Master thesis: customer experience return on investment (Cx ROI)

• Autor(a) principal: Amaral, Ricardo Miguel Palos Peres do
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/73211
• topic: Customer experience; Net promoter score; Clustering Analysis; KPMG numwood 6 Pillars; Personas; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Nowadays, Customer Experience is in the center of every company’s strategy. However, executives struggle to accurately compute Customer-based investments’ ROI using currently available tools. Based on recent KPMG studies, this research aims to determine, statistically, which are the main drivers of a successful CX delivered by a given firm, measured through the NPS. Using real evidence from a Portuguese Bank and Alteryx software, a practical case was performed to validate the robustness of the research methodology. Final conclusions advocate that different customers’ behavior lead to different CX drivers, suggesting the importance of Personas’ Analysis to efficiently reach a better CX.