THE ROLE OF CUSTOMER ANALYTICS IN UNDERSTANDING CUSTOMER NEEDS
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THE ROLE OF CUSTOMER ANALYTICS IN UNDERSTANDING CUSTOMER NEEDS
This study explored the role of customer analytics in understanding customer needs, focusing on objectives to assess how analytics enhance customer insights, evaluate their impact on decision-making, and determine their role in improving customer satisfaction. A survey research design was justified for its ability to gather detailed and quantifiable data from a significant number of respondents, providing comprehensive insights. Using Taro Yamane’s formula, a sample size of 350 respondents was selected from the e-commerce industry in Abuja. The reliability coefficient score for the survey was 0.88, indicating strong reliability. Findings indicated that customer analytics significantly enhance understanding of customer needs, improve decision-making, and increase customer satisfaction. Recommendations include investing in advanced analytics tools and training staff to leverage customer data effectively to drive business growth and customer satisfaction.
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