CX Goalkeeper with Peter Dorrington - S1E10 is about predictive behavioral analytics and its "real" use cases

The CX Goalkeeper had a smart discussion with Peter Dorrington

Peter is an event host & moderator, executive advisor, CX analytics expert, award-winning CX Influencer, and inventor of Predictive Behavioural Analytics (PBA). He is the founder of XMplify.

“Analysis without actions is academy, actions without analysis is anarchy”

Key learnings:

• Experience Management is the intersection among Customer Experience, Employee Experience and Partner Experience

• ·Predictive behavioral analytic is the combination of data science and behavioral science (e.g., from neuromarketing, behavioral economics)

• The analytical approach tries to answer the following question: why people do the things that they do, what they are going to do next and what an organization should do with that

• PBA tries to understand why customers, which look identical on paper, with the same stimulus react in a different way

• It is about understanding the way we make decisions: what we need, how we feel, what we want, how we get influenced, how we process experiences and what was our history

• PBA monitors and predicts how customers are feeling to prepare the reaction after a change

• You, as a company, can tell to me “no” but you, as a company, you need to treat me in the right way (e.g., empathy)

• Challenges organization faces, e.g.,

  • Misunderstanding that more data is better

  • Data we hold about customers is incomplete or out of date

  • Covid-19 changed customer behaviors definitively

How to contact Peter :

https://xmplify.co.uk/about

https://www.linkedin.com/in/peterdorrington/

Peter gold nugget: "Be prepared to demonstrate and quantify the value you bring to an organization. Use the business language to convenience business. ROI is key."

Thank you Peter.