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customer-journey-map — Claude Code skill: what it does

Builds an end-to-end customer journey map with stages, touchpoints, emotions, pain points, and opportunities. Useful for experience research and onboarding work.

Install into Claude Code · Skills CLI (Vercel) All methods and platforms ↓ 
npx skills add phuryn/pm-skills --skill customer-journey-map -a claude-code
Open on GitHub

What customer-journey-map does

This skill maps the customer experience from awareness through advocacy. For each stage, it records touchpoints, user actions, thoughts and questions, emotions, pain points, and opportunities. The result is a journey-map table that connects customer behavior with friction and possible improvements.

It also identifies the aha moment, moments of truth, and churn triggers. After that, it recommends priorities by expected effect on conversion or retention, separating quick wins from work that needs deeper investment. The output is saved as a Markdown document, and the skill suggests using Miro or FigJam when a visual map is needed.

The map should use a specific persona and job to be done rather than a generic user. This is a reason to prepare the persona before running the skill. You can provide interview transcripts, survey data, analytics, support tickets, or an existing journey map; a product URL prompts web research.

What it helps with

  • map the customer experience from awareness to advocacy
  • spot friction in onboarding and regular product use
  • connect touchpoints with customer actions and emotions
  • locate decision points and likely churn triggers
  • prioritize improvements by their effect on conversion or retention

Example prompts for the agent

  • Create a customer journey map for our `SaaS product` from awareness through advocacy and save it as a Markdown document.
  • Read `interviews.md` and `support-tickets.csv`, then identify journey pain points and prioritize improvements.
  • Map the journey for this persona, including the aha moment, moments of truth, and churn triggers.

How to install customer-journey-map

1Skills CLI (Vercel)

npx skills add phuryn/pm-skills --skill customer-journey-map -a claude-code

2Manually: put the files in place

~/.claude/skills/customer-journey-map/SKILL.md

Copy the whole skill folder; for one project use .claude/skills/customer-journey-map/

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Questions about customer-journey-map

How do I install customer-journey-map in Claude Code?

Run npx skills add phuryn/pm-skills --skill customer-journey-map -a claude-code, then run npx skills add phuryn/pm-skills --skill customer-journey-map -a claude-code again. The skill file is located at ~/.claude/skills/customer-journey-map/SKILL.md.

What does customer-journey-map do?

It creates a customer journey map with stages, touchpoints, user actions, emotions, pain points, and improvement opportunities. It also highlights key decision moments and recommends improvement priorities.

What source materials can customer-journey-map use?

It can work from interview transcripts, survey data, analytics, support tickets, and existing journey maps. When you provide a product URL, the skill uses web search to understand the product.

Source text

SKILL.md · MIT 
---
name: customer-journey-map
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."
---

## 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**:

   | Stage | Touchpoint | User Action | Emotion | Pain Point | Opportunity |
   |---|---|---|---|---|---|

6. **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.

---

### Further Reading

- [User Journey Mapping 101](https://www.productcompass.pm/p/user-journey-mapping-101)
- [Funnel Analysis 101: How to Track and Optimize Your User Journey](https://www.productcompass.pm/p/funnel-analysis)
- [Market Research: Advanced Techniques](https://www.productcompass.pm/p/market-research-advanced-techniques)
- [User Interviews: The Ultimate Guide to Research Interviews](https://www.productcompass.pm/p/interviewing-customers-the-ultimate)

© phuryn · MIT · phuryn/pm-skills

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