Customer experience is at the heart of marketing strategies to increase the average shopping basket, improve customer relations, and build loyalty… But how can a concept that largely relates to emotion actually be measured? How can we quantify what is essentially qualitative?
Digital technology, which is transforming behaviour, offers marketing and business managers new tools. Among them is big data, capable of structuring and analysing enormous quantities of scattered and diverse information. It may prove to be THE way to measure, for the first time, customer experience. Continue reading