Customer Journey Mapping

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

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

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

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

Customer Journey Mapping — Examples

Example 1: B2B SaaS Full Journey Map

Prompt

Map the customer journey for our B2B analytics platform from first ad click to year-2 renewal. We sell to VP Marketing at mid-market companies.

What the skill does

1. Maps 6 stages with touchpoints, emotions, pain points, and metrics for each 2. Identifies key transitions: ad click → demo request (12% conversion), demo → trial (45%), trial → paid (22%), year-1 → year-2 renewal (78%) 3. Highlights biggest drop-offs: trial → paid (complex onboarding), year-1 renewal (low feature adoption) 4. Produces actionable journey map document with improvement opportunities per stage

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Example 2: E-commerce Purchase Funnel

Prompt

Identify drop-off points in our purchase funnel. GA4 shows: homepage 100K → category 42K → product 18K → cart 4.2K → checkout 2.1K → purchase 1.4K.

What the skill does

1. Calculates stage-to-stage conversion rates and identifies worst drop-off: category → product (57% drop) 2. Diagnoses likely causes for each major drop-off with qualitative indicators 3. Maps emotional journey alongside the funnel 4. Recommends fixes prioritized by revenue impact

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Example 3: Onboarding Journey Design

Prompt

Design an onboarding journey for our freemium project management tool. Most users sign up but never complete setup.

What the skill does

1. Maps current onboarding: signup → empty dashboard (dead end) 2. Designs guided journey: signup → role selection → first project template → invite team → first task completion (activation moment) 3. Adds email support touchpoints at days 1, 3, 7 4. Defines activation metric: "created 3+ tasks with 1+ team member within 7 days"

Customer Journey Mapping Reference

Reference data, benchmarks, and platform-specific details for the Customer Journey Mapping skill.

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