skip to content

Cambridge Service Alliance

At the forefront of service transformation in the digital era
 
Webinar - Customer Loyalty Predictive Model

9 January 2017 - The Fallacy of the Net Promoter Score: Customer Loyalty Predictive Model - Mohamed Zaki

This webinar discusses the October 2016 paper by Mohamed Zaki, Dalia Kandeil, Andy Neely, Janet R. McColl-Kennedy ('The Fallacy of the Net Promoter Score: Customer Loyalty Predictive Model'). The Net Promoter Score (NPS) is still a popular customer loyalty measurement despite recent studies arguing that customer loyalty is multidimensional. Therefore, firms require new data-driven methods that combine behavioral and attitudinal data sources. This paper provides a framework that holistically assesses and predicts customer loyalty using attitudinal and behavioral data sources. We built a novel customer loyalty predictive model that employs a big data approach to assessing and predicting customer loyalty in a B2B context. We demonstrate the use of varying big data sources, confirming that NPS measurement does not necessarily correspond to actual behavior. Our model utilizes customers’ verbatim comments to understand why customers are churning.

Webinar I Presentation

Cambridge Service Alliance

Welcome to the Cambridge Service Alliance…

  • A unique global alliance between the University of Cambridge and some of the world’s leading businesses.

  • Help organisations to address the challenges they will face in the next three to five years, through rigorous research, practical tools, insights and education programmes.

  • Learn how other innovative organisations are developing new services through our events

  • Since its inception in 2010 industrial partners have included CEMEX, GEA, IBM, Pearson, Zoetis, HCLTech, Bouygues UK among others.


CSA News

Lastest News.....