The future of customer experience From Predictive analysis
The following is the The future of customer experience From Predictive analysis recommended by recordtrend.com. And this article belongs to the classification: research report, Mckinsey .
In order to better understand customers and create a superior customer experience (Cx), enterprises from all walks of life have made a lot of technology and tool investment. In recent years, China’s leading banks have established a real-time index measurement system and customer interaction mechanism based on customer research and feedback methods. By building a customer experience monitoring system, banks can collect the voice of customers, identify experience problems, and monitor the results of experience transformation, forming a closed loop of diagnosis optimization monitoring iteration.
With the precipitation of massive data and the continuous emergence of emerging technologies, the world’s leading financial institutions have begun to explore how to upgrade the customer experience measurement system, and take the cutting-edge technology of “predictive analysis” as an important supplement to traditional customer research, so as to obtain more forward-looking, more comprehensive customer insights closely linked to financial value. Today, companies can regularly, legally and seamlessly collect smart phones and interactive data from their customer systems, financial systems and operation systems. Leading enterprises are constantly strengthening their data and analysis capabilities, using predictive insight to establish closer ties with customers, predict customer behavior, and lock in problems and opportunities in the customer experience in real time. These enterprises can better understand customers and even solve the problems in customers’ journey in advance. Their customers also benefit from this: for example, banks can predict customers’ channel preferences; In the insurance industry, patients can get active help from insurance companies when they encounter problems. This indicates a fundamental change in the way companies evaluate and shape customer experience.
This paper will explore how data and analysis technology can change the theory and practice of customer experience. We will introduce the latest research and clarify how predictive analysis methods will complement customer research and generate new insights. Then, we will analyze how leading banks deploy a data-driven customer experience system to reduce customer churn, improve revenue and reduce service costs. Finally, we will introduce the start-up method, including the four key steps of the transformation of “Data-Driven insight and action”.
The future customer experience system will be comprehensive, predictable and accurate, and clearly linked to business results. The establishment of a new system is not a day’s work. Fledgling financial institutions will face many obstacles and organizational resistance. However, companies that start to build the capacity, reserve talents and build the organizational structure required for transformation now will gain great advantages. Through laying a good foundation and continuous improvement, they will finally win the future customer experience.
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