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Course assessment is valuable to the teaching process because it allows you to identify what is “working” in the classroom, make informed revisions in future courses and record success for funding agencies and other actors. Effective teaching can be measured through different types of direct and indirect assessment. Without a doubt, any course that you have ever created includes all of these elements; however, they may not be evident in ways that inform your curriculum or others of your teaching success. The following matrix [Table A: Learning Outcome Assessment Matrix] will guide you in the process of aligning over-arching goals, desired learning outcomes, teaching methods and assessment strategies for your course. When developing measurable learning outcomes, consider including a combination of lower- and higher-order thinking skills. Table D provides a sample of pre- and post-test assessment content aligned with the overarching goals, desired learning outcomes and teaching methods in a learning outcome assessment matrix. Other types of indirect assessment include informal feedback strategies (incorporating specific questions into a lesson or through the online course forum) focus groups, self-reflection assignments and individual student interviews. Customers buy products and services but also customer experiences and emotional gratification. By building strategies upon the customer journey, we take the position of the customer and go for customer-centricity.
Content-centricity: putting content first and then looking at distribution mechanisms to target often poorly defined segments, let alone understanding the individual buying decision. Channel-centricity: being too blinded by the various, often isolated, channels and media used to interact with customers (for instance, in marketing) or enabling interaction (for instance, in customer service). By working with customer journeys and matching them with business goals, content and channels become function of value creation.
Customer journey mapping starts with understanding the customer (journey) in correlation with the business and brand goals.
Customer journey mapping is an underused method and many existing approaches are too narrow.

In B2B marketing, for instance, we often primarily look at the market context, pain points and essential questions we need to know in a buyer persona context so we can develop our strategy around the customer. Let’s start by looking at some of the things that you can achieve using customer journey mapping outside of the traditional context. Reconsider customer service, contact center and other service-related processes and propositions. Very often customer journey maps also only look at the intent, goals and pain points of customers or focus too much on just funnel and touchpoint elements as in the case of the generic customer journey map above. The difference between emotion and ratio is far less real than we like to believe and stems from the belief that human beings are split into different “compartments”. Go beyond rational personas and buyer personas if needed and include psychological models when relevant. Not just look at pain points but also where possible at success points, persuasion points, passion points and anything else that plays a role in emotional decision taking and, most certainly, unconscious triggers to act (even if rationally there seems no reason to). One of the shortcomings of customer journey mapping in this sense of course is that we cannot understand or map everything and everyone and thus need to use a more or less structured method, constructed around generalizations and stages that are de facto overlapping and, as such, simplifications. Since measuring teaching is clearly not an exact science, the more varied the data sources, the more useful the measurement is likely to be. Table B is an example of a completed, yet simplified matrix [Table B] for a statistics course organized according to these principles.
Student A, while not achieving the same level as Student B, actually showed greater improvement as a result of teaching strategies and course instruction. These types of exercises offer instructors the opportunity to gauge comprehension of material and achievement of specific learning goals. Truly understanding the needs and preferences of customers, as well as their behavior during the buying journey, is essential for your business strategy. This helps us avoid taking inside-out views that don’t take the customer reality and experience into account enough.

When using them in a broader way than just the actual journey and the user experience context, they offer many opportunities. Both are complementary: the customer journey map puts the journey in the center while touchpoint maps focus more on these touchpoints and the value within each of them.
When adding stages, touchpoints and connections outside of the buying journey that often is at the core of customer journey maps (from awareness to actual purchase), even more opportunities arise. You might see there is often a big difference in the use of personas and buyer personas in customer journey mapping, compared with the use of personas in developing customer-centric marketing strategies. Very often you will not find typical aspects of personas in B2C or in customer journey mapping. Guidelines for developing and assessing student learning outcomes for undergraduate majors. Objectivity is by definition impossible and subjectivity is far stronger than we often tend to believe.
Although such maps are rooted in the practices of customer experience management and user experience design, they can be used for much more, including marketing budget allocation, content mapping and conversion optimization of processes and of online marketing, to name just a few. Yes, by having good and nice journey maps, brands and agencies can indeed send out a message. This doesn’t correspond with reality and is a consequence of the clear dominance of biological thinking and cause-consequence view of modern times. In our overview of customer journey mapping you will find many additional tips and recommendations but don’t get blinded by them if you start with customer journey mapping. Your goal is to be more customer-centric and understand your customers better in order to serve them better and improve customer experience.

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