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Cambridge Service Alliance

At the forefront of service transformation in the digital era
 
CX Analytics at the Annual Frontiers Conference

Annual Frontiers Conference at Fordham University’s Gabelli School of Business. The conference will take place on June 22 to June 25, 2017 in New York City.

Mohamed Zaki presented his paper with Andy Neely Customer Experience Analytics: Dynamic Customer-Centric Model”

This paper proposes systematic multi-methods using big data and cognitive computing approach to capture and analyze customers’ data from a large international B2B service organization. The research contributes to the understanding and management of customer experience in at least four important ways.

  1. We build a new CX analytic that enables firms to identify critical pain points from real-time data. The approach provides deeper insights into critical touchpoints that should be monitored to reduce friction and improve customer experience. Our analytic identifies not only the root causes of friction but also ranks the areas of most through to least friction.
  2. Our analytics enable firms to create rich, dynamic customer-centric model that can provide a deeper understanding of customer behavior, including subsequent customer responses to organizational attempts to improve the customer experience.
  3. The method demonstrates the employee’s view versus the customer’s views about the service and products.

Finally, it provides insights on customer-buyer relationships to describe the different stages of the ongoing relationship. Hence, our CX analytics will guide scholars and practitioners on how to measure CX and how to gain insights from the extensive real-time “big data” that arise throughout the customer experience. Furthermore, this novel approach is expected to be more effective in monitoring customers’ and employees’ views for each touchpoint and provide rich insights into improving customer experiences.

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