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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