Map customer journeys from awareness to advocacy. Visualize touchpoints, identify drop-off points, analyze channel interactions, and optimize the end-to-end experience. Use when the user asks about customer journey, funnel mapping, touchpoint analysis, or experience optimization.
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Map, analyze, and optimize the full customer journey from first touch to advocacy.
git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/customer-journey-mapping ~/.claude/skills/
| Stage | Customer Goal | Key Channels | Metrics |
|---|---|---|---|
| Awareness | Discover a solution exists | SEO, social, ads, PR, referral | Impressions, reach, brand searches |
| Consideration | Evaluate options | Blog, reviews, comparison, webinar | Time on site, pages/session, content downloads |
| Decision | Choose and purchase | Pricing page, demo, trial, sales | Conversion rate, CAC, time to close |
| Onboarding | Get initial value | Welcome email, docs, setup wizard | Activation rate, time to value, support tickets |
| Retention | Continue getting value | Product, email, success team | NRR, usage frequency, NPS |
| Advocacy | Recommend to others | Referral, review, community | NPS, referral rate, review count |
For each stage, document:
### [Stage Name]
**Customer goal:** What are they trying to accomplish?
**Emotional state:** How do they feel? (confident, anxious, frustrated, delighted)
**Touchpoints:**
- [Channel 1]: [Specific interaction]
- [Channel 2]: [Specific interaction]
**Pain points:**
- [What causes friction or frustration]
**Opportunities:**
- [How to improve the experience]
**Key metric:** [Primary measurement]
**Drop-off risk:** [What causes people to leave at this stage]
| Stage | Touchpoint | Owner |
|---|---|---|
| Awareness | Google search result | SEO/Content |
| Awareness | LinkedIn ad | Paid Media |
| Awareness | Blog post | Content |
| Consideration | Product page | Marketing |
| Consideration | Case study | Marketing |
| Consideration | Demo request form | Marketing |
| Decision | Sales demo | Sales |
| Decision | Pricing page | Product/Marketing |
| Decision | Proposal/contract | Sales |
| Onboarding | Welcome email sequence | CRM/CS |
| Onboarding | Setup wizard | Product |
| Onboarding | First value moment | Product |
| Retention | Feature adoption email | Product/CRM |
| Retention | QBR/check-in | CS |
| Retention | Product updates | Product |
| Advocacy | NPS survey | CS |
| Advocacy | Referral program | Growth |
| Advocacy | Case study request | Marketing |
| Transition | Drop-Off Cause | Fix |
|---|---|---|
| Awareness → Consideration | Irrelevant content, slow site | Better targeting, speed optimization |
| Consideration → Decision | No social proof, unclear pricing | Add reviews, transparent pricing |
| Decision → Onboarding | Complex signup, payment friction | Simplify form, offer trial |
| Onboarding → Retention | No clear first value, poor UX | Guided setup, time-to-value focus |
| Retention → Advocacy | No program, not asked | Referral program, NPS follow-up |
Different personas take different paths. Create journey variants for:
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A/B and multivariate testing methodology. Design experiments, calculate sample sizes, determine statistical significance, avoid common pitfalls, and interpret results. Platform-agnostic framework applicable to landing pages, emails, ads, pricing, and product features. Use when the user asks about A/B testing, split testing, experiment design, statistical significance, or conversion experiments.
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Google and Meta paid media account structure evaluation. Audits campaign/ad set architecture against conversion volume minimums, budget thresholds, and targeting overlap. Identifies over-segmentation, under-segmentation, budget fragmentation, and structural anti-patterns blocking algorithmic learning. Provides consolidation roadmaps with migration plans. Use when inheriting accounts, quarterly health checks, or before scaling budgets.
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Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) specialist. Optimize content and websites to appear in AI-generated answers from ChatGPT, Perplexity, Claude, Google AI Overviews, and other LLM-powered search experiences. Use when the user asks about AI search optimization, AEO, GEO, AI Overviews, appearing in AI answers, LLM citations, or optimizing for generative search.
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Extract brand identity from a website URL — voice, colors, typography, imagery, values, and target audience — into a structured brand-profile.json. The profile feeds downstream skills (seo-content-writer, email-composer, frontend-design, pro-deck-builder, cross-platform-audit) for brand-consistent output. Use when the user says brand DNA, brand profile, extract brand, analyze brand, brand voice, brand identity, brand colors, or brand style guide.
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Develop brand voice, tone matrices, messaging frameworks, and brand book documentation. Use when the user asks about brand voice, tone of voice, brand guidelines, messaging framework, or brand consistency.
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Braze customer engagement platform expertise. Audit campaigns, Canvases, segments, messaging channels, and data architecture. Use when the user asks about Braze, customer engagement, push notifications, in-app messaging, cross-channel orchestration, or lifecycle marketing at scale.
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