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Cambridge Service Alliance

developing new understanding and approaches to complex service systems

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Moments of Truth in Services: AI-Neuro-marketing Perspective

The future of customer experience will be frictionless, seamless, and tailored to specific parts of the customer's journey. Thus, organisations are seeking to experiment new technologies such as wearable, biometrics, eye-tracking to improve customer experience while reducing friction during key moments of truth (MoT). The key to correcting frontline performance is the consistent handling of Moments of Truth - Those few interactions where customers have an unusual amount of emotional energy invested in the outcome.

MoT is under-explored using new approaches such as neuro-imaging and neuro-marketing blended with AI techniques.  Although neuroimaging is unlikely to be cheaper than other tools in the near future, there is growing evidence that it may provide hidden information about the consumer experience and human resource management (aided by frontier technologies such as wearable technologies).

What the project aims?

The project aims to develop a methodology and demonstration using real time data and AI technique to analyze the customers ''moments of truth'' to increase the quality of service experience perceived by the customer. Also, the project will consider capturing and analysing the interaction between employees and customers using data generated from wearable technologies. The research will answer the following research question "Can AI models blended with new approaches such as neuro-imaging and neuro-marketing to capture and analyze the customers’ moments of truth, identify anomalies in customer journeys - where customers deviate from habit or predictions and identify opportunities for intervention and moments of influence?

What exploitable outputs will be produced?

  • Machine learning model to experiment with partners how to analyze in the 'moments-of-truth' measures of customer experience using data generated from wearable technologies.
  • Analytics to capturing and analysing the interaction between employees and customers for intervention and influence.
  • Identify critical touchpoints ("moments of truth") throughout the customer journey that have the most significant influence on key customer outcomes.
  • Deeper insights into customer decision journeys, to identify opportunities for intervention or influence.
  • Deeper understanding on the "moments that matter". This should offer insights into service design to correspond with specific CX experience dimensions. 

Researcher

Dr Mohamed Zaki

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