The role of context variables in CX analytics

So what’s the consequence if you’re not handling the role of context in modeling.

The consequence could be for instance, that your insights are biased. So I think I gave you the example recently. Customers with higher income are often more critical and they may give different reasons in their explanation. This lead to negative correlations between those reasons and the rating, although the reason may have positive impacts. If you have the context information in the model, your results become cleaned and true.