In a nutshell, the enormous volume of data collected from mystery shoppers, online reviews, social media, blogs, and ratings agencies about customer preferences and experiences has become too overwhelming for any business (including mine) to assess.

And as the luxury segment depends upon anticipating, and then exceeding customer expectations, this is a problem.

In the absence of a more nuanced understanding of customer feedback, the data we collect today is driving the industry toward standardized service, and standardization turns luxury into a commodity – the very opposite of what luxury customers want

Source: Using an Algorithm to Figure Out What Luxury Customers Really Want