Glossary · Customer Satisfaction
Predictive Analytics
Using historical data and statistical models to anticipate what customers will do next.
Predictive Analytics in Practice
Common CX Applications
- Churn prediction at customer level
- Next-best-action recommendations for service agents
- Demand forecasting for contact centres
- Personalised product recommendations
- Lifetime-value prediction for acquisition decisions
The Rule of Actionability
A prediction without an owner and a timeline is an observation. Before investing in predictive models, define the workflow the prediction will trigger. Start with one or two high-value predictions done well, not ten done badly.
Frequently Asked Questions
When the predicted outcome is valuable enough to act on, AND you have the process to act on it in time. A churn prediction is only useful if someone intervenes within days, not weeks. Without the action loop, the prediction is decoration.
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