José Carlos González
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Transcript of José Carlos González
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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
“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”.
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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
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
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
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