{"id":8146,"date":"2023-04-17T07:00:00","date_gmt":"2023-04-17T12:00:00","guid":{"rendered":"https:\/\/juneux.com\/blog\/?p=8146"},"modified":"2023-02-28T23:39:01","modified_gmt":"2023-03-01T05:39:01","slug":"text-analytics-the-game-changing-tool-for-customer-journey-mapping","status":"publish","type":"post","link":"https:\/\/juneux.com\/blog\/2023\/04\/text-analytics-the-game-changing-tool-for-customer-journey-mapping\/","title":{"rendered":"Text Analytics: The Game-Changing Tool for Customer Journey Mapping"},"content":{"rendered":"\n

Journey mapping is not just about the destination\u2014but the journey itself\u2014and all the moving parts that make it a memorable ride.<\/p>\n\n\n\n

Over the past 10-plus years, I\u2019ve built dozens of journey maps\u2014and have always approached each one a little differently. My favorite go-to journey research method is diary studies<\/strong> as they allow me to observe people completing their actions in real-time and over multiple touchpoints. <\/p>\n\n\n\n

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“[Diary studies are] a way of capturing rich, qualitative data about people’s behaviors, experiences, and attitudes over time.”<\/p>\nIndi Young<\/cite><\/blockquote>\n\n\n\n

My diary tools have run the gamut from no-cost to high-tech\/higher-cost like dscout and Indeemo\u2014and have experimented with all formats: mobile, written, and video. (See below for a complete list of what I’ve tried.)<\/p>\n\n\n\n

In my most recent journey mapping project, I leveled up my research approach by incorporating text analytics for the first time\u2014and found this new perspective to be incredibly valuable for me professionally and to the overall effectiveness of the journey map. <\/p>\n\n\n\n\n\n\n\n

Case Study: University Admissions Journey Mapping<\/h2>\n\n\n\n

For this project, I leveraged a variety of research methods\u2014video diaries, surveys, projectives\u2014to inform the journey that prospective students go through to apply to college and finance their degree. <\/p>\n\n\n\n

But this time, I added one new research tool: text analytics.<\/p>\n\n\n\n

To give you an example of how I did this… In one diary entry, I asked research participants to tell me all about their admissions counselor\u2014what were their first impressions of them, what did they talk about, in what ways were they helpful, in what ways were they not<\/em> helpful, etc.<\/p>\n\n\n\n

After reading their diary entries, next, I looked up every phone call between the research participant and their admissions officer using a text analytics platform. Now, I could literally see both perspectives of the same experience: the customer\u2019s perceptions<\/em> of what happened and what actually<\/em> happened!<\/p>\n\n\n\n

The additional insights gleaned from text analytics allowed me to add a layer of richness to my storytelling approach. As nice side effects, it also increased the credibility of the map and deepened stakeholders’ emotional connections to my research findings.<\/p>\n\n\n\n

5 Ways to Leverage Text Analytics When Building Journey Maps<\/h2>\n\n\n\n

If you have access to text analytics at your organization, here are some ways you could use it to flesh out your journey maps.<\/p>\n\n\n\n

1) Sentiment Analysis<\/h3>\n\n\n\n

Use sentiment analysis analyzed in customer feedback, reviews, and comments at different touchpoints of the customer journey. Identify the emotional highs and lows of customers in each part of the journey and gain insights into the factors driving positive or negative experiences.<\/p>\n\n\n\n

2) Topic Modeling<\/h3>\n\n\n\n

Create topic models for:<\/p>\n\n\n\n