Document Type

Article

Publication Title

Journal of Marketing Analytics

Abstract

In modern competitive business environments, mastering and improving customer experience is crucial for organizations to distinguish themselves and secure market advantage. Thus, this article introduces the D3 HDRS framework, an innovative seven-stage hierarchical clustering approach designed to quantitatively analyze customer experience feedback arranged in multiple dimensions, such as emotions and brand interactions, to build detailed persona profles for strategic customer experience management (CXM). The D3 HDRS framework systematically progresses through the stages of data processing, descriptive statistical analysis, dimensional analysis, hierarchical clustering, dendrogram review, radar chart visualization, and segment profling with customer generalization to dissect and classify customer experiences for CXM operations. This research presents an exemplary application of the method within a telecom service provider in Colombia, an emerging market; by leveraging data from 106 customers, we ultimately denote six unique customer segment profles with their specifc features and attributes. The study showcases the D3 HDRS framework's efectiveness in delivering nuanced customer insights that facilitate the development of marketing strategies targeted to each customer profle. By detailing the case study in an emerging market context, our fndings underscore the framework’s versatility and potential for broader industry implementation, providing a strategic tool for organizations aiming to refne CXM strategies.

DOI

https://doi.org/10.1057/s41270-024-00319-w

Publication Date

Spring 6-4-2024

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