Customer experience (CX) focuses on customer feedback. CX is a holistic construct which contains different perceptual elements such as satisfaction and loyalty, but also emotions or personality. Customers share their opinions, which contain these elements also in textual expressions through different channels, known in research as Voice of Customer (VoC). Currently, VoC is collected mainly in customer surveys and manually evaluated, or through simple quantitative measurement from data scattered in various systems at the end of a customer journey. To bridge this gap, we designed a multidimensional CX data model for integrated storage of all customers’ data from structured and textual sources. A consolidated CX measurement to monitor elements of CX during the entire customer journey from the customer perspective is proposed to serve as business intelligence. The artefact offers a selfcontained expandable data mart affordable to implement in small and medium B2C enterprises. Companies can now manage customer relationships and future performance more automatically and effectively thanks to integrated information mined from texts, combined with other data from internal systems and shared across the company in unified reporting.

中文翻译：

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将文本VoC集成到CX数据模型中以用于B2C中的商业智能

客户体验（CX）专注于客户反馈。CX是一个整体结构，其中包含不同的感知元素，例如满意度和忠诚度，还包含情感或个性。客户分享他们的意见，这些意见也通过不同渠道在文本表达中包含这些元素，在研究中称为客户之声（VoC）。当前，VoC主要是在客户调查中收集和手动评估的，或者在客户旅程结束时通过分散在各个系统中的数据的简单定量测量来收集的。为了弥合这种差距，我们设计了多维CX数据模型，用于集成存储结构化和文本来源的所有客户数据。提出了一种综合的CX度量，以从客户的角度监视整个客户旅程中的CX元素，以用作商业智能。该产品提供了一个自包含的可扩展数据集市，价格适中，可在中小型B2C企业中实施。现在，借助从文本中提取的集成信息，内部系统的其他数据以及在整个公司内以统一报告方式共享的信息，公司可以更自动，更有效地管理客户关系和未来绩效。