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)
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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- Data we hold about customers is incomplete or out of date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://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.
