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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