Creating a strong customer experience is a strategic priority for organisations. Companies are leveraging new technologies such as mobile applications, social media platforms, virtual reality, drones and the Internet of Things to provide smart services and enable a seamless customer experience. The complexity of using these technologies within an organisation’s myriad touch-points has led to a data explosion across touch-points in the entire customer journey. The 2017 project aims to develop a Methodology using big data and cognitive computing for understanding the service consumer’s experience through the consumer journey (pre-purchase, purchase and post-purchase) and use the generated insights to improve and design better service delivery. The project will involve CX analytics model to experiment with firm how to capture and analyse the raw components of CX (e.g., social listening, text, mobile applications, location-based data) to further understand CX and the consumer journey. Furthermore, analytics to measure experiences in specific touch-points through different phases of the customer journey.
For more information on this research please contact Dr Mohamed Zaki.