Customer Journey Mapping

Map customer journeys from awareness to advocacy by visualizing touchpoints, identifying drop-off points, analyzing channel interactions, and optimizing the end-to-end experience.

thatrebeccarae Updated Aug 22, 2026 105 repo stars

Product & Planning Coding & Dev Tools Marketing & Growth Content Marketing User Research

Install

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$ npx skillmds@latest add thatrebeccarae/customer-journey-mapping

Installs into ~/.claude/skills (or .claude/skills inside a project). Restart Claude Code to pick it up.

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Last audited Sep 24, 2026 · commit 2f3e4f7

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License: MIT
Works with: Claude Code Claude.ai OpenAI Codex +

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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

---name: customer-journey-mappingdescription: Map customer journeys from awareness to advocacy by visualizing touchpoints, identifying drop-off points, analyzing channel interactions, and optimizing the end-to-end experience.license: MIT---# Customer Journey MappingMap, analyze, and optimize the full customer journey from first touch to advocacy.## Install```bashgit 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 TemplateFor each stage, document:```markdown### [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-Offs1. **Quantitative:** GA4 funnel reports, cohort analysis, conversion tracking2. **Qualitative:** Session recordings, user interviews, support ticket themes3. **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 JourneysDifferent 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

thatrebeccarae/claude-marketing/tree/main/skills/customer-journey-mapping commit 2f3e4f7c52

Frequently asked questions

npx skillmds@latest add thatrebeccarae/customer-journey-mapping