Project Study with NTT DATA: Developing a Scalable, AI-enabled CX Assessment Approach

Industry project study offered by the Professorship of Marketing & Technology (Prof. Dr. David Finken), TUM School of Management, together with NTT DATA CX, the customer experience consultancy unit of NTT DATA.

Combine customer experience (CX), strategy and AI-enabled analysis to develop a scientifically grounded, repeatable and scalable CX assessment approach. NTT DATA CX supervises the study and provides the real-world case context.

The central question: how can companies systematically identify CX improvement opportunities by combining an outside-in view (publicly available customer signals) with an inside-out view (the company's own perspective, data or self-evaluation), and how can AI support and automate both?

What you will do:

• Review academic CX research and established frameworks
• Develop the outside-in perspective: public customer signals that reveal CX strengths, gaps and opportunities across value proposition, customer lifecycle and digital experience
• Develop the inside-out perspective: how internal views, data and self-evaluation complement the external picture
• Assess AI-enabled automation of both perspectives (e.g. one or more AI agents), including where human judgement remains essential
• Apply and test the combined approach on real cases and refine it into a reusable framework, an AI automation concept and workshop-ready output for client validation

Team: 2–4 students · Duration: 3–6 months · Start: as soon as possible

Full details on all our project studies: https://www.msl.mgt.tum.de/en/mt/teaching-student-matters/project-studies-idp/