Maya Heredia, Intelligent
Maria Heredia obtained a degree in Chemistry at the Simon Bolivar University, Venezuela, with a specialization in Computer-based statistics from the same school. She also earned a Master’s degree in Textile Marketing from Philadelphia University, and a Master’s degree in Business Administration from Yale School of Management, Yale University, New Haven, U.S.A.
For several years, she worked as a researcher for PDVSA-INTEVEP , where she successfully managed a strategic alliance for the development of fuels adapted to the California market. In the market research field, she worked as a Senior market researcher consultant for the telecommunications sector at Datanalisis. She held the position of Vice-President of Analysis and Product Management at Datos Information Resources, where she led the development of a portfolio of market products, as well as on design and consolidation of the organizational structure for the effective management of the said portfolio. She is currently a partner-director of Intelligent Corp, S.A.
Creating A Meaningful And Profitable Customer Journey Based On A Social Listening Indicator
The work to be presented establishes the opportunities to leverage the customer journey, based on the creation of an indicator that measures Customer Experience and the process related to brand value.
This Customer Experience Indicator is based on the content analysis of the Social Listening from one of the top five Banks in Venezuela and is related to the main TouchPoints among the brand and their clients. The measurement determines and quantifies the possibility to generate new business in the different moments of truth that clients face.
The case study, also allowed to be more precise about the emotional analysis regarding the indicator and to improve customer relationship.