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Accuracy Matters – Using Text Analytics to Drive the Cisco Customer Experience
 

Accuracy Matters – Using Text Analytics to Drive the Cisco Customer Experience

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Understand how business users at Cisco are using text analytics to derive highly accurate, detailed insights from unstructured customer conversation sources...

Understand how business users at Cisco are using text analytics to derive highly accurate, detailed insights from unstructured customer conversation sources
Explore the ways Cisco uses text analytics to identify emerging opportunities and product/service issues that impact the entire organization
Discover how Cisco ties the customer experience to real metrics to gain business-critical customer experience insights

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    Accuracy Matters – Using Text Analytics to Drive the Cisco Customer Experience Accuracy Matters – Using Text Analytics to Drive the Cisco Customer Experience Presentation Transcript

    • CBI Laura Brown, Director© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1 1
    • CBI Capturing the Voice of the Customer …to drive business decision; enabling the best customer experience© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2 2
    • of the Flows Through Cisco Networks **Data Reference Cisco Enterprise Marketing© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 3
    • doing business in countries© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4 4
    • M by parts service accessed M By© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5 5
    • Experiential Survey By custom surveys transactional phone surveys service requests By© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6 6
    • Cisco Earned and Technology Service and Support Certification For the Last Consecutive Five Years© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7 7
    • Using Text Analytics to Drive The Cisco Customer Experience Goal: Enable The Business With Relevant Customer Insights Business Case: Text Analytics Success Stories: Accuracy Matters & Beyond The Numbers© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
    • Improve Customer Experience by Enabling Business Goal: Success Through Relevant Customer Insights Shifting from slow and ….to quick and accessible siloed….. customer experience view. 5 5 4 4 3 3 2 2 1 1 0 0 Customer Experience Customer Experience  Segmented customer comments  Actual voice of the customer  Fragmented customer experience  Holistic view of customer experience© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
    • Business Case: Why Text Analytics? ‘Ease of Doing Business’ is a business priority. An automated, easy Understand the” why” to use application to identify pain points; behind the impact transparency for to total customer stakeholder deep dives experience Text analytics enables and CBI credibility immediate Usability Relevancy collection and identification of customer pain points Rapidly deploy across all of Cisco to automated Speed the total improve Technology More accurate solution to view of total analyze massive experience. customer experience; amounts of data minimizing subjectivity© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
    • Success Story: Accuracy Matters-Ease Of Doing BusinessChallenge  Overwhelming amount of segmented data  Preliminary analytics showed inconsistent drivers  Needed to influence corporate wide portfolios Solution  Cisco made Ease of Doing Business a top priority  Use text analytics application to process verbatims from multiple sources  Let the tool ‘do it’s thing’  Leverage insight to prioritize investment decisions Benefit  Enabled decision makers  Delivered a prioritized list of investments base on holistic customer experience  Quickly and accurately identified top drivers  Greatly reduced “analysis paralysis” by removing subjective bias© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
    • Business Case: Accuracy Matters - EoDB Verbatim analytics changed the way  Quickly and accurately identified top complaints and compliments  Reduced resources, look at information and provide insights we manual efforts & costs  Easily segment information by customer role or business segment Executive Dashboard in development Walker Survey Ease of Doing Business Ease of Doing Business HIGH 4-5 LOW 1-3 LOW 1-3 HIGH 4-5 Satisfaction With Tech Support© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
    • Success Story: Beyond The Numbers -Transactional SurveyChallenge  Reached a numerical ceiling  High scores didn’t tell us where to focus on improvement areas  Manual verbatim analytics only implemented in US/Canada; taking 20 hrs per monthSolution  Use text analytics to move beyond the numbers and develop actionable insights  Automate manual efforts and expand globally  Text analytics as key capability to create value add for CBI Benefit  5X reduction in report creation and more time in analysis  Flash cut; rapid global deployment  Quickly identified top pain points to take action  Increased visibility for our Business Partners© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
    • Business Case: Beyond The Numbers: Transactional Survey Trends Over Time "The new verbatim analysis tool enables my team to better dig into Top 10 Complaints each technology and provides insight of how our customers Easy Drill Down To Critical Information perceive our support. This is a game changer." Steve Yager, Director TAC© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
    • Forward looking… • Identify gaps and opportunities from the customer’s voice • Prioritize investments • Use verbatim as a real time measurement tool to course correct • Support the business beyond Service Delivery© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
    • © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16 16
    • Laura Brown: labrown@cisco.com© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17 17