Support logs

Support logs document where customers struggle most in their journeys. These records capture real problems, questions, and frustrations at specific touchpoints. Unlike reviews, support interactions show issues serious enough to prompt customers to seek help.

Analyze ticket categories, resolution times, and repeat contact rates. Look for patterns in customer language and emotional states. Track which journey stages generate the most support requests. Pay attention to problems that require multiple contacts to resolve, as these indicate significant journey friction.

Support teams possess deep customer knowledge often overlooked in journey mapping. Interview customer support agents about common issues and customer emotions. Review chat transcripts and call recordings for authentic voice-of-customer data. This frontline perspective reveals journey breakdowns that other data sources might miss.