How to Find Key Initiatives to Drive CX?

Founder of and CEO of Success Drivers
// Pioneering Causal AI for Insights since 2001 //
Author, Speaker, Father of two, a huge Metallica fan.

Author: Frank Buckler, Ph.D.
Published on: May 18, 2021 * 9 min read

How is it reliably possible to detect the most important improvement strategies? What you need to do is to first off quantify what people are saying. It means basically you count what is said and put it in buckets.

Once they say, “Oh, this guy said friendly service and buggy software”. That way you take on two things of possible 50 or 100 things, he could have said. That’s the first thing you need to do, to quantify what people are saying.


The next step is then across the whole sample, identify which of those top topics are predictive and are uniquely mutually and have the information to explain outcome, which is the customer experience and later churn and upsell.


When doing that, you also need to apply the right methodologies. So if you take simply regression, out of your statistical software, this is too simplistic and this approaches assumes independence of drivers and linearity and often things the causal impact is indirect.


Let me give you an example. If you have a category, which is great service, and you have a category, which is friendliness that may drive great service and great service then may drive customer experience. At the end, you can use great service to predict, the customer experience, you don’t need friendliness, but still friendliness drives great service.


It has an impact and important impact eventually. So you can only reliably measure the importance of topics if you consider it also the relationships between the topics. But still, this is not rocket science. This is established methodology, causal machine learning. With this, you can reliably understand what’s important and what’s not.

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