Customer Experience & Customer Journey

Driving Growth and Profitability By Understanding the Customer Experience and Customer Journey

Course Description

Do you recognize the importance of delivering a unique Customer Experience or Cx? Cx is not only customer service. It’s also your digital footprint, the buying journey, and your physical space (if you have one). Cx includes every touchpoint — and they have to work together. According to this July 2018 article in Forbes, “89% of companies compete primarily on the basis of customer experience — up from just 36% in 2010. But while 80% of companies believe they deliver ‘super experiences,’ only 8% of customers agree.”

In this program, we will study and discuss the importance of understanding the Cx and what affects customer purchase behavior. We will also examine the intricacies associated with the customer journey, the touchpoints our brands have with customers, and the environments in which our customers often experience our brands (including digital and brick-and-mortar).

  • How digital marketing can affect the Cx
  • How the millennials’ journey and Gen Z’s journey differ from previous generations
  • How product design and space design (physical and digital) affect customer adoption
  • How to predict customer behavior
  • How women and men make decisions — differently
  • How digital marketing can be used to nudge customers toward purchasing

Participants (and teams) attending this program will be asked to bring a business challenge from their organizations. After each course session, time will be allocated in the program schedule for participants to immediately apply the learnings to their business challenge. At the end of Day 2 of the program, participants will have identified three (3) areas for immediate action in addressing the business challenge via an enhanced Cx.

Who Should Attend?

This course has been designed for anyone asked to lead strategic marketing efforts, to understand the Cx in making buying decisions, or to grow market share and profitability. Marketing directors, brands managers, product managers, entrepreneurs, business owners, and other professionals across a range of industries can benefit from the new skills and approaches gained through this program.

Registration and Payment Form

This is an open enrollment program. Application is not required. Course registration is complete when payment is processed. Upon registration, a representative of Wake Forest will contact you to validate the registration information and to assist in fee payment. Please click the link below to begin the registration process.*

*This program is not currently accepting registrations. Please check the Executive Education website for a list of upcoming programs.

Additional Program Information

Dr. Kenny HerbstDr. Kenny Herbst

Dr. Kenny Herbst is an Associate Professor of Marketing and Sisel Faculty Fellow in the School of Business at Wake Forest University. He has a Masters and Ph.D. from The University of North Carolina at Chapel Hill and a B.A. from Wake Forest University. In 2016, he won the Kienzle Alumni Teaching Award (given for outstanding contribution to the education and personal development of our MBA/MA alumni who graduated at least three years ago). Recently, he has won the MA Educator of the Year Award (in 2010, 2012, 2013, 2015, and 2018). Dr. Herbst’s expertise includes branding and trust effects in advertising, affect and cognition in consumer decision making, food marketing, point of purchase, and supermarket retailing and merchandising practices.


Brad Bennett, Co-Founder/Chief Fire Starter, WildfireBrad Bennett, Co-Founder/Chief Fire Starter, Wildfire

Managing Member responsible for creating sparks that develop from ideas into the brilliant blazes that drive great brands. (Translation…I start the fires that the rest of the team must put out). Wildfire didn’t start by accident. It began intentionally out of a human instinct to fill a gap within our marketing community. Predominantly project based, Wildfire opened its doors in 2002, and began spreading its promise: to grow our clients’ business while lowering their blood pressure.


Classes begin promptly at 8:30 each morning and will wrap-up no later than 5:00.

The cost of the program is $1,750 and includes materials, continental breakfast and lunch both days, and is due in full at time of registration. Wake Forest University alumni, faculty, and staff receive a 10% tuition discount. If multiple participants are interested in attending from your organization, please contact us for multi-attendee discount information. For more information please send an email to

Wake Forest University Charlotte Center
200 N. College Street, Suite 150
Charlotte, NC 28202

Parking is available in the Wake Forest Charlotte Center parking deck, which is adjacent to the Wake Forest Charlotte Center on 5th Street.

Wake Forest University Charlotte Center – Map, directions & parking

Day 1:

The Customer Experience — Cx

  • Define the Cx
  • Understand how digital marketing affects the Cx
  • Understand how influencers affect the Cx
  • Describe how to create a strategy focused on the Cx

The Psyche of the Customer

  • Understand how influencers affect whether products/services are purchased
  • Understand how influencers affect promotion strategy
  • Understand how the millennials’ purchase journey and Gen Z’s (the iGen — born 2002 and later) purchase journey differ from the purchase journeys of previous generations


  • Explain how product design and space design (physical and digital) affect customer adoption
  • Describe how colors influence the Cx
  • Describe how the opportunity for customers to experience products/services increases purchase likelihood
  • Understand the importance of perceptual maps in positioning strategy


  • Understand how to predict customer behavior well
  • Explore how marketers construct persuasive messages
  • Understand how advertising content (e.g., humor, fear, and sex) affects the Cx
  • Identify the key characteristics a spokesperson must have to be persuasive and understand how these characteristics differ as a function of customer involvement
  • Describe how nostalgia plays a role in attitude change

Day 2:

Personality, Gender, and Customer Behavior

  • Explain how women make decisions differently than men
  • Explain the effect of frugality on customer behavior
  • Describe how various personality traits affect the Cx
  • Describe the “personalities” of some of your favorite brands
  • Describe brand arrogance and the role that it can play on customer purchase

Customer Decision Making

  • Explain how providing too many choices for customers can be detrimental for decision making
  • Describe how nudging affects the Cx
  • Explain how counterfactual thinking affects customer decisions
  • Discuss how priming can affect the Cx
  • Explain the effect that framing plays on customer behavior
  • Explain how digital marketing can be used to nudge

Breakouts – Developing an Action Plan to Address Cx in Your Organization

Course materials are included in the cost of tuition. Course materials will be distributed electronically in advance of the program start date. Participants must have a laptop or tablet computer to access course materials.

Program Cancellation

This course is offered contingent upon sufficient enrollment. If a course must be cancelled, all registered participants will be notified at least five (5) calendar days before the course’s start date. All registered participants will receive a 100% tuition refund. No fees will be charged for cancelled courses.

Individual Cancellation – Refund Policy

Prospective participants who withdraw at least 10 days prior to the start of a course will receive a full refund of tuition paid.

For More Information

For more information, or to speak with a program adviser, please send an email to or visit the Contact Us section of this website.