Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

A  presenta*on  from  the  NewMR  ‘Listening  is  the  New  Asking’  Text  Analy*cs  Event    -­‐  March  8  2011  

The  sponsor  of  the  ‘Listening  is  the  New  Asking’  event  is  Zinc  Research  For  more  informa*on  about  NewMR  events  visit  newmr.org  

 The  copyright  for  this  material  is  jointly  owned  by  The  Future  Place  and  the  presenter.  

‘One  voice  of  the  customer:  Where  social  &  surveys  collide’    Catriona  Oldershaw  Synthesio,  UK  

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

One  voice  of  the  customer:  Where  social  &  surveys  collide  

Catriona  Oldershaw  Managing  Director,  Synthesio  UK  

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

The  coming  together  of  two  worlds  ...  

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

...  to  create  delighted  customers  

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Contact  centre  call  classifica5on  

data  

Contact  centre  call  logs,  

customer  emails  

Customer  ra5ngs  provided  via  sa5sfac5on  

surveys  (eg  NPS)  

Customer  responses  to  open-­‐ended  

survey  ques5ons  Focus  group  verba5m  

One Voice of the Customer  

Structured  Content  (‘numbers’)  

Unstructured  Content  (‘stories’)  

Solicite

d  Unsolicite

d  

*  Adapted  from  a  diagram  from  Forrester  Research    

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Contact  centre  call  classifica*on  

data  Customer  ra5ngs  scores  on  review  

websites  

Tweets,  blogs,  forum  comments  Contact  centre  

call  logs,  customer  emails  

Customer  ra*ngs  provided  via  sa*sfac*on  

surveys  (eg  NPS)  

Customer  responses  to  open-­‐ended  

survey  ques*ons  Focus  group  verba*m  

One Voice of the Customer  

Structured  Content  (‘numbers’)  

Unstructured  Content  (‘stories’)  

Solicite

d  Unsolicite

d  

*  Adapted  from  a  diagram  from  Forrester  Research    

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

The  hospitality  industry  

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

AUDIT - Online verbatim overall

more positive - Online = primarily

holiday traveller VoC

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

AUDIT

PILOT  1,000  hotels  3  languages  

Topics  &  custom  KPIs  Three  layers  of  dashboard  

Training    

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

AUDIT

PILOT    

FULL  ROLLOUT  4,000  Accor  hotels  

12,000  compe*tor  hotels  8  languages  

 -­‐   Launch  roadshow  

-­‐   One  global  dashboard  -­‐   40  country  dashboards  

-­‐   4,000  hotelier  dashboards  -­‐   Analysis  against  offline  survey  results  

-­‐   Staff  rewards  and  recogni*on    

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

AUDIT

PILOT    

FULL  ROLLOUT  

RESULTS  55%  increase  in  online  

reputa*on  Double  digit  

growth  in  online  sales  for  Novotel  

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Unsolicited,  unstructured  

Unsolicited,  structured  

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Unsolicited,  unstructured  

Unsolicited,  structured  

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Weigh5ng  sen5ment  by  source:  internal  listening  posts  tend  to  be  more  nega5ve  

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Event  characterisa5on:  is  social  media  the  canary  in  the  coalmine?  

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

The  end  of  demographics:  social  media  defines  customers  by  their  shared  interests,  rather  than  their  demographic  stereotype  /  neat  customer  box  

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Q & A

 Catriona Oldershaw Synthesio

 Ray Poynter The Future Place

Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Catriona Oldershaw Synthesio  Read  Synthesio’s  blog  @  hbp://synthesio.com/corporate/blog/  Follow  Synthesio’s  tweets  @  hbp://twiber.com/Synthesio    Contact  Synthesio  via  our  web  form:  hbp://synthesio.com/corporate/contact/    Catriona  Follow  Catriona’s  tweets  @  hbp://twiber.com/CatrionaTweets      Connect  with  Catriona  on  LinkedIn  @  hbp://uk.linkedin.com/in/CatrionaOldershaw      

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