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Cambridge Service Alliance

At the forefront of service transformation in the digital era
Managing customer experience through a systematic approach to data analytics

We all know what a positive – or negative – customer experience feels like: a rush of pleasure or teeth-grinding frustration. Firms are acutely aware of the importance of how we feel – and how that translates into long-term loyalty – but feelings are a difficult and complicated thing to measure at scale.

However, the advent of big data analytics gives firms the means to get deep inside their customers' minds. The challenge is how to choose which data to analyse and how to use your analytical tools to generate the insights that will help you improve - perhaps transform - your customers' experience. 

We recommend that managers take a strategic and structured approach to this task. To help them do that, we have a developed a set of questions to ask themsleves at every stage of the process.

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Cambridge Service Alliance

Welcome to the Cambridge Service Alliance…

  • a unique global alliance between leading businesses and universities;
  • bringing together the world's leading firms and academics;
  • all of whom are devoted to delivering today the tools, education and insights needed for addressing digital service transformation of tomorrow.


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