Customer Experience Analytics: Dynamic Customer-Centric Model

Abstract

Creating a strong customer experience is a strategic priority for organizations. Companies are leveraging new technologies such as mobile applications, social media platforms, virtual reality, drones and the Internet of Things to provide smart services and enable a seamless customer experience. The complexity of using these technologies within an organization's myriad touchpoints has led to a data explosion across touchpoints in the entire customer journey (Lemon and Verhoef, J Market 80:1–62, 2016). Most of this customer data is unstructured textual data, which is generated at several touchpoints in the customer journey (McColl-Kennedy et al., J Serv Market 29:430–435, 2015). Text-mining techniques relating to traditional sentiment have focused on developing more accurate models but failed to obtain managerial insights by adopting these methods (Fenn and LeHong 2012). Thus, firms require new data-driven methods that could highlight what really matters in driving customer satisfaction and delivering actionable insights (Lemon, GfK MIR 8:44–49, 2016