CX Goalkeeper with Peter Dorrington - S1E10 is about predictive behavioral analytics and its "real" use cases

The CX Goalkeeper had a smart discussion with Peter DorringtonPeter is an event host & moderator, executive advisor, CX analytics expert, award-winning CX Influencer, and inventor of Predictive Behavioural Analytics (PBA). He is the founder of XMplify. “Analysis without actions is academy, actions without analysis is anarchy” Key learnings:Experience Management is the intersection among Customer Experience, Employee Experience and Partner Experience·Predictive behavioral analytic is the combination of data science and behavioral science (e.g., from neuromarketing, behavioral economics)The analytical approach tries to answer the following question: why people do the things that they do, what they are going to do next and what an organization should do with thatPBA tries to understand why customers, which look identical on paper, with the same stimulus react in a different wayIt is about understanding the way we make decisions: what we need, how we feel, what we want, how we get influenced, how we process experiences and what was our historyPBA monitors and predicts how customers are feeling to prepare the reaction after a changeYou, as a company, can tell to me “no” but you, as a company, you need to treat me in the right way (e.g., empathy)Challenges organization faces, e.g.,Misunderstanding that more data is betterData we hold about customers is incomplete or out of dateCovid-19 changed customer behaviors definitivelyHow to contact Peter :https://xmplify.co.uk/abouthttps://www.linkedin.com/in/peterdorrington/ Peter gold nugget: "Be prepared to demonstrate and quantify the value you bring to an organization. Use the business language to convenience business. ROI is key." Thank you Peter.