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

Land of Innovation Forum

Sep 23, 2018

Veronica delivered a presentation and a workshop at the 'Land of Innovation Forum' in Canacintra, Mexico.

Blockchain Results Delivered at Rolls Royce

Sep 20, 2018

Research project 'the impact of digital twins on the product development process' led by Veronica Martinez

Interview with Sander Kuik, Canon – for CSA Industry Day 2018

Sep 11, 2018

In a conversation with Sander Kuik from Canon we asked him about his planned presentation at the CSA Industry Conference on 3 October 2018, his thoughts on the theme of the conference, and his vision of the future.

Webinar 10 September 2018 - Enabling Digital Transformation: An Analysis Framework - by Thayla Zomer, Veronica Martinez and Andy Neely

Sep 10, 2018

In this webinar, Thayla Zomer presented the Alliance May paper on Digital Transformation.

September Newsletter for the CSA

Sep 03, 2018

September 2018 Newsletter from the Cambridge Service Alliance

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