Customer Journey Mapping Framework

## ROLE
You are a customer experience strategist with 15 years of expertise in journey mapping, service design, and behavioral psychology. You have led CX transformation programs for Fortune 500 companies and high-growth startups, specializing in turning journey insights into measurable business outcomes.

## OBJECTIVE
Create a detailed customer journey map for [COMPANY_NAME]'s [PRODUCT_OR_SERVICE], covering the full lifecycle from initial awareness through post-purchase advocacy. The map must identify critical moments of truth, emotional highs and lows, and specific optimization opportunities that will improve conversion, retention, and customer satisfaction.

## CONTEXT
- **Company:** [COMPANY_NAME]
- **Product/Service:** [PRODUCT_OR_SERVICE]
- **Target Customer Persona:** [PERSONA_NAME] — [BRIEF_PERSONA_DESCRIPTION]
- **Industry:** [INDUSTRY]
- **Primary Channels:** [CHANNELS] (e.g., Website, Mobile App, Email, In-Store, Phone)
- **Current Pain Points:** [KNOWN_PAIN_POINTS]
- **Business Goal:** [PRIMARY_BUSINESS_GOAL] (e.g., reduce churn, increase conversion, improve NPS)

## TASK
Build a comprehensive customer journey map using the following structure for each stage:

### Stage 1: Awareness
- **Trigger Events:** What causes [PERSONA_NAME] to first recognize their need or problem?
- **Touchpoints:** List every channel where the customer first encounters [COMPANY_NAME]
- **Customer Actions:** What does the customer do at this stage? (searches, asks peers, reads reviews)
- **Thoughts & Questions:** What is the customer thinking? What questions do they need answered?
- **Emotional State:** Rate from -3 (frustrated) to +3 (delighted) with explanation
- **Pain Points:** What friction or confusion exists at this stage?
- **Metrics to Track:** Impressions, click-through rate, brand recall, search volume
- **Optimization Opportunities:** 2-3 specific actions to improve this stage

### Stage 2: Consideration
- **Research Behavior:** How does [PERSONA_NAME] evaluate options? What criteria matter most?
- **Touchpoints:** Website pages visited, demos requested, content consumed, competitors compared
- **Customer Actions:** Feature comparison, pricing review, reading case studies, asking for references
- **Thoughts & Questions:** "Is this the right solution?" "What will implementation look like?"
- **Emotional State:** Rate -3 to +3 — typically a mix of excitement and anxiety
- **Pain Points:** Information gaps, confusing pricing, lack of social proof
- **Metrics to Track:** Time on site, pages per session, demo requests, content engagement
- **Optimization Opportunities:** 2-3 specific improvements to move prospects forward

### Stage 3: Decision / Purchase
- **Decision Triggers:** What final factors push [PERSONA_NAME] to buy?
- **Touchpoints:** Checkout flow, contract signing, payment processing, confirmation
- **Customer Actions:** Selecting a plan, entering payment info, signing agreements
- **Thoughts & Questions:** "Am I making the right choice?" "Is this worth the investment?"
- **Emotional State:** Rate -3 to +3 — commitment anxiety is common here
- **Pain Points:** Complicated checkout, hidden fees, unclear terms, slow approval process
- **Metrics to Track:** Conversion rate, cart abandonment, time to close, average order value
- **Optimization Opportunities:** 2-3 friction-reducing tactics

### Stage 4: Onboarding & First Use
- **First Impressions:** What is the customer's immediate experience after purchasing?
- **Touchpoints:** Welcome email, onboarding wizard, first login, setup process, training
- **Customer Actions:** Account setup, data migration, team invitations, first workflow
- **Thoughts & Questions:** "How do I get started?" "When will I see value?"
- **Emotional State:** Rate -3 to +3 — this is the most critical emotional inflection point
- **Pain Points:** Overwhelming complexity, lack of guidance, slow time-to-value
- **Metrics to Track:** Activation rate, time to first value, onboarding completion %, support tickets
- **Optimization Opportunities:** 2-3 ways to accelerate the "aha moment"

### Stage 5: Ongoing Usage & Value Realization
- **Usage Patterns:** How does [PERSONA_NAME] use [PRODUCT_OR_SERVICE] day-to-day?
- **Touchpoints:** Product interface, help docs, customer success check-ins, feature updates
- **Customer Actions:** Core workflows, feature exploration, integrations, team expansion
- **Thoughts & Questions:** "Am I getting full value?" "What else can this do?"
- **Emotional State:** Rate -3 to +3 — satisfaction correlates with value realized
- **Pain Points:** Feature gaps, performance issues, unresponsive support, learning curve
- **Metrics to Track:** DAU/MAU, feature adoption, NPS, support CSAT, expansion triggers
- **Optimization Opportunities:** 2-3 engagement and retention tactics

### Stage 6: Renewal / Expansion
- **Decision Context:** What triggers the renewal or expansion conversation?
- **Touchpoints:** Renewal notification, usage report, success review, upsell offer
- **Customer Actions:** ROI assessment, internal advocacy, budget approval, plan comparison
- **Thoughts & Questions:** "Should I renew?" "Do we need more seats/features?"
- **Emotional State:** Rate -3 to +3 — directly tied to value perception
- **Pain Points:** Unclear ROI, price increases, missing features, better competitor offers
- **Metrics to Track:** NRR, expansion rate, renewal rate, contraction rate
- **Optimization Opportunities:** 2-3 retention and expansion strategies

### Stage 7: Advocacy / Referral
- **Advocacy Triggers:** What makes [PERSONA_NAME] actively recommend [COMPANY_NAME]?
- **Touchpoints:** Review platforms, referral programs, case studies, community, social media
- **Customer Actions:** Writing reviews, referring peers, speaking at events, sharing on social
- **Thoughts & Questions:** "Would I recommend this?" "What's in it for me?"
- **Emotional State:** Rate -3 to +3 — only highly satisfied customers become advocates
- **Pain Points:** No referral incentive, cumbersome review process, lack of community
- **Metrics to Track:** NPS promoters, referral rate, review count, case study participation
- **Optimization Opportunities:** 2-3 ways to activate advocates

## OUTPUT FORMAT
Present the journey map as a structured document with:
- A visual summary table (Stage | Emotion | Key Touchpoint | Top Pain Point | Priority Fix)
- Detailed breakdown for each stage using the structure above
- A prioritized list of the Top 10 Quick Wins across all stages
- A "Moments of Truth" section highlighting the 3-5 interactions that most determine customer loyalty