Customer Journey & Omni-Channel Management

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  • 3.5 hours
  • English
  • Certificate
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Course overview

In the dynamic market environment, understanding the customer journey and effectively managing different sales channels is crucial.

In this course you will learn how to link online and offline channels to provide customers with a seamless shopping experience and develop
successful omni-channel strategies.

  • E-Learning Course
  • Certificate: Customer Journey and   Omni Channel Readiness



What our
students say

Very informative and clearly structured!

Andrea Pellizzari
Head of Finance/Controlling/ Real Estate, Transgourmet
Well structured, clear and logical. Many useful inputs!
Mario Bosnjak
Store Director, MANOR AG

What you can expect

Expert Knowledge

Gain comprehensive and excellent know-how, presented in a clear and accessible way.

High Flexibility

Learn where and when you want, at your own pace—whether during lunch breaks or after work.

Practical Approach

Acquire practical knowledge through real-world business examples and learn how to apply it effectively.
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Target group

This course is aimed at:
  • Mid-level management leaders
  • Specialists and project managers
  • Team leaders from various departments
  • Individuals interested in the retail industry
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Learning Objectives

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  • Customer Behavior Along the Customer Journey
  • Relevant Touchpoints
  • Customer Segmentation and Purchase Paths
  • Services to Link Online and Offline Channels
  • Personalization in an Omni-Channel Context

Course Content

In three chapters, you will gain detailed insights into the Customer Journey and Omni-Channel Management. You’ll understand how to implement successful Omni-Channel Management strategies and receive strategic recommendations for your own business.

01 Basic Knowledge

The Basic Knowledge section covers the growing importance of Omni-Channel Management in an increasingly digital and interconnected world. You will learn about the crucial role of customer needs in the Omni-Channel context and gain an understanding of key moments along the Customer Journey, as well as the most relevant customer touchpoints.
  • Fundamentals of Omni-Channel Management
  • Significance of Customer Needs
  • Key Moments and Touchpoints
  • Four Categories of Touchpoints
  • Relevance of Purchase Channels

02 In-Depth Knowledge

In the In-Depth Knowledge section, you’ll develop a deeper understanding of customer behavior along the Customer Journey. You’ll learn how to implement services that link online and offline channels and create a personalized shopping experience for customers. Additionally, you’ll become familiar with key metrics in Omni-Channel Management.

  • Customer Segmentation in the Customer Journey
  • Consumer Purchase Paths
  • Creating a Customer Journey Map
  • Seamless Design of the Customer Journey
  • Personalization of the Customer Journey
  • Key Metrics in Omni-Channel Management

03 Practical Insight

In the Practical Knowledge section, you’ll learn the necessary steps to implement an Omni-Channel approach in your business. This includes conducting a current state analysis, selecting the right channels to deliver a unified customer experience, and adjusting your organization to accommodate changes brought about by the Omni-Channel strategy.

  • Analyzing the Status Quo
  • Selecting Channels for Integration
  • Creating a Unified Customer Experience
  • Adjusting Organizational Structure and Culture
  • Expanding Technological Infrastructure
  • Implementing Omni-Channel Services
  • Creating Personalized Experiences

Author: Prof. Dr. Thomas Rudolph

Thomas Rudolph is a full professor of Marketing and International Retail Management at the University of St.Gallen. For over 20 years, he has been teaching and researching in the fields of consumer behavior, digital marketing,    e-commerce, and strategic retail management.

In 2006, he founded the Retail Lab, a partnership program with international retail companies. As the director of the Institute of Retail Management at the University of St.Gallen (IRM-HSG), he leads numerous research projects and studies that have contributed to the institute's prominence. Prof. Rudolph is also the author of more than 11 books and over 400 articles on marketing and retail topics.

Start now and become an expert in
Customer Journeys and Omni-Channel Management.