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Customer Experience Analytics in Insurance: Trajectory, Service Interaction and Contextual Data

Gilles Beaudon 1 Eddie Soulier 1 
1 Tech-CICO - TECHnologies pour la Coopération, l’Interaction et les COnnaissances dans les collectifs
ICD - Institut Charles Delaunay, CNRS - Centre National de la Recherche Scientifique : FRE2732
Abstract : The insurance market and particularly French Health-Insurers are affected by changes. That require from traditional actors to transform their Customer Experience management. Our paper, which relies on the third French mutual health-insurer, explores Customer Experience Analytics issues. We observed these issues throughout workshops focused on designing Customer Experience. Our observations show analytics based on Customer Journey Application which make use of decontextualized interactions. We approach the fact these analytics must apply the concept of trajectory as primary focus for user engagement. In order to articulate information system and human activity trajectories, we develop the “Contextualizing Artifact”. It is grounded on the Context-System-Trajectory theory (CST). That new theory is mandatory to grasp Customer Experience beyond its marketing dimension. As first step of our artifact development we explain how to improve Customer Journey application with a combination of contextual dataset and classification techniques. This proposal relies on Service Interaction pattern (NISPARO) and provides new qualitative analytics.
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Submitted on : Thursday, October 10, 2019 - 4:49:59 PM
Last modification on : Wednesday, August 31, 2022 - 6:56:18 PM




Gilles Beaudon, Eddie Soulier. Customer Experience Analytics in Insurance: Trajectory, Service Interaction and Contextual Data. Information Technology and Systems, pp.187-198, 2019, ⟨10.1007/978-3-030-11890-7_19⟩. ⟨hal-02311180⟩



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