AI and Customer Experience Management

For retailing and service companies, creating satisfactory customer experiences has always been essential. However, measuring customer experience remains challenging due to its holistic and interactive nature. The rapid advancement of digital technologies and the proliferation of online platforms have dramatically increased the availability of unstructured customer data, ranging from textual reviews to images, videos, and audio recordings.

While these data provide rich insights into customers’ perceptions, emotions, and interactions, their complexity makes systematic analysis difficult. Prior research has primarily relied on text mining to extract information from customer feedback; however, such approaches often fall short in capturing the depth and contextual richness of customer experiences.

In this seminar, Lily will present recent research demonstrating how advances in artificial intelligence (AI) enable the extraction and analysis of customer experience from unstructured data across the customer journey, and how these insights can be leveraged to enhance firm performance.

About the speaker
Lily Gao's research interest lies in the intersection of the fields of Marketing Analytics, Customer Experience Management, and Marketing Strategy. 
The rapidly progressing new technology (e.g., metaverse, smart service robots, chatbots, AR, VR, AI algorithm) not only supports the new forms of interactions between customers and retailers, but also enhances the richness, quality, and volume of customer data via text, images, and video. In this vein, she is driven by the question of how to enable retailers to integrate and analyze data gathered from various sources, including company datasets and information gathered online (unstructured social media data), in order to gain a more profound insight into customer, firm, and market dynamics. To this end, Lily has launched and lead several research projects. Some of them have already been published in some prestigious journals in marketing field, such as Journal of the Academy of Marketing Science, Journal of Service Research, and Journal of Business Research. 

By invitation only, please contact karl.strelis@hhs.se