etuma webinar: the cx professional's guide to implementing an enterprise insight process
TRANSCRIPT
1
#eip
2
ETUMA IN BRIEFFounded 2011, Spinoff from Connexor LtdBased in Helsinki, FinlandMulti-language Feedback Text Analysis Company 10 employees (5 with degrees in computational linguistics, 2 Ph.D’s)Funded by founders and angel investorsCustomers in Europe, USA and Australia
#eip
3
FIND OUT IN REAL-TIME WHY YOUR CUSTOMERS BUY OR DON’T BUY YOUR PRODUCTS AND SERVICES.
#eip
4
12 STEPS (7 ONE-TIME + 5 CONTINUOUS)
7. Integrate Systems
6. Enrich Data
5. Create an Analysis Framework
4. Create a Listening System
3. Engage Employees
2. Get Management Commitment
1. Understand Loyalty 1. Listen
2.Analyze
3. Distribute Insights
4. Act
5. Communicat
e
#eip
5
PLAN&PREPARE
7. Integrate Systems
6. Enrich Data
5. Create an Analysis Framework
4. Create a Listening System
3. Engage Employees
2. Get Management Commitment
1. Understand Loyalty
#eip
6
UNDERSTAND LOYALTY• Know what the marketing has promised – understand what
the customers expect!• Loyal customers
– Stay longer.– Buy more and they buy more often.– Cost less to serve.– Insulate from price competition.– Act as brand ambassadors.– Provide honest, high-quality feedback.
#eip
7
MANAGEMENT COMMITMENT
• Metrics• Dashboards• Strategic themes• Customer
proposition• Company Values
#eip
8
ENGAGE EMPLOYEES• Motivation – with
HR• Ideas• Proxy
#eip
“I am not happy with work-life balance”
“I have an idea for a product feature…”
“Customer told me that…”
CREATE A LISTENING SYSTEM
• Many channels• Opt-in• Transactional• Short• Drive volume
9
#eip
CES
CSAT
NPS
10
CREATE AN ANALYSIS FRAMEWORK
ConsistentAccurate Relevant Encompassing
http://www.etuma.com/blog/feedback-analysis-requirements
UNDERSTAND THE NATURE OF FEEDBACK LANGUAGE
DIY <-> TURN-KEY SERVICE
HIGH QUALITY ANALYSIS
• Touchpoint– Category
• Keywords– Category
Specific Sentences
• Own and competitors brands
• Sentiment– Category specific– Whole comment#eip
11
ENRICH DATA• (T)NPS = Score + Comment + Demographics+ Purchase
Behavior• Demographics: Address, Gender,• Purchase Behavior: What they buy, how much they buy,
where they usually shop • Demographics + Purchase Behavior + Comment =
Segmentation and Personalization
• But, don’t ever ask demographic or purchase behavior information in TNPS, because it makes you look incompetent. Enrich the data by linking customer record into feedback analysis data
#eip
12
INTEGRATE SYSTEMS
Survey&
ListeningSystem
Open-textFeedbackAnalysis
Reporting
Case/TaskManagementManagement Dashboard
E.g. Qlik, Tableau
Statistical Analysis
E.g. SPSS, SAP, Excel
Enrich Data
#eip
13
CONTINUOUS PART OF THE PROCESS
1. Listen
2.Analyze
3. Distribute Insights
4. Act
5. Communicat
e
#eip
14
LISTEN
Feedback Forms/ Emails
Contact Center Surveys
NPS/CSAT/CES
Support&Product Forums
Social Media
Task Lists
Customer Proposition
s
Company Values
STRATEGIC MANAGEMENT
EMPLOYEE ENGAGEMENT
Employee Pulse
Employee Suggestio
ns
Customer Comments
via Employees
Research Tools
Management Reports
Strategic Goals
Field Workers
Area / Store /
Department Manager
Statistical Analysis
PredictiveModelling
KPI’sMana-
gementDashboard
s
Mana-gement Reports
DISTRIBUTE INSIGHTS
#eip
15
Analyst Tool
Case Management
Feedback Analysis Service
ACT
Listening and
Survey System
Analysis Results
Automatic Issue
Detection
Trends,Correlation, Comparison
,Weak
Signals
Manual Case
Creation
Automatic Task
Creation
Automatic Case
Creation
Feedback Reporting
Data Analyst
Case AdminCase Prioritization,Resourcing andScheduling
Role-basedReports
ManualIssue
Detection
Manual Case
Creation
#eip
16
COMMUNICATE• Tell customers how their feedback improved the service.• Tell employees about positive customer feedback.• Tell employees how their ideas affected product
development.
• Can be anecdotal.
#eip
17
THANK YOU!Matti Airas, CEO and Co-founder, Etuma [email protected], +358 40 822 2010
https://fi.linkedin.com/in/mattiairas#eip