15-jayakrishna venkatesh - crm with text analytics for public service organizations

8/9/2019 15-Jayakrishna Venkatesh - CRM With Text Analytics for Public Service Organizations

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CRM for Public Service Organizations

A Text Analytics Approach



Why Public Service Organizations

Large population of over 1.17 billion

Close to one-third population BPL

Unmonitored/growing prices of private/national brands

Highest need to opt to low cost subsidized essentialcommodities

Corporations, Municipalities, Water supply and

sewage boards etc., would also come into this bucket

since they are places which a citizen cannot afford to

avoid



Why CRM for PS Organizations

Total customers = Total Citizens in India

So as companies, PS organizations are perhaps the

ones with the largest customer bases

No current system to monitor CRM methodically and

systematically

Faulty/Negligent CRM gives rise to illegal activities,

corruption and also unsatisfied citizens who are the

end users of either the service or products offered



What is Text Analytics

Analysis by Specific Techniques for any business

reasons would be called Analytics

This analytics done on unstructured data is Text

Analytics which is the hottest approach to CRM these

days

Customers text inputs, be it in-store feedback,

comments, survey responses, call centre

conversations etc ., are the most important sources of

CRM inputs

These can be used for R&D, product development,

brand/category management etc, and mainly CRM



How can Text Analytics help CRM

CRM is customer centric and it thrives on ³What

Customers Want´

Sales data, customer data etc give a variety of

responses about the performance of a store but never

tells us if an organization¶s customers (or end users)are satisfied and what they really want from the store

Customers¶ feedback is the most important source of

such data where customers

- Tell us what they want

- What are the problems they face

- Why would they hate/adore the public service organization

- And many more CRM relater business questions



A general illustration of Text Analytics(from a real life example)

I walked into a TUCS store, but the store assistants did not even attend

me. They made me wait for about 20 minutes and asked me to come in

the evening since they would close for lunch. This is really hurting for old people like me aged close to 55, to visit the stores multiple times a

day, wait for hours and still not get what I want.Would want a better

system/monitoring to ensure they work properly.

**W ords uttered by my neighboring apartments¶ watchman, translated to English

The actual root cause of the

problem

Intention of the customer:Complaining (Negative

Feedback)

Suitability of the

complaint- Answers the

question where does thisapply?

Suitability of the

complaint-

Answers the

question to

whom does

this apply?

What does thecustomer want



What is needed for Text Analytics

Text Analytics needs Text (from the customer

responses) which needs to be collected from every

customer, at-least from the customers facing problems

Collection of customer feedback can either be

- Manual with the help of printed forms- Automated with input kiosks, which would get inputs for

various buckets like questions, complaints, escalations etc

The advantage of getting it through kiosks are that

- The comments can be analyzed at the time of entry itself

- The status of complaints and analysis results can beretrieved at any point of time for any purpose



CRM is a Routine ProcessCustomer SentimentAnalysis/

Text Analytics

Positives andNegativesidentified

CRMIdentifiesAreas of

improvement

IncorporatesThe changes in

The product/service

Put backIn placeFor the

customer To use again

Customer Responses



Other Possible Sources for

Customer responses

Consumercomplaints.in, a forum where complaints on

various consumer related issues are recorded

Social Networking sites where public conversations

happen about Public Service organizations. These

include

Blogs are another rich source of information which

would give us information about such customer

experiences

In any of the above cases, specialized and

sophisticated natural learning BOTs needs to be

involved in the process to pick the consumer

complaints and decide what it talks about, what is the

problem, who is affected, reasons etc.,



Typical Customer Response Reports

Parameter of Concern Negative Neutral Positive Parameter of Concern

Representative¶s Behavior 92% 0% 8% Representative¶s Behavior

Prices 0% 12% 88% Prices

Merchandise 20% 40% 40% Merchandise

In-store experience 76% 15% 9% In-store experience

In-store service 96% 4% 0% In-store service

In-Stocks 88% 4% 8% In-Stocks

Timings 100% 0% 0% Timings

Reliability 100% 0% 0% Reliability

Return Policy 12% 64% 24% Return Policy

Accessibility 0% 12% 88% Accessibility

Biased Services 36% 44% 20% Biased Services



Advantages of CRM with Text Analytics

over Conventional CRM Methods

Systematic and methodical goal oriented analysis with

structured results, which can lead to actionable

insights and thus changes the business model

The change is triggered by none other than the end-

user himself

Sentiment rich customer responses are used for the

analysis which makes the decision makers well

informed about what the customers need, rather than

assuming those information from other sources of data

Text Analytics can also be used for building predictive

models. For e.g., if areas A and B suffer from the

same problem and if in A, a business model change

worked positive, it is also expected to work in B



Advantages of CRM with Text Analytics

over Conventional CRM Methods (cont¶d)

Systematic and methodical goal oriented analysis with

structured results, which can lead to actionable

insights and thus changes the business model

If this system is automated, it can be applied to any of

the institutions, irrespective of the suitability, providedthe parameter of concerns are tailor made to the

institution using it. For example an IT system for text

analytics created for a TUCS chain of stores can also

be used for a General Hospital some changes in the

parameters loaded in



Thank You!!!!

15-jayakrishna venkatesh - crm with text analytics for public service organizations

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