customer-journey-mapping
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.
Customer Journey Mapping
Map, analyze, and optimize the full customer journey from first touch to advocacy.
Install
git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/customer-journey-mapping ~/.claude/skills/
Journey Stages
| 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 |
Journey Map Template
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]
Touchpoint Inventory
Common B2B SaaS Touchpoints
| 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 |
Drop-Off Analysis
Identifying Drop-Offs
- Quantitative: GA4 funnel reports, cohort analysis, conversion tracking
- Qualitative: Session recordings, user interviews, support ticket themes
- Survey: Post-interaction surveys at each stage transition
Common Drop-Off Points
| 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 |
Persona-Based Journeys
Different personas take different paths. Create journey variants for:
- By role: Technical evaluator vs executive buyer vs end user
- By company size: SMB (self-serve) vs enterprise (sales-assisted)
- By intent: Problem-aware vs solution-aware vs product-aware
- By channel: Inbound (SEO/content) vs outbound (sales/ads)
Integration with Other Skills
- google-analytics — Pull funnel data and conversion paths
- cro-auditor — Deep-dive on high-drop-off pages
- retention-churn-prevention — Retention and advocacy stage optimization
- icp-research — Define personas for journey variants