Modelling customer experience in digital services

Technology advancements allow customers the convenience of getting their desired products and services on demand. Digitisation of many of the services offers opportunities to collect data at various touchpoints of customer experience. However, appropriate data analytics and visualization are required to drive better decisions and enhance the customer experience. The modelling techniques developed in this paper can be used across the spectrum of services in which there is a process to capture the expectations and perceptions of the customers served. We apply this digital service modelling approach in a detailed case study to investigate customer experience using a large WiFi infrastructure and identify ways to improve the process. Future research could build on this work by performing text analysis using several machine learning and AI tools to identify improvement opportunities and conduct sentiment analysis periodically to track changes in customer perceptions and expectations.