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