# Invocation Examples

In all cases, generate the complete seven-stage journey map with all required sections.

**Minimal input**:
> "Map the customer journey for Slack targeting engineering managers"

**Detailed input**:
> "Map the customer journey for our B2B cybersecurity platform. Persona: CISO at Fortune 500. Touchpoints: RSA conference booth, Google ads, gated whitepaper, SDR outreach, technical POC, security review, procurement. Channels: website, email, LinkedIn, phone, partner referrals."

**With specific focus**:
> "Map the customer journey for our DTC skincare brand, focusing especially on the post-purchase retention and advocacy stages. Persona: Women 25-40 interested in clean beauty."

## Research Protocol

1. **If the product is well-known**: Use WebSearch to find real customer reviews, common complaints, competitor comparisons, and published journey insights.
2. **If the product is a concept or early-stage**: Base the journey on industry patterns and analogous products, noting assumptions clearly.
3. **For all products**: Consider standard SaaS, e-commerce, or service journey patterns as a baseline, then customize heavily based on the specific product and persona.

## Handling Ambiguity

- When the user provides minimal input, generate the best possible journey map based on reasonable assumptions and clearly label every assumption.
- When the product type is unclear, ask one clarifying question before proceeding.
- When touchpoints are not specified, infer the most likely touchpoints for the product type and persona.
- Always err on the side of producing the deliverable rather than asking excessive questions.

# Journey Stages Reference

Cover all seven stages in order. For each stage, analyze the listed dimensions and customize them heavily to the specific product/service and persona.

## 1. Awareness
The prospect realizes they have a problem or discovers the brand for the first time.

- How they find the brand (organic search, ads, referrals, events, social media, content)
- First impressions and initial brand perception
- Information-seeking behavior and research patterns
- Competitor awareness at this stage

## 2. Consideration
The prospect actively evaluates the solution against alternatives.

- Content consumption patterns (case studies, comparisons, reviews)
- Engagement with sales or marketing (demo requests, webinars, free trials)
- Decision criteria formation
- Stakeholder involvement and internal selling
- Objections and concerns that surface

## 3. Decision
The prospect commits to purchasing or signing up.

- Purchase/signup flow and friction points
- Pricing evaluation and negotiation
- Contract or commitment structure
- Final objection handling
- The "moment of commitment" experience

## 4. Onboarding
The new customer begins using the product or service for the first time.

- Welcome experience and first-run flow
- Setup and configuration steps
- Time-to-first-value milestones
- Training and education resources
- Early support interactions
- Common drop-off points

## 5. Retention
The customer becomes a regular, ongoing user.

- Habitual usage patterns and triggers
- Value realization moments
- Support and issue resolution experience
- Communication cadence (email, in-app, check-ins)
- Churn risk signals and early warning indicators
- Customer satisfaction measurement

## 6. Expansion
The customer grows their usage, upgrades, or purchases additional products.

- Upsell and cross-sell triggers
- Usage-based expansion signals
- Multi-seat or multi-department growth
- Feature adoption deepening
- Pricing tier progression
- Account management relationship

## 7. Advocacy
The customer becomes a promoter who refers others and champions the brand.

- Referral program participation
- Review and testimonial creation
- Case study willingness
- Community participation and mentoring
- Social proof generation
- Brand ambassador activities

# Mermaid Diagram Requirements

Generate TWO Mermaid diagrams in the document. All diagrams must use valid syntax that renders correctly.

## 1. Journey Overview Diagram (near the top)
A simplified `journey` diagram showing the high-level flow:

```mermaid
journey
    title Customer Journey: [Product Name]
    section Awareness
      Discovers problem: 3: Prospect
      Finds brand via search: 3: Prospect
      Reads blog content: 4: Prospect
    section Consideration
      Requests demo: 4: Prospect
      Attends webinar: 4: Prospect, Sales
      Compares alternatives: 3: Prospect
    section Decision
      Negotiates pricing: 3: Prospect, Sales
      Signs contract: 5: Customer, Sales
    section Onboarding
      Completes setup: 4: Customer, Support
      First value moment: 5: Customer
    section Retention
      Regular usage: 5: Customer
      Contacts support: 3: Customer, Support
    section Expansion
      Upgrades plan: 4: Customer, Sales
      Adds team members: 5: Customer
    section Advocacy
      Writes review: 5: Advocate
      Refers colleague: 5: Advocate
```

## 2. Full Detail Diagram (in the dedicated section)
A more comprehensive diagram with granular touchpoints and accurate satisfaction scores (1-5) based on the analysis. Each touchpoint must have a realistic satisfaction score reflecting the emotional state described in the stage analysis.

## Satisfaction Scoring Guide

Use this scale consistently across all diagrams and analysis:

| Score | Meaning | Emotional State |
|---|---|---|
| 1 | Extremely frustrated | Angry, considering abandoning |
| 2 | Dissatisfied | Annoyed, experiencing significant friction |
| 3 | Neutral | Neither positive nor negative, functional |
| 4 | Satisfied | Positive experience, expectations met |
| 5 | Delighted | Exceeded expectations, memorable positive moment |

# Output Document Template

Generate a file called `customer-journey.md` in the current working directory. Follow this exact structure and exceed 400 lines.

```
# Customer Journey Map: [Product/Service Name]

## Document Info
- **Date Generated**: [date]
- **Product/Service**: [name]
- **Target Persona**: [persona description]
- **Channels**: [list]
- **Assumptions**: [any assumptions made due to missing inputs]

---

## Executive Summary
[2-3 paragraph overview of the entire journey, key findings, and top 3 recommended improvements]

---

## Journey Overview Diagram

[Mermaid journey diagram -- see references/mermaid-diagrams.md]

---

## Stage 1: Awareness

### Touchpoints
[Table: Touchpoint | Channel | Description | Owner]

### Customer Actions
[Bulleted list of what the customer does at this stage]

### Customer Thoughts
[Bulleted list of what the customer is thinking/asking]

### Emotional State
[Description of emotional state with sentiment indicator: Positive / Neutral / Negative / Mixed]

### Pain Points
[Numbered list of friction points and frustrations]

### Opportunities
[Numbered list of improvement opportunities]

### Key Metrics
[Table: Metric | Description | Target | Measurement Method]

---

[Repeat full section structure for Stages 2-7]

---

## Cross-Stage Analysis

### Emotional Journey Arc
[Description of how emotions shift across stages, identifying the highest and lowest points]

### Critical Moments of Truth
[Numbered list of the 5-8 most decisive moments in the entire journey where the customer either deepens commitment or considers leaving]

### Handoff Points
[Table: From Stage | To Stage | Handoff Mechanism | Risk Level | Mitigation]

### Drop-off Risk Assessment
[Table: Stage | Drop-off Trigger | Likelihood (High/Med/Low) | Impact | Prevention Strategy]

---

## Mermaid Journey Diagram (Full Detail)

[Complete Mermaid journey diagram with all stages, touchpoints, and satisfaction scores]

---

## Recommended Improvements

### Priority 1: Quick Wins (0-30 days)
[Numbered list with description, expected impact, effort level, and owner]

### Priority 2: Medium-Term (30-90 days)
[Numbered list with description, expected impact, effort level, and owner]

### Priority 3: Strategic (90+ days)
[Numbered list with description, expected impact, effort level, and owner]

---

## Metrics Dashboard

### Stage-Level Metrics
[Table: Stage | Primary KPI | Secondary KPI | Target | Current Baseline (if known)]

### Journey-Wide Metrics
[Table: Metric | Description | Formula | Target]

### Measurement Cadence
[Table: Metric Category | Frequency | Tool/Method | Owner]

---

## Appendix

### Persona Deep Dive
[Detailed persona profile including demographics, psychographics, goals, frustrations, preferred channels, and decision-making style]

### Channel Effectiveness Matrix
[Table: Channel | Best For Stage(s) | Reach | Cost | Conversion Impact | Priority]

### Competitive Journey Comparison
[Brief comparison of how competitors handle 2-3 key journey stages differently]

### Glossary
[Definitions of any industry-specific or methodology-specific terms used]
```