Alakris — Customer Journey 2026

Version	v1.0
Date	2026-07-12
Status	APPROVED — published 2026-07-12
Contract	MKT-030-10 (PARENT: MKT-030)
References	Sales Playbook (MKT-030-4), Demo Playbook (MKT-030-5), Pricing Book (MKT-030-3), AI Employee Catalog (MKT-030-1)
Principle	ChurnZero: "someone always owns the moment" — every transition between stages has an explicit owner and trigger, otherwise the customer "falls through" between stages.

---

How this document is structured

The customer journey splits into two tracks after the "Lead" stage: self-service (Lite/Self-Service/Managed — no sales involvement on entry) and enterprise (adds manual Demo + qualification before payment). Each stage is described with 4 required fields: Owner, Expected outcome (entry/exit criteria), KPI, Automation trigger (event that starts the transition to the next stage).

Real conversion rates between stages are taken from Brain CLI / CRM objects (Opportunity/Offer/Payment) — this document does not create a separate tracking system, only describes the route.

---

Stage 1 — Lead

• Owner: Alex (AI consultant on the website) for inbound via widget; Igor (AI cold-sales specialist) for outbound campaigns; sales manager for referral/partner leads.
• Expected outcome: Contact is recorded in CRM (Marina, AI sales manager) with minimum data set — source, channel, first question/interest.
• KPI: Number of new leads/mo by channel, share of leads with valid contact.
• Automation trigger: New message in widget chat OR response to an Igor outbound campaign → automatic lead record creation in CRM (see widget_chat.py::_create_lead_and_notify — a real, production-running trigger, not hypothetical).

Branching after this stage

• Self-service path: Diagnosis → Payment (no manual Demo/Qualification) — Lite/Self-Service/Managed are product-driven, without sales touch.
• Enterprise path: Diagnosis → Demo → Tier selection (custom quote) → Payment — with manual sales involvement.

---

Stage 2 — Diagnosis

(Self-service and Enterprise — shared stage, different content)

• Owner (self-service): The product itself — a short diagnostic flow within conversational onboarding (below, stage 6) is effectively combined with the start of onboarding; no separate sales step here.
• Owner (enterprise): Sales manager, discovery call (Sales Playbook, section 2).
• Expected outcome: For enterprise — MEDDPICC-lite closed (Sales Playbook, section 2.2), recommended tier is clear (Qualification Guide, MKT-030-6). For self-service — customer understands which tier fits them, guided by Pricing Book.
• KPI: Share of leads that completed qualification (SQL conversion) — for enterprise track.
• Automation trigger: For enterprise — a scheduled discovery call in CRM starts the timer to the next stage (Demo within 3 business days, Sales Playbook section 1).

---

Stage 3 — Demo (Enterprise path only)

• Owner: Sales manager, following Demo Playbook (MKT-030-5).
• Expected outcome: Customer saw the platform through the lens of their pain (Demo Playbook stages 3–6), tier confirmed (not redefined).
• KPI: Demo-to-proposal conversion (share of demos that ended with proposal sent).
• Automation trigger: Explicit CTA at the end of demo (Demo Playbook, stage 8) → next step recorded in CRM with date.

Self-service path skips this stage entirely — the customer sees the product directly through conversational onboarding (stage 6), not through a call with a manager.

---

Stage 4 — Tier selection

• Owner (self-service): The customer themselves, via Pricing Book / tier storefront.
• Owner (enterprise): Sales manager → owner (approval matrix, Pricing Book Enterprise Pricing Policy, for custom quote).
• Expected outcome: Tier (or custom quote for enterprise) explicitly agreed, final price known.
• KPI: Win rate (share of proposals that end with payment), for enterprise — average cycle time from quote to signature.
• Automation trigger: For self-service — tier selection in the registration UI starts direct transition to payment; for enterprise — signed contract/accepted quote triggers invoice generation.

---

Stage 5 — Payment

• Owner: Platform (automatic billing) for self-service; sales/finance for enterprise contracts.
• Expected outcome: Payment successfully processed, tenant activated.
• KPI: Trial-to-paid / lead-to-paid conversion by tier, time from tier selection to payment.
• Automation trigger: Self-service — automatic charge via T-Bank integration (PAY-001/002, live production functionality) on the customer's card at registration/upgrade. Enterprise — payment by invoice per contract terms (Pricing Book, Enterprise Pricing Policy: billing cycle, contract term).

---

Stage 6 — Onboarding

• Owner (self-service): Platform — conversational onboarding wizard (real flow: customer discovery profile → recommend_onboarding forms the initial AI employee set and prompt draft → provision_widget creates widget token and issues embed code, see core/agent-core/src/api/onboarding_wizard_api.py, ONBOARD-WIZARD-006). One active widget per tenant at this step (idempotency — repeated call returns 409).
• Owner (managed/enterprise): Dedicated specialist / onboarding team — on top of the same technical flow, manual integration setup is added.
• Expected outcome: Tenant received widget_url + embed_snippet, widget is ready for installation on the customer's site.
• KPI: Wizard completion rate (share of those who started onboarding and reached the issued embed code), time-to-provision.
• Automation trigger: Completion of customer discovery profile (industry/primary_goal/tone/languages/company_name) → automatic recommend_onboarding call → customer confirms/edits recommended system_prompt → POST /onboarding/provision-widget creates WidgetToken in the database.

---

Stage 7 — Launch

• Owner: Customer (installs embed code on their site) + platform (widget technical readiness).
• Expected outcome: Widget is technically embedded on the customer's site and responds to real traffic.
• KPI: Share of tenants that installed embed code within N days after provisioning (time-to-launch).
• Automation trigger: First incoming request from the installed widget — technically confirms the embed code is actually embedded, not just issued.

---

Stage 8 — Usage (Activation / Adoption)

• Owner: Platform (automatic tracking), Alex/CSM role for managed/enterprise.
• Expected outcome — Activation is defined measurably: first real record in widget_threads for the tenant (first widget dialog handled with a real visitor, not a test click by the customer themselves) — a concrete system event, not an abstract "first value."
• KPI: Activation rate (share of tenants with ≥1 real dialog within N days after launch), average time to first activation (time-to-value).
• Automation trigger: First record in widget_threads with message_count ≥ 1 for the tenant → triggers tenant status transition to "activated" and, for managed/enterprise, notification to the dedicated specialist for a follow-up call.

Edge case — customer stops at Trial and does not move to Purchase

If a tenant registered but payment (stage 5) did not go through or the subscription was not activated within N days — automated follow-up trigger: email reminder at a set interval after registration without payment. Gap for future task: the specific N (interval) and email sequence content are not defined by existing platform automation as of 2026-07-12 — this is recorded as a gap, not implemented within this docs-only contract (SCOPE_LIMIT).

---

Stage 9 — Expansion

• Owner: Platform (usage signals) + sales/CSM for managed/enterprise (proactive upsell).
• Expected outcome: Tenant adds AI employees beyond current tier or upgrades to the next tier due to hitting limits (conversations/agents).
• KPI: Expansion rate (share of base upgrading monthly — target guide 3–8%, pricing-strategy-2026.md section 4.1), NRR.
• Automation trigger: Approaching tier conversation/agent limit (usage signal) → notification to tenant about upgrade option; for managed — this signal also reaches the dedicated specialist on the monthly call.

---

Stage 10 — Renewal

• Owner: Platform (auto-renew by default) for self-service; sales/CSM for enterprise contracts with fixed term.
• Expected outcome: Subscription renews automatically (self-service, monthly/annual by default) or contract is re-signed following review (enterprise, quarterly performance review — mentioned in old sales_playbook_pricing_and_qualification_2026.md, Tier 2, relevant here for Enterprise segment).
• KPI: Churn rate by tier, renewal rate for enterprise contracts with fixed term.
• Automation trigger: Self-service — standard billing cycle (monthly charge continues until customer cancels — 30-day notice, Pricing Book Terms). Enterprise — N weeks before contract term ends (minimum 3 months, Pricing Book), automatic reminder to owner/sales to review terms.

---

Edge case — Enterprise customer skips Trial

If an enterprise customer goes Demo → directly to custom negotiation → Purchase, bypassing self-serve trial/sandbox — this is an acceptable, standard variant of the enterprise branch, not a deviation from process. The enterprise path by definition does not go through the self-service onboarding wizard (stage 6 for this track is replaced by specialist-led manual onboarding).

---

Document maintained under task MKT-030-10. The Onboarding stage describes the real ONBOARD-WIZARD-006 flow (verified via search_code on core/agent-core/src/api/onboarding_wizard_api.py), not an idealized version. Unclosed automations (e.g., follow-up email for an incomplete trial) are recorded as gaps, not invented as already existing.