skip to primary navigationskip to content

Cambridge Service Alliance

developing new understanding and approaches to complex service systems

Studying at Cambridge

 

Guest Article - Data-Driven Text Mining for CX Analytics in Services

last modified Nov 30, 2016 10:44 AM
Mohamed Zaki and Benjamin Lucas have written a guest article for the ServSig Group on 'Data-Driven Text Mining for CX Analytics in Services'

Mohamed Zaki and Benjamin Lucas have written a guest article for the ServSig Community, based on research recently funded by a Marketing Science Institute (MSI), Customer Experience Initiative grant. The article is based on their project titled: 'CX Analytics: A Data-Driven Measurement System for Customer Experience and Emotional Complexity'.

Extract:

"Customer Experience (CX) and Services

Unsatisfactory customer experiences result in around $83 billion in losses by US enterprises each year through abandoned purchases and defections (Forbes, 2013). As such, managing end-to-end customer experience and customer emotional needs has risen as a top managerial priority (Zorfas and Leemon, 2016). In basic terms, the more managers can understand about the experiences customers have with their product and service offerings, the more they can measure them again in the future to shape positive experiences. For example, a manager of a service organization may identify that a customer had a positive overall experience, which included a positive social component (e.g. positive interactions with staff, other customers, or their own family and friends during a service experience), but also that the customer engaged in needlessly complex cognition in response to a negatively evaluated attribute during the decision process (e.g. because of an overly complicated pricing system, menu or display of offerings). Knowing this, a manager would know in the future which specific aspect of the service experience to leverage further (social) and which needs improvement (facilitating more fluid customer cognition during the purchase decision process). This of course applies to both online and offline services." 

RSS Feed Latest news

March Paper - A Service Network Perspective to Evaluate Service Matching in Early Design

Mar 22, 2018

March paper on 'A Service Network Perspective to Evaluate Service Matching in Early Design' by Federico Barravecchia, Fiorenzo Franceschini, Luca Mastrogiacomo

Webinar - Does Buyers' Dependence translate into Financial Performance?

Mar 12, 2018

12 March 2018 - Does buyers’ dependence translate into financial performance? An empirical analysis of manufacturer-service provider relationships - Ornella Benedettini

New Membership Model for the Alliance

Mar 07, 2018

New Membership Model launched for the Alliance.

March 2018 Newsletter

Mar 01, 2018

Find out about the new membership model and our new Alliance Partner as well as other news from the Service Alliance in this new edition of the newsletter.

CEMEX join the Alliance as a Gold Member

Feb 27, 2018

We are delighted to announce that CEMEX has joined the Cambridge Service Alliance as a Gold Member under the Alliance's new Membership Model.

View all news

Upcoming events

Shift to Services Executive Education Programme

May 09, 2018

IfM, Cambridge, UK

Shift to Services Executive Education Programme

Nov 07, 2018

IfM, Cambridge, UK

Ecosystems Strategy One Day Course

Nov 15, 2018

IfM, Cambridge

Upcoming events