The main goal of this project is to investigate how analytics can serve as a strategic tool for enhancing customer experience across industries. The students will explore how organizations can translate customer data into actionable business insights to personalize offerings, improve service delivery, and anticipate customer needs. The core problem the project addresses is the growing gap between the abundance of customer data collected and the limited strategic use of that data to meaningfully improve customer interactions and experiences. By the end of the project, students are expected to present a strategic framework that outlines best practices for integrating analytics into customer experience strategies—focusing on decision-making, customer segmentation, journey mapping, and performance measurement, all from a managerial and business point of view.
To successfully complete this project, students will need to undertake several key activities. They will conduct secondary research on how leading companies across industries apply analytics to improve customer experience and identify common patterns, challenges, and success factors. Students will perform interviews or surveys with managers, customer experience leaders, or marketing professionals to gather qualitative insights. They will develop a cross-industry comparative analysis, evaluating how analytics supports functions such as personalization, complaint resolution, product recommendations, and loyalty programs. Additionally, students will be required to design a set of managerial guidelines or a framework that businesses can use to implement analytics-driven strategies without getting involved in technical implementation. Other tasks include creating case studies, preparing a risk assessment (for example, challenges like data privacy concerns or customer resistance), and delivering a final report and executive presentation summarizing the findings and strategic recommendations.
