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Tags and filters can be used to look at the data from different points of view.

What are tags?

Once you have collected a first set of data you can start your analysis. A structured way to do so is by categorizing touchpoints, i.e. finding a name for the thing that relates the issues to each other. Categories can describe diverse topics. You can look at processes, e.g. create categories like: booking process, check-in, payment. You can examine geographic areas, e.g. reception, public transport, parking.  You can also research channels, e.g. website, mobile, face-to-face.

Categorizing touchpoints allows you to compare the experiences your customers have related to a specific thing, e.g. the experience your customers have with the booking process. Do all the customers report the same experience, or are there differences in the way they go through it, what they perceive and how satisfied they are with it? Let’s assume 10 of your customers book your service on your website, and 10 book it via telephone. Are there differences in their satisfaction? Is the first group more satisfied than the second? And, if yes, why so? The tag-and-filter function sheds light on such questions because it allows you to compare these groups.

Getting aware of differences is the first step of improving the service. Once you know where to dig deeper you can extract the reasons for dissatisfaction.

In ExperienceFellow, these categories are called tags, and tagging a touchpoint simply means assigning it to one or more categories.

Approaches of tagging

There are two typical approaches to categorizing/tagging: top-down (deductive reasoning) and bottom-up (inductive reasoning).

1. Top-down (deductive reasoning)

When applying a top-down approach, you think of categories before looking at your data. Probably you already have an idea of the experiences your customer have, the issues that will arise, and the geographic areas that will be included. You can use this knowledge to build your categories upfront and select from that list in order to assign tags to the touchpoints collected.


  • categories are based on professional experience that has been won during a long period of time
  • categories include all topics that are known to be of high importance


  • categories for issues that arise for the first time are not considered
  • categories are static and force pressing touchpoints into predefined forms

To use this approach with ExperienceFellow, you go to the tag menu and insert your predefined categories. Afterwards you can select from this list by clicking on a touchpoint and selecting the respective tag.


2. Bottom-up (inductive reasoning)

When applying a bottom-up approach, you think of categories after having seen the data. Hence you know what your customers reported about and you adapt categories to the happenings


  • new categories are discovered and defined
  • touchpoints do not have to be pressed into predefined forms that maybe do not even fit


  • issues that might arise but incidentally did not are not included and are not researched
  • the big picture is lost

You’re looking at a touchpoint and you see that it is about an issue that is not included into any of your current tags. Create a new tag by clicking on the touchpoint and going to the touchpoint overview. Type the new name into the tag field and press enter. The new tag is created and the touchpoint is tagged. You can also use the tag for upcoming touchpoints by simply selecting it from the drop-down list.


Finally, it depends on your case and your preferences how you assign tags. However we suggest a combination of top-down and bottom-up: think of some categories you expect to arise, then look at your data and see if they fit, or how you can improve them. Rename tags if necessary, split them if you find out they describe two different issues, delete them if you find out they are somehow redundant or simply not relevant.

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