Companies are enhancing data analytics capabilities by leveraging predictive insights to connect more closely with their customers, anticipating behaviors and identifying CX problems and opportunities.
But systems based only on Big data are no longer able to meet the needs of today’s businesses: they need analytics tools that can dig deep to uncover customer needs that are not yet known. Thanks to Thick data, which investigates context, culture and human emotions, we can understand the whys of our customers’ choices and consequently intervene here and now with actions aimed at generating more pleasant experiences that are in line with customer and employee expectations.
The course aims to explain how integrating quantitative and qualitative analysis will finally lead to research that can support companies in identifying action plans to put in place to improve customer and employee experience.
Methodology
The course alternates theoretical concepts with practical exercises to provide participants with a replicable model of investigation through all channels available today.
Goals
– Fostering dialogue between quantitative and qualitative data to identify valuable insights
– Develop the knowledge necessary to design and implement a system for analyzing, listening to, and measuring customer satisfaction consistent with the company’s goals and strategies
– Understand the importance of physical and virtual context in the interpretation of data
– Experience the use of psycho-social research methodologies and tools (interview, questionnaire, focus group, field observation) for surveying and monitoring customer satisfaction over time
– Acquire the ability to process and interpret quanti- qualitative data to initiate actions to improve the processes of design and delivery of services offered and promote more effective marketing actions
– Share the importance of digital channels as a source of meaningful data
– Learn how to choose the analysis tools best suited to business context/objective/budget.
Program
– Definitions of Big data and Thick data
– The importance of human insights
– The impact of human insights
– Methods and tools for human experience oriented analysis (Praxi’s Analysis Model):
– develop a questionnaire
– monitor online conversations
– create real and virtual meeting places where it is possible to compare and exchange ideas, opinions and share values
– design and conduct a focus group
– design and conduct an interview
– field observation (Social investigation and Observation)
– The real/virtual context as a key factor for fruitful data interpretation.
