code-ai-installer 4.0.0 → 4.0.1-b

package/domains/analytics/locales/en/.agents/skills/customer-journey-mapping/SKILL.md

@@ -1,331 +1,347 @@
----
-name: customer-journey-mapping
-description: Analysis of customer touchpoints — from awareness to advocacy
----
-# Customer Journey Mapping — Analysis of touchpoints from awareness to advocacy
-
-## When to use
-- When designing a new product / service — to understand the complete user journey.
-- When optimizing the conversion funnel — identifying bottlenecks and drop-off points.
-- When launching an omnichannel strategy — aligning the experience across all channels.
-- When churn rate is growing — diagnosing moments of frustration and loss.
-
-## Input
-
-| Field | Required | Description |
-|------|:-----------:|----------|
-| Product / service | ✅ | What we are analyzing |
-| Target persona | ✅ | Who we build the map for (from `$icp-buyer-persona` or description) |
-| Business model | ✅ | B2B / B2C / SaaS / Marketplace etc. |
-| Current channels | ✅ | Online and offline touchpoints |
-| Known problems | ⬚ | Where complaints/low conversion already exist |
-| Analytics data | ⬚ | GA, Hotjar, CRM funnels, NPS, reviews |
-| Competitors | ⬚ | For experience benchmarking |
-
-> If mandatory fields are not provided — **ask the user** before starting the analysis. Do not guess.
-
-## Data Sources
-1. **Web search** — industry CX benchmarks, customer journey best practices.
-2. **Reviews and feedback** — NPS data, reviews on platforms, support tickets.
-3. **Product analytics** — conversion funnels, heatmaps, session recordings.
-4. **CRM data** — sales cycle length, rejection reasons, repeat purchase points.
-5. **Interviews / surveys** — if provided by the user.
-
-> For each stage, indicate sources confirming the behavior pattern. Data older than 12 months — mark with ⚠️.
-
-### Connection with other skills
-| Skill | What we take | When to call |
-|------|-----------|----------------|
-| `icp-buyer-persona` | Persona profile, goals, context (step 1) | If the persona is not defined |
-| `jtbd-analysis` | Jobs-to-be-done at each journey step (steps 2-7) | For an in-depth understanding of motivation at each stage |
-| `cohort-analysis` | Retention curves, churn points (steps 6-7) | If quantitative retention data is needed |
-| `competitive-analysis` | Competitor CX benchmarking (step 9) | To compare customer experience with competitors |
-| `rfm-analysis` | Frequency/amount segments for the Retention stage (step 6) | To understand different retention patterns |
-| `web-research` | Conversion benchmarks, industry CX practices | If there is no data or industry guidelines are needed |
-
-## Protocol
-
-### Step 0 — Context collection
-1. Check the availability of all mandatory input data.
-2. Determine the map type:
-
-   | Type | Description | When to use |
-   |-----|----------|-------------------|
-   | **As-Is** | Current state of the customer journey | By default. Diagnosing problems |
-   | **To-Be** | Target state after optimization | After as-is, based on gap analysis |
-
-3. Determine the availability of quantitative data (conversions, NPS, churn). If there is no data — work with a qualitative model + industry benchmarks.
-
-### Step 1 — Defining the persona
-1. Record key characteristics:
-
-   | Parameter | Value |
-   |----------|----------|
-   | Persona | [Name / role] |
-   | Goal | [What they want to achieve] |
-   | Context | [In what situation they turn to the product] |
-   | Technical literacy | Low / Medium / High |
-   | Entry trigger | [What launches the journey] |
-   | Successful completion | [What is considered a result] |
-
-2. If the persona is not defined — call `$icp-buyer-persona`.
-
-### Step 2 — Awareness
-1. How the customer first learns about the problem / product.
-2. First-touch channels (search, social media, recommendations, ads, content).
-3. Emotional state: curiosity, unconscious need, urgent pain.
-4. Customer actions at this stage.
-5. Pain points and barriers.
-6. **Stage metrics:** reach, CTR, cost per acquisition (CPA), brand awareness.
-
-### Step 3 — Consideration
-1. How the customer compares options and deepens research.
-2. Touchpoints: website, demo, reviews, case studies, comparative overviews.
-3. Decision criteria for this persona.
-4. Questions and doubts of the customer.
-5. Pain points and barriers.
-6. **Stage metrics:** visit → lead conversion, time on site, bounce rate, content engagement.
-
-### Step 4 — Decision
-1. Final actions before purchase / subscription.
-2. Touchpoints: pricing, trial, demo call, contract.
-3. Who else influences the decision (decision-maker, stakeholders, influencers).
-4. Typical objections and how they are handled.
-5. Pain points and barriers.
-6. **Stage metrics:** lead → trial/demo conversion, sales cycle length, win rate.
-
-### Step 5 — Purchase / Onboarding
-1. The process of completing a purchase or subscription.
-2. First Time User Experience (FTUE).
-3. Expectations vs reality: "aha moment" or disappointment.
-4. Touchpoints: payment, welcome series, onboarding, support.
-5. Pain points and barriers.
-6. **Stage metrics:** trial → paid conversion, time-to-value, activation rate, onboarding CSAT.
-
-### Step 6 — Retention
-1. Regular use and habit formation.
-2. Triggers for repeat purchases or expansion (upsell / cross-sell).
-3. Frustration moments: bugs, slow support, hidden costs.
-4. Touchpoints: email communication, in-app notifications, support, updates.
-5. Pain points and barriers.
-6. **Stage metrics:** retention rate (M1, M3, M6, M12), churn rate, NPS, expansion revenue.
-7. If data is available — link to `$cohort-analysis` (drop-off points).
-
-### Step 7 — Advocacy
-1. Transition from a loyal customer to a promoter.
-2. Actions: recommendations to colleagues, reviews, UGC, community participation.
-3. Advocacy triggers: exceptional experience, sense of belonging, rewards.
-4. Advocacy barriers: no mechanism, inconvenient, nothing to share.
-5. Touchpoints: referral program, community, events, social sharing.
-6. **Stage metrics:** NPS promoters %, referral rate, review rate, UGC volume, viral coefficient.
-
-### Step 8 — Channel mapping
-1. For each stage — identify active channels and their role:
-
-   | Stage | Online channels | Offline channels | Main channel | Consistency |
-   |------|:-------------:|:-------------:|:--------------:|:---------------:|
-   | Awareness | [Which ones] | [Which ones] | [Which one] | ✅ / ⚠️ |
-   | Consideration | [Which ones] | [Which ones] | [Which one] | ✅ / ⚠️ |
-   | Decision | [Which ones] | [Which ones] | [Which one] | ✅ / ⚠️ |
-   | Purchase | [Which ones] | [Which ones] | [Which one] | ✅ / ⚠️ |
-   | Retention | [Which ones] | [Which ones] | [Which one] | ✅ / ⚠️ |
-   | Advocacy | [Which ones] | [Which ones] | [Which one] | ✅ / ⚠️ |
-
-2. Identify gaps: where the customer "gets lost" when transitioning between channels.
-3. Evaluate omnichannel consistency: whether the experience is the same across different channels.
-4. Note loops and alternative paths (a customer returns from Decision to Consideration, skips stages, etc.).
-
-### Step 9 — Moments of Truth
-Highlight critical moments that define further customer behavior:
-
-| # | Moment | Stage | Description | Current state | Risk (1-5) | Impact on metric |
-|---|--------|------|----------|-------------------|:----------:|-------------------|
-| 1 | First impression | Awareness → Cons. | Does messaging match expectations | [As is now] | X | Visit → lead conv. |
-| 2 | First success (aha-moment) | Onboarding | Do they achieve a goal quickly | [As is now] | X | Activation rate, M1 ret. |
-| 3 | First problem | Retention | Support quality and resolution speed | [As is now] | X | Churn rate, NPS |
-
-> It is acceptable to add more Moments of Truth (up to 5) if they are critical for the given product.
-
-### Step 10 — Gap analysis and recommendations
-1. For each stage — compare customer expectations and actual experience:
-
-   | Stage | Customer expectation | Reality (as-is) | Gap | Severity |
-   |------|------------------|--------------------|-----|:--------:|
-   | [Stage] | [What they expect] | [What they get] | [What is the gap] | 🔴/🟡/🟢 |
-
-2. Prioritize by the Impact × Effort matrix:
-
-   | | Low Effort | High Effort |
-   |--|:----------:|:-----------:|
-   | **High Impact** | 🎯 Quick Wins (P1) | 💎 Big Bets (P2) |
-   | **Low Impact** | 🔧 Fill-ins (P3) | ❌ Avoid |
-
-3. Formulate an action plan:
-
-   | Priority | Stage | Gap | Action | Target metric | Expected effect | Effort |
-   |:---------:|------|-----|----------|-----------------|:----------------:|:------:|
-   | P1 | [stage] | [gap] | [what to do] | [metric] | +X% | Low |
-
-## Example — B2B SaaS HR Platform
-
-**Context:** HR platform for recruiting automation, B2B SaaS, subscription. Persona: HR director, company 50-200 emp.
-
-### Customer journey map
-
-| Stage | Actions | Touchpoints | Emotions | Pains | Metrics |
-|------|----------|----------------|:------:|------|---------|
-| **Awareness** | Searches a solution to close 15+ vacs | Google, LinkedIn, colleagues | 😰 Overwhelm | Doesn't know where to start comparing | CTR 2.1%, CPA $45 |
-| **Consideration** | Compares 3-4 platforms, reads reviews | Site, G2, demo video, blog | 🤔 Caution | Unclear how we differ from competitors | Visit→lead: 4%, bounce: 62% 🔴 |
-| **Decision** | Requests demo, shows to CEO | Demo call, pricing, trial | 😟 Fear of error | No ROI calculator, CEO doesn't see value | Lead→trial: 28%, cycle: 21 days |
-| **Purchase** | Connects trial, imports vacancies | Welcome email, onboarding, chat | 😊→😐 | Excel import broken, 3 emails no reply | Trial→paid: 18% 🔴, TTV: 5 days |
-| **Retention** | Uses 3x/week, but no upsell | Email digest, in-app, support | 😊 Habituality | No hh.ru integration, duplicates manually | M1: 72%, M6: 48%, NPS: 32 🟡 |
-| **Advocacy** | Uses silently, doesn't recommend | — | 😐 Neutral | No referral program, nothing to share | Referral: 2% 🔴 |
-
-### Channel mapping
-
-| Stage | Online | Offline | Main | Consistency |
-|------|--------|--------|----------|:---------------:|
-| Awareness | Google Ads, LinkedIn | HR events | LinkedIn | ✅ |
-| Consideration | Site, G2, blog | — | Site | ⚠️ Site doesn't reflect G2 features |
-| Decision | Demo call (Zoom) | — | Demo call | ✅ |
-| Purchase | In-app onboarding | — | In-app | ⚠️ Welcome email untied from onboard. |
-| Retention | Email, in-app | — | In-app | ✅ |
-| Advocacy | — | — | No channel | 🔴 Channel missing |
-
-### Moments of Truth
-
-| # | Moment | Stage | Current | Risk | Impact |
-|---|--------|------|---------|:----:|---------|
-| 1 | First site visit | Consideration | Bounce 62%, loose messaging | 4 | Visit→lead |
-| 2 | First vacancy import (aha-mom.) | Purchase | Excel import broken for 30% | 5 | Trial→paid |
-| 3 | First support ticket | Retention | Reply >24h, 3 emails unreplied | 4 | Churn, NPS |
-
-### Gap analysis → Action Plan
-
-| Priority | Stage | Gap | Action | Metric | Effect | Effort |
-|:---------:|------|-----|----------|---------|:------:|:------:|
-| P1 🎯 | Purchase | Excel import broken | Fix parser + add drag-n-drop | Trial→paid | +8% | Low |
-| P1 🎯 | Consideration | Bounce 62%, lacking diff. | Hero section redesign: "Close vacs 2x faster" | Bounce rate | -15pp | Low |
-| P2 💎 | Retention | No hh.ru integration | API integration with hh.ru | M6 retention | +10pp | High |
-| P2 💎 | Advocacy | No referral program | Launch "invite HR-peer → month free" | Referral rate | +5% | Med |
-| P3 🔧 | Decision | No ROI calculator | Interactive calculator on site | Lead→trial | +3% | Low |
-
-## Validation (Quality Gate)
-
-- [ ] All 6 journey stages covered (Awareness → Consideration → Decision → Purchase → Retention → Advocacy)
-- [ ] For each stage: actions, emotions, touchpoints, pains, opportunities
-- [ ] Metrics specified for each stage (real or benchmarks with a note)
-- [ ] Retention and Advocacy analyzed separately
-- [ ] Identified at least 3 Moments of Truth with risk assessment and impact on metric
-- [ ] Channel mapping: online + offline channels at each stage, consistency evaluated
-- [ ] Loops and alternative paths are marked (customer doesn't always go linearly)
-- [ ] The map is tied to a specific persona (not an abstract customer)
-- [ ] Gap analysis with Impact × Effort prioritization
-- [ ] Action plan with target metrics and expected effect
-- [ ] Data sources indicated; data older than 12 mo marked with ⚠️
-
-> If validation fails — rework until passing, do not pass further.
-
-## Handoff
-The output of `$customer-journey-mapping` is input for:
-- **Strategist / Mediator** — understanding the customer journey for strategic decisions.
-- **`icp-buyer-persona`** — enriching personas with real behavior and pain data.
-- **`rfm-analysis`** — touchpoints to increase frequency and amount of purchases (Retention stage).
-- **`unit-economics`** — optimizing CAC via conversion enhancement at key stages.
-- **`cohort-analysis`** — churn points for in-depth cohort analysis.
-- **`jtbd-analysis`** — jobs at each stage to refine the value proposition.
-
-Handoff format: journey map + Moments of Truth + gap analysis + action plan. When handing off — use `$handoff`.
-
-## Anti-patterns
-
-| Mistake | Why it's bad | How to do it right |
-|--------|-------------|---------------|
-| Map without a persona | Abstract journey, untied to real behavior | Always tie to a specific persona |
-| Only online channels | Half the customer journey is missed | Channel mapping: online + offline at each stage |
-| No emotions | Dry scheme without customer understanding | Capture emotional state at each stage |
-| Linear journey | Customers loop, return, skip stages | Note loops and alternative paths |
-| No gap analysis | Map for the sake of a map, no actionable insights | Always conclude with gap analysis + Impact × Effort |
-| Idealized journey | Drawing "how we want" instead of "as is" | Start with as-is, then build to-be |
-| Too many details | Unreadable map, focus is lost | 5-7 touchpoints per stage maximum |
-| Retention + Adv. in one | Retention ≠ recommendation, different mechanics and metrics | Analyze as separate stages |
-| No metrics | Qualitative map without numbers — half the value | Connversion, NPS, time-to-value, churn at each stage |
-
-## Output Template
-
-```markdown
-### Customer Journey Mapping — [Product / Service]
-
-**Persona:** [Name / role]
-**Map type:** As-Is / To-Be
-**Business model:** [model]
-**Analysis date:** [date]
-**Data type:** Real / Benchmarks ([source])
-
----
-
-#### Customer Journey Map
-
-| Stage | Customer actions | Touchpoints | Emotions | Pains | Opportunities | Metrics |
-|------|-----------------|----------------|:------:|------|-------------|---------|
-| **Awareness** | [what they do] | [channels] | [😊😐😟] | [problem] | [improvement] | [CTR, CPA] |
-| **Consideration** | [what they do] | [channels] | [😊😐😟] | [problem] | [improvement] | [conv., bounce] |
-| **Decision** | [what they do] | [channels] | [😊😐😟] | [problem] | [improvement] | [win rate, cycle] |
-| **Purchase / Onboard.** | [what they do] | [channels] | [😊😐😟] | [problem] | [improvement] | [activ., TTV] |
-| **Retention** | [what they do] | [channels] | [😊😐😟] | [problem] | [improvement] | [ret., NPS, churn] |
-| **Advocacy** | [what they do] | [channels] | [😊😐😟] | [problem] | [improvement] | [refer., UGC] |
-
----
-
-#### Channel Mapping
-
-| Stage | Online channels | Offline channels | Main channel | Consistency |
-|------|:-------------:|:-------------:|:--------------:|:---------------:|
-| [Stage] | [Which ones] | [Which ones] | [Which one] | ✅ / ⚠️ / 🔴 |
-
-**Loops and alternative paths:** [description of nonlinear routes]
-
----
-
-#### Moments of Truth
-
-| # | Moment | Stage | Current state | Risk (1-5) | Impact on metric |
-|---|--------|------|-------------------|:----------:|-------------------|
-| 1 | [moment] | [stage] | [description] | X | [metric] |
-
----
-
-#### Gap Analysis
-
-| Stage | Customer expectation | Reality (as-is) | Gap | Severity |
-|------|------------------|--------------------|-----|:--------:|
-| [Stage] | [What they expect] | [What they get] | [Gap] | 🔴/🟡/🟢 |
-
----
-
-#### Action Plan (Impact × Effort)
-
-| Priority | Stage | Gap | Action | Target metric | Expected effect | Effort |
-|:---------:|------|-----|----------|-----------------|:----------------:|:------:|
-| P1 🎯 | [stage] | [gap] | [what to do] | [metric] | +X% | Low |
-| P2 💎 | [stage] | [gap] | [what to do] | [metric] | +X% | High |
-| P3 🔧 | [stage] | [gap] | [what to do] | [metric] | +X% | Low |
-
----
-
-#### Recommendations for subsequent stages
-- **→ Strategist:** [key insight for strategy]
-- **→ $icp-buyer-persona:** [persona enrichment]
-- **→ $unit-economics:** [impact on CAC/LTV]
-- **→ $cohort-analysis:** [churn points for in-depth analysis]
-
----
-
-#### Sources and Assumptions
-
-| # | Fact / assumption | Source | Date | Reliability |
-|---|-------------------|----------|------|:-------------:|
-| 1 | [Fact] | [Source] | [Date] | ✅ / ⚠️ / 🔮 |
-
-Legend: ✅ Verified (analytics data / A/B test) | ⚠️ Estimated (benchmark / 1 source) | 🔮 Assumed (expert hypothesis)
-```
+---
+name: customer-journey-mapping
+description: Analysis of customer touchpoints — from awareness to advocacy
+type: triggered
+domain: analytics
+owners:
+  - strategist
+gates:
+  - STRATEGIST
+tech: []
+topic: []
+triggers:
+  - "customer-journey-mapping"
+  - "CJM"
+  - "карта путешествия клиента"
+  - "customer journey"
+related: []
+budget_lines: 347
+schema_version: 1
+---
+# Customer Journey Mapping — Analysis of touchpoints from awareness to advocacy
+
+## When to use
+- When designing a new product / service — to understand the complete user journey.
+- When optimizing the conversion funnel — identifying bottlenecks and drop-off points.
+- When launching an omnichannel strategy — aligning the experience across all channels.
+- When churn rate is growing — diagnosing moments of frustration and loss.
+
+## Input
+
+| Field | Required | Description |
+|------|:-----------:|----------|
+| Product / service | ✅ | What we are analyzing |
+| Target persona | ✅ | Who we build the map for (from `$icp-buyer-persona` or description) |
+| Business model | ✅ | B2B / B2C / SaaS / Marketplace etc. |
+| Current channels | ✅ | Online and offline touchpoints |
+| Known problems | ⬚ | Where complaints/low conversion already exist |
+| Analytics data | ⬚ | GA, Hotjar, CRM funnels, NPS, reviews |
+| Competitors | ⬚ | For experience benchmarking |
+
+> If mandatory fields are not provided — **ask the user** before starting the analysis. Do not guess.
+
+## Data Sources
+1. **Web search** — industry CX benchmarks, customer journey best practices.
+2. **Reviews and feedback** — NPS data, reviews on platforms, support tickets.
+3. **Product analytics** — conversion funnels, heatmaps, session recordings.
+4. **CRM data** — sales cycle length, rejection reasons, repeat purchase points.
+5. **Interviews / surveys** — if provided by the user.
+
+> For each stage, indicate sources confirming the behavior pattern. Data older than 12 months — mark with ⚠️.
+
+### Connection with other skills
+| Skill | What we take | When to call |
+|------|-----------|----------------|
+| `icp-buyer-persona` | Persona profile, goals, context (step 1) | If the persona is not defined |
+| `jtbd-analysis` | Jobs-to-be-done at each journey step (steps 2-7) | For an in-depth understanding of motivation at each stage |
+| `cohort-analysis` | Retention curves, churn points (steps 6-7) | If quantitative retention data is needed |
+| `competitive-analysis` | Competitor CX benchmarking (step 9) | To compare customer experience with competitors |
+| `rfm-analysis` | Frequency/amount segments for the Retention stage (step 6) | To understand different retention patterns |
+| `web-research` | Conversion benchmarks, industry CX practices | If there is no data or industry guidelines are needed |
+
+## Protocol
+
+### Step 0 — Context collection
+1. Check the availability of all mandatory input data.
+2. Determine the map type:
+
+   | Type | Description | When to use |
+   |-----|----------|-------------------|
+   | **As-Is** | Current state of the customer journey | By default. Diagnosing problems |
+   | **To-Be** | Target state after optimization | After as-is, based on gap analysis |
+
+3. Determine the availability of quantitative data (conversions, NPS, churn). If there is no data — work with a qualitative model + industry benchmarks.
+
+### Step 1 — Defining the persona
+1. Record key characteristics:
+
+   | Parameter | Value |
+   |----------|----------|
+   | Persona | [Name / role] |
+   | Goal | [What they want to achieve] |
+   | Context | [In what situation they turn to the product] |
+   | Technical literacy | Low / Medium / High |
+   | Entry trigger | [What launches the journey] |
+   | Successful completion | [What is considered a result] |
+
+2. If the persona is not defined — call `$icp-buyer-persona`.
+
+### Step 2 — Awareness
+1. How the customer first learns about the problem / product.
+2. First-touch channels (search, social media, recommendations, ads, content).
+3. Emotional state: curiosity, unconscious need, urgent pain.
+4. Customer actions at this stage.
+5. Pain points and barriers.
+6. **Stage metrics:** reach, CTR, cost per acquisition (CPA), brand awareness.
+
+### Step 3 — Consideration
+1. How the customer compares options and deepens research.
+2. Touchpoints: website, demo, reviews, case studies, comparative overviews.
+3. Decision criteria for this persona.
+4. Questions and doubts of the customer.
+5. Pain points and barriers.
+6. **Stage metrics:** visit → lead conversion, time on site, bounce rate, content engagement.
+
+### Step 4 — Decision
+1. Final actions before purchase / subscription.
+2. Touchpoints: pricing, trial, demo call, contract.
+3. Who else influences the decision (decision-maker, stakeholders, influencers).
+4. Typical objections and how they are handled.
+5. Pain points and barriers.
+6. **Stage metrics:** lead → trial/demo conversion, sales cycle length, win rate.
+
+### Step 5 — Purchase / Onboarding
+1. The process of completing a purchase or subscription.
+2. First Time User Experience (FTUE).
+3. Expectations vs reality: "aha moment" or disappointment.
+4. Touchpoints: payment, welcome series, onboarding, support.
+5. Pain points and barriers.
+6. **Stage metrics:** trial → paid conversion, time-to-value, activation rate, onboarding CSAT.
+
+### Step 6 — Retention
+1. Regular use and habit formation.
+2. Triggers for repeat purchases or expansion (upsell / cross-sell).
+3. Frustration moments: bugs, slow support, hidden costs.
+4. Touchpoints: email communication, in-app notifications, support, updates.
+5. Pain points and barriers.
+6. **Stage metrics:** retention rate (M1, M3, M6, M12), churn rate, NPS, expansion revenue.
+7. If data is available — link to `$cohort-analysis` (drop-off points).
+
+### Step 7 — Advocacy
+1. Transition from a loyal customer to a promoter.
+2. Actions: recommendations to colleagues, reviews, UGC, community participation.
+3. Advocacy triggers: exceptional experience, sense of belonging, rewards.
+4. Advocacy barriers: no mechanism, inconvenient, nothing to share.
+5. Touchpoints: referral program, community, events, social sharing.
+6. **Stage metrics:** NPS promoters %, referral rate, review rate, UGC volume, viral coefficient.
+
+### Step 8 — Channel mapping
+1. For each stage — identify active channels and their role:
+
+   | Stage | Online channels | Offline channels | Main channel | Consistency |
+   |------|:-------------:|:-------------:|:--------------:|:---------------:|
+   | Awareness | [Which ones] | [Which ones] | [Which one] | ✅ / ⚠️ |
+   | Consideration | [Which ones] | [Which ones] | [Which one] | ✅ / ⚠️ |
+   | Decision | [Which ones] | [Which ones] | [Which one] | ✅ / ⚠️ |
+   | Purchase | [Which ones] | [Which ones] | [Which one] | ✅ / ⚠️ |
+   | Retention | [Which ones] | [Which ones] | [Which one] | ✅ / ⚠️ |
+   | Advocacy | [Which ones] | [Which ones] | [Which one] | ✅ / ⚠️ |
+
+2. Identify gaps: where the customer "gets lost" when transitioning between channels.
+3. Evaluate omnichannel consistency: whether the experience is the same across different channels.
+4. Note loops and alternative paths (a customer returns from Decision to Consideration, skips stages, etc.).
+
+### Step 9 — Moments of Truth
+Highlight critical moments that define further customer behavior:
+
+| # | Moment | Stage | Description | Current state | Risk (1-5) | Impact on metric |
+|---|--------|------|----------|-------------------|:----------:|-------------------|
+| 1 | First impression | Awareness → Cons. | Does messaging match expectations | [As is now] | X | Visit → lead conv. |
+| 2 | First success (aha-moment) | Onboarding | Do they achieve a goal quickly | [As is now] | X | Activation rate, M1 ret. |
+| 3 | First problem | Retention | Support quality and resolution speed | [As is now] | X | Churn rate, NPS |
+
+> It is acceptable to add more Moments of Truth (up to 5) if they are critical for the given product.
+
+### Step 10 — Gap analysis and recommendations
+1. For each stage — compare customer expectations and actual experience:
+
+   | Stage | Customer expectation | Reality (as-is) | Gap | Severity |
+   |------|------------------|--------------------|-----|:--------:|
+   | [Stage] | [What they expect] | [What they get] | [What is the gap] | 🔴/🟡/🟢 |
+
+2. Prioritize by the Impact × Effort matrix:
+
+   | | Low Effort | High Effort |
+   |--|:----------:|:-----------:|
+   | **High Impact** | 🎯 Quick Wins (P1) | 💎 Big Bets (P2) |
+   | **Low Impact** | 🔧 Fill-ins (P3) | ❌ Avoid |
+
+3. Formulate an action plan:
+
+   | Priority | Stage | Gap | Action | Target metric | Expected effect | Effort |
+   |:---------:|------|-----|----------|-----------------|:----------------:|:------:|
+   | P1 | [stage] | [gap] | [what to do] | [metric] | +X% | Low |
+
+## Example — B2B SaaS HR Platform
+
+**Context:** HR platform for recruiting automation, B2B SaaS, subscription. Persona: HR director, company 50-200 emp.
+
+### Customer journey map
+
+| Stage | Actions | Touchpoints | Emotions | Pains | Metrics |
+|------|----------|----------------|:------:|------|---------|
+| **Awareness** | Searches a solution to close 15+ vacs | Google, LinkedIn, colleagues | 😰 Overwhelm | Doesn't know where to start comparing | CTR 2.1%, CPA $45 |
+| **Consideration** | Compares 3-4 platforms, reads reviews | Site, G2, demo video, blog | 🤔 Caution | Unclear how we differ from competitors | Visit→lead: 4%, bounce: 62% 🔴 |
+| **Decision** | Requests demo, shows to CEO | Demo call, pricing, trial | 😟 Fear of error | No ROI calculator, CEO doesn't see value | Lead→trial: 28%, cycle: 21 days |
+| **Purchase** | Connects trial, imports vacancies | Welcome email, onboarding, chat | 😊→😐 | Excel import broken, 3 emails no reply | Trial→paid: 18% 🔴, TTV: 5 days |
+| **Retention** | Uses 3x/week, but no upsell | Email digest, in-app, support | 😊 Habituality | No hh.ru integration, duplicates manually | M1: 72%, M6: 48%, NPS: 32 🟡 |
+| **Advocacy** | Uses silently, doesn't recommend | — | 😐 Neutral | No referral program, nothing to share | Referral: 2% 🔴 |
+
+### Channel mapping
+
+| Stage | Online | Offline | Main | Consistency |
+|------|--------|--------|----------|:---------------:|
+| Awareness | Google Ads, LinkedIn | HR events | LinkedIn | ✅ |
+| Consideration | Site, G2, blog | — | Site | ⚠️ Site doesn't reflect G2 features |
+| Decision | Demo call (Zoom) | — | Demo call | ✅ |
+| Purchase | In-app onboarding | — | In-app | ⚠️ Welcome email untied from onboard. |
+| Retention | Email, in-app | — | In-app | ✅ |
+| Advocacy | — | — | No channel | 🔴 Channel missing |
+
+### Moments of Truth
+
+| # | Moment | Stage | Current | Risk | Impact |
+|---|--------|------|---------|:----:|---------|
+| 1 | First site visit | Consideration | Bounce 62%, loose messaging | 4 | Visit→lead |
+| 2 | First vacancy import (aha-mom.) | Purchase | Excel import broken for 30% | 5 | Trial→paid |
+| 3 | First support ticket | Retention | Reply >24h, 3 emails unreplied | 4 | Churn, NPS |
+
+### Gap analysis → Action Plan
+
+| Priority | Stage | Gap | Action | Metric | Effect | Effort |
+|:---------:|------|-----|----------|---------|:------:|:------:|
+| P1 🎯 | Purchase | Excel import broken | Fix parser + add drag-n-drop | Trial→paid | +8% | Low |
+| P1 🎯 | Consideration | Bounce 62%, lacking diff. | Hero section redesign: "Close vacs 2x faster" | Bounce rate | -15pp | Low |
+| P2 💎 | Retention | No hh.ru integration | API integration with hh.ru | M6 retention | +10pp | High |
+| P2 💎 | Advocacy | No referral program | Launch "invite HR-peer → month free" | Referral rate | +5% | Med |
+| P3 🔧 | Decision | No ROI calculator | Interactive calculator on site | Lead→trial | +3% | Low |
+
+## Validation (Quality Gate)
+
+- [ ] All 6 journey stages covered (Awareness → Consideration → Decision → Purchase → Retention → Advocacy)
+- [ ] For each stage: actions, emotions, touchpoints, pains, opportunities
+- [ ] Metrics specified for each stage (real or benchmarks with a note)
+- [ ] Retention and Advocacy analyzed separately
+- [ ] Identified at least 3 Moments of Truth with risk assessment and impact on metric
+- [ ] Channel mapping: online + offline channels at each stage, consistency evaluated
+- [ ] Loops and alternative paths are marked (customer doesn't always go linearly)
+- [ ] The map is tied to a specific persona (not an abstract customer)
+- [ ] Gap analysis with Impact × Effort prioritization
+- [ ] Action plan with target metrics and expected effect
+- [ ] Data sources indicated; data older than 12 mo marked with ⚠️
+
+> If validation fails — rework until passing, do not pass further.
+
+## Handoff
+The output of `$customer-journey-mapping` is input for:
+- **Strategist / Mediator** — understanding the customer journey for strategic decisions.
+- **`icp-buyer-persona`** — enriching personas with real behavior and pain data.
+- **`rfm-analysis`** — touchpoints to increase frequency and amount of purchases (Retention stage).
+- **`unit-economics`** — optimizing CAC via conversion enhancement at key stages.
+- **`cohort-analysis`** — churn points for in-depth cohort analysis.
+- **`jtbd-analysis`** — jobs at each stage to refine the value proposition.
+
+Handoff format: journey map + Moments of Truth + gap analysis + action plan. When handing off — use `$handoff`.
+
+## Anti-patterns
+
+| Mistake | Why it's bad | How to do it right |
+|--------|-------------|---------------|
+| Map without a persona | Abstract journey, untied to real behavior | Always tie to a specific persona |
+| Only online channels | Half the customer journey is missed | Channel mapping: online + offline at each stage |
+| No emotions | Dry scheme without customer understanding | Capture emotional state at each stage |
+| Linear journey | Customers loop, return, skip stages | Note loops and alternative paths |
+| No gap analysis | Map for the sake of a map, no actionable insights | Always conclude with gap analysis + Impact × Effort |
+| Idealized journey | Drawing "how we want" instead of "as is" | Start with as-is, then build to-be |
+| Too many details | Unreadable map, focus is lost | 5-7 touchpoints per stage maximum |
+| Retention + Adv. in one | Retention ≠ recommendation, different mechanics and metrics | Analyze as separate stages |
+| No metrics | Qualitative map without numbers — half the value | Connversion, NPS, time-to-value, churn at each stage |
+
+## Output Template
+
+```markdown
+### Customer Journey Mapping — [Product / Service]
+
+**Persona:** [Name / role]
+**Map type:** As-Is / To-Be
+**Business model:** [model]
+**Analysis date:** [date]
+**Data type:** Real / Benchmarks ([source])
+
+---
+
+#### Customer Journey Map
+
+| Stage | Customer actions | Touchpoints | Emotions | Pains | Opportunities | Metrics |
+|------|-----------------|----------------|:------:|------|-------------|---------|
+| **Awareness** | [what they do] | [channels] | [😊😐😟] | [problem] | [improvement] | [CTR, CPA] |
+| **Consideration** | [what they do] | [channels] | [😊😐😟] | [problem] | [improvement] | [conv., bounce] |
+| **Decision** | [what they do] | [channels] | [😊😐😟] | [problem] | [improvement] | [win rate, cycle] |
+| **Purchase / Onboard.** | [what they do] | [channels] | [😊😐😟] | [problem] | [improvement] | [activ., TTV] |
+| **Retention** | [what they do] | [channels] | [😊😐😟] | [problem] | [improvement] | [ret., NPS, churn] |
+| **Advocacy** | [what they do] | [channels] | [😊😐😟] | [problem] | [improvement] | [refer., UGC] |
+
+---
+
+#### Channel Mapping
+
+| Stage | Online channels | Offline channels | Main channel | Consistency |
+|------|:-------------:|:-------------:|:--------------:|:---------------:|
+| [Stage] | [Which ones] | [Which ones] | [Which one] | ✅ / ⚠️ / 🔴 |
+
+**Loops and alternative paths:** [description of nonlinear routes]
+
+---
+
+#### Moments of Truth
+
+| # | Moment | Stage | Current state | Risk (1-5) | Impact on metric |
+|---|--------|------|-------------------|:----------:|-------------------|
+| 1 | [moment] | [stage] | [description] | X | [metric] |
+
+---
+
+#### Gap Analysis
+
+| Stage | Customer expectation | Reality (as-is) | Gap | Severity |
+|------|------------------|--------------------|-----|:--------:|
+| [Stage] | [What they expect] | [What they get] | [Gap] | 🔴/🟡/🟢 |
+
+---
+
+#### Action Plan (Impact × Effort)
+
+| Priority | Stage | Gap | Action | Target metric | Expected effect | Effort |
+|:---------:|------|-----|----------|-----------------|:----------------:|:------:|
+| P1 🎯 | [stage] | [gap] | [what to do] | [metric] | +X% | Low |
+| P2 💎 | [stage] | [gap] | [what to do] | [metric] | +X% | High |
+| P3 🔧 | [stage] | [gap] | [what to do] | [metric] | +X% | Low |
+
+---
+
+#### Recommendations for subsequent stages
+- **→ Strategist:** [key insight for strategy]
+- **→ $icp-buyer-persona:** [persona enrichment]
+- **→ $unit-economics:** [impact on CAC/LTV]
+- **→ $cohort-analysis:** [churn points for in-depth analysis]
+
+---
+
+#### Sources and Assumptions
+
+| # | Fact / assumption | Source | Date | Reliability |
+|---|-------------------|----------|------|:-------------:|
+| 1 | [Fact] | [Source] | [Date] | ✅ / ⚠️ / 🔮 |
+
+Legend: ✅ Verified (analytics data / A/B test) | ⚠️ Estimated (benchmark / 1 source) | 🔮 Assumed (expert hypothesis)
+```