Excelling Customer Experience Through Data Driven Behavioral Intelligence: A conceptual framework

The article explores the importance of behavioral intelligence of the customers through strategic data management and analytics, which in turn results in favorable customer experience. A conceptual model based on S-O-R theory is proposed for achieving the behavioral intelligence and using it for better ROI with three main components a) Customer data hub b) behavioral intelligence and c) Recommendations. The article deliberates on the importance and challenges of each component from its application perspective. Moreover, this article identifies the benefits of deep insights of consumer behaviour that can led to the loyalty and advocacy of the brand/products to larger number of customers in each segment, which allows businesses to improve their marketability through proven credibility. The probable areas of expansion along with limitations are also enumerated at the end of the article.