THE IMPACT OF BUSINESS ANALYTICS ON CUSTOMER EXPERIENCE
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Abstract: THE IMPACT OF BUSINESS ANALYTICS ON CUSTOMER EXPERIENCE
This study aims to assess the impact of business analytics on enhancing customer experience and satisfaction within organizations. The objectives include examining how analytics tools and techniques enable organizations to personalize customer interactions, anticipate needs, and improve service delivery. A survey research design is employed to gather quantitative data from 300 participants using the Taro Yamane formula to ensure a statistically significant sample size. The case study focuses on a telecommunications company in Sokoto, Nigeria, known for its customer-centric approach supported by advanced analytics capabilities. The reliability coefficient score, measured through internal consistency checks, is 0.87, indicating strong reliability of the research findings. Findings indicate that business analytics contribute to enhancing customer experience by enabling personalized marketing strategies, proactive customer support, and tailored product recommendations. The study recommends that organizations invest in customer analytics platforms, integrate data from multiple touchpoints, and prioritize data privacy and security to build customer trust and loyalty in competitive markets.
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