# Customer Journey Map

## Context

- **Persona:** [Name, role, key characteristics]
- **Scenario:** [What is this persona trying to accomplish?]
- **Scope:** [Starting trigger] → [End state]
- **Map type:** Current state / Future state
- **Date:** [When this map was created or last updated]
- **Based on:** [Data sources — e.g., "5 user interviews, analytics review, support ticket analysis"]

---

## Journey Map

### Phase 1: [Phase Name]

**Goal:** [What the user is trying to accomplish at this phase]

**Actions:**
- [Verb-first action]
- [Verb-first action]
- [Verb-first action]

**Touchpoints:**
- [Channel/interface involved]
- [Channel/interface involved]

**Thinking:**
- "[Question the user is asking themselves?]"
- "[Question the user is asking themselves?]"

**Feeling:** [Adjective] — Sentiment: 😄 / 🙂 / 😐 / 😟 / 😡

**Pain Points:**
- [Gerund-first pain point]
- [Gerund-first pain point]

**Opportunities:**
- [Change-verb-first opportunity]
- [Change-verb-first opportunity]

**Ownership:** [Team/person responsible]

---

### Phase 2: [Phase Name]

**Goal:** [What the user is trying to accomplish at this phase]

**Actions:**
- [Verb-first action]
- [Verb-first action]

**Touchpoints:**
- [Channel/interface involved]

**Thinking:**
- "[Question?]"
- "[Question?]"

**Feeling:** [Adjective] — Sentiment: 😄 / 🙂 / 😐 / 😟 / 😡

**Pain Points:**
- [Gerund-first pain point]

**Opportunities:**
- [Change-verb-first opportunity]

**Ownership:** [Team/person responsible]

---

### Phase 3: [Phase Name]

**Goal:**

**Actions:**
-

**Touchpoints:**
-

**Thinking:**
-

**Feeling:** — Sentiment: 😄 / 🙂 / 😐 / 😟 / 😡

**Pain Points:**
-

**Opportunities:**
-

**Ownership:**

---

### Phase 4: [Phase Name]

**Goal:**

**Actions:**
-

**Touchpoints:**
-

**Thinking:**
-

**Feeling:** — Sentiment: 😄 / 🙂 / 😐 / 😟 / 😡

**Pain Points:**
-

**Opportunities:**
-

**Ownership:**

---

### Phase 5: [Phase Name]

**Goal:**

**Actions:**
-

**Touchpoints:**
-

**Thinking:**
-

**Feeling:** — Sentiment: 😄 / 🙂 / 😐 / 😟 / 😡

**Pain Points:**
-

**Opportunities:**
-

**Ownership:**

---

## Moments of Truth

> Flag the 2-3 moments that define whether this customer stays or leaves.

| # | Phase | Moment | Why It's Critical | Current Performance |
|---|---|---|---|---|
| 1 | [Phase] | [Description of the moment] | [Why this makes or breaks the relationship] | Good / Needs work / Failing |
| 2 | [Phase] | [Description] | [Why critical] | Good / Needs work / Failing |
| 3 | [Phase] | [Description] | [Why critical] | Good / Needs work / Failing |

---

## Sentiment Curve Summary

> Quick visual representation of emotional state across the journey.

| Phase 1 | Phase 2 | Phase 3 | Phase 4 | Phase 5 |
|---|---|---|---|---|
| [😄/🙂/😐/😟/😡] | [😄/🙂/😐/😟/😡] | [😄/🙂/😐/😟/😡] | [😄/🙂/😐/😟/😡] | [😄/🙂/😐/😟/😡] |

**Peak (best moment):** [Phase] — [Description]
**Valley (worst moment):** [Phase] — [Description]

---

## Prioritized Opportunities

| # | Phase | Opportunity | User Impact (1-5) | Frequency (1-5) | Business Impact (1-5) | Effort (1-5) | Score |
|---|---|---|---|---|---|---|---|
| 1 | [Phase] | [Change-verb opportunity] | _ | _ | _ | _ | _ |
| 2 | [Phase] | [Change-verb opportunity] | _ | _ | _ | _ | _ |
| 3 | [Phase] | [Change-verb opportunity] | _ | _ | _ | _ | _ |
| 4 | [Phase] | [Change-verb opportunity] | _ | _ | _ | _ | _ |
| 5 | [Phase] | [Change-verb opportunity] | _ | _ | _ | _ | _ |

**Score** = (User Impact + Frequency + Business Impact) / Effort

---

## Next Steps

- [ ] [Immediate action — e.g., Schedule alignment workshop]
- [ ] [Design action — e.g., Prototype solution for top opportunity]
- [ ] [Research action — e.g., Investigate Phase 3 pain points further]
- [ ] [Operational action — e.g., Review handoff between Team A and Team B]
