Authors: Dr Jiwat Ram and Chang Liu
Application of Big Data analytics is bringing a paradigm shift in the way businesses approach their customer services improvements. BD analytics provides an avenue to businesses to make sense of the data that they collect in the course of their interaction with their customers, and aim to improve their engagement with the customers. Despite huge potential of using BD analytics for improving customer services, little is known about its role in actually improving customer services. This study attempts to fill this gap in knowledge. Set in Chinese context, this research investigates the role of BD analytics in improving customer services particularly from perspective of creating tailored promotional strategies and improving automated interactive services. Given the exploratory nature of the research, we will conduct 40 interviews with respondents such as sales and marketing managers, Big data analytics consultants, and policy makers among others. We will analyze data using Nvivo. The results will be used to develop a theoretical framework highlighting the key issues, factors, drivers, and inhibitors of BD analytics and its implications for customer services improvements. Managerially, the findings will provide guidelines for managers on how to leverage BD analytics and put in place tailored strategies for customer service improvements.
Keywords: Big Data analytics, Customer Services improvements, Interactive automated services, Customer segmentation, Customer analysis, Qualitative research, China, Online shopping