A real investigation
Following one gap, end to end
Here is how an analyst actually uses the dashboard — the path from a number that looks bad to a finding the client can act on.
Spot the gap
S Brand is trailing Competitor A at the Sight Test
The overview compares the brand against a competitor at every touchpoint on the journey. S brand leads or track closely in most stages — but at Store Visit → Sight Test, Competitor A is clearly ahead. That single gap is worth understanding.
Green = S Brand, coral = Competitor A, across the eleven journey touchpoints.
Investigate on the journey map
One theme jumps out — and it belongs to the competitor
Zooming into Sight Test on the journey map, each bubble is a theme customers raised. Height is its impact on NPS; size is how often it comes up. Hovering the standout bubble reveals it: for Competitor A, customers mentioning a staff member by name is both frequent and strongly positive.
Read what customers said
Click through, and the raw voice of the customer loads
Clicking the bubble pulls up the underlying verbatims — the actual customer language behind the number, with the matched theme highlighted. Competitor A's Sight Test reviews name the optometrist again and again: a signal that their staff build genuine personal rapport with customers.
Every metric links to its source text — one click from a score to the words behind it.
Quantify the gap
Same rapport when it happens — it just happens less often
The comparison table settles the question. When a customer does name their optometrist, S Brand scores almost identically to Competitor A — the experience is just as good. The difference is frequency: only about a third of S Brand's Sight Test feedback mentions a name, against nearly half of Competitor A's.
The table also works in reverse: start from a theme you care about and see where you stand.
The finding
A gap the headline score would never reveal
S Brand's optometrists build rapport just as well as the competition — they simply do it less often. That's a specific, fixable coaching problem, surfaced from a benchmark that started out only saying the brand ranked second.
