The Customer Journey: Using Public Relations to Help Customers Find You reveals the strategic framework transforming one-time purchasers into lifelong brand evangelists. This comprehensive course teaches you to understand your customers at every touchpoint, creating emotional connections to drive both immediate sales and long-term loyalty.
You’ll discover how premium brands like Cartier and Tiffany cultivate customer devotion, then apply these proven strategies to your own business – regardless of size or industry. By the end of this course, you’ll have a complete customer journey map and the tactical knowledge to turn every interaction into an opportunity for deeper connection.
Access the Course Completely Free
When you register here, you’re not just getting access to the course for free, you’ll also receive some bonuses as you join an exclusive network of ambitious entrepreneurs committed to building businesses their customers genuinely love.
The Bonuses You Get When You Register:
🎯 Bonus 1: Personal Strategy Session with Lilian Raji Get 20 minutes of 1:1 time with a luxury brand strategist who’s generated $100M+ for her clients. Ask your specific questions and get personalized guidance for your business. ($300 value)
📧 Bonus 2: 10-Week Implementation Email Series Receive weekly tactical guidance, advanced strategies, and exclusive resources delivered to your inbox. Includes templates, checklists, and real-world case studies to accelerate your progress. ($500 value)
📋 Bonus 3: Complete Customer Journey Template Library Ready-to-use templates for customer personas, journey mapping, touchpoint optimization, and strategy implementation. Skip the learning curve and start implementing immediately. ($250 value)
🏆 Bonus 4: Private Society Membership Join The PR Advisor Private Society, an exclusive community of growth-focused entrepreneurs. Includes access to monthly Advisory Salon livestreams where you can get real-time guidance from Lilian and connect with like-minded business owners. ($200/month value – yours free)
Total Value: $1,500+ | Your Investment: $0
Small Business Owner
Discover low-cost strategies that create high-value customer relationships.
Emerging Luxury Brand
Learn how to cultivate the premium customer experience that justifies higher prices.
Startup
Use customer journey mapping for better decision making.
E-commerce Entrepreneur
Optimize every digital touchpoint to increase conversion and repeat purchases.
Retail Business
Create in-store experiences that turn shoppers into loyal customers.
Brand Manager
Maintain a consistent image by aligning your customer’s journey with your brand values.
Digital Marketer
Create personalized and engaging digital experiences at each touchpoint of your customer’s journey.
Consultant & Coach
Help your clients build stronger customer relationships and sustainable growth.
Customer Psychology & Behavior Prediction
Understand the emotional triggers that drive purchase decisions and create experiences that align with customer motivations.
Strategic Customer Retention vs. Acquisition
Learn when to focus on nurturing existing relationships versus pursuing new customers for maximum ROI.
Competitive Differentiation in Saturated Markets
Discover how to create unique brand experiences that cut through noise and capture attention.
Emotional Connection Strategies
Master the art of creating authentic relationships that transcend transactional interactions.
Feedback Systems To Drive Improvement
Build mechanisms for gathering meaningful customer insights and implementing changes that increase satisfaction.
Sustainable Growth Through Loyalty
Develop strategies that create customers who buy repeatedly and recommend you to others.
Trend-Responsive Business Strategies
Learn to adapt your customer journey as markets and preferences evolve.
Marketing That Actually Resonates
Create campaigns based on deep customer understanding rather than guesswork.
Online Reputation Management
Turn satisfied customers into active advocates while addressing concerns professionally.
Media Relations Confidence
Leverage customer success stories and testimonials for powerful PR opportunities.
You will learn how to address your business challenges head on for sustainable business growth as you journey with your customer, enabling you to make informed decisions that will create and nurture lasting customer relationships.
CLASS ONE
- The Customer Journey Defined
The customer journey is a vital aspect of your business strategy. It encompasses the sum of experiences that customers go through when interacting with your brand. We’ll explore the phases before, during, and after a purchase, helping you understand and document this journey to shape the overall customer experience. - Visualize Your Customer’s Journey
To truly grasp the customer journey, think about your own experiences with a favorite brand. We’ll guide you in analyzing how your customers discover your business and help you gain insights into how to communicate effectively at every touchpoint. By visualizing this journey, you’ll align your approach to where and how your audience is most receptive. - Anastasia’s Journey with Cartier
We introduce you to our fictional avatar, Anastasia! Anastasia’s journey to becoming a Cartier customer teaches a valuable lesson. We’ll delve into her story, exploring touchpoints influencing her perception of Cartier. Understanding the impact of each interaction on her decision-making process will shed light on how to strategically guide your customers towards conversion. - The Power of Controlled Touchpoints
We’ll dissect how Cartier strategically managed each touchpoint in Anastasia’s journey, revealing the categories of marketing and PR that you can control. Learn the art of creating memorable impressions and enhancing customer perception to build a brand that resonates long after the first encounter. - Conclusion: Empower Your Business with Customer Journey Insights
Understanding and controlling the customer journey is a necessity for business growth. Reflect on the significance of these insights and how they can transform your marketing strategies. Armed with this understanding, you’re ready to take the next step towards a business that attracts, retains and delights customers.
CLASS TWO
- Understanding the Customer Journey Map
In this class, we’ll define what the customer journey map entails and dive into identifying touchpoints and ‘pings’—those moments crucial for customer connection. With examples from industry leaders, we’ll show how these principles can be customized to your own business. - Tailoring Your Customer Journey
In this section, we’ll analyze touchpoints for different customer personas, exploring avenues you can control, such as your website, social media, newsletters and more. - Actions in the Customer Journey
Actions speak volumes in your customer’s journey with your company. We’ll break down potential actions at each stage, illuminating how website tracking software can provide valuable insights. Leveraging this data, we’ll guide you in developing a unique outreach and implementing website improvements based on your customers’ behavior to guarantee a seamlessly engaging journey. - Motivations and Emotions
Customer emotions are a powerful force that can drive or deter. Recognizing these emotions throughout the journey, we’ll show you how to encourage curiosity, desire, and positive feelings. We’ll also address frustrations and obstacles that may hinder your customers’ progress, enabling you to navigate these challenges with finesse. - Addressing Customer Questions
Answering customer questions effectively is pivotal for a successful customer journey. We’ll look into identifying common customer questions and uncertainties, providing proactive approaches to address them. By enhancing the customer experience and promptly resolving queries, you’ll find a direct boost in your customer satisfaction. - Overcoming Obstacles
Obstacles are inevitable, but surmounting them is at the heart of success. You’ll learn to identify potential obstacles and challenges your customers may face before they use it as reason to abandon their journey with you. - The Role of Customer Journey in PR
The customer journey and public relations are interconnected in today’s business landscape. We’ll illustrate this connection, emphasizing how a well-designed customer journey can catch the eye of journalists. Creating passionate customer experiences and reinforcing your brand’s appeal at every point will set the stage for successful PR outcomes. - Elevate Your Business with an Optimized Customer Journey
In this concluding section, we’ll recap critical lessons from the course. Armed with insights into designing a customer journey map, you’ll be empowered to build long-lasting customer relationships. As you take the next step, remember a well-crafted customer journey is a commitment to your customers and your future business success.
CLASS THREE
- Your Company Story and Foundations
Understanding where your company began and the story that defines it is paramount. This section highlights the significance of your company’s origins and its unique narrative. By identifying the emotional elements that customers can relate to, we delve into how these emotional connections lead to profound customer investment in your brand. - The Pursuit of Luxury: A Lesson in Emotion
Luxury is about emotions. In this section, we take a deep dive into the passion that fuels the pursuit of luxury and how emotions are fundamental to luxury brands’ success. You’ll learn how to connect your company’s story in a way that evokes powerful emotional responses in your customers utilizing the same skills luxury brands use to seduce their customers. - Customer Insight: Emotional Connections
Customers don’t just buy products; they invest in experiences and emotions. This section is dedicated to discovering the vital role emotional connections play in your customer journey. By understanding the emotions behind why customers buy from you, using their feedback, insightful reviews, and survey techniques, you’ll gather valuable data to inform your plans. - Crafting Your Company’s Passion and Identity
Every successful company has a beating heart – its passion and purpose. Reflecting on your company’s passion, understanding why your team perseveres, and identifying what makes your company unique and pride-worthy will help you shape an identity your customers will love and support. - Embracing Emotional Bonds with Customers
Creating emotional bonds with your customers is a cornerstone of long-term success. We explore methods to forge these bonds, positioning your brand to attract and retain a dedicated customer base. By engaging in soul-searching exercises, you’ll craft marketing and PR strategies that will help you foster lasting customer relationships. - Conclusion: Building Lasting Connections with Your Customer Journey
In this concluding section, we revisit the powerful wisdom gained throughout the course. Armed with this knowledge, you’re ready to take the next step in crafting an unforgettable customer journey to leave a lasting imprint on every customer you touch.
CLASS FOUR
- Give Your Company a Lovely Voice
Your brand’s voice is its unique fingerprint in the market. It’s not just about what you say, but how you say it. In this section, we emphasize the importance of a consistent brand voice that aligns with your audience and mirrors your company’s values. Creating a voice that emotionally connects with your customers can be transformative, enabling a deeper level of engagement and resonance. - The Power of Customer Personas
This section explores the concept of customer personas and their immense impact on shaping your business strategies. We delve into why focusing on multiple customer types is important for a comprehensive understanding, and how defining these personas based on values and preferences leads to successful marketing efforts. - Crafting Your Customer Personas
Customer personas are the embodiment of your audience segments. Here, we guide you through the process of creating detailed personas, enabling you to vividly picture your customers’ personality, interests, and beliefs. We emphasize using customer journey maps to precisely pinpoint the moments when they discover your brand, enhancing your ability to tailor experiences for maximum impact. - Understanding Your Customer
To cater to your customers, you must know them intimately. This section illuminates how to gather essential information about your customers, encompassing demographics, lifestyles, interests, and self-identifiers. Leveraging surveys and internet research, you’ll gain valuable insights to refine your understanding of your audience. - Building Emotional Bonds
Emotional bonds are the glue to cement lasting relationships between your brand and customers. We explain how to tailor your messages and visuals to align with your customers’ values and preferences. By connecting on an emotional level through shared values and interests, you’re poised to create a memorable brand image that lingers with your customers long after every interaction. - Conclusion: Creating Lasting Emotional Connections
In this concluding section, we revisit the powerful journey of creating impactful customer personas. These personas are your compass for strengthening brand-customer relationships. Armed with this knowledge, you’ll be able to advance your marketing strategies to an entirely new level, creating customer loyalty extending far beyond the transactional.
CLASS FIVE
- Unveiling the Case Study – WatchBox’s Media Triumph
Follow us in a case study on WatchBox’s remarkable media success, illustrating how The PR Advisor used the Customer Journey principles covered in this course to achieve for WatchBox a series of press features in mainstream media, such as The New York Times, Bloomberg, Wall Street Journal and more. You’ll learn how a compelling story deeply entwined with your brand’s essence inspires journalists, and how crafting narratives around customer personas is pivotal in creating a winning media strategy. - Working with Mainstream Media Outlets
You’ll learn tips into navigating the intricate realm of mainstream media and all its rules and challenges. Securing repeated coverage in the same publication within a short time frame is a formidable task, but we’ll show you how to do it. Learn skills for identifying journalists covering your niche, their distinct preferences and areas of focus. - Leveraging Customer Personas for Media Success
Here, you’ll discover how leveraging customer personas is a powerful tool in your media outreach efforts. These personas infuse originality into your story angles, aligning with what press seek. We’ll teach you how to customize your narrative to match specific interests and preferences of journalists, making your pitch irresistible in a competitive media landscape. - Utilizing Surveys and Internet Search to Your Advantage
In this section, you’ll be introduced to the indispensable role surveys and internet searches play in shaping a successful media outreach strategy. Explore how these tools can provide valuable insights about your company, customers, and online reputation. We’ll cover the art of leveraging survey results to craft stories that grab the attention of journalists an create compelling narratives around your brand. - Building Relationships with Journalists
We’ll go over the importance of understanding your target journalists intimately. Learn to cultivate meaningful relationships by following journalists on social media. By the end of this class, you’ll have gained a strategic mindset to effectively engage journalists, align your brand stories with their interests, and maximize the chances of getting press coverage. - Conclusion: Empower Your Press Strategy for Lasting Success
In this final section, we’ll review the steps highlighted throughout the course and how it plays a valuable role in securing impressive press coverage. Armed with this knowledge, you will be able to step forward into the realm of media with confidence.
Your All-Access Pass to
The PR Advisor Ecosystem
Because learning is just the beginning – implementation is where transformation happens
When you enroll in this free course, you’re not just getting education – you’re gaining entry into an exclusive community of ambitious entrepreneurs who understand that customer relationships are the foundation of sustainable business growth.
Bonus 1
🎯 BONUS 1: Private Strategy Session with Lilian Raji
20 minutes of personalized guidance from a luxury brand strategist
Skip the guesswork and get direct answers to your biggest customer journey challenges. Whether you’re struggling with a specific touchpoint, need help defining your customer personas, or want guidance on implementing what you’ve learned – this is your opportunity to tap into 20+ years of luxury brand expertise.
Comparable 1:1 consultation value: $300
Bonus 2
📧 BONUS 2: The Implementation Accelerator Email Series
10 weeks of advanced tactics delivered to your inbox
Learning doesn’t stop when the course ends. You’ll receive weekly emails with:
- Advanced customer journey strategies not covered in the main course
- Real-world case studies from luxury brands like Hermès, Tiffany & Co., and Rolex
- Exclusive templates for customer surveys, journey audits, and persona development
- Behind-the-scenes insights from my work with global brands
- Quick wins you can implement immediately
Premium content series value: $500
Bonus 3
📋 BONUS 3: The Customer Journey Toolkit
Professional templates and worksheets
Get the same strategic planning tools I use with my high-end clients:
- Customer Persona Development Worksheets
- Touchpoint Analysis Templates
- Emotional Journey Mapping Guides
- Customer Question Audit Checklists
- Brand Voice Definition Framework
- Media Outreach Planning Templates
No more starting from scratch – these battle-tested resources fast-track your implementation.
Professional toolkit value: $250
Bonus 4
🏆 BONUS 4: The PR Advisor Private Society Membership
Your invitation to an exclusive entrepreneurial community
Join a curated group of growth-minded business owners who are serious about building customer-centric brands:
- Monthly Advisory Salon Livestreams – Get real-time guidance from Lilian and submit your specific questions
- Peer Learning Network – Connect with like-minded entrepreneurs facing similar challenges
- Exclusive Resource Library – Access additional training materials and industry insights
- Community Success Stories – Learn from other members’ wins and lessons learned
- Priority Access – First notification of new courses, programs, and opportunities
Ongoing community membership value: $200/month – yours permanently
Your Complete Investment Breakdown:
Customer Journey Master Course: Comprehensive 5-class training
Personal Strategy Session: 20 minutes with Lilian Raji
Implementation Email Series: 10 weeks of advanced content
Professional Toolkit: Templates and worksheets
Private Society Access: Ongoing community and monthly guidance
Total Value: $1,550+ | Your Investment: $0
The only thing we ask in return? Apply what you learn and share your success story with the community.
Is this really completely free or are you going to try to upsell me into other paid courses?
Yes, completely free and absolutely no catch or upsells! I was paid already to create this course for an organization. One of the best marketing strategies in this age of social media is repurposing content. My ulterior motive is that I want to build a community of business owners who can both learn from me and share their insights with the PR Advisor community. The only “cost” is your commitment to implementing what you learn.
What makes this different from other customer journey courses?
This course is based on 20+ years of working with luxury brands and understanding what makes affluent customers choose one brand over another. You’ll learn strategies typically reserved for high-end brands, adapted for businesses of any size.
What exactly will I learn about the customer journey in this course?
You will gain comprehensive insights into understanding, mapping, and optimizing your customer’s journey, ensuring you can tailor your strategies for maximum impact and engagement. You’ll delve deep into the intricacies of understanding and leveraging every stage of your customer’s experience with your business. From the initial point of contact to the final sale and beyond, you’ll walk away with invaluable insights and actionable strategies.
I’m a small business owner. Will this course provide practical, actionable strategies suitable for my business?
Absolutely! This course is designed with small business owners in mind, referencing global companies to help smaller companies understand just how big names like Cartier make the customer journey work for them. Don’t be intimidated by your size against the giants – learn from them so you can one day compete with them at their level. This course will show you how, guiding you step-by-step through the process and encouraging you to apply these lessons for your own growth.
Is this course suitable for businesses of all sizes and industries?
Yes! This course is suitable for all sizes and all industries. If you have customers, then this course is for you. You’ll be taught to how to identify the many different ways they find you, so you can optimize your strategies to meet them where they are. Now, if you’re just starting out and don’t currently have customers, then this course will be invaluable to you to start brainstorming how you will grow. Once your customers start flowing in, we encourage you to take this course again to update your understanding of who your customers have proven to be. Fortunately, enrolling in this course gives you lifetime access to take it over again and again.
Do I need any prior experience in marketing to benefit from this course?
Absolutely not! The PR Advisor knew what you knew now when she started, but years of experience and much trial and error has given her the expertise she now shares with you in this course. She did all of the hard work so you don’t have to! We guide you step by step through the process of developing a customer journey, then go deeper into learning how to build emotional bonds with your customers. The thoroughness of our approach, combined with the accompanying templates will make you feel like an expert at the end of this course.
I’m concerned about the course duration. Is it manageable for a busy entrepreneur like me?
You’re doing something wrong as a business owner if you have a lot of free time! We understand your time constraints — that’s why this course is structured in a digestible format, allowing you to pace yourself and apply learnings gradually at your convenience. Unlike other courses who fill their classes with fluff so they can claim hours and hours of content, this course is concise and to the point while being comprehensive in everything you need to know to create your customer journey map and reap the rewards of customer loyalty and revenue growth.
How will this course help me attract and retain customers in a competitive market?
One of the biggest value propositions we can boast about this course is its ability to help you develop an in-depth understanding of your customers’ behaviors. These classes will help you gain profound insights into consumer psychology and decision-making processes. By understanding why customers choose one brand over another, you will learn how to tailor your strategies to align with their preferences and motivations, giving you a competitive edge. Furthermore, the customer journey maps you will be taught how to create will help highlight your critical touchpoints while helping you identify areas where competitors are falling short. You’ll then know exactly where you can excel to draw customers away from your competitors to you.
How will this course help me increase customer loyalty and lifetime value?
That’s why we’re here! The course delves deep into understanding your customers’ pain points, desires, and expectations. By understanding what matters most to them, you can tailor your products, services, and communications to directly address their needs. You’ll be taught how to master the art of engaging your customers throughout their journey and gain insights into how to maintain a strong, consistent presence that resonates with their values. The key to fostering a sense of loyalty is to create an environment where your customer feels heard and seen. This course will show you exactly how to do just that.
What if I need more help after the course?
The Private Society provides ongoing support, and you’ll learn about additional resources and programs designed to take your business to the next level.
Can I retake the course?
Absolutely! Being part of The PR Advisor ecosystem means you’ll always have access to review the course over and over again, along with any updates or improvements we make to the content.
How is the 1:1 session scheduled?
After completing the course, you’ll receive instructions for booking your 20-minute strategy session. Come prepared with specific questions about your business for maximum value.