user-friendly nps-based recommender system for driving ...homenda/common/... · tata company:...
TRANSCRIPT
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User-friendly NPS-based recommender system
for driving business revenue (CLIRS).
CCI, UNC-Charlotte
Research sponsored by
presented by
Zbigniew W. Ras
Warsaw Univ. of Technology, 2018
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Project Team
Kasia Tarnowska
(Warsaw Univ. of
Tech., Poland)
PhD Students
Lynn Daniel
Industry Collaborator
Z.W.RasMadlen Ivanova
(Sofia University,
Bulgaria), from Fall’18
Kasia Tarnowska
Assistant Professor of Comp. Science
San Jose State University, Fall’18
Yuehua Duan
(Civil Aviation
Univ. of China)
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University of North Carolina at Charlotte
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Light Train
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CLIRS -
Customer Loyalty Improvement Recommender System
Research sponsored by
Funding(2013-current)
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Consulting Company
Client 1 Client 2 Client 3 Client 4
Build Recommender Systemfor each client (34 clients) helping toincrease its revenue
Build Personalized Recommender Systemfor each shop helping toincrease its revenue
Services(heavy equipment repair)
Parts CUSTOMERS
shops shops shops
What we had to do
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Net Promoter Score (NPS) –today’s standard for measuring customer loyalty
Promoter - {9,10}
Passive – {8,7}
Detractor – {1,2,3…,6}
NPS is correlated with company revenue growth
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NPS rating for all clients
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NPS rating for all shops
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CLIRS Our Software
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Clarabridge CX Analytics [http://www.clarabridge.com/]
Key Features:Deep Natural Language Processing (NLP) - Accurately analyze mountains of unstructured data to
zero in on aspects of business that drive customers’ dissatisfaction.Linguistic categorization - Intelligently groups customer comments into topic buckets for smarter analysis.Emotion detection - Decipher the emotional state of customers based on the tone of the feedback.Context-sensitive sentiment analysis - Understands the intensity of feelings expressed by using deep
Natural Language Processing, adjusting for industry and source-specific nuances.Advanced discovery tools - Get to the core of customer issues using single click root cause analysis;
unearth previously unknown topics using fully automated topic detection engine.Speech analytics – Capture customer’s voice, literally, by analyzing call recordings in the same
platform as all your other data sources.
• Does not discover actionable knowledge
• Data analytics does notprovide any recommendationswhich guarantee NPS improvement
TATA Company: collects not only customers text data but also voice & video
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CLIRS Our System
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Currently ~ sampling of 300,000 records per year2010-2017
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Customer M/F Phone Bench1 Bench2 Bench3 Comments Promoter Status
2011 M 3 9 5 text1 Promoter
2012 M 8 10 8 text2 Promoter
2013 F 8 5 8 text3 Detractor
2014 F 5 7 7 text4 Passive
Decision Table built from customers survey
New attributes can be derived Text Mining & Sentiment Miningcan be used to build new attributes
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Sentiment analysis
• Different levels of sentiment analysis:
• Document level • general sentiment of all notes combined as a whole
• Sentence level • Distinguishes between subjective and objective sentences
• Entity and aspect level• What exactly people liked and did not like
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Sentiment analysis tools
Rapid Miner demo (+ AYLIEN tool)
NLP Stanford Parser
Conclusion: General sentiment analysis tools are not domain-specific
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TheDanielsGroup Customer Datasets
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Definitions/Concepts needed to understand how CLIRS is built & works:1) Reducts in Decision Systems2) Action Rules and Meta-Actions3) Decision Tables & Their Semantic Similarity
PLAN FOR TODAY’s PRESENTATION
CLIRS - Customer Loyalty Improvement Recommender System
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Bench1 Bench2 Promoter Status
x1 a1 b2 promoter
x2 a1 b1 passive
x3 a2 b3 passive
x4 a2 b3 promoter
x5 a3 b4 passive
x6 a1 b4 promoter
x7 a3 b4 passive
Decision System - Granules
Decision Granules:
{x1,x4,x6}, {x2,x4,x6}
Classification Granules:
Bench1: {x1,x2,x6}, {x3,x4}, {x5,x7}
Bench2: {x1},{x2},{x3,x4},{x5,x6,x7}
Smallest Granules:
{x1},{x2},{x3,x4},{x5,x7},{x6}
Promoter
Promoter/Passive
Passive
{x1}, {x6}
{x3,x4}
{x2}, {x5,x7}
Figure 1
Informal Definition:
Reduct – smallest subset
of classification attributes
which preserves distribution
of objects in Figure 1
?
Promoter
Passive
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Decision System & Reducts (Rough Sets)
U Headache Muscle
pain
Temp. Flu
U1 Yes Yes Normal No
U2 Yes Yes High Yes
U3 Yes Yes Very-high Yes
U4 No Yes Normal No
U5 No No High No
U6 No Yes Very-high Yes
U Muscle
pain
Temp. Flu
U1,U4 Yes Normal No
U2 Yes High Yes
U3,U6 Yes Very-high Yes
U5 No High No
U Headache Temp. Flu
U1 Yes Norlmal No
U2 Yes High Yes
U3 Yes Very-high Yes
U4 No Normal No
U5 No High No
U6 No Very-high Yes
Reduct1 = {Muscle-pain,Temp.}
Reduct2 = {Headache, Temp.}
We are looking for rules describingFlu in terms of Headache, Muscle Pain, Temp.
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ACTION RULES & META ACTIONS
Action Rules Miner: Action4ft-Miner module in LISP Minerhttp://lispminer.vse.cz/procedures/index.php?system=Ac4ftMiner[developed by Jan Rauch (Univ. of Economics, Prague, Czech Republic]
Meta Action Miners: Only Domain Specific (parts of domain specific software)
Triggers of Action Rules
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R1 R2R3Dk Dn
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Benchmark All Overall Satisfaction 35
Benchmark All Likelihood to be Repeat Customer 34
Benchmark All Dealer Communication 33
Benchmark Service Repair Completed Correctly 32
Benchmark Referral Behavior 31
Benchmark Service Final Invoice Matched Expectations 31
Benchmark Ease of Contact 30
Benchmark All Does Customer have Future Needs 28
Benchmark Service Tech Promised in Expected Timeframe 26
Benchmark Service Repair Completed When Promised 26
Benchmark Service Timeliness of Invoice 25
Benchmark Service Appointment Availability 24
Benchmark Service Tech Equipped to do Job 23
Benchmark All Contact Status of Future Needs 22
Benchmark Service Tech Arrived When Promised 21
Benchmark All Has Issue Been Resolved 19
Benchmark All Contact Status of Issue 17
Benchmark Service Technician Communication 6
Benchmark Service Contact Preference 3
Benchmark CB Call answered promptly 1
Benchmark Service Received Quote for Repair 1
Benchmark CB Auto attendant answered by correctdepartment 1
Benchmark Service Call Answered Quickly 1
Benchmark All Marketing Permission 1
Randomly chosen customers are asked to complete Questionnaire. It has questions concerning personal data + 30 benchmarks
To compute NPS we calculate average score of selected benchmarks for all customers. Knowing the number of promoters and detractors we know NPS.
Rough Set REDUCTS have been used to identify features having the strongest impact on Promoter
Coming back to our customers feedback dataset
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RECOMMENDER SYSTEM CLIRS
based on semantic extension of a client datasetcreated by adding datasets of other semantically similar clients
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Now, from the enlarged Decision Table, we extract action rules
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Take weighted combination of semantic & geographic distance
Now, when the dataset (decision system) is built,
we will start extracting action rules
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Customer
Cust1
Cust2
Bench1 Bench2 Bench3 Comments Prom_Stat
Prom
Pass
Benchmark Values ={low, medium, high}
high
med
med
med
high C1, C2
C2, C3
Cust3
med
C4, C3C1 refers to Bench2
C3 refers to Bench1
C2,C4 refers to Bench3
Extracted Rules (example)
Knowledgeable
Staff
Friendly Staff
R1=[ (Bench1=high)&(Bench2=med) …………...... (Prom_Stat = Prom)] sup(R1)={Cust1,..}; Let’s say Confidence=90%
R2=[ (Bench1=med)& ……………. (Bench3=med) (Prom_Stat = Pass)] sup(R2)={Cust2,..}; Let’s say Confidence=95%
R= [(Bench1, med ->high)&(Bench2=med) (Prom_Stat, Pass -> Prom)] Sup(R)={Cust2,..}; Confidence=90%*95%=85.5%.
Action Rules
C1C2C3C4
Extracting CommentsC2,C4
C1,C3
Meta-Actions
Recommendation: Staff has to be more friendly (R will be activated)
Guided Folksonomy &Sentiment Analysis
Extracting Meta-Actions
DATASET
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User-Friendly Interface
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Recommender System
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GET KEEP and GR0W
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