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

Webinar - Barriers and Facilitators to Incident Reporting

Oct 02, 2017

2 October 2017 - Barriers and Facilitators to Incident Reporting in Servitized Manufacturers - Chara Makri

Outcome-oriented contracts in logistics outsourcing relationships

Sep 20, 2017

September Paper by Torsten Steinbach, Carl Marcus Wallenburg and Florian Urmetzer, on using outcome-oriented contracts to foster performance improvements in logistics outsourcing relationships.

Introducing Industry Day - Dr Zaki tells us about this years Industry Conference

Sep 13, 2017

Dr Mohamed Zaki - Deputy Director of the Cambridge Service Alliance - Introducing Service Week Industry Conference 2017

Webinar - Bridging the Co-Creation Gap

Sep 11, 2017

11 September 2017 - Bridging the Co-creation Gap between Co-creators, Companies and Living Lab - Katharina Greve

September 2017 Newsletter

Sep 01, 2017

Find out the latest news in this new edition of the Alliance Newsletter.

View all news

Upcoming events

Shift to Services Executive Education Programme

Nov 15, 2017

IfM, Cambridge, UK

Ecosystems Strategy One Day Course

Nov 22, 2017

IfM, Cambridge

Upcoming events