Author Archives: Bruce Johnson

Analytic insights enhance culture change

Most people have heard horror stories about companies that treated their customers  poorly. And a lot of those stories have grumpy employees as a common thread. Grumpy employees create bitter experiences, so keeping employees happy creates better customer experiences. This often requires culture change. Employee satisfaction is often overlooked as a part of the customer experience. It’s

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Analytic insights along the customer journey (part 2)

The customer journey map represents what customers see and feel, and how the business supports the whole process. Customer Journey Analytics can be used to validate how customer behavior fits into the map, show what the company needs to do to measure the critical steps, and through predictive modeling, determine the causes of customer actions.

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Analytic insights along the customer journey (part 1)

Experiences are best understood as part of a customer journey. A customer journey map is a picture that shows the steps a customer experiences. Looking at the journey gives Marketing and Customer Experience managers clarity about all of the processes that intersect to create a customer experience. It’s a starting point for both managing and

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Artificial intelligence (still) requires people

All the talk about artificial intelligence and machine learning may make it seem these methods are easy to use. But good artificial intelligence(AI) is based on building up knowledge over time by practicing with data to learn what people do, and how to respond. The same is true for people – learning takes place over

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Prioritizing projects with customer journey analytics

How can we make better business decisions? Imagine you work at a large bank. Your goal is to strategically choose the CX problems to solve first – where can your investments of time and money have the biggest impact? One way to rank issues is by expected profit alone. But that discounts the customer experience.

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Understand the customer journey with analytics

Why link the customer journey with analytics?

The customer journey is made up of experiences and related emotions. Mapping it helps us ask important questions such as: What steps lead to positive emotions? To greater lifetime value? What experiences lead someone to shop at a competitor?   Think about the customer journey map The map, along with customer feedback, might answer the

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3 Key strategies for applying predictive models to improve ROI across your organization

Co-author: Gavin James With today’s competitive markets, businesses increasingly need highly tailored approaches to win and retain customers. This introduces a host of challenges:  How do you offer the right message, to the right person, at the right time? Or determine which services will best suit specific customers? Or plan in advance which offers deliver the

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IBM SPSS Modeler Workshop: Increase Business Value with Predictive Analytics

Want to gain insights to drive greater market share, increase customer retention, and reduce risk? Predictive analytics can get you there – learn about it in our free hands-on IBM SPSS Modeler Workshop on March 5, 2014. Take advantage of this opportunity to get: Experience using the intuitive SPSS software, including expert nodes for experienced

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How Classifying Data Drives Value in Your Voice of the Customer Program

Co-author: Gavin James In simplest terms, a Voice of the Customer (VOC) program captures your customers’ experiences and feeds them back into the organization to drive improvements that help grow your business. Whether customers feel good or bad about their experience with your products and services, your VOC effort enables you to hear what’s being

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