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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 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 BAE Systems, Caterpillar, GEA, IBM, Pearson, Zoetis, CEMEX, HCLTech and Bouygues


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