Microsoft Customer Journey Mapping 

Microsoft via Coursera Specialization

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Provider

Coursera Specialization
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Sessions

Self-Paced
Level

Beginner

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Overview

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Customer Journey Mapping teaches learners to design, automate, optimize, and analyze AI-powered customer journeys using Microsoft’s marketing technology stack. Designed for marketing managers, campaign specialists, and marketing operations professionals, the program develops practical skills in customer data management, journey orchestration, personalization, marketing automation, and campaign analytics using Microsoft Dynamics 365 Customer Insights, Customer Insights - Journeys, Power BI, and Copilot. Learners begin by building unified customer profiles, configuring identity resolution, and creating audience segments in Customer Insights - Data. They then design multi-channel customer journeys with email and event triggers, apply Copilot-powered personalization and next-best-action recommendations, and automate lead nurturing workflows. The program concludes with campaign performance analysis, attribution reporting, anomaly detection, and executive storytelling using Power BI dashboards. Throughout the specialization, learners complete portfolio-ready projects including customer segmentation analysis, multi-channel campaign launches, journey optimization reports, and executive campaign dashboards. This specialization prepares learners for roles such as Marketing Operations Specialist, Campaign Manager, CRM Marketing Specialist, and Marketing Analyst. Foundational marketing knowledge and familiarity with CRM concepts are recommended.

Syllabus

Course 1: Customer Intelligence
Course 2: Journey Design and Orchestration
Course 3: Journey Optimization and Automation
Course 4: Campaign Performance Analytics

Courses

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Learn to measure, analyze, and communicate customer journey performance using the full power of Microsoft Power BI. You will start by building near-real-time dashboards that pull critical metrics such as opens, clicks, journey entries, and conversions directly from Customer Insights-Journeys. To ensure your marketing operations remain agile, you will apply Anomaly Detection to automatically flag significant KPI drops, triggering instant alerts to your team via Microsoft Teams. Beyond basic reporting, you will learn to transform raw data into executive-ready narratives. Using Power BI's Storytelling view and an insights-first framework, you will create compelling presentations that guide leadership through the entire funnel, from initial awareness to final purchase insights. By the end of this session, you will be equipped to move beyond simple data visualization, confidently presenting campaign performance, identifying ROI gaps, and delivering actionable strategic recommendations to stakeholders that drive business growth.
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Discover how to transform scattered customer data into actionable intelligence using Customer Insights - Data and Customer Insights - Journeys. You'll learn to ingest data from CRM systems, web analytics platforms, marketing tools, and point-of-sale sources, then unify it into comprehensive customer profiles that provide a complete view of customer behavior and engagement. Build high-value audience segments, design both rules-based and propensity-driven segmentation matrices, and use Segment Discovery to identify the behavioral and demographic drivers behind customer lifetime value. You’ll also explore how customer insights can improve personalization, campaign targeting, and engagement strategies across multiple channels. By the end of the course, you'll evaluate segmentation effectiveness using Power BI dashboards and reporting tools to measure open rates, click-through rates, conversions, customer engagement, and overall campaign uplift for data-driven decision-making.
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Learn to design customer journeys using Microsoft Customer Insights - Journeys and Copilot. You’ll build end-to-end, multi-channel customer journeys using email, event-based triggers, and additional channels such as SMS and push notifications where available. Learn to design intelligent journey flows with segment-based branching that adapts messaging based on customer behavior and attributes. You’ll also coordinate cross-channel campaign calendars to align email, social ads, webinars, and direct mail for consistent and timely customer engagement across touchpoints. Leverage Copilot to generate personalized subject-line variations, message content, and dynamic recommendations tailored to different audience segments, improving relevance and engagement efficiency. Explore how to structure journeys that respond to real-time customer actions and lifecycle stages, ensuring more contextual communication. By the end of this learning experience, you will be able to design scalable customer journeys and evaluate channel performance using attribution insights to optimize your overall marketing mix and improve campaign effectiveness across channels.
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Learn to optimize and automate customer journeys for maximum efficiency and higher conversion rates. You'll start by diagnosing journey drop-offs using Excel Copilot to analyze multi-channel interaction data and Power BI to visualize funnel leaks for stakeholders. This diagnostic foundation helps you pinpoint exactly where customers abandon before implementing fixes. Beyond basic triggers, you'll configure advanced lead nurturing rules that automatically move inactive contacts through specialized requalification workflows. This approach saves significant manual effort while effectively reactivating your sales pipeline. To further drive revenue, you’ll utilize Copilot’s Next-Best-Action recommendations to generate personalized upsell offers tailored to individual customer behaviors. By the end of this session, you'll be able to evaluate total optimization ROI through rigorous holdout tests. You'll learn to translate these analytics into clear reports to communicate measurable gains and strategic value to key stakeholders.