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Understand what your customers expect at every touchpoint.

Map what people expect before, during and after purchase, and where the experience breaks down, ranked by how often they surface.

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By the Licter analysis team · Updated

What you get

  • Expectations and friction points, ordered by how often they surface.
  • The journey map as your customers see it.
  • The comparison with your competitors, step by step.

Trusted by 50+ organisations · 160+ projects since 2022

The question we get

“What do our customers expect at each step of the journey?”

Today, you seeWhat is missing

  • An overall satisfaction scoreThe step of the journey where it breaks
  • Complaints handled one by oneIrritants ranked by frequency
  • Projects started on instinctWhat to fix first

What you receive

Journey map

We split the customer journey into steps with you, then read what your customers say about each one, for you and your competitors. Expectations and irritants are ranked by frequency, so you know what to fix first.

  • Expectations and friction points, ordered by how often they surface.
  • The journey map as your customers see it.
  • The comparison with your competitors, step by step.
  • The three irritants to fix first.
Get a real case of this kind
Journey mapSatisfaction and top irritant, step by step
50 %82 %76 %71 %34 %68 %
  1. Discovery82 % satisfied

    ads repeated too often 6 %

  2. Choice76 % satisfied

    unclear pack sizes 9 %

  3. Purchase71 % satisfied

    shipping fees 11 %

  4. Delivery34 % satisfied

    late or damaged parcels 62 %

  5. After-sales68 % satisfied

    slow refunds 12 %

62% of negative posts are about delivery: that is where to act.

Source: Reviews, social, public support · 6 months · 31,800 verbatimsLicter · p. 4 / 14

How it runs

  1. Day 0Framing

    We split the customer journey into steps with you.

  2. Day 3Collection

    We collect what is said about each step, for you and your competitors.

  3. Day 7Analysis

    An analyst ranks expectations and irritants by frequency.

  4. Day 10Decision

    We hand you the priorities: what to fix first, and what it brings.

Indicative timings for a first read; continuous monitoring starts as soon as framing is done.

What we read

  • Customer reviews
  • Social networks
  • Forums
  • Search

They talk about it, and a typical case

45:24 “The best money: your customers' money.” France Digitale · A. Labarrière

Typical case · illustrative figures

A food brand sold online sees its reviews drop.

62% of negative posts are about late or damaged parcels; the product is still praised.

Our recommendationChange carrier and say so publicly.

The real figures of a comparable engagement, anonymised: get a real case 

  • Fewer customers lostYou fix first the irritants that make people leave.
  • Fewer complaintsRecurring problems are dealt with at the source.
  • Well-aimed investmentEach step of the journey is prioritised by what it brings.

And for you?

Get a real case of this kind, in your sector.

Anonymised, sent by a consultant within 48 hours. To see what the read actually gives for a company like yours.

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Rather read first? The guide to the 12 questions 

Frequently asked questions

Is it useful for an e-commerce site?

Yes, and also for stores, services and hybrid journeys.

Does it replace satisfaction surveys?

No, it complements them: the survey measures, the conversation explains.

Can progress be tracked over time?

Yes, with a regular read of the same steps.

Which of these questions is yours?

Leave your email or phone number. A consultant calls you back within 30 minutes on weekdays to talk it through.

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