Using Content Analytics To Amplify The “Voice of the Customer”

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Best-in-class Content Analytics provides an advanced search and analytics platform that enables better decision-making from the enterprise content, regardless of the source or format. Using Content Analytics, retailers can understand the meaning and context of human language. By rapidly processing information, Content Analytics allows organizations to improve knowledge-driven search and surface new insights from enterprise content.

IBM’s Content Analytics uses the same Natural Language Processing (NLP) technologies as IBM Watson DeepQA, the world’s most advanced question-answering machine. This webinar will explain how companies can apply IBM Content Analytics to customer email, call center logs, chats, correspondence and other forms of text and “unstructured” content to obtain a more detailed and accurate understanding of customers, products, market segments and competitors.

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Using Content Analytics To Amplify The “Voice of the Customer”

  1. 1. March 14, 2012 #ContentAnalytics Using Content Analytics To Amplify The “Voice Of The Customer”
  2. 2. Welcome to the Webinar Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here#ContentAnalytics
  3. 3. Follow this Webinar on Twitter #ContentAnalytics hashtag.#ContentAnalytics
  4. 4. About Retail TouchPoints   Launched in 2007   Over 20,000 subscribers   To provide executives with relevant, insightful content across a variety of digital mediumFree subscription to our weekly newsletter:www.retailtouchpoints.com/signup #ContentAnalytics
  5. 5. Panelists Rashmi Vittal IBM Content Analytics Product Marketing MODERATOR Dan Bigos Debbie Hauss IBM ECM Industry Strategy & Editor-in-Chief Solutions – Retail Retail TouchPoints#ContentAnalytics
  6. 6. Key Points of Today’s Session  Understand how to analyze and exploit market, customer, product, service and competitive insight that resides in volumes of “unstructured” information contained in email, call center logs, chats and voice text converted to text  Insight obtained from unstructured sources complements business intelligence to obtain a more detailed and + accurate understanding of market and customer needs. Date March 13, 2012  IBM Content Analytics is significantly more sophisticated March 13, 2012 13:23 I charged my Smart 4G through out the Time Product _Type 13:23 Smart 4G night and when I took it out of the Product_Component1 charger and beneficial than “keyword search” charger it was at full. I only made 7 short calls today. But, it runs out of battery in 3 hours. It is annoying. How Product_Component2 Problem battery runs out Question preserve battery life? do I preserve the battery life? Tone annoying  Multiple lines of business can benefit from content analytics –  Customer service –  Product management & merchandising –  Marketing –  Suppliers & Vendors6 © 2012 IBM Corporation
  7. 7. Who’s Interested in Content Analytics? business architect, business development executive – ecommerce, business development manager, call centre operations manager, CEO, chief architect, client director, consultant, CTO, customer relations manager, developer, director, ECM architect, economist, enterprise business solution analyst, founder, head of digital strategy, marketing, MIS, practice lead, president, principal architect, professor, project manager - data mining, retail executive leader, service delivery manager, student, tech svcs mgr, VP, VP of global merchandise planning & allocation, website owner7 © 2012 IBM Corporation
  8. 8. IBM Institute for Business ValueRetail CMOs lead the way by focusing now on individuals to shape their strategyversus understanding just markets Sources used to influence strategy decisions Percent of CMOs selecting all sources that apply Market research 86% Corporate strategy 84% Competitive benchmarking 80% Sales/sell-through analysis 80% Customer analytics 79% Market team analysis 76% Campaign analysis 76% Financial metrics 75% Customer service feedback 72% Brand performance 72% Test- panels/focus groups 70% Consumer-generated reviews 58% R&D insights 49% Online communications 48% Third-party reviews & rankings 41% 50% Professional journals 36% Blogs 34% Key sources to 33% understand individuals Supply-chain performanceSource: Q15 What sources of information influence your marketing strategy decisions? n=105 “From Stretched to Strengthened - Insights from the IBM Global CMO Study”8 © 2012 IBM Corporation
  9. 9. Content Analytics Complements Business Intelligence WHAT THEY DO WHAT THEY THINK + market strategy, campaign design, product & service offering9 © 2012 IBM Corporation
  10. 10. Poll What sources of information do you utilize to gain customer understanding? (check all that apply)   Point of sale – store, web, mobile   CRM – customer profiles   Campaign metrics   Social media – facebook, twitter, blogs, surveys   Call center notes and “logs,” transcribed voice (voice to text), emails, chats10 © 2012 IBM Corporation
  11. 11. Content Analytics Delivers Insight to Multiple Lines of Business  Customer Satisfaction  Identify Product Gaps  Early Warning Product Issues  Monitor FAQs Customer  CSR Training & Monitoring  Effective Promotions Product Service Management  Competitive Assessment  Improve Self Service ServiceManagement Sales Marketing Suppliers CSR Logs Email Market Research Transcripts Industry Web Blogs Internal Docs Reports and Reports 11 © 2012 IBM Corporation
  12. 12. IBM Content Analytics is a platform to derive rapid insight   Transform raw information into business insight quickly without building models or deploying complex systems.   Derive insight in hours or days … not weeks or months.   Easy to use for all knowledge workers to search and explore content.   Flexible and extensible for deeper insights.12 © 2012 IBM Corporation
  13. 13. Enable Deeper Insight by extending Content Analytics IBM  Content  Analy.cs   Enables  Deeper  Insight  1.  Configure raw internal and Integrate  to  other  systems  and   external content (and data) solu:ons  as  “middleware”   sources2.  Process with natural   IBM  ECM  and  ACM  Solu:ons   language processing and other content analytics   IBM  Cognos  and  SPSS   (UIMA) Analy:cs  Systems  3.  Understand trends, patterns, correlations, anomalies, other   IBM  InfoSphere  Warehouse   business context and more   IBM  Netezza  Data   Warehouse  and  Analy:cs   Solu:ons   Internal  and  External  Content  (Data)   Sources…  13 © 2012 IBM Corporation
  14. 14. What is Text or Content Analytics, anyway? What is Text Analytics? March 13, 2012 Date March 13, 2012 13:23 Text Analytics (NLP*) describes a I charged my Smart 4G Time 13:23 through out the night and set of linguistic, statistical, and when I took it out of the Product _Type Smart 4G Product_Component1 charger machine learning techniques that charger it was at full. I Product_Component2 battery only made 7 short calls allow text to be analyzed and key today. But, it runs out of Problem runs out information extraction for business battery in 3 hours. It is annoying. How do I Question How do I preserve the battery life? integration. preserve the battery life? Experience annoying What is Content Analytics? Content Analytics (Text Analytics + Mining) refers to the text analytics process plus the ability to visually identify and explore trends, patterns, and statistically relevant facts found in various types of content spread across internal and external content sources. * Natural Language Processing14 © 2012 IBM Corporation
  15. 15. Interpreting Language is hard Fluid   Recognized  for  her  deep,  powerful,  well-­‐placed   groundstrokes  and  ranked  3rd  in  prize  earnings,  Kim   Clijsters  has  never  won  a  :tle  at  the  All  England  Club  or   the  "French  Interna:onals  of  Roland  Garros"     cultural   Ambiguous   Seemingly  infinite  number  of  ways  to  express  the  same  concepts  and  meaning  15 © 2012 IBM Corporation
  16. 16. Content Analytics extracts meaning from text annotator-­‐  a  soTware  component  that  performs  linguis:c  analysis  tasks  and  produces  and  records  annota:ons   Voice of Customer Product Phrase I could not be happier with this dryer. It is very roomy and dries clothes much faster than the Moreken it replaced. This Word machine is quiet and has many different settings including wrinkle release and energy saver. I use the energy saver Dryer Specs or Competitive and my loads still dry faster than with my old machine. Best of all, you cant beat the price. Free delivery and haul away Service doesnt hurt either. How frequently should I clean the vents? Category Dryer/maintenance/ventsICA Language Lexical Dictionary Pattern Rule-based CustomFunction Identification Analysis Lookup Matching Categorization AnnotatorsExtracted English Word Phrase Product Service Voice of Customer Category Dryer Specs orInformation Competition Named Entity 16 © 2012 IBM Corporation
  17. 17. Multiple ways to extract meaning from text with accuracyOut-Of-The-Box  Recognizes and extracts entities –  People, places & organizations –  Parts of speech –  Dates & numbers  Lemmatization, segmentation, metadata extraction, summarization, categorization…Tailor To Your Needs  Pattern recognition –  Identify patterns in content (credit cards, telephone numbers, SSN, passport numbers, license plates, customer IDs…) –  Multi-lingual regular expression capableLeverage What You Already Know  Master data, fact tables and other structured information can be used to identify entities of interest in content analytics processing –  Customers, vendors, suppliers, locations, accounts, etc…  Integrates with InfoSphere Identity Insights17 © 2012 IBM Corporation
  18. 18. IBM Content Analytics has a powerful Text Miner UI Search Query Exploration Views, Filters and Thresholds Automatically Extracted and AnalyzedConcepts, Entities, Relationships, Meta Data and Classifications Visualization with Drill Down for Exploration and Assessment 18 © 2012 IBM Corporation
  19. 19. Example: Analyzing Happy Home Stores user reviews of Dryers19 © 2012 IBM Corporation
  20. 20. Aggregating the informationICA supports 30+ sources and 250+ content types Structured data or Meta data Textual description20 © 2012 IBM Corporation
  21. 21. ICA will map the structured data fields to facets with additional facets builtfrom text analytics Populated by Text Analytics Structured Data fields Populated by Text Analytics21 © 2012 IBM Corporation
  22. 22. Text: unstructured, unformatted…first step is to normalize CA california calif22 © 2012 IBM Corporation
  23. 23. Normalization of content values improves analysis23 © 2012 IBM Corporation
  24. 24. Easily see product reviews over time •  Dynamically switch to year, month, day and seasonal view •  Multi-select bars and drill into any particular time period24 © 2012 IBM Corporation
  25. 25. Use Content Analytics to quickly view customer’s experience •  Identify mentions of words that indicate the reviewers experience related to the dryer25 © 2012 IBM Corporation
  26. 26. Zero in on the “Why” behind the what, where and when… •  Drill deeper to see in the customer’s words the experience they had. •  Validate indicators instantly26 © 2012 IBM Corporation
  27. 27. Surface correlations and hot spots easily Correlate customer experience with particular products27 © 2012 IBM Corporation
  28. 28. Interactively analyze and understand from different angles. Correlate customer experience with Location.28 © 2012 IBM Corporation
  29. 29. Multiple visualizations can be combined for a custom Dashboard view29 © 2012 IBM Corporation
  30. 30. IBM Content Analytics integrates with Cognos BI reportsFrom  Content  Analy:cs,  a  user  can:   •  Issue  a  request  to  create  a  report   •  List  the  created  reports   •  Open  the  created  report   •  Delete  the  created  report   •  Cognos  reports  can  link  to  and  from   Content  Analy:cs  UI  30 © 2012 IBM Corporation
  31. 31. Summary: Voice of Customer System 1 Customer Shop Sales Web Call Center Customized for Business Scenario Lexical Dictionary Pattern Rule-based ICA Analysis Lookup Matching Categorization Function2 Extracted Word Phrase Product Service Voice of Customer Question Category Information Category = Service > Data communications > xxx discount Category = Product > Smart 4G > Battery Product = Smart 4G I charged my Smart 4G through out the night and when I3 I heard about that you are going to change the estimation method of "xxx discount" service. took it out of the charge it was at full. But, it runs out of Please give me more details on the changes battery in 3 hours. It is annoying. How do I preserve made. the battery life? Service = Data Communication VOC = Question Component = battery VOC = Unfavorable 2D Map Analysis Trends Analysis Time Series Analysis 4 Category A Frequency Product Category B Category C Category D Voice of Customer Time Time And More… 5 A mobile telecommunication provider utilizes ICA Customer Service to analyze large volumes of information from multiple Analyzer Sales / customer service centers for better customer support. R&D Dep.31 © 2012 IBM Corporation
  32. 32. Line of Business Applications for Content AnalyticsCustomer Service  What products/services are customers asking about?  How quickly can we identify and act on nascent trends?  Do we have accurate, concise answers for most frequently asked questions?  How can we use “voice of customer” to reduce service costs?  Who are we being compared to?Product Management, Merchandising and Suppliers  Do customer comments confirm or refute our understanding of customer needs?  Are there “gaps” in our product/service offerings?  What are the specific problems?  Do our suppliers know about these issues?  Do customers use products in new or unique ways?  Do customers express a preference for competitor’s products?  Which products are the most problematic (function, quality, price, availability, returns, packaging) ?Marketing  Additional insights regarding market segments?  What concepts, terminology, ideas resonate with customers?  How can we plan more effective positioning, collateral and campaigns?  What aspects of our loyalty program could be improved?32 © 2012 IBM Corporation
  33. 33. Start unlocking the insight trapped in your content today Uncover  business  insight  quickly  to  improve  product  quality  and   customer  service,  detect  fraud,  op=mize  decision  making  and  more  …   IBM  Content  Analy.cs     Exploit  the  significant  volumes  of  customer-­‐generated   communica:on  –  email,  call  logs,  chat,  voice  to  text  that   contain  the  “voice  of  the  customer     Deliver  relevant  insight  available  to  line  of  business  people   who  can  act  upon  it     Customize  rapid  insight  to  industry  and  customer  specific   needs     Enable  deeper  insights  through  integra:on  with  other   systems  and  solu:ons  33 © 2012 IBM Corporation
  34. 34. Content  Analy5cs  is  a  key  component  of  IBM’s  Enterprise  Content  Management  Por@olio       Document     Advanced  case   Social  content   Content  analy.cs   Informa.on   imaging  &  capture   management   management   • Content  analy.cs  and   lifecycle  governance   • Document  capture   • Comprehensive  case   • Office  document   assessment   • Smart  archive   automa.on   management   management   •   Enterprise  search   • Records  management   • Produc.on  imaging   • Integrated  collabora.on   • Social  content  &   •   Classifica.on  /  tagging   • eDiscovery   and  rules   collabora.on   • Enterprise  report   •   Master  content   • Disposi.on  &   Management   • Case  analy.cs   • PlaDorm   governance   standardiza.on  &   •   Watson   • Content-­‐centric  BPM   consolida.on   Capture   Ac.vate   Socialize   Analyze   Govern   Content  at  Rest  =  Cost…    Content  in  Mo.on  =  Value  34 © 2012 IBM Corporation
  35. 35. Where to find more information about ICA More  Informa:on  @  IBM.com   •  Solu=on  Briefs   •  Press  Releases  35 © 2012 IBM Corporation
  36. 36. Additional Resources  IBM Content Analytics - http://www-01.ibm.com/software/ecm/content-analytics/  IBM Institute for Business Value “ From Stretched to Strengthened - Insights from the IBM Global CMO Study” - http://www-935.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html  Watson - http://www-03.ibm.com/innovation/us/watson/index.html  IBM Enterprise Content Management - http://www-01.ibm.com/software/data/content-management/?lnk=mhpr  IBM Enterprise Content Management in Retail - ftp://public.dhe.ibm.com/software/uk/itsolutions/information-management/retail/it/ibm-ecm-for- retail.pdf  IBM Enterprise Content Management in Smarter Commerce - http://public.dhe.ibm.com/common/ssi/ecm/en/zzs03023usen/ZZS03023USEN.PDF36 © 2012 IBM Corporation
  37. 37. Q&A Session Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here#ContentAnalytics
  38. 38. Panelists Rashmi Vittal vittal@us.ibm.com Dan Bigos dbigos@us.ibm.com#ContentAnalytics
  39. 39. Thanks for attending! You can download this presentation here: http://rtou.ch/ContentAnalytics#ContentAnalytics

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