Datum Based Event Mining: The Case of Customer Experience in Insurance
Résumé
To face deep changes of Insurance market, French Mutual Health-Insurers (FMHI) have to improve their Customer Experience Management (CEM). CEM is based on Customer Experience (CE) analytics. Our paper explores issues observed throughout collaborative workshops focused on designing CE. Marketing executives lead those and utilize Customer Journey Application (CJA) to analyze CE. In our case, journey visualizations created with CJA are decontextualized. That problem comes from raw interactions (customer's single contact) used and obtained through FMHI's information system. We propose to enrich CJA with massive and contextual data (Datum) whence customers' interactions emerge. Our contribution here is to improve interactions' sequences visualizations (Trajectories) for marketing executives. That is made possible through the use of Classification and Event Mining techniques. The combination of those techniques allows offering new qualitative analytics on CE.