Breakthroughs in data analytics mean that firms are starting to see what their customers really think of them. B2C companies are leading the way, but understanding the customer experience is arguably even more important and more challenging in the B2B world.
Dr Mohamed Zaki and Dr Benjamin Lucas from the Cambridge Service Alliance describe new approaches to data analytics and how they can help manufacturers shake up their customer experience and achieve competitive advantage. Access to unprecedented amounts of customer data combined with advances in machine learning means tools that really delve into…
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