customer-journey

Customer Journey

When This Skill Applies

• Mapping end-to-end customer journeys
• Identifying touchpoints and moments of truth
• Designing lifecycle stage transitions and triggers
• Optimizing customer experience at each stage
• Building journey-based automation workflows

Core Guidance

1. Journey Mapping Process

Define Personas -> Map Stages -> Identify Touchpoints -> Capture Emotions -> Measure Metrics -> Find Gaps -> Design Improvements -> Validate

2. Lifecycle Stages

Stage	Goal	Entry Criteria	Exit Criteria
Awareness	Capture attention	First interaction	Engagement signal
Consideration	Build trust	Content engagement	Intent signal
Decision	Convert	Demo/trial/pricing	Purchase/signup
Onboarding	Activate	Account created	First value achieved
Adoption	Deepen usage	Core feature used	Regular usage pattern
Retention	Maintain	Active user	Renewal/continued use
Expansion	Grow	Engaged user	Upsell/cross-sell
Advocacy	Amplify	Satisfied user	Referral/review

3. Journey Map Template

STAGE: [Stage Name]
--------------------
Goal:        [What customer is trying to achieve]
Touchpoints: [Channels and interactions]
  - [touchpoint 1]: [description]
  - [touchpoint 2]: [description]
Actions:     [What customer does]
Thoughts:    [What customer is thinking]
Emotions:    [How customer feels] (scale: frustrated -> neutral -> delighted)
Pain Points: [Friction or frustration]
Opportunities: [Improvement areas]
Metrics:     [KPIs for this stage]
  - [metric 1]: [target]
  - [metric 2]: [target]

4. Touchpoint Categories

Category	Channels	Owned/Earned/Paid
Digital	Website, app, email, social	Owned
Content	Blog, video, podcast, webinar	Owned
Advertising	Search ads, display, social ads	Paid
Social Proof	Reviews, testimonials, case studies	Earned
Sales	Demo, call, proposal, negotiation	Owned
Support	Help center, chat, tickets, phone	Owned
Product	In-app experience, notifications	Owned
Community	Forums, events, user groups	Earned/Owned

5. Moments of Truth

Moment	Stage	Description	Impact
First Impression	Awareness	Initial brand/product encounter	Sets expectations
Aha Moment	Onboarding	First experience of core value	Activation predictor
Habit Moment	Adoption	Usage becomes routine	Retention predictor
Pain Moment	Any	Friction, error, or frustration	Churn risk
Delight Moment	Any	Exceeds expectations	Advocacy trigger

6. Journey Metrics by Stage

Stage	Primary Metric	Secondary Metrics
Awareness	Reach, traffic	Impressions, brand search volume
Consideration	Engagement, MQLs	Time on site, content downloads
Decision	Conversion rate, SQLs	Demo requests, trial starts
Onboarding	Activation rate	Time-to-value, setup completion
Adoption	Feature adoption	DAU/MAU ratio, session depth
Retention	Churn rate, NPS	Support tickets, renewal rate
Expansion	Expansion revenue	Upsell rate, cross-sell rate
Advocacy	Referral rate	NPS, reviews posted, case studies

7. Journey-Based Automation

Trigger	Stage	Automated Action
First website visit	Awareness	Cookie + retargeting pixel
Content download	Consideration	Nurture email sequence
Pricing page visit	Decision	Sales notification + email
Account creation	Onboarding	Welcome sequence + setup guide
7 days inactive	Adoption	Re-engagement email
Support ticket	Retention	Follow-up satisfaction survey
High NPS score	Advocacy	Referral program invitation
Usage milestone	Expansion	Upsell recommendation

8. Journey Optimization Framework

Step	Action	Output
Audit	Map current journey with data	As-is journey map
Identify	Find pain points and drop-offs	Problem inventory
Prioritize	Score by impact x effort	Priority matrix
Design	Create improved experience	To-be journey map
Test	A/B test improvements	Test results
Measure	Track journey metrics	Performance data
Iterate	Continuous improvement	Updated journey

Output Format

CUSTOMER JOURNEY MAP
====================
Persona:    [customer persona]
Stages:     [count]
Touchpoints:[total count]

JOURNEY
-------
[Stage]: [Stage Name]
  Goal:        [customer goal]
  Touchpoints: [channel list]
  Actions:     [customer actions]
  Emotions:    [emotional state]
  Pain Points: [friction areas]
  Metrics:     [KPIs + targets]
  Automation:  [triggered actions]

GAPS & OPPORTUNITIES
--------------------
Priority | Stage       | Gap              | Recommendation
---------|-------------|------------------|----------------
P1       | [stage]     | [pain point]     | [improvement]

Quick Reference

Stages: Awareness, Consideration, Decision, Onboarding, Adoption, Retention, Expansion, Advocacy Moments of Truth: First Impression, Aha Moment, Habit Moment, Pain Moment, Delight Moment Journey Metrics: Stage-specific KPIs from reach to referral rate

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Cold Start

When the user has no existing customer data, journey map, or persona document:

1. What does the business do? (one sentence)
2. Who is the target customer? (demographics + psychographics)
3. What differentiates from competitors? (one sentence)
4. What is the primary goal? (awareness/leads/sales/retention)

Use answers to bootstrap the workflow. Mark assumptions with [ASSUMED].

References

• See ${CLAUDE_SKILL_DIR}/references/lifecycle-stages.md for lifecycle stages
• See ${CLAUDE_SKILL_DIR}/references/journey-map-template.md for journey map template