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Voice of Customer in a rapidly changing environment Jose C. Gonzalez [email protected] m

José Carlos González

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Page 1: José Carlos González

Voice of Customerin a rapidly changing

environment

Jose C. [email protected]

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Pillars of a Customer Centric Culture

Better customer insights Superior value proposition Better customer experience

Mohan SawhneyKellogg School of Management

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Customers are very active on

social mediacall centersemails to support sitesresponses to survey sitesonline reviews

Making sense of the information overload

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

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

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

something like that?”. 

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“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”

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

know what you are on about”. 

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Businesses that listen can…

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improve retention and decrease churn

Businesses that listen can

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spot them on their customer journeyto uncover sales opportunities

Businesses that listen can

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discover what customers think about my brand, my products…

Businesses that listen can

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detect and leverage opportunities to boost recommendations

This is what NPS is about

Businesses that listen can

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Businesses that listen can

detect problems

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Businesses that listen can

know how to help customers

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detect reputation threats

Businesses that listen can

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avoid consumer complaints

Businesses that listen can

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figure out what competitors are doing

Businesses that listen can

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The good news!

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Good news!

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

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The bad news!

we don't scale well!

37 million books If I read one book a day

60.000

YEARS !!!!

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What if…

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

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

human texts and voicesanalyzing massive data quickly

the way a person would

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How?

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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

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Semantics can also help at…

BTW

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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

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– 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

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

into decision making

3. Voice of the Citizen = VoC

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

4. Voice of Patient

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Semantics can also help at…

BTW

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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

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How to perform TEXT analytics?

A five steps methodology

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Identify a problem worth solving:

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

1.

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Set up data reliability2.Data sources

Data access

Data security

Data cleaning

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

Time to perform some intelligent tuning

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

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Kaizen: continuous improvement5. Plan Implement Measure Tune

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And finally, text analytics tools

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meaningcloud.com

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

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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

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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

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Spain | United States | Mexico

www.sngular.team

@sngular_team