Utilizing Data Analytics in Private Healthcare Companies’ CXM: A Multiple Case Study

Abstract

The customer experience and its management have become the focus of business in the intensifying competition. Thanks to the development of technology and the increase in data, companies have more insights and options than ever before for developing their customer experience. Also in the healthcare sector, competition is emerging and customer awareness is constantly growing. Therefore, industry players need new ways to develop their operations towards more customer-oriented and personalized services.

This study aims to find out what kind of customer data Finnish private healthcare service companies collect to support the management of their customer experience and how this data is utilized in concrete decision-making. Data is collected through four interviews from different companies. The interviews sought to find out the current state of case companies' data-driven customer experience management.

The results identified that case companies collect a lot of diverse customer data. Also the importance of the customer experience has been actively raised at the center of thinking. However, interviews showed that there is still very little knowledge-based customer experience management in case companies compared to their potential and available opportunities