José Carlos González

Voice of Customerin a rapidly changing

environment

Jose C. Gonzalezjgonzalez@sngular.team

2

Pillars of a Customer Centric Culture

Better customer insights Superior value proposition Better customer experience

Mohan SawhneyKellogg School of Management

3

Customers are very active on

social mediacall centersemails to support sitesresponses to survey sitesonline reviews

Making sense of the information overload

“Interest rates associated to the credit card are only too high”

. 

“Fed up with the “hold the line please” at the call center”

. 

“A friend of mine got free WiFiwith BankX. Have you got

something like that?”. 

“One of the many reasons I hate #BankX. Bank is supposed to open at

9am.Doors open at 9:05 and then

only one teller is available”

“The reception staff are very rudeand speak to you as if you do not

know what you are on about”. 

9

Businesses that listen can…

10

improve retention and decrease churn

Businesses that listen can

11

spot them on their customer journeyto uncover sales opportunities

Businesses that listen can

12

discover what customers think about my brand, my products…

Businesses that listen can

13

detect and leverage opportunities to boost recommendations

This is what NPS is about

Businesses that listen can

14

Businesses that listen can

detect problems

15

Businesses that listen can

know how to help customers

16

detect reputation threats

Businesses that listen can

17

avoid consumer complaints

Businesses that listen can

18

figure out what competitors are doing

Businesses that listen can

19

The good news!

20

Good news!

we humans are very good at extracting meaning and insights from texts

21

The bad news!

we don't scale well!

37 million books If I read one book a day

60.000

YEARS !!!!

22

What if…

Oh, I'm gonna try with a little help from my friends

23

Semantic technology is here to help us scale when extracting value from

human texts and voicesanalyzing massive data quickly

the way a person would

24

How?

25

1. Voice of the Customer Analytics

• Customer Journey (buying signals, loyalty, advocacy)• Corporate reputation, brand personality • Alarms: Reputation crisis / Customers requiring

attention• Product and Services (aspect-oriented sentiment

analysis)• Discovery of desirable product attributes• Discovery of new voice• Customer demographics and Customer segmentation• Customer channels

26

Semantics can also help at…

BTW

27

2. Voice of Employee is almost like VoC

– Internal data:• Employee satisfaction surveys• Training evaluation forms• 360-evaluations and assessment forms• Year-end employee reviews• Exit interviews• Focus group responses• Live feeds

28

– External data:• External/benchmarking data• Most up-to-date, easiest-to-access data on

employees’ work history, accomplishments and competencies on their public professional profiles (LinkedIn, GitHub, About.com, Indeed.com...)

2. Voice of Employee is almost like VoC

29

Listen to the real needs of the citizens and find the way to incorporate them

into decision making

3. Voice of the Citizen = VoC

30

Identifying patients' needs, values, preferences, and expectations in order to deliver an exceptional experience

4. Voice of Patient

31

Semantics can also help at…

BTW

32

U.S. Dodd-Frank (2010 law)

all electronic communications at financial institutions—email, chats and instant

messages—should be monitored

Other areas: Compliance and fraud detection

33

How to perform TEXT analytics?

A five steps methodology

34

Identify a problem worth solving:

Bottom line: reduce costs, reduce complaints, reduce human classification errors, Top line: solve problems, anticipate threats, new opportunities…

1.

35

Set up data reliability2.Data sources

Data access

Data security

Data cleaning

36

Determine what needs to be extracted:3. Entities Themes-concepts Sentiment

Time to perform some intelligent tuning

37

Analytics proper4. Link structured and unstructured data Insight discovering Predictive analytics

38

Kaizen: continuous improvement5. Plan Implement Measure Tune

39

And finally, text analytics tools

40

meaningcloud.com

SaaS business Text analytics APIs Customization Arrastre la imagen al marcador de posición o haga clic en el icono para agregar

meaningcloud: for developers or analysts

Love33%

Fear11%Joy

11%

Disgust11%

Neutral33%

Emotion

Savings

accounts

Credit c

ard

Deposit

s

Investm

ent P

roducts

Personal

Loan

s

Mortgag

es

8.27 7.5

6.75.5

6.3

Top Products & Services by average satisfaction level

Survey

Twitter

Web

Call Center

Offices

0% 20% 40% 60% 80% 100%

Sentiment by source

P+ P NEUN N+ NONE

Selected references VoC analysis in Banking: ING Direct Social media monitoring: SocialBro Pharma: Pfizer Defense: Thales Market intelligence: Digimind Media: Unidad Editorial / Vocento / Prisa Safety: Telefonica

Spain | United States | Mexico

www.sngular.team

@sngular_team