Customer Journey Mapping Kit

JOURNEY STAGES

Post-Sale Journey Framework

CUSTOMER JOURNEY STAGES

STAGE 1: ONBOARDING (Days 1-30)
Goal: Time to first value
Moments of truth:
☐ Welcome experience
☐ Implementation kickoff
☐ First successful use
☐ Training completion
Key metric: Time to value

STAGE 2: ADOPTION (Days 31-90)
Goal: Consistent usage
Moments of truth:
☐ Regular product access
☐ Feature discovery
☐ Team rollout
☐ First business impact
Key metric: Active usage %

STAGE 3: VALUE REALIZATION (Days 91-180)
Goal: Measurable ROI
Moments of truth:
☐ Goals achieved
☐ ROI demonstrated
☐ First QBR
☐ Case study potential
Key metric: Success metrics met

STAGE 4: EXPANSION (Days 181-365)
Goal: Growth opportunity
Moments of truth:
☐ Additional use cases
☐ New stakeholders
☐ Upsell conversation
☐ Renewal preparation
Key metric: Expansion pipeline

STAGE 5: RENEWAL (Year-end)
Goal: Contract continuation
Moments of truth:
☐ Renewal conversation
☐ Contract negotiation
☐ Commitment decision
☐ Future planning
Key metric: Renewal rate

Journey Map Template

Stage	Customer Goal	Actions	Touchpoints	Emotions	Gaps
Onboarding	Get started	Setup, training	CSM, product	Excited/anxious
Adoption	Use daily	Learn features	CSM, support	Curious/frustrated
Value	See results	Measure impact	CSM, QBR	Confident/uncertain
Expansion	Grow usage	Explore more	CSM, sales	Interested
Renewal	Decide	Evaluate	CSM, exec	Deliberate

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TOUCHPOINT INVENTORY

Touchpoint Mapping

CS TOUCHPOINT INVENTORY

HIGH-TOUCH:
☐ Implementation kickoff
☐ Weekly check-ins
☐ QBR meetings
☐ Executive sponsor calls
☐ On-site visits

MEDIUM-TOUCH:
☐ Monthly business reviews
☐ Training sessions
☐ Health score calls
☐ Feature updates
☐ Renewal discussions

LOW-TOUCH (DIGITAL):
☐ Onboarding emails
☐ Product tips
☐ Usage alerts
☐ NPS surveys
☐ Community updates

REACTIVE:
☐ Support tickets
☐ Escalations
☐ Bug reports
☐ Feature requests

Touchpoint Effectiveness

Touchpoint	Frequency	Effort	Impact	NPS Correlation
QBR	Quarterly	High	High	Strong
Check-in call	Weekly/Monthly	Medium	Medium	Medium
Email nurture	Ongoing	Low	Low	Weak
Support	As needed	Medium	Variable	Strong (negative)

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GAP ANALYSIS

Journey Gap Assessment

GAP ANALYSIS TEMPLATE

STAGE: _______________

CURRENT STATE:
Customer experience: _______________
Pain points identified: _______________
Customer feedback: _______________
Success rate: ____%

DESIRED STATE:
Ideal experience: _______________
Expected outcomes: _______________
Target metrics: _______________

GAP IDENTIFIED:
Gap description: _______________
Root cause: _______________
Impact on retention: High / Medium / Low

IMPROVEMENT PLAN:
Action items:
☐ _______________
☐ _______________
Owner: _______________
Timeline: _______________
Success measure: _______________

Gap Prioritization Matrix

Gap	Customer Impact	Effort to Fix	Priority
	High/Med/Low	High/Med/Low	1-5

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