Many companies operate in multiple countries and in some countries feedback comes in many languages. It is difficult to analyze and turn this multi-language into actions. This presentation covers on high level how Etuma does it.

1. How to turn multi-language
customer
feedback into
actionable information
in one language?

2. PURCHASE
Customer forums
Surveys
Web analytics
Online feedback
CUSTOMER
AWARENESS
SUPPORT
CHURN
UPSELL
Facebook
Twitter
Product reviews
Online chat
Surveys
Customer service centers
Transactional data
Online feedback
Call center
CRM Systems
Surveys
Social media
Customer reviews
Emails
Research

3. NPSCO R E HAS DRO P P E D
I N ONE P RODUCT L I NE

4. WHY ?
shipping
packaging
damage
negative neutral positive
0 400 800 1200 1600

5. P r o b l e m s wi t h
l o g i s t i c s

6. Ac t u a l c u s tomer
comme n t s?
“Vos emballages
sont trop fragiles”
Please, send my
purchase in a
stronger container
next time.
My sunglasses
were broken."
“Ensinnäkin toimitus
kesti yli kolme viikkoa ja
lisäksi tilaamani
aurinkolasit olivat
vahingoittuneet."

7. LANGUAGE
RECOGNITION
MORPHOLOGY SYNTAX
“Please, send my purchase in a stronger container
next time. My sunglasses were damaged.”
ENGLISH
please (ADVERB) !
send (VERB) !
my (PRONOUN) !
purchase (NOUN) !
in (PREPOSITION) !
a (ARTICLE) !
strong (ADJECTIVE) !
container (NOUN)
send (VERB PHRASE)
my purchase !
(NOUN PHRASE)
stronger container !
(NOUN PHRASE)
1. 2. 3.

8. 4. 5.
SEMANTICS
send: a keyword related to the topic
shipping!
stronger container: a keyword related to
the topic packaging!
broken: a keyword related to the topic
damage
SENTIMENT
English
“Please, send my purchase in a stronger container
next time. My sunglasses were damaged.”

9. 4. 5.
SEMANTICS
toimitus: a keyword related to the topic
shipping!
kestää: a keyword related to the topic
speed of service!
vahingoittuneet: a keyword related to the
topic damage!
SENTIMENT
Finnish
"Ensinnäkin toimitus kesti yli kolme viikkoa
ja lisäksi tilaamani aurinkolasit olivat vahingoittuneet."

10. 4. 5.
SEMANTICS
emballage: a keyword related to the topic
packaging!
SENTIMENT
French
“Vos emballages sont trop fragiles”

11. 6.
PRESENTATION
shipping
packaging
damage
speed of service
order
sunglasses
belts
hats
bags
negative neutral positive
0 400 800 1200 1600

12. ETUMA
LANGUAG E
TECHNOLOGY
I N A
NUTSHE L L
Ten languages
Developed from the 80's: University of
Helsinki, Connexor, Etuma
Artificial intelligence: grammars, rules,
lexicons and ontologies
Number of ontologies for different industries
and functions
Over a thousand topics in each ontology
Hundreds of keywords in each topic
Thousands of feedback messages analyzed
in seconds

13. e t uma i n s i g h t p o r t a l
MA K I NG S E N S E OF C U S TOME R E MOT ION S
www.etuma.com