Download - 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
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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
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