Customer Journey Map

Cambridge Judge Business School - Generative AI: From Hype to Business Impact

Awareness
Research Phase
Consideration
Evaluation Phase
Decision
Purchase Phase
Pre-Course
Preparation Phase
Course Experience
Learning Phase
Post-Course
Application Phase
Advocacy
Recommendation Phase
Customer Actions
  • Asks ChatGPT/Claude about AI executive training
  • Uses AI-powered course recommender on site
  • Searches Google for AI leadership courses
  • Discusses AI strategy pressure from board/competitors
  • Consults with L&D/HR about training budget
  • Seeks prestigious institutions
  • Compares Cambridge vs INSEAD vs LBS vs Wharton
  • Uses AI chatbot for instant programme queries
  • Reviews Cambridge reputation
  • Checks faculty credentials
  • Gets business case template for approval
  • Considers dates and location
  • Builds business case for L&D/Finance approval
  • Gets CEO/Board sign-off for investment
  • Contacts programme adviser
  • Completes application
  • Negotiates corporate rates for multiple attendees
  • Receives AI-curated pre-course materials
  • Completes adaptive preparatory modules
  • Organises travel to Cambridge
  • Blocks calendar for course
  • Sets AI-assisted learning objectives
  • Attends 3-day intensive programme
  • Uses AI tools for real-time case analysis
  • Participates in AI-facilitated peer matching
  • Engages in peer discussions
  • Networks with AI-suggested connections
  • Applies strategic frameworks
  • Uses AI implementation planning assistant
  • Reviews course materials
  • Develops AI-guided action plans
  • Presents insights to team
  • Pilots AI initiatives
  • Maintains AI-powered peer network
  • Shares success stories
  • Recommends programme to peers
  • Writes LinkedIn recommendations
  • Considers advanced programmes
  • Becomes ambassador
Emotions
Pressure from board about AI strategy
Overwhelmed by AI hype vs reality
Uncertain about training ROI
Impressed by Cambridge prestige
Worried about competitor programmes
Calculating business case value
Frustrated by approval bureaucracy
Nervous about justifying ROI to board
Concerned about time away from work
Eager to begin
Professional excitement
Slightly overwhelmed
Energized by learning
Inspired by peers
Gaining confidence
Satisfied with investment
Confident in application
Motivated to implement
Proud of achievements
Grateful for experience
Strong brand loyalty
Touchpoints
  • ChatGPT/Claude AI responses
  • AI course recommender system
  • Board presentations about AI threats
  • Industry peer discussions
  • Google search results
  • Cambridge website
  • LinkedIn adverts
  • Competitor comparison websites
  • AI chatbot for instant support
  • Detailed programme page
  • Faculty profiles
  • Business case template download
  • Testimonials from similar roles
  • Programme adviser call
  • L&D/Finance stakeholder meetings
  • Application form
  • Payment portal
  • Corporate sales team
  • Programme adviser
  • Executive assistant coordination
  • AI-personalised pre-course emails
  • Adaptive learning platform
  • Digital materials portal
  • Travel information
  • Logistics coordinator
  • Joining instructions
  • Cambridge campus
  • Faculty instructors
  • AI-powered learning analytics
  • Real-time AI case study tools
  • Course materials
  • AI software platforms
  • Peer participants
  • AI implementation assistant
  • Course resources portal
  • Alumni network
  • Personalised follow-up emails
  • Digital certificate
  • AI-powered feedback analysis
  • LinkedIn network
  • Alumni events
  • Cambridge newsletters
  • Industry conferences
  • Peer networks
Pain Points
  • Board expects immediate AI transformation
  • AI search results may be outdated
  • Competitors moving faster on AI
  • Unclear what "AI leadership" actually means
  • Time pressure for strategic decisions
  • All premium programmes look similar
  • Difficult to assess practical vs theoretical content
  • High programme cost (£4,550) vs unclear ROI
  • Limited date options
  • Waiting list for Oct 2025
  • Complex internal approval processes
  • Finance questioning training ROI measurement
  • CEO expects immediate business impact
  • Scheduling conflicts with board meetings
  • Procurement requirements for training spend
  • Heavy pre-reading workload
  • Travel arrangements
  • Work coverage issues
  • Accommodation booking
  • Flight delays/cancellations to Cambridge
  • Intensive 3-day schedule vs urgent work issues
  • Technical complexity vs varying AI knowledge
  • Imposter syndrome among peers
  • Information density overwhelming
  • Technical team resists "executive-led" AI initiatives
  • Board expects faster implementation than realistic
  • Translating Cambridge theory to company reality
  • Sustaining momentum without ongoing support
  • Measuring soft skills impact on hard metrics
  • Measuring long-term impact
  • Keeping up with AI evolution
  • Continued learning needs
  • Alumni engagement gaps
Opportunities
  • Board-ready AI strategy templates
  • Competitive threat assessment tools
  • Optimise for AI search engines
  • AI-powered course matching system
  • Industry-specific content recommendations
  • Interactive programme comparison matrix
  • ROI calculator with industry benchmarks
  • Business case builder tool
  • Testimonials from similar industry/role
  • Virtual faculty meet-and-greets
  • Stakeholder engagement toolkit for L&D/Finance
  • Executive sponsor programme for board-level buy-in
  • Corporate volume discount tiers
  • Flexible payment terms for enterprise
  • Priority booking for corporate clients
  • Adaptive pre-learning system
  • AI-powered readiness assessment
  • Mobile learning companion
  • Peer matching algorithm
  • Concierge services
  • Travel contingency support (rebooking, emergency)
  • Real-time course adjustments based on participant needs
  • Technical difficulty leveling during sessions
  • Executive lounge for urgent business calls
  • Concierge services for logistics
  • Technical team engagement workshops
  • 90-day implementation roadmap
  • Board presentation templates with success metrics
  • Quarterly check-ins with Cambridge faculty
  • Peer accountability groups
  • ROI measurement framework
  • AI-driven impact analytics
  • Predictive programme recommendations
  • Advanced programme pathways
  • Alumni leadership roles
  • Impact measurement tools
  • Thought leadership platform
Key Metrics
  • Board-level inquiry conversion rate
  • AI search ranking position
  • Content engagement by seniority
  • Competitive displacement rate
  • Conversion rate
  • Time on site
  • Download rates
  • Inquiry quality
  • Application completion
  • Payment success
  • Drop-off points
  • Support tickets
  • Preparation completion
  • Attendance confirmation
  • Pre-course satisfaction
  • Readiness scores
  • Participation rates
  • Learning assessments
  • Network connections
  • Daily feedback
  • Implementation success
  • Resource utilization
  • Peer engagement
  • Goal achievement
  • Net Promoter Score
  • Referral rates
  • Repeat enrollment
  • Alumni engagement
Happy/Satisfied
Excited/Eager
Neutral/Cautious
Anxious/Nervous
Frustrated
Satisfied
Proud/Accomplished