Presentation by Dan Somers, Warwick Analytics, at the 20 June 2019 CX Emotion conference (http://cx-emotion.com)

1. Emotion Engineering: Root cause analysis
for customer satisfaction
20 June 2019

2. The Problem

3. !
Source: SurveyMonkey; 5 ways to get the survey data you want

4. All ML Models are not created equally!
Keywords NLP/Basic ML Complex, Specific ML
milk soup@Tesco why have u added milk to a perfectly nice
soup???? Just to save a few pennies I am DISGUSTID.
Cheapskates u have really let me down.
@santanderukhelp cheers, thanks for withholding
my cheque for extra days without letting me know
you would. Love the clarity you have with your
bankers. Good to see I’m just a number and not
valued. I’m off.
clarity cheque
soup Ingredient change
very unhappy
lack of info withholding cheque
very unhappy churn
positive
positive
not picked up
wrong (sarcasm)
wrong (misattribution)
irrelevant
irrelevant
subtle, key intent
concepts, not keywords

5. 100%
90%
80%
70%
60%
50%
40%
Accuracy
Optimized Learning: minimal effort, maximum performance
(represents amount of human training/classification)
Conventional ML
Optimized Learning

6. Case Study

7. 0
500
1000
1500
2000
2500
3000
3500
4000
4500
0
500
1000
1500
2000
2500
3000
3500
4000
4500
1. Topic model: increased accuracy with reduced ACW
All Level1 Cats
(Original)
All Level1 Cats
(New)
Incorrect and
“Bucket”
categories
AFTER
STRICTLY PRIVATE AND CONFIDENTIAL
BEFORE

8. 2. Sentiment Model: understand how 100% of the conversations went
Sentiment at interaction Position (Actual) Sentiment at interaction Position (%)
STRICTLY PRIVATE AND CONFIDENTIAL

9. 3. Emotional Intent Model: Actionable root causes
Percentages (of total conversations)
STRICTLY PRIVATE AND CONFIDENTIAL
Neutral Positive Negative Disappointed
No Intent
Resolved
Not Resolved
Clarification/Didn't Understand
Repeat Problem
Bad Previous Advice
Long Time Waiting
Last Agent Disappeared
Insecurities/Possible Error
Don't Recommend
Looking to Leave
Recommend
Broken Promise
Difficulty in Purchase
Difficulty in Self-Serve
Grand Total
anonymised
Non-FCR
Churn & Advocacy
Customer Effort
Resolution

10. Easy, rapid impact
KPI1
Initial
‘Booster Pack’
Phase II
CX Improvements
Phase III
CX Improvements
PrediCX software live
• 4 weeks
• Pick initial KPI(s)
• Quick wins/high impact
KPI2
Improvements: CSat 18%, AHT 8% … AHT 35%

11. Thank You!
How did we do?