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

1. Quantitative: GA4 funnel reports, cohort analysis, conversion tracking
2. Qualitative: Session recordings, user interviews, support ticket themes
3. 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