Mohamed Zaki and Ben Lucas awarded a fund from the Marketing Science Institute in response to Customer Experience Initiative call 'CX Analytics: A Data-Driven Measurement System for Customer Experience and Emotional Complexity'. The project proposes a flexible approach to measuring customer experience factors and emotional complexity for customer experience analytics. We aim to:
- build a data-driven measurement system that uses topic modelling as a basis to identify distinguishable textual manifestations of different CX factors (i.e. customer experience attributes) from different CX frameworks, in online customer reviews and social media activity;
- assess the stability of these CX attributes as a basis for real time analytics, and to what extent these factors emerge as dominant compared to other themes emerging from the data;
- assess the extent to which different customer experience factors interplay with emotional complexity (i.e. emotional dialecticism and emotional differentiation) when they manifest in customer recounts of their experiences; and
- illustrate the important extension of customer experience measurement beyond simple sentiment analysis and valence scoring introduced by previous systems and literatures.
To find out more about the project contact Mohamed Zaki.