Mattakushi432 Customer Journey Mapping
Journey Stages (Universal)
| Stage | Customer goal | Company goal |
|---|---|---|
| Awareness | Understand the problem | Get found |
| Consideration | Evaluate options | Educate and differentiate |
| Decision | Choose a solution | Convert |
| Onboarding | Get value fast | Activate |
| Adoption | Build habits | Retain |
| Expansion | Get more value | Upsell/cross-sell |
| Advocacy | Share with others | Drive referrals |
Journey Mapping Methodology
Step 1: Pick One Persona
Map one persona at a time. Mixing personas creates an average that fits no one.
Persona snapshot:
- Name, role, company size
- Primary job to be done
- Tech sophistication
- Decision-making authority
Step 2: Identify Touchpoints
For each stage, list every interaction point:
Awareness touchpoints:
- Google search → SEO blog post
- LinkedIn ad → landing page
- Friend referral → homepage
- Podcast mention → direct traffic
Consideration touchpoints:
- Pricing page visit
- Docs/feature pages
- Competitor comparison search
- G2 / Capterra review read
- Demo request
Decision touchpoints:
- Sales call
- Trial signup
- Proof of concept
- Procurement/legal review
Onboarding touchpoints:
- Welcome email
- In-app onboarding checklist
- First value action
- Support chat
Adoption touchpoints:
- Weekly digest / newsletter
- Feature announcements
- Customer success check-in
- Community
Step 3: Map Emotions
For each touchpoint, rate customer emotion:
- 😊 Positive (excited, confident, delighted)
- 😐 Neutral (indifferent, going through motions)
- 😟 Negative (confused, frustrated, anxious)
Plot on a graph: touchpoints on X-axis, emotion on Y-axis. Low points = intervention opportunities.
Step 4: Identify Moments of Truth
3 critical moments that define the relationship:
- First moment — First impression (ad, homepage, search result)
- Zero moment — Research phase (reviews, word of mouth, content)
- Ultimate moment — First use experience (does it deliver?)
Concentrate improvement effort here first.
Touchpoint Audit Framework
For each touchpoint, score 1–5:
| Dimension | Question | Score |
|---|---|---|
| Clarity | Does the customer know what to do next? | /5 |
| Speed | Does it load/respond quickly enough? | /5 |
| Relevance | Is the content right for this stage? | /5 |
| Consistency | Does it match other touchpoints? | /5 |
| Delight | Does it exceed expectations? | /5 |
Priority matrix: Low score + high traffic touchpoint = fix first.
Friction Identification
Common Friction Points by Stage
Awareness:
- Page load > 3s → 53% bounce
- Value prop unclear in first 5 seconds
- No mobile optimization
Consideration:
- Pricing hidden or confusing
- No social proof near CTAs
- Demo form asks > 5 fields
Decision:
- Contract red tape / lengthy legal review
- No self-serve trial available
- Pricing too high relative to perceived value
Onboarding:
- Too many steps before first value
- No progress indicator
- Support hard to find
Adoption:
- Feature discoverability poor
- No habit-forming mechanisms
- No personalization
Friction Scoring
Rate each friction: Frequency × Severity × Fixability
- Frequency: How often does it happen? (1–3)
- Severity: How much does it hurt? (1–3)
- Fixability: How easy to fix? (1 = hard, 3 = easy)
Score = F × S × Fix. Fix highest scores first.
CSAT and NPS by Stage
Measurement Triggers
| Stage | Trigger | Survey type |
|---|---|---|
| Onboarding | Day 3 after signup | CSAT (5-star) |
| First value | After first key action | CES (effort) |
| Adoption | Day 30 | NPS |
| Support | After ticket closed | CSAT |
| Expansion | After upsell | CSAT |
CSAT by Stage Benchmarks
| Stage | Poor | Acceptable | Good | Excellent |
|---|---|---|---|---|
| Onboarding | <3.5 | 3.5–4.0 | 4.0–4.5 | >4.5 |
| Support | <3.5 | 3.5–4.0 | 4.0–4.5 | >4.5 |
| Overall product | <3.0 | 3.0–3.5 | 3.5–4.2 | >4.2 |
NPS by Stage
- Detractors (0–6): Churn risk; reach out within 48h
- Passives (7–8): Upgrade experience; find what's missing
- Promoters (9–10): Ask for referral or case study
Journey Improvement Prioritization
Use the RICE framework per touchpoint improvement:
| Factor | Question | Score |
|---|---|---|
| Reach | How many customers impacted? | # per month |
| Impact | How much does it move the needle? | 0.25 / 0.5 / 1 / 2 / 3 |
| Confidence | How sure are we? | % |
| Effort | Person-weeks | # |
RICE Score = (Reach × Impact × Confidence) / Effort
Top 3 RICE scores = Q1 roadmap items.
Journey Map Template (Simple)
Persona: [Name]
Stage: [Awareness → Advocacy]
Touchpoint | Channel | Emotion | Friction | Improvement
-----------|---------|---------|----------|------------
Google search | SEO | 😐 | Ranking #5 | Optimize H1, add FAQ schema
Homepage | Web | 😊 | None | —
Pricing page | Web | 😟 | Price shock | Add "Start free" CTA
Trial signup | Web | 😊 | 4-field form | Reduce to 2 fields
Welcome email | Email | 😐 | Generic copy | Personalize by use case
First action | In-app | 😟 | No guidance | Add inline tooltip