CUED Publications database

UNMASKING DETAILS THAT MATTER IN CUSTOMER EXPERIENCE MANAGEMENT USING PRESCRIPTIVE ANALYTICS

McColl-Kennedy, JR and Urmetzer, FT and Zaki, M and Neely, A UNMASKING DETAILS THAT MATTER IN CUSTOMER EXPERIENCE MANAGEMENT USING PRESCRIPTIVE ANALYTICS. In: Frontiers for Services 2015, 2015-7-9 to 2015-7-12. (Unpublished)

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Abstract

Customer experience management is listed in the top ten priorities of CEOs around the globe. Carefully managing the customer experience can reap rewards (Rawson, Duncan and Jones 2013), including increased customer satisfaction and loyalty, increased revenue and greater employee satisfaction. Conceptualized as holistic, comprised of multiple touch points (Frow and Payne 2007) in an end-to-end journey (Neslin et al. 2006), the customer experience involves the customer’s cognitive, affective, emotional social and sensory elements (Verhoef et al. 2009). This conceptualization views the customer experience as a process rather than an outcome - a process made up of interactions and activities across multiple touch points with several employees, as well as other customers. While it is acknowledged that the customer experience is complex and longitudinal, measurement is usually made at one point in time, typically at the end of the journey. Such a “snap shot” approach does not adequately account for the multiple touch points. Single measures taken at the end of the customer experience journey mask the underlying issues of concern, which are the basis for identifying improvements. Moreover, these individual single measures typically force customers to provide an “overall” assessment of the journey. Not surprisingly, these aggregate single measures tend to mask the customer’s true feelings and evaluations of their experience. Even if multiple measures are taken at several touch points across the customer experience journey, they are often “averaged out”, masking important details that matter. We respond to Rust and Huang’s (2014) call for research into customer experience measurement, and the Marketing Science Institute’s call for research specifically into measuring the customer experience that combines qualitative and quantitative measures to provide a novel prescriptive customer experience analytic. Using a longitudinal customer data set covering multiple key touch points for a large international business-to-business service organization, we demonstrate a novel methodology for combining qualitative and quantitative customer data that captures details of positive and negative experiences to generate deep insights. We illustrate the strengths of this approach relative to traditional single measure averaged scores. Important insights and lessons for management are discussed, including strategies and helpful tips for managing the customer experience.

Item Type: Conference or Workshop Item (UNSPECIFIED)
Subjects: UNSPECIFIED
Divisions: Div E > Strategy and Policy
Depositing User: Cron Job
Date Deposited: 11 Jul 2018 20:05
Last Modified: 24 Oct 2019 13:26
DOI: