Understanding the Customer — HARVARD ALUMNI ENTREPRENEURS

Understanding the Customer Journey decodes the customer journey and uncover the underlying motivations behind buying behavior. Through interactive modules, case studies, and practical exercises, participants will learn to identify key factors that influence customer choices, from psychological triggers to external market forces.

Read our conversation with Tom Thompson about this course.

key topics

MAPPING THE CUSTOMER JOURNEY: Analyze each stage of the customer journey to uncover key touchpoints and decision moments.

BEHAVIORAL INSIGHTS & DRIVERS: Learn psychological drivers to influence customer choices and boost engagement.

MEASURE & OPTIMIZE: Evaluate journey metrics to refine strategies and enhance customer experience.

ESSENTIALS OF TARGETED INTERACTIONS: Craft targeted messages at each stage to guide customer actions.

STARTS: April 2nd

LENGTH: 5 Weeks

FORMAT: Self-paced + Live Office Hours

OFFICE HOURS: Wednesdays, 5:00 - 6:30 ET

OFFERED: Once a year

PRICE
HarvardAE Members $399

Non Members $499

Bundle Pricing Available

Does not include transaction fees. No refunds.

 

Who should TAKE THIS COURSE

ENTREPRENEURS & FOUNDERS

Why: Founders need to map and optimize the customer journey, enhance user experience, drive loyalty, and increase lifetime value.

GROWTH MARKETERS

Why: Marketers must understand each stage of the customer journey to create targeted campaigns that guide prospects seamlessly to conversion.

Customer Success & Experience Teams

Why: These teams need insights into the customer journey to proactively address pain points, improve satisfaction, and foster retention.

FEATURES


guest speakers

RAY REETH is a results-driven marketing leader with deep expertise in developing and executing strategic initiatives across global markets. He leads market growth across three business units and manages channel partnerships spanning North and South America, China, Hungary, and India. With a strong foundation in product design and development, and 16 years of experience deploying innovative technologies in retail and QSR sectors, Ray excels at translating complex technical capabilities into compelling value propositions that resonate with diverse international audiences.

CHIP BUDDE is the founder of High Plains Naturals, a custom confection manufacturing company in Wichita, KS.  He has previously worked with companies such as, M&M/Mars, PepsiCo/Frito-Lay, Midwest Roofing Contractors Association, Cargill, and Procter & Gamble.  He is a graduate of The University of Kansas and Northwestern University.   He has scored a 102,034  point round in arcade Donkey Kong.

INSTRUCTOR

THOMAS J. THOMPSON (Tom) is the Chief Economist at Havas Edge, leveraging over 20 years of experience in behavioral economics and advanced analytics to help brands achieve measurable results in a rapidly changing market. He specializes in understanding the motivations and biases that drive consumer behavior, using data-driven insights, macroeconomic analysis, and emerging technologies like AI and machine learning to optimize audience targeting and messaging. His passion lies in helping businesses navigate uncertainty, harness innovation, and uncover growth opportunities.