catherine van zuylen listening - 2011
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Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
A presentation from the NewMR ‘Listening is the New Asking’ Text Analytics Event - March 8 2011
The sponsor of the ‘Listening is the New Asking’ event is Zinc Research For more information about NewMR events visit newmr.org
The copyright for this material is jointly owned by The Future Place and the presenter.
‘Social Media: The Next Frontier in Text Analytics’ Catherine H van Zuylen Attensity, USA
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Social Media: The Next Fron4er in Text Analy4cs Catherine H van Zuylen, A2ensity
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
93% of consumers believe a company should have a presence in social media 60% of consumers say they have interacted with companies on the social web 59% use social media to "vent" about service frustra4ons 72% use social media to research a company's reputa4on for customer care
before making a purchase 74% decide whom they do business with based on customer care experiences
shared by others online.
Cone Business in Social Media Study, 2009
Society of New Communications Research (SNCR)
Customers are asking for you to get closer to them
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
These Customer Conversa4ons Contain a Treasure Trove of Data That Can Be Mined for Business Value
@jane: “My bank fees are too high. Thinking of making a switch.”
“I’m interested in a Premium Club membership, can you send me details?”
“I just got bumped from my flight and need to rebook.”
“The hotel was in a great location, but our room wasn’t ready when we arrived.”
Jon Smith: “Evaluating cell phone plans, anyone have a recommendation?”
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The volumes are daun4ng…
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
And conversa4ons are oRen “owned” by different departments
Social Team Twi2er,
Facebook, Communi<es…
Marke4ng Surveys,
Focus Groups…
Customer Service Surveys,
CRM Records, Emails…
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
To create a singular customer picture from all of this data, you must be able to
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
ACT
Informa4on Access PlaYorm
Customer Conversa4on Silos
Sharepoint ERP CRM Surveys social Documents
Email Text
MINE
Analyze Respond
A Unified Mul4-‐Channel Customer Analy4cs and Engagement System helps you more deeply understand customer issues and act on them
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Although Social Gets All the Aaen4on, A Comprehensive Mul4-‐Channel Strategy is key ! Social Media should not be pursued in a vacuum ! Should be aligned with other customer feedback, marke<ng, and service
principles and processes ! You should be in constant contact with your colleagues in analy<cs and
engagement across other departments and areas of exper<se ! What a customer says in social media might be a good subject for a survey ! Customers might complain about an issue a lot in social media, but they are hollow
complaints based more on overheard rumors than on actual experiences; no one ever bothers to call customer service about it
! You want to ensure that a customer contac<ng you via Twi2er doesn’t get a totally different response than someone who contacts you via a web form or email
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Many companies start by pubng in place a “Listening Post” that allows social media teams to see at a glance the metrics that maaer to them
What is their sen<ment?
How do my efforts compare against the compe<<on?
Who is talking about me?
Who are the influencers?
Where are people discussing me and my products?
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
But it’s important to construct a mul4-‐channel listening strategy
Where are you listening? What organiza<on(s) are responsible for engaging with customers across each channel? What new channels do you need to add? Twi2er Facebook Review sites Enthusiast or other forums Company-‐sponsored forums Surveys Emails SMS Web Forms …
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Analyze: Each communica4on holds a treasure trove of informa4on
I first bought a Geico policy for my son 5 years ago. He really liked the service he received, but he ended up cancelling his policy because he decided he didn’t like owning a car now that he lives in San Francisco. I wish Geico offered home insurance policies too. If Geico offered home insurance, I would buy it in a heartbeat. En44es (brands, people, loca4ons, 4mes, products…) Events and rela4onships Sen4ment (extreme posi4ve, posi4ve, nega4ve, extreme nega4ve) Sugges4ons (in this case, one that should be followed up with a sales call!) Intent (to purchase, to leave)
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Of course, Text Analysis For Social Media needs to understand the language of social media… Social Media is an oral culture
• Shorthand • r u ok? • LOL, OMG • Gr8t • Emo<cons
Casual, nouns used as verbs, new words created all the <me “(Somebody broke my window)…I wanna CSI Miami that.” These constructs can make some text analysis systems that are wholly reliant on word lists or en<<es more bri2le
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
When done correctly, Mul4-‐Channel Customer Analysis Can Help You… § Spot issues early § Reduce misclassifica<on of
issues; validate proper issue codes are being entered
§ Understand what might be affec<ng response <mes
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Mul4-‐Channel Contact Customer Analysis Can Help You…
§ Automa<cally iden<fy customer behavior indicators: churn, intent to purchase, recommend, commit fraud, etc.
§ Flag and route customer records based on indicators
§ Uncover poten<al service and product issues before they get too far
§ Feed indicators to your exis<ng predic<ve models
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
You then need to relate your mul4-‐channel analy4cs and engagement strategy to your business and values
! What groups interact with your customer (customer care, marke<ng, sales, legal…)? ! How will you coordinate these groups to be2er understand your customer? (“Chief
Customer Officer”? Weekly mee<ngs with heads?) ! How will you organize your customer care center – around channel (Twi2er vs
Facebook vs Email), type of issue (washers vs dryers vs refrigerators), language, etc? ! How do you want to respond to clients? Should you react to complaints? Do you
want to thank loyal customers? What should you do about someone threatening to leave your service or your compe<tors? Are there issues that you want to route to someone but not necessarily respond to?
! Once you engage with customers in social media (or any channel) how do you want to track your interac<ons with them? What’s your system of record?’
! What other systems have valuable informa<on (CRM, ordering, inventory) ! What follow-‐up ac<ons do you want to take (surveys, etc)? ! How do you plan to leverage what you learn to benefit the en<re organiza<on?
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Mul4-‐channel analy4cs processes can reveal issues and concerns so you can act more effec4vely
! Sen<ment, top issues, churn reasons, top “likes”, “whys” behind net promoter, etc
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
“I’m interested in a Premium Club membership, can you send me details?” Jon Smith
Mul4-‐channel engagement systems help you act with more consistency and efficiency
@jane: “My bank fees are too high. Thinking of making a switch.”
David: Evalua<ng new cell phone plans. Anyone have a recommenda<on?
“@jane, we just intro’d a new loyalty program w/ free checking & more. Interested?” h2p://bit.ly/usbank38z
“Verizon is offering up to 50% off our normal rates to when you buy an iPhone4. Check it out: h2p://www.verizon.com/iphone4offer “
“Sara, we’ve arranged a free upgrade for you on our next flight out.”
“Hi, this is Sara Jones. I just got bumped from my flight and need to rebook.”
“Jon, you can find details about the program here: h2p://www.globalair.com/premiumclub.
Customer Comment Proac4ve Response
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
These ac4ons bridge the gaps between departments to provide a full customer view
! Digital Detec@ves: Real-‐<me Discovery, Analysis, and Response to Service/Product Issues
! How are we doing? Customer sa<sfac<on/sen<ment analysis and measurement
! Was this really a good idea? Product Launch Monitoring (reported issues, winning features, etc)
! Who’s leaving us and why? Churn Analysis – why do customers leave? How can we predict who will really churn as opposed to who’s just grumpy? How can we outreach to those about to leave?
! Who can we sell to and how can we do it faster/beJer? Discovery, Analysis, and Response to folks ready to buy a product or service.
! How do non-‐product events affect customers/prospects? Crisis Analysis/Response (not service/product related – more like things like how does departure of Mark Hurd affect customer percep<on of HP, or how does NBC/Comcast merger affect customer expecta<ons of Comcast, etc and how do we outreach on this?)
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Thank You.
Catherine H van Zuylen A2ensity
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Q & A
Catherine van Zuylen Attensity
Ray Poynter The Future Place
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
10/03/2011 Catherine van Zuylen, Attensity, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The Aaensity Mission
! 10+ years of experience in Text Analy<cs/CEM ! 7 patents in natural language processing ! 500+ installa<ons worldwide ! World’s largest NLP development group
Help the world’s leading brands leverage customer conversa<ons as a business asset. No ma2er where they take place: social media • blogs • surveys • call center notes • review sites • emails • more