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The Science of
Customer Experience
Transformation
DATA> ANALYTICS>STRATEGY>EXECUTION
Metrics
- Measurement of the impact of new media
- Metrics for sustainable profit growth
- Separating signal from noise in detecting emerging external trends
- Return on marketing and marketing research
- Development of marketing dashboards
- Integrating financial and non-financial performance metrics
Customer Experience Management
- Performance based analysis design to support marketing investment
- Customer experience touchpoint mix allocation models
- Short-to-long terms strategy based operational project investment and resource allocation
- Tactical communication allocation (campaign activity based)
- Resource allocation KPI’s aligned to environmental indicators
Strategy Design
- Metrics for supporting marketing strategy
- Aligning product innovation with customer expectations
- Determining Impact of marketing actions & marketing strategy on value
- Segmentation for mature-to-emerging markets
Implementation
- Creating a customer-centric organization
- Moving from product-centric to customer-centric marketing
- Enhancing collaboration between sales and marketing
Research Tools Customer Management
- Development of customer loyalty metrics
- Customer loyalty across multiple products or services
- Impact of brand equity, channel equity, and customer equity on company value
- Relationship between brand value and customer value
- Service innovation
- How loyalty relates to customer satisfaction and firm profitability
- Combining behavioral and attitudinal data to predict loyalty
Design & Development
- Functional specifications (user level)
- Technical requirements
- Project management and resource planning
- Internet-based marketing research
- Cognitive science applications for marketing research
- Prediction markets as alternatives to traditional marketing research
Brand Equity
- Designing indicators of brand health
- Communications that creates emotional connections
- Understanding the emotional components of brands
- Optimizing brand portfolios
- Predictive aspects of marketing mix models
Strategy Delivery
- Corporate strategy (models for strategic fund allocation)
- Business performance relationship mapping (Balanced scorecard, KPI’s)
- Business process mapping (BPM engine)
- Performance analytics and reporting (business dashboards)
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