Service Design

Harnessing the power of sentiment mapping

January 24, 2022
3 minutes
Mehreen Arshi

In the realm of customer experience, sentiment isn't just a fleeting emotion; it's a crucial metric. Beyond the traditional forms of feedback, understanding customer sentiment offers deeper insights into their experiences, motivations, and, importantly, their emotional journey. Enter customer sentiment mapping, a tool to visually represent and track these sentiments throughout the entire customer journey. Here's a breakdown of its benefits and how it can be generated.

What is Customer Sentiment Mapping?

At its core, sentiment mapping plots out the emotional highs and lows a customer experiences at each touchpoint in their journey. It allows businesses to see where they’re delighting or disappointing their customers, providing a more holistic view than mere sales or click-through rates.

Key Benefits of Customer Sentiment Mapping

  1. Holistic Understanding: Beyond just knowing if a customer bought an item or clicked on a link, sentiment mapping helps businesses understand how a customer felt during those interactions.
  2. Predictive Insights: By understanding the emotional triggers, businesses can predict future behaviors and tailor their strategies accordingly.
  3. Optimize Touchpoints: By identifying which touchpoints elicit strong negative or positive emotions, businesses can prioritize areas that need improvement.
  4. Enhance Customer Loyalty: When customers feel understood and their emotional needs are addressed, they are more likely to remain loyal to a brand.
  5. Strengthen Marketing Efforts: Tailoring marketing campaigns based on emotional triggers can lead to more effective messaging.

Generating Sentiment Mapping from Customer Feedback

  1. Identify Key Touchpoints: List out every interaction a customer might have with your business, from initial awareness to post-purchase.
  2. Collect Feedback Across All Touchpoints: Use surveys, feedback forms, social media, customer service interactions, and more to gather feedback. The goal is to understand how customers feel at each touchpoint.
  3. Use Sentiment Analysis Tools: There are numerous tools available that use Natural Language Processing (NLP) to gauge the sentiment behind written feedback. These can provide a more quantitative measure of sentiment, transforming subjective feelings into actionable data.
  4. Plot the Sentiments: Create a visual map of the customer journey and annotate each touchpoint with the associated sentiment. This can be as simple as using a color-coded system (e.g., red for negative, green for positive) or more complex scales.
  5. Refine and Repeat: As you make changes based on the sentiment analysis, continuously gather new feedback and adjust the map. This ensures that your understanding evolves with your customers' experiences.


While traditional metrics like sales, clicks, or page views offer a wealth of information, they miss out on a critical aspect of the customer experience: emotion. Customer sentiment mapping fills this gap, allowing businesses to understand the emotional ebb and flow of their customer journey. In an era where emotional connection with a brand can drive loyalty and sales, sentiment mapping isn't just a tool; it's a cornerstone of effective customer experience management.

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