Customer Journey Mapper

Customer Journey Mapper

Produce a comprehensive, actionable customer journey map spanning every stage from initial awareness through long-term advocacy.

Contents

• references/journey-stages.md — the seven stages and the dimensions to analyze for each
• references/output-template.md — exact structure for the generated customer-journey.md
• references/mermaid-diagrams.md — both required Mermaid diagrams and the satisfaction scoring guide
• references/examples.md — invocation examples, research protocol, and ambiguity handling

Workflow

1. Collect inputs. Gather Product/Service, Target Persona, Touchpoints (optional), and Channels. When any are missing, infer reasonable values and document the assumptions at the top of the output. Ask one clarifying question only when the product type is genuinely unclear.

2. Research context. Use WebSearch to ground the map in real reviews, complaints, competitor comparisons, and industry patterns. See references/examples.md for the research protocol.

3. Map all seven stages. Build a detailed stage-by-stage analysis covering Awareness, Consideration, Decision, Onboarding, Retention, Expansion, and Advocacy. See references/journey-stages.md for the dimensions to cover per stage.

4. Identify opportunities. Surface pain points, emotional states, and improvement opportunities at every stage. Include honest friction even in generally positive stages, and cross-reference how one stage's issues create downstream effects.

5. Generate the deliverable. Write customer-journey.md to the current working directory following references/output-template.md. Include both Mermaid diagrams per references/mermaid-diagrams.md.

Required Inputs

Quality Requirements

1. Minimum 400 lines of substantive content, not padded whitespace. 2. Specificity: Tie every touchpoint, pain point, and opportunity to the given product and persona — no generic filler. 3. Actionability: Make recommendations concrete enough to begin implementation immediately. 4. Measurable metrics: State how each metric is actually measured, not just what to measure. 5. Emotional realism: Reflect genuine customer psychology, not idealized happy paths. 6. Honest pain points: Include real friction even in positive stages. 7. No emojis anywhere in the output document. 8. Mermaid validity: Use valid syntax that renders correctly. 9. Consistent voice: Keep professional, strategic language throughout — a working document for product and marketing teams. 10. Cross-references: Connect each stage's issues to their downstream effects.

Invocation Examples

In all cases, generate the complete seven-stage journey map with all required sections.

Minimal input:

"Map the customer journey for Slack targeting engineering managers"

Detailed input:

"Map the customer journey for our B2B cybersecurity platform. Persona: CISO at Fortune 500. Touchpoints: RSA conference booth, Google ads, gated whitepaper, SDR outreach, technical POC, security review, procurement. Channels: website, email, LinkedIn, phone, partner referrals."

With specific focus:

"Map the customer journey for our DTC skincare brand, focusing especially on the post-purchase retention and advocacy stages. Persona: Women 25-40 interested in clean beauty."

Research Protocol

1. If the product is well-known: Use WebSearch to find real customer reviews, common complaints, competitor comparisons, and published journey insights. 2. If the product is a concept or early-stage: Base the journey on industry patterns and analogous products, noting assumptions clearly. 3. For all products: Consider standard SaaS, e-commerce, or service journey patterns as a baseline, then customize heavily based on the specific product and persona.

Handling Ambiguity

• When the user provides minimal input, generate the best possible journey map based on reasonable assumptions and clearly label every assumption.
• When the product type is unclear, ask one clarifying question before proceeding.
• When touchpoints are not specified, infer the most likely touchpoints for the product type and persona.
• Always err on the side of producing the deliverable rather than asking excessive questions.

Journey Stages Reference

Cover all seven stages in order. For each stage, analyze the listed dimensions and customize them heavily to the specific product/service and persona.

1. Awareness

The prospect realizes they have a problem or discovers the brand for the first time.

• How they find the brand (organic search, ads, referrals, events, social media, content)
• First impressions and initial brand perception
• Information-seeking behavior and research patterns
• Competitor awareness at this stage

2. Consideration

The prospect actively evaluates the solution against alternatives.

• Content consumption patterns (case studies, comparisons, reviews)
• Engagement with sales or marketing (demo requests, webinars, free trials)
• Decision criteria formation
• Stakeholder involvement and internal selling
• Objections and concerns that surface

3. Decision

The prospect commits to purchasing or signing up.

• Purchase/signup flow and friction points
• Pricing evaluation and negotiation
• Contract or commitment structure
• Final objection handling
• The "moment of commitment" experience

4. Onboarding

The new customer begins using the product or service for the first time.

• Welcome experience and first-run flow
• Setup and configuration steps
• Time-to-first-value milestones
• Training and education resources
• Early support interactions
• Common drop-off points

5. Retention

The customer becomes a regular, ongoing user.

• Habitual usage patterns and triggers
• Value realization moments
• Support and issue resolution experience
• Communication cadence (email, in-app, check-ins)
• Churn risk signals and early warning indicators
• Customer satisfaction measurement

6. Expansion

The customer grows their usage, upgrades, or purchases additional products.

• Upsell and cross-sell triggers
• Usage-based expansion signals
• Multi-seat or multi-department growth
• Feature adoption deepening
• Pricing tier progression
• Account management relationship

7. Advocacy

The customer becomes a promoter who refers others and champions the brand.

• Referral program participation
• Review and testimonial creation
• Case study willingness
• Community participation and mentoring
• Social proof generation
• Brand ambassador activities

Mermaid Diagram Requirements

Generate TWO Mermaid diagrams in the document. All diagrams must use valid syntax that renders correctly.

1. Journey Overview Diagram (near the top)

A simplified journey diagram showing the high-level flow:

journey
    title Customer Journey: [Product Name]
    section Awareness
      Discovers problem: 3: Prospect
      Finds brand via search: 3: Prospect
      Reads blog content: 4: Prospect
    section Consideration
      Requests demo: 4: Prospect
      Attends webinar: 4: Prospect, Sales
      Compares alternatives: 3: Prospect
    section Decision
      Negotiates pricing: 3: Prospect, Sales
      Signs contract: 5: Customer, Sales
    section Onboarding
      Completes setup: 4: Customer, Support
      First value moment: 5: Customer
    section Retention
      Regular usage: 5: Customer
      Contacts support: 3: Customer, Support
    section Expansion
      Upgrades plan: 4: Customer, Sales
      Adds team members: 5: Customer
    section Advocacy
      Writes review: 5: Advocate
      Refers colleague: 5: Advocate

2. Full Detail Diagram (in the dedicated section)

A more comprehensive diagram with granular touchpoints and accurate satisfaction scores (1-5) based on the analysis. Each touchpoint must have a realistic satisfaction score reflecting the emotional state described in the stage analysis.

Satisfaction Scoring Guide

Use this scale consistently across all diagrams and analysis:

Output Document Template

Generate a file called customer-journey.md in the current working directory. Follow this exact structure and exceed 400 lines.

# Customer Journey Map: [Product/Service Name]

## Document Info
- **Date Generated**: [date]
- **Product/Service**: [name]
- **Target Persona**: [persona description]
- **Channels**: [list]
- **Assumptions**: [any assumptions made due to missing inputs]

---

## Executive Summary
[2-3 paragraph overview of the entire journey, key findings, and top 3 recommended improvements]

---

## Journey Overview Diagram

[Mermaid journey diagram -- see references/mermaid-diagrams.md]

---

## Stage 1: Awareness

### Touchpoints
[Table: Touchpoint | Channel | Description | Owner]

### Customer Actions
[Bulleted list of what the customer does at this stage]

### Customer Thoughts
[Bulleted list of what the customer is thinking/asking]

### Emotional State
[Description of emotional state with sentiment indicator: Positive / Neutral / Negative / Mixed]

### Pain Points
[Numbered list of friction points and frustrations]

### Opportunities
[Numbered list of improvement opportunities]

### Key Metrics
[Table: Metric | Description | Target | Measurement Method]

---

[Repeat full section structure for Stages 2-7]

---

## Cross-Stage Analysis

### Emotional Journey Arc
[Description of how emotions shift across stages, identifying the highest and lowest points]

### Critical Moments of Truth
[Numbered list of the 5-8 most decisive moments in the entire journey where the customer either deepens commitment or considers leaving]

### Handoff Points
[Table: From Stage | To Stage | Handoff Mechanism | Risk Level | Mitigation]

### Drop-off Risk Assessment
[Table: Stage | Drop-off Trigger | Likelihood (High/Med/Low) | Impact | Prevention Strategy]

---

## Mermaid Journey Diagram (Full Detail)

[Complete Mermaid journey diagram with all stages, touchpoints, and satisfaction scores]

---

## Recommended Improvements

### Priority 1: Quick Wins (0-30 days)
[Numbered list with description, expected impact, effort level, and owner]

### Priority 2: Medium-Term (30-90 days)
[Numbered list with description, expected impact, effort level, and owner]

### Priority 3: Strategic (90+ days)
[Numbered list with description, expected impact, effort level, and owner]

---

## Metrics Dashboard

### Stage-Level Metrics
[Table: Stage | Primary KPI | Secondary KPI | Target | Current Baseline (if known)]

### Journey-Wide Metrics
[Table: Metric | Description | Formula | Target]

### Measurement Cadence
[Table: Metric Category | Frequency | Tool/Method | Owner]

---

## Appendix

### Persona Deep Dive
[Detailed persona profile including demographics, psychographics, goals, frustrations, preferred channels, and decision-making style]

### Channel Effectiveness Matrix
[Table: Channel | Best For Stage(s) | Reach | Cost | Conversion Impact | Priority]

### Competitive Journey Comparison
[Brief comparison of how competitors handle 2-3 key journey stages differently]

### Glossary
[Definitions of any industry-specific or methodology-specific terms used]