Studying Customer Experience and Retention Using Applied Data Science and Artificial Intelligence

Abstract

Data science has established itself as a discipline of study in the new technological paradigm of the 21st century. Customer data and metadata are not only unique opportunities for companies that are interested in collecting, processing, and elaborating useful information for customer-centric business management. They are also starting to feed other disciplines, such as industry and computer engineering, which are developing new ways of organising information and intelligent response, where significant technological advances in facial, sensory, text, voice, and image recognition are constantly emerging, with response capabilities ever closer to human thinking. From this continuous interaction emerges a new asset for companies: knowledge. Thus, science applied to data is consolidating as an opportunity for companies in customer loyalty and retention by being able to include a relevant aspect in human relations such as warmth and empathy, basis of marketing 5.0, oriented once again towards human relations, from a virtual existence and total digitalisation.

Can the vital cycle explain the circular consumer journey? A historical analysis of the relationship of Spanish Generation X with emblematic brands

“…Not surprisingly, loyal customers reduce the dropout rate; increase the purchases volume and average spending on their favorite brands; intensify the impact of recommendation campaigns; are less sensitive to price increases for their products and services; and the employee experience is better because they work with happy customers, among other multiple advantages. Therefore, the return on investment in any initiative to be present in the life cycle of their consumers is more than justified (M endez-Aparicio et al, 2021).…”

“…One of the companies that best knew how to reach this new generation of young people who were joining society with a need for independence was the Renault car brand. Under the positioning statement “Young, but well prepared,” the Renault Clio Jóvenes Aunque Sobradamente Preparados (JASP) burst onto the market in 1995 with its famous advertising campaign, which perfectly represents the objectives of a robust positioning (Méndez-Aparicio et al , 2021): target audience: Young people with a university education completed, around 25 years old, fluent in several languages and with a global culture. Called the JASP generation, it is a generation that meant for its time (young and highly prepared) the same as the Millennials for the 21st century society (López, 2012); reference framework: Precarious labor market, in the midst of the crisis of the 90s and in a society that has invested a strong economic effort in providing their children with the university education that they did not have (Romojaro, 2022).…”

“…Since the first social media network SixDegrees in 1997, the birth of Facebook in 2009 or the emergence of TikTok in 2015, more than 4.76 billion people are users of social media in 2023 (from De la Hera, 2022; TreceBits, 2023), which makes this channel the most extraordinary means of communication between people. Knowing and understanding the customer has become the goal of every company through Big or Small data , indicators in Business Intelligence or elaborate behavior patterns through AI (Méndez-Aparicio et al , 2021).…”

Innovando en Marketing. Metaverso, un análisis 360

“…Efectivamente, otro de los grandes retos del metaverso será la integración de los datos del cliente. A la complejidad de su naturaleza desestructurada, hay que añadir la todavía incipiente cultura en torno a la voz del cliente (big y small data), los diversos canales y procesos de negocio y, sobre todo, la falta de respuestas accionables por la empresa desde la inteligencia artificial (Méndez-Aparicio et al, 2021). Además, en el metaverso, el comportamiento del usuario se antoja desconocido desde la asunción de diferentes personalidades en sus posibles avatares, menos factible en la vida real.…”

Metaverse, a Holistic Vision of the New Virtual Reality

“…While it was already a complex objective to correlate structured and unstructured data on purchasing and consumption behaviour in the different available channels, unify their information in big data and generate actionable responses for the company from artificial intelligence (Méndez- Aparicio et al, 2021), we are now faced with unknown behaviours based on the assumption of personalities and unforeseen customer responses, the result of unusual behaviour in an open world. Thus, it is conceivable that corporate big data will need to process both real and virtual customer profiles, as has been the case with social networks, from the perspective of multiple parallel social repre-sentations, documented by Wright et al (2008), which they have termed augmented duality.…”