# Customer Journey Map

Create an end-to-end customer journey map with stages, touchpoints, emotions, pain...

- Repository: https://github.com/phuryn/pm-skills (27597 stars)
- Category: Engineering
- License: MIT
- Last updated: 2026-10-29
- Runs scripts: no, instructions only

## Install

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

## Description

Create an end-to-end customer journey map with stages, touchpoints, emotions, pain points, and opportunities. Use when mapping the customer experience, identifying friction points, improving onboarding, or visualizing the user journey.

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

## Customer Journey Map

Map the end-to-end customer experience from awareness through advocacy, identifying emotions, pain points, 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. **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** | How do they sign up or purchase? |
   | **Onboarding** | First experience with the product, time to value |
   | **Engagement** | Regular usage, building habits |
   | **Retention** | What keeps them coming back? What might cause churn? |
   | **Advocacy** | When and why do they recommend the product to others? |

3. **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

4. **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

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

The rest: https://github.com/phuryn/pm-skills/blob/HEAD/pm-market-research/skills/customer-journey-map/SKILL.md