Customer analytics is a process by which data from customer behavior is used to help make key business decisions via market segmentation and predictive analytics. This information is used by businesses for direct marketing, site selection, and customer relationship management. Marketing provides services to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle at the consumer. Customer analytics plays an important role in the prediction of customer behavior.
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Customer analytics in the context of Customer satisfaction research
Customer satisfaction research is that area of marketing research, customer intelligence, and customer analytics which focuses on customers' perceptions with their shopping or purchase experience.
Companies are interested in understanding what their customers think about their shopping or purchase experience, because finding new customers is generally more costly and difficult than servicing existing or repeat customers.
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