Effect of customer data analytics on delivery of customer experience in commercial banks in Kenya
Ouko, Joseph Onyango
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Classical economic theory has for quite some time now assumed that the customer is a very logical thinker who makes purchasing decisions while being influenced by rationality. This is to mean that core product perspective, are seen to be the main tenets that inform consumer decision making bearing in mind the fact that tangible product qualities influence the purchasing decisions of a consumer. Use of data and analytics helps the organizations understand the customers more for example by knowing what customers want, what their motives are, as well as what influences certain behaviors in customers The main objective of this study was to investigate the effect of customer data analytics on delivery of Customer experience (CX) among commercial banks in Kenya. The study was guided by the following research objectives: To examine the effect of customer sentiments analytics on delivery of customer experience in commercial banks in Kenya, to determine the effect of customer satisfaction analytics on delivery of customer experience in commercial banks in Kenya and to analyze the effects of sales channels analytics on delivery of customer experience in commercial banks in Kenya. The research methodology in this study entailed the adoption of a descriptive research design. The population of the study was business executives from all 43 commercial banks in Kenya. The research approach was survey based. Survey based research enables the researcher to target a given population through sampling of the population. A questionnaire was used to collect primary data. Key findings of the study revealed that delivery of customer experience is influenced by, customer sentiment analytics, customer satisfaction analytics and sales data analytics. The study further revealed that of the three types of analytics, customer sentiment analytics has the highest influence. Finally, the study revealed that success in customer experience was determined by the ability of the commercial bank to adopt data analytics. The study recommended that a possible area for further research is to employ a longitudinal research design in carrying out the study. This will give more clarity to the findings as it will consider the influence of the customer data analytics on delivery of customer experience over time. Further research may also consider expanding the scope to include other financial institutions such as insurance and Sacco’s that operate in Kenya.