Online reviews and feedback

Online reviews and feedback contain unfiltered customer voices. These public comments reveal authentic experiences, both positive and negative, without the influence of direct questioning. Customers often share detailed stories about their journeys, highlighting moments that matter most to them.

Mine reviews systematically across platforms like Google, social media, app stores, and industry-specific sites. Look for recurring themes, emotional language, and specific touchpoint mentions. Pay attention to what triggers customers to leave reviews, as these represent peak moments in their journeys.

Categorize feedback by journey stage and sentiment. Extract verbatim quotes that capture key patterns. Notice gaps between your intended experience and what customers actually encounter. Reviews often expose blindspots in your understanding of the customer journey, making them invaluable for creating accurate maps.