AARON CHERIS: It's a really exciting time in customer experience
and loyalty measurement when you think about the opportunities
that Big Data provides to really change the game [in terms of]
the number of people [you] can reach and understand at any
given moment.
Historically, you get response
rates of 2%, 10%, 20%, on surveys.
And so at that moment, you have a sense
of how your customers feel about you.
With Big Data, I can know how everybody feels about
me, or at least I know what everyone's experience is.
And the key is really continuing to ask those 2% to 10%
of the people so that I can link the data to the emotion
and understand the impact of what I observe
with the data on how the customer feels.
But Big Data has this great opportunity to broaden my impact.
[It also does three other things]: One is, it
allows me to look at this observational data.
What do I see?
What are the different things that are
happening in the customer experience?
The second is, it's got this predictive power
that says, Hey, when I see those couple of things
that I witnessed in the customer's experience, how
does that relate to how they feel or what happens next?
But what I think is particularly powerful is the third, which
is the actual prescriptive that can point to what I do about it
and what works.
When I do a follow-up call two days later,
does that actually change the trajectory
and does that make that customer more loyal?
So it's a really exciting time in customer experience.
