domains / business / customer-journey-mapping / customer-journey-map

customer-journey-map

Skill card

combined

Both copies describe the same end-to-end customer journey mapping task, but they disagree on the stage model and each contains material steps the other lacks. The phuryn copy uses a seven-stage model (Awareness, Consideration, Acquisition, Onboarding, Engagement, Retention, Advocacy) and emphasizes critical moments (aha moment, moments of truth, churn triggers) plus a specific output table and visual tool suggestions. The deanpeters copy uses a five-stage model (Awareness, Consideration, Decision, Service, Loyalty) and adds KPIs, business goals, teams involved, prerequisites, objectives, anti-patterns, and a reference to a template file. Crowning one would hide a real alternative stage framework and omit steps present only in the other.

Repositories

Other copies

Combined skill

---
name: customer-journey-map
description: "Create an end-to-end customer journey map with stages, touchpoints, emotions, pain points, KPIs, and opportunities. Use when mapping the customer experience, identifying friction points, improving onboarding, or aligning cross-functional teams."
---

## Customer Journey Map

Map the end-to-end customer experience from awareness through advocacy/loyalty, identifying emotions, pain points, KPIs, and improvement opportunities at each stage.

### Context

You are creating a customer journey map for **$ARGUMENTS**.

If the user provides files (interview transcripts, survey data, analytics, support tickets, or existing journey maps), read them first. Use web search to understand the product if a URL is provided.

### Instructions

1. **Define the persona**: Who is traveling this journey? Use a specific persona with JTBD, not a generic user.

2. **Set clear objectives**: Define what you want to achieve with this map (e.g., identify top pain points causing drop-off, align teams on customer motivations, understand emotional journey to inform messaging).

3. **Map the journey stages** (adapt to the product):

   | Stage | Description |
   |---|---|
   | **Awareness** | How do they first learn about the product? |
   | **Consideration** | What do they evaluate? What alternatives do they compare? |
   | **Acquisition/Decision** | How do they sign up, purchase, or commit? |
   | **Onboarding/Service** | First experience with the product — time to value; post-purchase usage |
   | **Engagement** | Regular usage — building habits |
   | **Retention/Loyalty** | What keeps them coming back? What might cause churn? When do they become repeat buyers? |
   | **Advocacy** | When and why do they recommend the product to others? |

4. **For each stage, document**:

   - **Touchpoints**: Where the user interacts with the product, brand, or team (website, email, in-app, support, social media)
   - **User actions**: What they do at this stage
   - **Thoughts & questions**: What's on their mind ("Is this worth my time?" "How do I...?")
   - **Emotions**: How they feel (excited, confused, frustrated, delighted) — rate on a scale or use emoji indicators
   - **Pain points**: Friction, confusion, drop-off risks
   - **Opportunities**: How to improve the experience at this point
   - **KPIs**: Metrics to measure success at this stage
   - **Business goals**: What you're trying to achieve at this stage
   - **Teams involved**: Who owns this stage

5. **Identify critical moments**:
   - **Aha moment**: When the user first experiences core value
   - **Moments of truth**: Decision points where they commit or abandon
   - **Churn triggers**: Where users most commonly drop off

6. **Create the journey map table**:

   | Stage | Touchpoint | User Action | Emotion | Pain Point | Opportunity | KPI | Business Goal | Team |
   |---|---|---|---|---|---|---|---|---|

7. **Recommend prioritized improvements**:
   - Which pain points have the highest impact on conversion or retention?
   - What quick wins can improve the experience immediately?
   - What requires deeper investment but has the biggest payoff?

Think step by step. Save as a markdown document. For visual journey maps, suggest the user create one in Miro or FigJam using this analysis as the foundation.

### Conflicts

- **phuryn/pm-skills** uses seven stages (Awareness, Consideration, Acquisition, Onboarding, Engagement, Retention, Advocacy) while **deanpeters/Product-Manager-Skills** uses five stages (Awareness, Consideration, Decision, Service, Loyalty). The combined instruction merges both models into a flexible stage list that can be adapted to the product.
- **deanpeters/Product-Manager-Skills** requires KPIs, business goals, and teams involved per stage; **phuryn/pm-skills** does not include these fields. The combined instruction includes them as optional columns.
- **phuryn/pm-skills** explicitly identifies critical moments (aha moment, moments of truth, churn triggers); **deanpeters/Product-Manager-Skills** does not. The combined instruction includes this step.
- **deanpeters/Product-Manager-Skills** includes prerequisites, objectives, and anti-patterns sections; **phuryn/pm-skills** does not. The combined instruction includes objectives but omits the full prerequisites and anti-patterns sections to keep the skill concise.