A lesser-known but powerful gap analysis technique is to reverse-engineer your competitors’ customer or user journeys using publicly available data, such as their website navigation flows, customer reviews, or chatbot interactions. Instead of focusing solely on internal processes, map out their touchpoints and identify where they excel or falter. For instance, discovering a competitor’s onboarding process is smoother due to automated nudges can highlight gaps in your own user experience, offering precise, surprising targets for improvement that internal audits might overlook.
