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    Course · Customer Intelligence trackFramework

    Empathy Mapping

    Capture what customers think, feel, see, hear, say and do to build empathy at scale.

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    Facilitator guides, practice worksheets and completed examples for running this with your team.

    Audience Bullseye
    Inner, middle, outer circles — who we serve first, next, last.
    Empathy Map
    Says, Thinks, Does, Feels — for one persona.
    Customer Journey
    Stages × Actions, Touchpoints, Emotions, Opportunities.
    Journey Mapping Workshop
    90-min co-creation with sales, support, product.
    Define · Segment Mapping
    Cross STP segments with the 5 forces.
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    Audience Strategy
    Who you choose to serve — demographics, psychographics, pains and priorities of the buyers you actually want to win.
    Customer Strategy
    The full commitment to customers you make: segments to win, jobs to solve, promises to keep, and value to deliver over the lifetime.
    Segmentation
    Segment a market by need, behavior, value and context — not just demographics.
    Personas
    Fictional profiles that make abstract segments concrete for the team.