll Cover:

• What the Customer Journey Is (and isn’t)
  Understanding the full lifecycle—from awareness to advocacy—and why it’s more than just a funnel.
• The Key Stages of the Customer Journey
  Awareness, Consideration, Conversion, Experience, Retention, and Advocacy—what customers need at each stage.
• Mapping Your Current Journey
  How to assess what you’re already doing, identify gaps, friction points, and missed opportunities.
• Marketing Tactics That Enhance Each Stage
  Practical examples across social, digital, traditional, experiential, and relationship marketing channels.
• Why Mapping the Customer Journey Matters
  Benefits include better alignment, stronger relationships, improved conversions, and more intentional marketing spend.
• Adjusting Your Journey Annually Using STEEP
  How social, technological, economic, environmental, and political factors impact customer behavior—and how to adapt.
• Measuring Success at Each Stage
  What to track, how to track it, and which metrics actually matter.
• Using AI to Support Your Customer Journey
  Where AI can help and where it cannot replace human connection, strategy, or empathy

By the end of this session, participants will:

• Have a clear understanding of the full customer journey
• Identify what’s working and what needs improvement in their current marketing
• Learn practical tactics to enhance each stage of the journey
• Understand how to measure and adjust their journey year over year
• Know how to use AI responsibly and effectively—without losing authenticity
• Leave with a framework they can immediately apply to create stronger connections and better results

Presenter Bio: Chantel Escoffery, CE Marketing Solutions

A proud marketing generalist, Chantel has over 22 years of diverse marketing experience and skills giving her the ability to see connections and correlations between data. She is a strong marketer with success in all aspects of marketing, including strategic planning, integrated omnichannel marketing, loyalty programs, research, analytics and event planning, with execution across a variety of channels.
Chantel has worked in a variety of industries and sectors with some well-loved brands and has built a strong network of talented individuals she can tap into if needed.ess owners step confidently into the spotlight they deserve..

Know what’s Happening Next — before everyone else does.

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Host or Publisher Business Advisory Centre Durham (BACD)