CX

CUSTOMER JOURNEY
MAPPING

SYLLABUS
 CX
CERTIFICATION
Transform your business by empowering confident execution on customer experience.

Year after year, brands with high-quality CX grow revenue faster than direct
competitors with lower-quality CX. The CX Certification program from
Forrester empowers you and your team to lead customer-centric business
transformation initiatives that create higher-quality CX for your brand. You’ll
drive growth, delight customers, and retain employees.

Move Faster Together Why Pursue CX Certification Now

Certification helps your team master key
concepts and principles to move faster
together. Core and Advanced certification
courses in CX Certification help you:
• Signal unique expertise through hands-on
exercises with practical application
• Align your team for confident execution
with a common language, toolkit, and
way of working
• Exchange ideas with a growing global
community of CX-certified alumni
CX is a cross-functional effort for any
organization. Becoming certified by Forrester
helps your team master core CX principles
and gain confidence in using research-based
methodologies to apply customer insights.
CX Certification supports your business
transformation efforts to:
• Work from a common framework
• Develop your CX vision for the future
• Accelerate execution efforts

A Unique Approach What To Expect

Forrester draws on more than 20 years of CX
research to distill the core CX skills that
distinguish breakaway industry leaders.
You’ll learn through a unique microlearning
approach that breaks complex content into
bite-sized sessions so you can absorb lessons
quickly and put your knowledge into
practice immediately.
Curated and taught by Forrester analysts,
the courses primarily use short-format video,
but you’ll also stay engaged through podcasts,
webinars, and short case studies.
This combination of interactive media,
peer/social discussion forums, and hands-on
exercises creates a dynamic learning
experience that is fun and effective.

This dynamic certification experience is all Dedicated course facilitators provide structured
online, self-paced, and mobile-ready to fit with support for all team members to complete
your schedule and goals. foundational courses and achieve certification.
HOW Support For Your Journey
COURSES Each course in the CX Certification program includes five to
seven competency-based modules. There are two levels of
WORK coursework to help you align your team and advance their
learning:

The Core course is an eight-week cohort-based session that is

facilitated. Core course completion is a prerequisite for any
advanced CX course.

Advanced courses provide 90 days to complete a series of self-

paced modules that go deeper into specific topic areas.
Advanced courses can be taken in any order to provide flexibility
and prioritize critical business needs.

Badges And Recognition

Core courses support multiple levels of experience and establish a
shared Forrester-specific vocabulary, common mindset, and aligned
approach. Leaders and team members must complete all modules
to earn a certificate and badge for professional networking sites.

A signed certificate and course completion badge provides

industry-standard recognition for Forrester-certified alumni.
CX Master customer journey mapping to enable
scale in your organization. Unlock the power
of journey maps as a transformational tool.
CUSTOMER
JOURNEY Customer Journey Mapping is an advanced course in the CX
MAPPING Certification program. Five modules, each between one to three
hours, will guide you through journey mapping execution.
You’ll master frequently asked questions about journey mapping
and enable journey mapping to scale within your organization.

What You’ll Learn

Certification in Customer Journey Mapping helps you:
• Utilize research to put your maps on solid footing and validate findings
• Lead high-impact journey mapping sessions
• Assess journey maps and drive action from their insights
• Create a journey mapping toolkit so that others can master and embed
journeys in decision making and design

Course Outline

COURSE INTRO
Why Journey Mapping
Understand the distinct benefits journey maps provide and the value
of becoming a journey-led organization.

MODULE 1
How To Do Research For
Customer Journey Mapping
Learn how research helps you
prepare for journey mapping,
validate the outputs, and sustain
a journey focus.
MODULE 4
How To Drive Action From
Customer Journey Maps
Learn tactics for embedding
journey maps and a journey
mindset throughout your
organization.

MODULE 2
How To Lead A Journey Mapping
Workshop
Learn how to craft an agenda, lead
the process, and facilitate a high-
impact journey mapping session.
MODULE 5
How To Build A Journey Mapping
Toolkit
Learn how to craft a journey
mapping toolkit to support and
scale journey mapping efforts.

MODULE 3
How To Assess The Quality Of
Your Customer Journey Maps
Learn how to assess your journey
maps to ensure they bring the
impact you need to get results.
CX Instructors
Learn customer journey mapping from expert Forrester analysts.
CUSTOMER Every instructor brings unique experience, examples, and advice
to share that will advance your learning.
JOURNEY
MAPPING

Absorb information
quickly in a dynamic
and social environment.
Andrew Hogan TJ Keitt Rick Parrish
Apply it immediately Principal Analyst Principal Analyst VP, Principal Analyst
in your daily work.

Kelly Price Joana van den

Senior Analyst Brink-Quintanilha
VP, Principal Analyst

Toolkit For Customer Journey Mapping

The CX Toolkit is a repository of practical exercises, tools, and
templates that guide you through the course. Use these tools
during the course — and throughout your career — to apply what
you’ve learned to your own business context. Tools include:

• Customer Journey • Research Planning Worksheet

Mapping Toolkit Template
• Workshop Agenda Template
• Stakeholder Map Tool
• Stakeholder Contact Planner
• Persona Template
• Journey Map Template
• Research Review Worksheet
• Ongoing Research Planner
• Audience Alignment Canvas
• Journey Map Brand Scorecard
• Customer Journey Map
Assessment Tool
• Journey-Centric Priority Matrix

Learn More About Customer Journey Mapping

forr.com/cxcert#cjm
CX
CERTIFICATION
Get the most from your
certification experience.
Contact Forrester
Americas
+1 (615) 395-3401
EMEA
+44 (0) 20 7323 7741
Asia Pacific
+61 2 91 594 900
©2020 Forrester Research, Inc.
Plan Your Journey
Take the next step to plan for a successful
course completion. More than 90% of course
participants go on to earn their certification.
Plan Your Schedule
Each module within a course will require roughly one to three
hours to complete. You’re welcome to work at your own pace
once the course begins; just be sure to budget your time
accordingly.
Decide How You Will Work As A Team
If you are collaborating with a team, consider scheduling a team
kickoff and regular meeting cadence to discuss what you’re
learning and how you can apply it in your unique context.
Learn With Your Peers
During the course, you’ll use discussion threads, interest groups,
and share finished assignments to learn from and alongside your
peers.
Engage With The Alumni Network
Use the global alumni network to continue advancing your CX
knowledge and build peer connections to fuel your career growth.
Share Your Success
Post your badge to professional social networking sites to signal
your expertise and be recognized for your additional knowledge.
Get Certified For CX
Register now at forr.com/cxcert