Social Pulse: Customer Journey Mapping the 2020 Election

By: Nicole Martin, MPH

November 2, 2020

Tags:
Clarabridge Analytics
Customer Experience
Customer Journey
Text Analytics
Social Listening
Social Media Analytics

Clarabridge set out to create a customer journey map for the 2020 election, showcasing how customer experience relates to every experience.

    OUR ANALYSIS
Date of Data Pull: 10/15/2020 10:55AM
Source: Twitter, API Connectors
Current Volume: 40,888
Date Range: September 5, 2020 to October 19, 2020
Tweets Related to COVID-19 & Election 2020 

As the 2020 election approaches, every channel of information we use is filled with noise. Noise occurs throughout our day to day lives, causing us to get distracted from completing a purchase or finishing an email. Businesses rely heavily on customer journey mapping to understand the steps consumers take within their organization to maintain loyalty at every interaction within the customer lifecycle. Customer journey maps help businesses navigate through the noise to ensure they focus on the key customer interactions. Clarabridge’s Strategic Services division utilized our software to circumvent the modern news cycle noise to isolate the key interactions in the voter’s journey. Through the voting journey, we will showcase the value of a customer journey map in identifying actionable insights and supporting prioritization of workstreams.

Customer Journey Mapping

A customer journey map shows what interactions an individual takes to complete a journey. A journey for a business – for example, retail – will focus on the steps a consumer takes, from thinking about a purchase, all the way to completing the purchase. A stage looks at the key interactions an individual must take to complete the journey. Within the journey of voting, we isolated six key stages in which a voter must participate: Register, Gather Information, Watch Key Events, Make a Plan to Vote, Decide, and Vote. Understanding each stage provides a business the opportunity to align their company structure to consumer experiences. As a result, these journey teams can work together to improve a necessary part of the customer’s experience. For example, in voting, poll workers monitor and ensure individuals receive a ballot to execute their voting plan.

Within each stage, Clarabridge first isolated what a voter is feeling within each stage. Using Clarabridge’s natural language understanding capabilities, companies can monitor the emotions, or feelings, within a customer journey. Leveraging Twitter data, we isolated both clear and unclear emotions throughout each stage of the voting journey. An understanding of emotions provides businesses with the framework to measure whether a customer has a pleasant experience within each stage.

Businesses must also know what a customer is doing within each stage to know where operational improvements must occur. Using Clarabridge categorization models, interactions outlined in the doing section translate to category topics, providing a business with an opportunity to understand how a customer feels during the interaction. Within the stage, “Gather Information,” voters will look to social media, engage with peers, listen to podcasts, watch the news, and read forums. Clarabridge categorization models provide an ability to create topics specific to each of those interactions to see the proportion of clear and unclear feelings for each interaction.

In every interaction, people think or ask themselves questions about what they want to do. A customer journey map includes the critical questions often asked by a customer. Journey owners can work to streamline the processes in place to address key customer questions. Within voting, questions about how to register and how to vote drive a majority of the behaviors. Registration staff, for example, can create commercials or pamphlets to highlight the different ways a voter can register to provide clarity around key questions. Clarabridge’s real-time nature allows a business to quickly identify an emerging topic or question to iterate and adapt the journey map as improvements occur.

The voter’s journey highlights the real-world application of customer journeys. Noise and information experienced across any human experience make it difficult to isolate and track the meaningful interactions. Customer journey maps create the framework for a customer experience solution. Leveraging the capabilities of Clarabridge, we can identify the stages, the feelings, the interactions, and the questions to monitor them across the customer lifecycle.

Other Articles in This Series:

Social Pulse: Mapping Emotional Intensity in Partially Reopened States
Published May 15, 2020

Social Pulse: Redefining a Great Experience
Published May 1, 2020

Social Pulse: Readiness to Return
Published April 24, 2020

Social Pulse: Empathy Through Action
Published April 17, 2020

Social Pulse: An Opportunity to Create Trust with Consumers
Published April 9, 2020

Social Pulse: A Craving for Understanding
Published April 2, 2020

Social Pulse: The Way We See COVID-19 Relate to CX & the Globe
Published March 26, 2020

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Nicole Martin is currently a consultant at Clarabridge. Prior to Clarabridge, Nicole received her Master of Public Health in Epidemiology from The George Washington University. During her time at GW, Nicole wrote her graduate paper on sexuality, sexual behavior, and mental health. In addition, Nicole taught as a Graduate Assistant for the Biostatistics Department at The George Washington University. During her time at Clarabridge, Nicole has worked with healthcare accounts to enrich their analytic capabilities, created customer journey maps for property and casualty insurance companies, and continued to support innovation for clients across various industry verticals.

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Clarabridge has embarked on an independent research project to actively analyze the “emotional pulse” of social media users worldwide during the COVID-19 pandemic. The effort’s main goal is to assess how people are feeling using Clarabridge’s Natural Language Understanding to glean insights from millions of unstructured data records. We hope to inform the public, provide insights to the scientific community and educate Clarabridge customers. The analyses in this series leverages Twitter data collected beginning March 12th using keywords such as “coronavirus,” “covid19”, and “covid-19” from Twitter. We continue to refine data collection and models as the situation evolves.

HELPFUL RESOURCES:
The Social Pulse Series Archive 
Clarabridge COVID-19 Command Center 

Questions about Coronavirus? Check out the following:
Centers for Disease Control and Prevention (CDC)
World Health Organization (WHO)
Directory of Local Health Departments