The aim of my research is to examine the effectiveness of Deep Learning (DL) as a tool in Customer Experience Management (CEM).
the rise of ‘big data’ and Machine Learning (ML) has interested both academics and organisations, with early studies starting to appear (SAS, n.d.). DL has recently emerged as a powerful ML technique inspired by, and based on, the model of the human brain to create Artificial Neural Networks (ANN). Research has shown DL to be a powerful tool to:
1. Access and make sense of disconnected and unstructured big data (e.g. inconsistent customer reviews).
2. Make more accurate predictions of buyer behaviour;
3. Personalise experiences to every single customer in real time