Anneke Deetlefs - Text Analytics: The Voice of the Customer

1. The Voice of the
Customer &
Text Analytics
Anneke Deetlefs

2. Contents
• Standard Bank and Local Environment
• Role of Text Analytics
• Sources
• Relevancy
• Topic
• Sentiment
• Link to Structured Data
• Case Studies

3. Standard Bank
• Origin: Port Elizabeth, South Africa
• More than 150 years old
• One of 4 major South African banks
• Largest retail base and asset value in South Africa
• Presence in 36 countries - 22 of which are African
• Advanced Analytics and Modelling Team

4. Local Flavour
• South Africa has 11 official languages:
English, Afrikaans, Ndebele, Northern Sotho, Sotho, Swazi, Tswana, Tsonga,
Venda, Xhosa and Zulu
• Local concepts like Stokvel saving clubs
• Personal Relationship with Banking

5. Purchased
market data
Internally
collected
structured data
sources
Role of Text Analytics
Social media
Main line
media
Customer
complaints
Bank owned
web sites

6. • Social Media
• Facebook, Twitter, LinkedIn, HelloPeter
• Customer Complaints
• Call Centre, Branch Captured, E-Mail, etc.
• Bank Owned Sites
• Youth Portal
• Channel Feedback
• Marketing Feedback
• Insurance Claims
• Mainstream News Articles
Source
Average Number
of Sentences
Average Number
of Words
# of Unique
Words/1000
Words
Facebook 1.89 21.08 473
Twitter 1.88 18.29 515
Youth Portal 1.39 14.73 366
Complaints 6.02 92.74 459
Channel
Feedback
1.44 10.56 275
Sources

7. • Unrelated
• Spam
• Sponsorships
.co link service (http://t.co)
Keyword: Arizona
FNB vs. FnB
Follow Link
Keyword: Stadium
Joy of Jazz
Lady Gaga
Relevancy

8. 50
0
New Topic: Term Frequency
Stop List Synonyms
Topic
A
Is
She
Bank
Account
Eish
Ek
Dit
Buying Buy
Bought Buy
Loans Loan
Lending Loan
Mahala Free
Diens Service
Industry
Terms
Colloquialism
Language
Grouping Terms
Customise
Dictionaries

9. Sentiment
Thanx , keep up the good work.
Yes I was though I think I shouldnt have spent an hour in a long queue
because of only 2 tellers working.
we are waiting 3 days for a call back after R10k
withdrawn.....LOVELY!!!
Then I don't know how else to say it except I hate it. And I love hating
it.
You go Isobel - dis mos nou goeie diens!!!
Bank 1 singazongihlanyisa rha bethu!!
What is the interest rate?

10. Link to Structured Data
• One platform to host structured and
unstructured data
• Extract text content from web, vendor
hosts and internal data to convert to a
consistent structure
• Link to structured:
• High level
• Customer level
• Manage models/Version control
Web
Internal
Data
Sources
Vendor
Sources
Insight into the consumer’s
needs, fears, interests and
brand loyalty.

11. Case Study : Root Cause Analysis
Top Logged Complaint Reasons Frequency
% in Top 5
Topics
Not happy with banking relationship 2546 17.89%
Staff - Request not actioned/ instructions not
followed 1066 19.29%
Unhappy with claim outcome – Other 919 42.90%
Bank unwilling to pay/ compensate 823 46.87%
No feedback on application progress 671 52.58%
Category too broad
The same top 5 topics
Withdraw +Claim +ATM +Fraud +Card
What caused delay
Redefine
Categories
Deep Dive
• “Not happy with banking
relationship” reclassified
into more than 40
categories.
• Combining complaint
reasons reduced
categories by 58%.
Categories
•Customer
Feedback
Topics
•Debit Orders
•Unauthorised
Combine
Structure
data
•70% to one
company
•Micro loans
Result
•Education

12. 1000
500
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Number of
Statements
Bank 1 Bank 2 Bank 3 Bank 4 Standard Bank
100%
80%
60%
40%
20%
0%
Bank 2
Bank 3
Bank 4
Standard Bank
Bank 1
Advert A Advert B Advert C
Joy of Jazz
100%
80%
60%
40%
20%
0%
Bank 2 & 3
Advert D Advert E
100%
80%
60%
40%
20%
0%
Bank 4
Advert F Advert G Advert H
100%
80%
60%
40%
20%
0%
Standard Bank
Sunday
Times
Moving
Forward
Joy of Jazz Sha-Boom
Bank 1 Advert A
Advert D
Advert E
Advert F
Sunday Times
Advert B
Advert G
Advert C
Moving Forward
Advert H
Sha-Boom
Marketing

13. Timing
Contact at Later
Stage
• VAF, HL
Already Applied or
Opened
Customer
Preference
Client Prefers to Start
the Conversation
Religion
Culture
Satisfied Need
Enough Credit
Reducing Products
Cash Flush
Save Using Bond
Offers

14. 100
0
Case Study: Branch Performance
100%
75%
50%
25%
Fourways Menlyn Northcliff Tembisa 0%
Fourways
100% Bank 1
50%
0%
Bank 2
Bank 3
Bank 4
100%
75%
50%
25%
0%
Menlyn
1 2 3 4 SBSA
100%
75%
50%
25%
0%
Northcliff
100%
75%
50%
25%
0%
Tembisa
1 2 3 4 SBSA
Internal Complaint Volume Social Media Sentiment
Suburb Market Share

15. Thank You