• The Customer Journey

Win Hearts to Win Sales

This Course Does Only One Thing: Show You How to Make More Money with Your Existing Customers While Attracting New Ones.

The Customer Journey: Using Public Relations to Help Customers Find You is an immersive course designed to unveil the art and science of cultivating genuine relationships with your customers so you can exceed your revenue goals. Beyond transactions, we explore the essence of your brand to ignite a passion within your customers’ hearts and minds that guarantees loyalty to you instead of your competitors. This course will teach you how to authentically engage with your target audience.

Increasing revenue is the primary gift this course will give you as you learn how to build a community around your brand.  By the end of the course, you will know how to foster loyalty from your existing customers and ensure your business thrives today, tomorrow and for years to come. Discover how blending your passion with strategic nurturing paves the way for enduring success. Your profits will better align with the heartbeat of your brand—your customers.

With this course, you’ll get a mix of engaging video content, interactive worksheets, exclusive bonus materials, and our Customer Journey to the Bank 10-week Email Series to solidify your understanding of how to increase your bank balance with The Customer Journey.  And best of all, you’ll receive a free session with The PR Advisor herself once you complete the course so the two of you can craft your winning strategy.


take this course


Small Business Owner

Gain insights to enhance customer loyalty for sustainable growth.


Explore customer-centric approaches to cultivate strategies for long-term success.


Use customer journey mapping for better decision making.

E-commerce Business

Customer journey insights will help optimize the online shopping experience for increased conversion rates.


Enhance the in-store customer experience to drive more foot traffic.

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

 Use our strategies to guide your clients in understanding and improving customer relationships.


**Learn How to Balance Between Customer Retention vs. Acquisition**

Balancing between retaining existing customers and acquiring new ones will no longer be a constant struggle. You will learn how to effectively nurture relationships with your existing customer base while still expanding to reach new markets.

**Your Customer Behavior Will No Longer Be A Mystery**

You will gain insights on how to predict your customers’ actions and preferences. Understanding the psychology behind their decisions and mapping their journey will give you a strategic advantage in tailoring your products and services accordingly.

**Erase Competitors From Your Customers’ Minds**

Competitors? They don’t matter.  Mastering the customer journey will help you craft a unique narrative to differentiate your brand and appeal to your customers’ preferences. You’ll learn how to create a lasting impression in a market flooded with options. 

**Get Customer Feedback to Improve Your Business**

Gathering meaningful feedback from customers and implementing necessary changes will no longer be a struggle as you learn from this course how to gather the information you need. By the end of this course, you will understand how nuances of the customer journey will help you to gain insights into improving your products and services based on customer experiences.

**Forge Emotional Connections to Earn Customer Loyalty**

With this course, you will discover the power of empathy and emotional appeal in building lasting customer relationships. You will learn how to develop customer personas for your target audience and strategies to forge emotional connections to go beyond the transactional.

**Master How to Achieve Sustainable Business Growth**

You will discover ways to build a loyal, returning customer base through this course. You will learn how to emotionally connect with customers throughout their journey to make them return to your company again and again. You’ll master consistent revenue growth and an enhanced brand reputation.

**Gain Tactics to Address Changing Consumer Trends**

Consumer preferences and trends evolve rapidly. It’s vital to your success to always remain updated with these trends and align your business accordingly. As you master your understanding of your customer’s journey through this course, you will be equipped with knowledge and tools to adapt, thrive and remain relevant in a dynamic market.

**Effective Marketing Strategies Will No Longer Be A Challenge to Create**

Crafting marketing strategies that your customers respond to will no longer be a challenge. As this course helps you to deeply understand your customer’s journey, you will be enabled to develop highly effective marketing campaigns tailored to meet their needs and desires.

**Enhance and Manage Your Online Reputation**

From harnessing satisfied customers for positive reviews to promptly addressing concerns and utilizing social media to showcase the best aspects of your business, you will become equipped to build and maintain a favorable online image that resonates with existing and potential customers.

**Win Over The Press to Solidify Your Company’s Reputation**

You will learn the art of crafting impactful messages that make journalists want to speak with you. Secure press coverage that boosts your brand’s reputation as you learn the ropes of getting ready to interact with the press and leveraging press opportunities to amplify your brand’s visibility. 

You will learn how to address your business challenges head on for sustainable business growth as you journey with your customer.  By the end of this course, you will be making better decisions to create and nurture lasting and highly profitable customer relationships.


  • The Customer Journey Defined
    The customer journey isn’t just a buzzword—it’s 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 is more than just a tale—it’s a valuable lesson. We’ll delve into her story, exploring the touchpoints that influenced 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
    Cartier’s success isn’t accidental—it’s meticulously designed. 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 isn’t just an advantage—it’s 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.
customer service as a gateway to luxury retail sales


  • 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.
  • The 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 isn’t just a strategy—it’s a commitment to your customers and your future business success.


  • 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 isn’t just about products; it’s 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.


  • 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.


  • 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.


Lilian M Raji

Industry expert Lilian M Raji, The PR Advisor, is here to guide you every step of the way. This course follows her exact framework for working with clients, running you through the exercises she does with all of her global clients. This sets the stage for showing her clients how to make more money with their existing customers while having new customers find them. 

Experience and Achievements

With an impressive track record, The PR Advisor has a proven ability to guide luxury brands to success. From re-introducing S.T. Dupont to the U.S. market to handling the press launch of WatchBox after securing $100 million in funding, her strategic counsel has consistently garnered widespread media attention for her clients. Her expertise extends to diverse industries, including luxury watches, fine jewelry, high-end fashion, luxury hotels, and more.

Insights from Luxury Retail

Drawing on her early career experience at Tourneau, the largest luxury watch retailer globally, The PR Advisor’s insights into consumer behavior and marketing strategies are invaluable. As a top sales producer for renowned brands like Dubey & Schaldenbrand, she witnessed firsthand the power of effective marketing campaigns in driving consumer preferences.

International Influence

The PR Advisor’s influence extends beyond the U.S. borders, having advised esteemed French luxury manufacturers and played a key role in introducing Quebec’s jewelry artists to the U.S. market. Her work with the Foundation for Gender Equality and UN Women demonstrates her commitment to social causes, further enriching her professional repertoire.

A Global Clientele

From small luxury businesses to global luxury brands, The PR Advisor has earned the trust of clients worldwide. Her agency’s client roster includes fine jewelry designers, luxury watch brands, high-end fashion houses, and luxury hotels, among other premium consumer goods and services providers.

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Lilian M Raji_The PR Advisor

Bonus 1

One-On-One with The PR Advisor

We want you to get the most out of your investment in this course! That’s why we’re giving you a 20-minute call with Lilian Raji, The PR Advisor herself, for her to answer any questions that come up for you as you take this course. A $250 value, all yours complimentary to ensure you’re not left hanging once you’ve finished your training.

Bonus 2

Take Your Journey Further: Customer Journey to the Bank Email Series

Beyond the course content, you’ll receive a series of weekly emails over the next 10 weeks, carefully curated to enhance your comprehension and real-world application of the course material. These weekly emails are thoughtfully designed to provide you with actionable insights, advanced tactics, and exclusive tips arriving directly into your inbox. Alongside these insights, you’ll also receive a treasure trove of resources, including additional planning templates, comprehensive guides, handy checklists, and so much more – all aimed at preparing you for your journey towards  making your customers fall in love with your brand. 

customer journey email series
customer journey templates

Bonus 3

The Customer Journey Templates

Our impactful Customer Journey Templates are included free in this course! These ready-to-use templates and worksheets will help you  with creating customer personas, customer journey mapping, strategy implementation and more, saving you countless hours and effort in having to start from scratch.

Bonus 4

An Invitation to Join
The Private Society & Advisory Salon

Once you make your investment into this training, we’re with you for the long term.  That’s why your enrollment makes you eligible to join The PR Advisor Private Society, a community of entrepreneurs and business professionals like yourself determined to excel in their field.

Through the Private Society, you will have access to the Advisory Salon, an exclusive monthly livestream gathering led by The PR Advisor herself, Lilian Raji, designed to foster a direct and personal connection between you and the community. You’ll be able to seek advice, gain insights, and discuss relevant topics in a structured and intimate setting.  And as a member of the society, you will receive early access to updates, new courses and any additional content we add. 

the pr advisor private society

Bonus 5

Lifetime Access

Our promise is simple yet powerful: lifetime access to an ever-evolving wealth of knowledge. We  frequently update the course with fresh, relevant content, ensuring you stay at the forefront of your field. This means your investment in knowledge doesn’t stop here—it keeps growing. Stay ahead of the curve by accessing cutting-edge insights, the latest techniques, and expert advice, all conveniently delivered to your fingertips on a regular basis.

Stay ahead, stay informed, and thrive. Join us and invest in a lifetime of learning and success. Your journey to continuous growth begins today.

Bonus 6

Preferential Pricing for Future Engagements

Your first purchase with The PR Advisor is the last for which you pay full price. All future purchases will now come with a 10% discount. Ready to get all three trainings now? You’ll receive an immediate 25% discount for this and the other two courses — AND – your 20 minute call with The PR Advisor will be upgraded to 90 minutes! That’s a $1,000 value! Complete the form to be emailed immediately your discount code. 

special promotions

We understand the value of flexibility when it comes to investing in your company’s future.

That’s why we’ve gone the extra mile to provide you with an array of payment options, ensuring that your journey towards success is as convenient as possible.

In addition to widely accepted credit cards like Visa, MasterCard, American Express, Discover and more, we offer you the opportunity to tailor your investment with payment options provided by PayPal Pay Later, Affirm and Afterpay.

Your company’s journey towards success is also our own. Let’s walk it together. Enroll in this course with us today.

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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.

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.

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. 

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. 

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.

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. 

That’s why we’re here! The course delves deep into understanding your customers’ pain points, desires, and expectations. By comprehending 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. 

We want you to! The course comes with a 20 minute call with The PR Advisor herself to answer your most pressing questions. We will also be launching monthly office hours in early 2024 where you can continue connecting with The PR Advisor and sharing your journey with her.

You receive lifetime access to this course to take over and over again — including access to any updates or additions we make as we tweak the material to better meet feedback. If,  however, within the first 30 days of taking this course and applying all the techniques you’ve been taught, you find that the course doesn’t meet your expectations, simply contact our support team, and we’ll process your refund in full, in accordance with our refund policy. Your satisfaction is our priority.

Still have questions? Send us an email!

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