How to optimize the customer journey using emotional analysis?

Published on April 21, 2021  - Updated on June 06, 2025

How to optimize the customer journey using emotional analysis?

The customer journey is at the heart of any customer experience strategy. Optimizing it means maximizing customer satisfaction, loyalty and business performance. What if customer emotions became your best ally in mapping, analyzing and improving each stage of the journey?

Follow our guide to transform your customer journeys into genuine emotional levers for growth.

1. What is a customer journey and why optimize it?

The Customer Journey represents all the interactions - physical, digital or human - that a customer experiences with a brand. This includes all stages: from awareness of a need to information search, purchase, after-sales and even recommendation.

👉 Optimizing a customer journey enables us to better understand needs, expectations and, above all, the emotions felt at each point of contact. This helps identify irritants to be eliminated and moments of delight to be reinforced.

🎯 The objective: a fluid, coherent and memorable omnichannel experience, aligned with the emotions actually experienced by your customers. This is the “customer-centric” approach.

But that's not all! All too often, each department in a company focuses only on “its” stage of the customer journey. By drawing up a complete mapping, it becomes possible to mobilize all employees around the overall experience, and thus foster a Customer Centric culture.

Customer Journey

Often, each department in the company only takes into account the stage of the customer journey that concerns it, without considering the other stages of the journey.

Once a customer journey has been drawn up, it will be much easier to involve all employees in the overall experience, and thus work in the same direction to improve it.

Finally, the ultimate aim of the customer journey is to identify the irritants and points of delight encountered by your customers, so that you can implement actions to improve the overall consumer experience!

2. How do you map the customer journey?

There are several methods to build a relevant cartography:

  • Qualitative and quantitative studies
  • Mystery visits
  • Customer interviews
  • Internal workshops (marketing, after-sales, product...)
  • Semantic and emotional analysis of verbatims (opinions, messages, surveys...)

💡 The most important thing: put yourself in the customer's shoes. Listen to what they say, what they feel, what they experience. This is the key to accurate, actionable and emotionally intelligent mapping.

3. Why is accuracy essential in customer journey analysis?

Each touchpoint must be precisely defined. This allows you to easily identify :

  • Areas of friction
  • Recurring negative emotions (anger, frustration, disappointment)
  • Moments of satisfaction or wonder

👉 Clear mapping = clear insights.

You'll know immediately where to focus your efforts to improve the experience.

4. Optimizing the customer journey through emotions

Emotions are the driving force behind customer loyalty. A smooth customer journey is no longer enough: it must also generate positive emotions.

➡️ To achieve this, an effective method is emotional analysis of the customer journey, based on verbatims (opinions, surveys, messages...).

With a tool like Q°emotion, you can automatically :

  • Identify dominant emotions (joy, anger, surprise, fear, sadness, disgust)
  • Associate each emotion with a stage in the customer journey
  • Visualize critical stages using a dynamic emotional map

5. A concrete example of an emotional analysis of a customer journey

Let's take the example of an insurance company. Emotional analysis reveals that appointment setting generates mainly negative emotions (anger, frustration), while underwriting is perceived positively.

Result: the company prioritizes corrective actions on the appointment phase, which significantly improves its overall customer experience and reduces the risk of attrition.

Q°emotion - Customer Review Anger

In this comment, for example, 2 negative emotions were detected and we identify a fairly high risk of attrition in this client due to waiting time on the chat.

To establish an average “score” for each stage of the journey, the artificial intelligence will count the number of comments in each stage and assign them a main emotion.

Q°emotion - Emotion breakdown sadness

Then, based on the words and expressions used, our algorithm will automatically classify the comments into the stages of your customer journey. This gives you a better understanding of how each stage is experienced by the consumer.

Q°emotion - Customer Journey

Thanks to the measurement of emotions, it is possible to identify at a glance which are the critical stages in the customer's journey and which, on the contrary, are best perceived by customers.

For example, for this insurer, we can see directly that opening an account is badly experienced and therefore that there are corrective actions to be implemented as a priority on this side.

6. Save time, focus on the action

With Q°emotion, you can automate the semantic and emotional analysis of thousands of customer comments. You'll gain clarity and speed, so you can concentrate on what's most important: taking action.

➡️ Test our emotional analysis solution free of charge and start optimizing your customer journeys today.

Our solution takes care of the data analysis, so you can concentrate on taking corrective action!

Share this article

Similar posts

How emotional analysis can predict and prevent customer churn

Published on May 07, 2025  - Updated on May 07, 2025

How emotional analysis can predict and prevent customer churn In a world where customers are increasingly volatile, customer loyalty has become a strategic issue for companies. As we all know, winnin...

Customer Experience vs. Customer Success: Understanding the differences and maximising customer loyalty through emotional analysis

Published on October 29, 2024  - Updated on November 04, 2024

In an increasingly competitive business environment, companies must now redouble their efforts to capture and retain customers. According to a recent study by Forrester ,  73% of companies now...

Q°emotion enables you to…

Automatically classify
verbatim.

Automatic classification

Q°emotion, a tool for ...

Prioritize irritants
on customer journeys.

Irritants & Customer journeys

Want to test our tool?

Ask for a
test of our tool!

phone