A framework to evaluate customer experience and develop a customer experience strategy based on customer feedback.
Advantages
- A powerful combination of Research-led insights and an Analytics-led framework – completely open-source with no “black boxes”.
- Does not treat customers as a single homogenous group – enables customization of experience strategy based on customer need-groups.
- Is open to further value add in terms of mapping and prediction using customer databases.
Process
- The basic model consists of Satisfaction measurement, driver analysis to determine key aspects of experience, with a need segmentation added on based on customer response on various aspects of experience.
- Discriminant analysis and advanced analytics to model customer database to enable predictive analytics and CLTV analysis.
Drivers of Experience
- Primary Survey.
- Latent class/Bayesian methods to uncover groups with differing needs.
Need Identification
- Classification along importance and performance to identify need gaps.
- Done for each latent group identified.
Discriminating Groups
- Diagnostics to understand indicators for differing needs/ performance.
- Using variables that can be used to map on to the customer database.