customer-journey-map

name	customer-journey-map
argument-hint	[persona] [scenario]
description	Create a customer journey map across stages, touchpoints, actions, emotions, and metrics. Use when diagnosing a broken experience or aligning a team on the full customer flow.
intent	Create a comprehensive customer journey map that visualizes how customers interact with your brand across all stages—from awareness to loyalty—documenting their actions, touchpoints, emotions, KPIs, business goals, and teams involved at each stage. Use this to identify pain points, align cross-functional teams, and systematically improve the customer experience to achieve business objectives.
type	component
theme	workshops-facilitation
best_for	["Mapping the full customer experience across all touchpoints","Aligning cross-functional teams on the end-to-end customer journey","Identifying pain points and opportunities by stage with measurable KPIs"]
scenarios	["I need to map the customer journey for our B2B SaaS onboarding experience from signup to first value","Create a journey map for a PM leader evaluating our skills repo — from discovery through loyalty"]
estimated_time	20-30 min

Purpose

Create a comprehensive customer journey map that visualizes how customers interact with your brand across all stages—from awareness to loyalty—documenting their actions, touchpoints, emotions, KPIs, business goals, and teams involved at each stage. Use this to identify pain points, align cross-functional teams, and systematically improve the customer experience to achieve business objectives.

This is not a user flow diagram—it's a strategic artifact that combines customer empathy with business metrics to drive actionable improvements.

Input

Works best with: The customer (persona or segment) and the scenario or goal the journey covers. Also useful: Known stages, touchpoints, pain points, supporting research, and the business objective behind the map.

Anything supplied with the invocation itself — text after the skill name, a pasted context dump, or an appended ARGUMENTS: line — counts as answers already given. Use it and skip whatever it covers; don't re-ask.

Arriving empty-handed? That works too. The skill asks for persona and scenario first — a journey map without a specific actor and goal turns into a generic funnel diagram.

Example invocation: Map the journey for a mid-market ops manager going from free trial to paid rollout across their team.

Key Concepts

The Customer Journey Mapping Framework

Adapted from NNGroup's framework and Carnegie Mellon's PM curriculum, a customer journey map documents:

Horizontal structure (stages):

• Awareness: Customer first learns about your brand
• Consideration: Customer evaluates your offering
• Decision: Customer makes a purchase
• Service: Customer uses the product/service post-purchase
• Loyalty: Customer becomes a repeat buyer and advocate

Vertical structure (for each stage):

• Customer Actions: What customers do
• Touchpoints: Where/how they interact with your brand
• Customer Experience: Emotions and thoughts
• KPIs: Metrics to measure success
• Business Goals: What you're trying to achieve
• Teams Involved: Who owns this stage

Why This Works

• Empathy-driven: Centers on customer emotions, not just actions