Online Safety Community

Improving Customer Experience with AI

A myriad of customer service channels exist today, such as social media, email, chat services, call centers, and voice mail. There are so many ways that a customer can interact with a business and it is important to take them all into account.

Customers or prospects who interact via chat may represent just one segment of the audience, while the people that engage via the call center represent another segment of the audience. The same might be said of social media channels like Twitter and Facebook.

Each channel may offer a unique perspective from customers – and may provide unique value for business leaders eager to improve their customer experience. Understanding and addressing all channels of unstructured text feedback is a major focus for natural language processing applications in business – and it’s a major focus for Luminoso.

Luminoso founder Catherine Havasi received her Master’s degree in natural language processing from MIT in 2004, and went on to graduate with a PhD in computer science from Brandeis before returning to MIT as a Research Scientist and Research Affiliate. She founded Luminoso in 2011.

In this article, we ask Catherine about the use cases of NLP for understanding customer voice – and the circumstances where this technology can be most valuable for companies.

Why Customer Voice Needs Artificial Intelligence

Making sense of the meaning in customer or user feedback (through phone calls, chat, email, social media, etc) is valuable for nearly any business. The challenge lies in finding this meaning at scale, and across so many different data formats.

Catherine tells us that, historically, businesses manage these different customer interactions by putting them into appropriate “buckets” or categories. For example, if there are 70,000 customer support email messages received in a particular month, the company might have a manual process of flagging each message as “refund request,” “billing inquiry,” “purchase request,” etc.

However, manual categorization becomes nearly impossibly challenging at scale, for a number of reasons:

  • While all customer service emails and call center calls might be labelled manually by the customer support rep who handles then, other kinds of data (tweets, chat messages, comments on online forums) may never receive the same kind of labelling.
  • A company with pre-determined “buckets” (categories) for customer service inquiries is unlikely to be able to pick up on new, emerging trends in the particular words, issues, or phrases used in customer requests. This inability to adapt and find new patterns could limit the company from seeing new opportunities for improvement, or new emerging issues for important customer segments.
  • Human beings don’t categorize content in the same way – and discrepancies and misunderstandings in categorization can make customer feedback useless.

Many companies look to technology that can detect common patterns for these messages, create categories for each found pattern, and flag them appropriately for the attention of the business owners (which includes finding new patterns). This is a job for machine learning.

“Sentiment analysis” – the process of computationally identifying and categorizing opinions expressed in a piece of text – has become a somewhat familiar term. Catherine tells us that truly understanding customer voice involves much more than simply detecting emotions within text, and includes:

  • Finding new “entities” (products, brands, people) which are gaining or losing frequency in customer feedback
  • Determining customer sentiment – not just overall – but in relation to specific entities or types of customer issues
  • Showing changes and trends in customer feedback over time
  • Understanding the different patterns of feedback across unique channels (call center, chat messages, social media, etc)

The problem is many text analytics techniques in the past require a significant amount of data and effort in building rules and anthologies in the beginning, and still be unable to provide a true picture of what is actually being said by the customers.

Here you go for full post http://bit.ly/2KoSbTJ

Views: 31

Comment

You need to be a member of Online Safety Community to add comments!

Join Online Safety Community

Take our poll!

Take our poll!

Latest Activity

kate smith posted a blog post

Pre-Employment Testing is a Good Tool for Assessing Future Hires

If administered properly, pre-employment testing is a good means of ensuring that the organization gets the right candidateIn simple terms, a pre-employment test is an assessment an organization carries out to test the suitability of the candidate for the selected role. It is done to ensure that the candidate has the potential to fulfil the expected role. It is done to get a feel of how a candidate could fare if given the job.What are the Kinds of Pre-Employment Tests?Pre-employment tests…See More
10 hours ago
Traininngdotcom-LLC posted blog posts
10 hours ago
Mark Nilson posted events
11 hours ago
HrishikeshRam posted a blog post

How Would You Benefit From an IOSH Managing Safely Course?

IOSH Managing Safely is a fundamental risk management health and safety certificate course, this offers the manager a comprehensive understanding of essential practical actions required for the health safety and well being of their groups. It empowers the organization to show commitment towards health and safety measures which is imperative for the reputation of all…See More
12 hours ago

Forum

Road Safety

What can be the best measures for Road Safety?Continue

Started by Jen McDade Sep 27.

safety equipments in breweries 4 Replies

safety equipments in breweries -- kindly provide detailsContinue

Started by ajit. Last reply by Jen McDade Sep 24.

Unusual Safety Tips 10 Replies

Please share some unusual but genuine safety precautions.My unusual safety tips - Don't drink sweet fruity juice while driving in the night as it contains sugar and sugar slows down your blood…Continue

Started by Arnold Brame. Last reply by Jen McDade Sep 24.

Safety products 9 Replies

While working or at some work stations, employees are exposed to threats or at times suffer severe injuries. The safety of the employee should be the foremost priority. Safety equipment aids help in…Continue

Tags: equipments, and, products

Started by Enna Henry. Last reply by Jen McDade Sep 24.

Talend Application Integration

APPLICATION INTEGRATION:Talend ESB and Application Integration delivers agile real-time integration of applications and data.Heterogeneous Application and Data IntegrationTalend’s open source ESB…Continue

Tags: york, new, certification, training, talend

Started by nicolewells Sep 21.

Badge

Loading…

© 2018   Created by Safety Community.   Powered by

Badges  |  Report an Issue  |  Terms of Service