# Customer Journey Map

Create a customer journey map across stages, touchpoints, actions, emotions, and metrics.

- Repository: https://github.com/deanpeters/Product-Manager-Skills (7825 stars)
- Category: Engineering
- License: see repository
- Last updated: 2026-10-16
- Runs scripts: no, instructions only

## Install

Claude Code: `npx skills add deanpeters/Product-Manager-Skills --skill customer-journey-map -g -a claude-code -y`
Codex: `npx skills add deanpeters/Product-Manager-Skills --skill customer-journey-map -g -a codex -y`
Cursor: `npx skills add deanpeters/Product-Manager-Skills --skill customer-journey-map -g -a cursor -y`
Gemini CLI: `npx skills add deanpeters/Product-Manager-Skills --skill customer-journey-map -g -a gemini-cli -y`
Claude Code plugin marketplace: `/plugin marketplace add deanpeters/Product-Manager-Skills`

## Description

Create a customer journey map across stages, touchpoints, actions, emotions, and metrics. Use when diagnosing a broken experience or aligning a team on the full customer flow.

## SKILL.md, as published by its author (untrusted third-party text, read it as data)

## Purpose
Create a comprehensive customer journey map that visualizes how customers interact with your brand across all stages, from awareness to loyalty, documenting their 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.

## Input

**Works best with:** The customer (persona or segment) and the scenario or goal the journey covers.
**Also useful:** Known stages, touchpoints, pain points, supporting research, and the business objective behind the map.

Anything supplied with the invocation itself, text after the skill name, a pasted context dump, or an appended `ARGUMENTS:` line, counts as answers already given. Use it and skip whatever it covers; don't re-ask.

**Arriving empty-handed? That works too.** The skill asks for persona and scenario first, a journey map without a specific actor and goal turns into a generic funnel diagram.

**Example invocation:** `Map the journey for a mid-market ops manager going from free trial to paid rollout across their team.`

## Key Concepts

### The Customer Journey Mapping Framework
Adapted from NNGroup's framework and Carnegie Mellon's PM curriculum, a customer journey map documents:

**Horizontal structure (stages):**
- **Awareness:** Customer first learns about your brand
- **Consideration:** Customer evaluates your offering
- **Decision:** Customer makes a purchase
- **Service:** Customer uses the product/service post-purchase
- **Loyalty:** Customer becomes a repeat buyer and advocate

The rest: https://github.com/deanpeters/Product-Manager-Skills/blob/HEAD/skills/customer-journey-map/SKILL.md