A data analysis demonstrator for managing customer experience in a partnering venture

[摘要] ENGLISH ABSTRACT: Today's world can be better described as a digital world in which technology is becomingincreasingly more dominant. In fact, the technologies of today are changing the biological,digital and physical worlds. This change has a huge impact on industry and how itoperates and buzz words that have come forward during these times are Artificial Intelligence,Machine Learning and Big Data Analytics. In light of this the following questionarises: `How do we look after our customers by using these changes and technologies toour advantage?'.To investigate this question, a research study is conducted in which data analytics alongwith business partnering on a cross-functional platform are used to manage and improvea customer's experience. This is achieved by developing a capability demonstrator thatwill simulate customer activities on a full-scale platform in which data is captured andanalysed.The focus is placed on the domain of travel, in which a customer undertakes a journeywhich is solely planned, booked and managed by the demonstrator. While the customertravels, they engage with various collaborating enterprises and the demonstrator focuseson managing and improving the customer experience at various interaction points.After the implementation of this demonstrator, evaluation has been done to ensure thedemonstrator can effectively manage and improve customer experience by the use of dataanalytics in a partnering venture. Further analysis in the form of Machine Learning wasapplied on the trips simulated by the demonstrator. The analysis gave valuable insightsinto customer behaviour in the travel domain.

[发布机构] Stellenbosch University