TEXT ANALYTICS INTEGRATION

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1 TEXT ANALYTICS INTEGRATION A TELECOMMUNICATIONS BEST PRACTICES CASE STUDY

2 VISION COMMON ANALYTICAL ENVIRONMENT Structured Unstructured Analytical Mining Text Discovery Text Categorization Text Sentiment Forecasting Visualization Operational Efficiency Reduce calls into the call center Higher 1 st Call Resolution Customer Satisfaction Increased Customer Satisfaction Rating in Surveys Marketing Opportunity Identification Inclusion of unstructured indicators into campaign models. Competitive Intelligence Automated extraction of competitive insight Customer Retention Reduction in churn rate

3 SAMPLE PROGRESSION OF SUCCESS

4 STEP 1 PROVE UNSTRUCTURED VALUE Structured Unstructured Analytical Mining Text Discovery Text Categorization Text Sentiment Forecasting Operational Efficiency Satisfaction Marketing Opportunity Identification Competitive Intelligence Visualization Retention

5 USES PROVE UNSTRUCTURED VALUE Utilize the Call Center Agent Notes Inclusion of terms and topics in existing predictive models for potential lift. Common 1 st step for a quick win Topic and trend identification as an explanation of customer behaviour Example: Highlight differences in topic hierarchies between Churners/Non-churners Understand patterns of calls into the call center Looking at sequence of topic patterns for a particular customer or segment Flag customers who mention the competition Utilize specific synonym and term filters to count and identify competition mentions

6 STEP 2 OPERATIONALIZE UNSTRUCTURED AND STRUCTURED INSIGHT Structured Unstructured Analytical Mining Text Discovery Text Categorization Text Sentiment Forecasting Visualization Operational Efficiency Satisfaction Marketing Opportunity Identification Competitive Intelligence Retention

7 Automate classification on agent notes. USES Investigate value in surveys. Share insight with broader end users OPERATIONALIZE UNSTRUCTURED AND STRUCTURED INSIGHT Automate the categorization of calls from the call center for reporting Take topic identification from discovery to a production environment Predict future calls into the call center Leverage topics as a target of predictive modeling Explore drivers of cross channel customer behavior from memo s and surveys Expand the unstructured sources on a now proven methodology Summarization of unstructured information to external business analysts through visualization tools

8 STEP 3 ENHANCE UNSTRUCTURED AND STRUCTURED INSIGHT Structured Unstructured Analytical Mining Text Discovery Text Categorization Text Sentiment Forecasting Visualization Operational Efficiency Satisfaction Marketing Opportunity Identification Competitive Intelligence Retention

9 PROJECTED USES ENHANCE UNSTRUCTURED AND STRUCTURED INSIGHT Continue to explore value of new sources such as e- chat, social media, and voice Expand the analytical techniques Classification of sentiment in new sources and understanding of customer future value Forecast demand drivers of call volume into call center at a topic level Incorporation of unstructured data into triggered campaign models

10 SAMPLE DEMONSTRATION

11 TIM

Voice. listen, understand and respond. enherent. wish, choice, or opinion. openly or formally expressed. May 2010. - Merriam Webster. www.enherent.

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