THE IMPACT OF BUSINESS ANALYTICS ON CUSTOMER INSIGHTS
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THE IMPACT OF BUSINESS ANALYTICS ON CUSTOMER INSIGHTS
This study explores the impact of business analytics on gaining deeper customer insights and improving customer relationship management strategies. The objectives include assessing how analytics tools and techniques contribute to understanding customer preferences, behavior patterns, and satisfaction levels. A survey research design is employed to collect data from a sample of 300 respondents selected using the Taro Yamane formula, ensuring a diverse representation across industries. The case study focuses on a hospitality industry firm in Kano, Nigeria, renowned for its data-driven customer engagement strategies. The reliability coefficient score, measured through internal consistency checks, is 0.86, indicating strong reliability of the research findings. Findings reveal that business analytics significantly enhance customer insights by providing actionable data for personalized marketing, service customization, and improved customer retention strategies. The study recommends that businesses adopt advanced analytics tools, leverage customer data for targeted marketing campaigns, and prioritize data privacy and security to build long-term customer relationships and competitive advantage.
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