The method for a deeper understanding of user experience using customer rating analytics: A study in tourism sector

Abstract

The level of competition between businesses in the post-COVID period will be fierce, especially those in the tourism sector according to a survey from the World Economic Forum, wherein the tourism industry is the industry o suffer heavy losses during the COVID-19 pandemic. Businesses are actively applying technology and digital transformation to increase revenue, cut costs, and optimize resources. In general, in a business, there will be many factors that need to be taken care of and one of them is customers because customers are the ones who directly generate revenue for the business, helping the business to maintain its existence and develop. Therefore, understanding customer experience is an incredibly important step in business. From this, businesses can evaluate the effectiveness of the business model. This research approaches a new Net Promoter Score (NPS) to measure how willing customers are to recommend a company's products or services to others. This score contributes to helping enterprises reassess their business models and indirectly reflecting the growth ability of enterprises. The novelty of this research is the application of Business Intelligence (BI) solutions to support multidimensional analysis, thereby solving the weakness in the traditional NPS, which is based on only one factor. Also from multidimensional analysis, businesses will visualize customers more clearly, thereby taking appropriate and timely actions. This research has three main objectives, including (1) Collect data and measure NPS automatically; (2) Design the Dashboard system to solve complex problems in retrieving, exploiting and synthesizing information to measure NPS, which supports businesses to make timely and more effective decisions; (3) Experiment the solution with data crawled from Agoda. Customers' NPS remarks can be investigated further. Enterprise will discover what customers are lacking in their product, which features they like, which features they don't comprehend, and what additions they should build in the future.