SITE paper development 'Investigating Customer Experience through the combined effects of interactions at multiple touchpoints-Insights using online customer feedback data from the cultural heritage sector'
SITE (Science, Innovation, Technology, and Entrepreneurship)
|Date:||Wednesday 20 February 2019|
|Location:||Xfi, Seminar room C|
An ongoing doctoral research project, this work explores how customer interactions at a multitude of touchpoints across the customer journey drive overall customer experience (CX). The work is positioned to overcome existing limitations within the CX literature, where a little is known about how experience develops in relation to a customer's interactions at multiple touchpoints, and what effect these have on their overall experience. The study will employ a literal replication comparative case study where unstructured, unsolicited customer feedback data will be analysed using Natural Language Processing (NLP) techniques. This mixed-methods process enables meaningful insights to be extracted from this growing body of data, showing the relevant relationships between the most important constructs of experiience, and how these impact overall experiences. The final work will propose a detailed ontology of the effects of multiple interactions at touchpoints that drive overall CX.
The study focuses on two rural cultural heritage sites, which have traditionally not been a focus of the CX literature, but which are becoming increasingly pressured to focus on CX due to economic and social pressures. This study addresses two important global drivers which are progressively changing and challenging the competitive landscape as we know it - the need to focus on CX in order to retain competitive advantage and the need to better utilise 'big data' in meaningful and appropriate ways.