skip to primary navigationskip to content

Cambridge Service Alliance

developing new understanding and approaches to complex service systems

Studying at Cambridge

 

Service Consumer's Exeperience Analytics

Creating a strong customer experience is a strategic priority for organizations. 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 organization’s myriad touchpoints has led to a data explosion across touchpoints in the entire customer journey. Most of this customer data is unstructured textual data, which is generated at several touchpoints in the customer journey. Service managers use tools such as customer feedback surveys, questionnaires, and interviews as a method of measuring customer satisfaction and a company’s future performance. However, these tools are used at the end of the customer experience journey, masking the underlying issues of concern, which form the basis for identifying improvements. Furthermore, a survey data set cannot offer real-time responses; therefore, organizations have to rely on other real-time customer data sources, to identify critical pain points, to unmask underlying sources of friction at the various touchpoints and to provide deeper insights into critical touchpoints and how and where organizations can implement change to reduce friction more quickly. Furthermore, based on previous research with one of our industrial partners, we found that only 1-2% random sample of total customers is surveyed.

We developed a review app and a text mining methodology for understanding the service consumer’s experience in real time and use the generated insights to improve and design better service delivery. The outcomes of this research are:

  1. A real-time review application paired with an analytical text mining model would allow our partners to resolve customer issues through the faster processing of data and accurate interpretation of the data. 
  2. An evaluation of the use of new text mining techniques (SVM and Naïve Bayes) in analysing qualitative data, and suggestions on their utilization in an industrial context.
  3. A comparison between traditional survey vs. real-time for feedback collection and analysis 
  4. Visualisation and a dashboard to monitor customer experience in real time.

If you are interested to know more about this work or the research findings, please contact .

RSS Feed Latest news

July Webinar by Christoph Peters on Modular Service Structures for AI Services

Jul 09, 2018

9 July 2018 - Modular Service Structures for the Successful Design of Flexible Customer Journeys for AI Services and Business Models - by Christoph Peters and Mohamed Zaki.

July Community of Interest Meeting

Jul 04, 2018

In collaboration with our Industrial Partners, the July Community of Interest Meeting (CoI) took place at Perkins, in Peterborough. The focus of this year events is on 'How companies can strategically design, pilot and experiment digital services in the new digital age?’

Mohamed Zaki won the Emerald Literati Award

Jul 03, 2018

Mohamed's and co-authors paper "The interplay of customer experience and commitment" published in the Journal of Services Marketing has been selected by the Emerald Editorial Team as Highly Commended in the 2018 Emerald Literati Awards

2nd Customer Management Leadership Group Academic-Practitioner Workshop

Jun 26, 2018

Dr Mohamed Zaki was invited to participate in the 2nd Customer management Leadership Group Academic-Practitioner Workshop on 17-19 June at the University of Manchester.

June paper on 'Modular Service Structures for the Successful Design of Flexible Customer Journeys for AI Services and Business Models – Orchestration and Interplay of Services'

Jun 26, 2018

June paper on 'Modular Service Structures for the Successful Design of Flexible Customer Journeys for AI Services and Business Models – Orchestration and Interplay of Services'

View all news

Upcoming events

Industry Day - 3 October 2018

Oct 03, 2018

Moller Centre, Cambridge

Shift to Services Executive Education Programme

Nov 07, 2018

IfM, Cambridge, UK

Ecosystems Strategy One Day Course

Nov 15, 2018

IfM, Cambridge

Upcoming events