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Custory keeps the customer journey, supporting evidence, and follow-up work in one place. The product model is: Workspace -> Journey -> Stage -> Step -> Item Reusable items also live in Building blocks, the workspace repository. A journey placement can reference the same reusable item without copying it.

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The hierarchy

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Workspace

A workspace is the shared home for one team, product, product area, client, or business unit. It contains members and roles, journeys, building blocks, personas, integrations, notifications, automations, and AI memory or MCP access.

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Journey

A journey is one customer flow the team wants to understand or improve, such as onboarding, activation, trial to paid, support escalation, or renewal risk.

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Stage

A stage is a broad phase inside a journey, such as discovery, evaluation, setup, first value, or retention.

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Step

A step is a specific customer moment inside a stage. Good step names are concrete:
  • Customer reads pricing page
  • Customer connects Slack
  • Customer invites teammate

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Item

An item is structured context attached to a step. Items hold touchpoints, insights, opportunities, solutions, and metrics. Items are where the journey becomes useful for decisions instead of staying a static map.

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The operating loop

Custory is designed around a simple loop:
  1. Customer signals appear in analytics, support, billing, research, or delivery work.
  2. The team places the signal on the right journey step.
  3. Items turn that signal into evidence, learning, decisions, and measurement.
  4. Integrations and automations move follow-up into the tools where work happens.
  5. Results and shipped changes update the journey again.

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Where each part helps

PartUse it for
JourneysMapping and maintaining the customer flow
ItemsCapturing evidence, decisions, responses, and metrics
Building blocksReusing canonical items across journeys
PersonasInterpreting the journey from the right customer role
IntegrationsPulling evidence in and pushing follow-up out
AutomationsHandling repeated updates, messages, and task creation
AISummarizing, drafting, and maintaining context from real workspace data

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Example

A trial-to-paid journey might use this structure:
  • Workspace: Acme product team
  • Journey: Trial to paid
  • Stage: Setup
  • Step: Customer connects first integration
  • Item: Insight about non-technical admins stalling at API credentials
That item can then link to an opportunity, solution, metric, and delivery task without losing the customer moment that created the work.

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Next step

Read Quickstart if you are setting up the workspace now. Read Items for the full item model.