Customer Journey Map
Build a strategic customer journey map across Awareness → Consideration → Decision → Service → Loyalty — with actions, touchpoints, emotions, KPIs, business goals, and owning teams per stage.
You've got a persona deck, support tickets, and five dashboards — but nobody on your team can agree where customers actually drop off. A journey map forces the conversation: one persona, every stage, emotions attached to metrics, teams attached to stages. The gaps become impossible to ignore.
Who it's for: PMs diagnosing experience breakdowns, CX leaders aligning marketing/sales/support/product, new PMs building empathy with a target segment, PMMs tying messaging to emotional states, Heads of CS preventing post-sale churn
Example
"Map the journey for our B2B SaaS onboarding — from LinkedIn ad through loyalty — with emotions and KPIs per stage" → Full table across 5 stages × 6 rows (actions, touchpoints, experience, KPIs, business goals, teams), pain-point analysis, prioritized opportunities, and a quarterly refresh cadence
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
npx ccplaybooks add customer-journey-map# Customer Journey Map
Create a comprehensive customer journey map visualizing how customers interact with your brand across all stages—from **Awareness** to **Loyalty**—documenting 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.
## The Mapping Framework (NNGroup + CMU)
**Horizontal (stages):**
- **Awareness:** Customer first learns about your brand
- **Consideration:** Customer evaluates your offering
- **Decision:** Customer makes a purchaseGet new playbooks like this one
One email a week with new Claude Code workflows. Free, like everything here.
No spam. Unsubscribe anytime.
What This Does
Creates a strategic customer journey map visualizing how one persona interacts with your brand across five stages — Awareness, Consideration, Decision, Service, Loyalty — with six rows per stage (actions, touchpoints, customer experience, KPIs, business goals, teams involved). Identifies pain points, aligns cross-functional teams, and ties emotions to measurable outcomes.
Not a user flow or service blueprint. A strategic artifact combining customer empathy with business metrics.
Quick Start
mkdir -p ~/Documents/JourneyMap
mv ~/Downloads/CLAUDE.md ~/Documents/JourneyMap/
cd ~/Documents/JourneyMap
claude
Provide a persona, objectives, and any existing research (support tickets, analytics, NPS). Claude walks through each stage and produces the full map.
The Six Rows Per Stage
- Customer Actions — Observable, specific behaviors
- Touchpoints — All channels (digital + physical + human)
- Customer Experience — Emotions and thoughts (use real quotes)
- KPIs — Measurable metrics for this stage
- Business Goals — Outcome-focused objectives
- Teams Involved — Cross-functional ownership
Prerequisites Before Mapping
- Stakeholders from marketing, sales, product, customer service
- Detailed buyer persona (one persona per map)
- Defined stages of your buying process
- Touchpoint inventory (digital, physical, human, automated)
Missing any of these? Do discovery interviews, persona work, or touchpoint audits first.
Tips & Best Practices
- One persona per map. Mixing personas creates confusion — build separate maps.
- Authentic emotions only. Use verbatim customer quotes instead of "customer is happy."
- Include offline touchpoints. Conferences, word-of-mouth, support calls — not just digital.
- Outcome-focused goals. Not "run ads" but "increase brand awareness among PMs at B2B SaaS."
- Review quarterly. Journey maps decay — update based on new research, product changes, market shifts.
Common Pitfalls
- Generic emotions ("feels happy") that give no actionable insight
- Only documenting digital touchpoints; missing conferences, referrals, support calls
- Mapping what you want customers to do, not what they actually do
- No KPIs or business goals — can't measure success or prioritize
- One-and-done exercise — map becomes stale as behavior evolves