etuma webinar: the cx professional's guide to implementing an enterprise insight process

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ETUMA IN BRIEFFounded 2011, Spinoff from Connexor LtdBased in Helsinki, FinlandMulti-language Feedback Text Analysis Company 10 employees (5 with degrees in computational linguistics, 2 Ph.D’s)Funded by founders and angel investorsCustomers in Europe, USA and Australia

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FIND OUT IN REAL-TIME WHY YOUR CUSTOMERS BUY OR DON’T BUY YOUR PRODUCTS AND SERVICES.

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12 STEPS (7 ONE-TIME + 5 CONTINUOUS)

7. Integrate Systems

6. Enrich Data

5. Create an Analysis Framework

4. Create a Listening System

3. Engage Employees

2. Get Management Commitment

1. Understand Loyalty 1. Listen

2.Analyze

3. Distribute Insights

4. Act

5. Communicat

e

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PLAN&PREPARE

7. Integrate Systems

6. Enrich Data

5. Create an Analysis Framework

4. Create a Listening System

3. Engage Employees

2. Get Management Commitment

1. Understand Loyalty

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UNDERSTAND LOYALTY• Know what the marketing has promised – understand what

the customers expect!• Loyal customers

– Stay longer.– Buy more and they buy more often.– Cost less to serve.– Insulate from price competition.– Act as brand ambassadors.– Provide honest, high-quality feedback.

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MANAGEMENT COMMITMENT

• Metrics• Dashboards• Strategic themes• Customer

proposition• Company Values

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ENGAGE EMPLOYEES• Motivation – with

HR• Ideas• Proxy

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“I am not happy with work-life balance”

“I have an idea for a product feature…”

“Customer told me that…”

CREATE A LISTENING SYSTEM

• Many channels• Opt-in• Transactional• Short• Drive volume

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CES

CSAT

NPS

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CREATE AN ANALYSIS FRAMEWORK

ConsistentAccurate Relevant Encompassing

http://www.etuma.com/blog/feedback-analysis-requirements

UNDERSTAND THE NATURE OF FEEDBACK LANGUAGE

DIY <-> TURN-KEY SERVICE

HIGH QUALITY ANALYSIS

• Touchpoint– Category

• Keywords– Category

Specific Sentences

• Own and competitors brands

• Sentiment– Category specific– Whole comment#eip

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ENRICH DATA• (T)NPS = Score + Comment + Demographics+ Purchase

Behavior• Demographics: Address, Gender,• Purchase Behavior: What they buy, how much they buy,

where they usually shop • Demographics + Purchase Behavior + Comment =

Segmentation and Personalization

• But, don’t ever ask demographic or purchase behavior information in TNPS, because it makes you look incompetent. Enrich the data by linking customer record into feedback analysis data

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INTEGRATE SYSTEMS

Survey&

ListeningSystem

Open-textFeedbackAnalysis

Reporting

Case/TaskManagementManagement Dashboard

E.g. Qlik, Tableau

Statistical Analysis

E.g. SPSS, SAP, Excel

Enrich Data

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CONTINUOUS PART OF THE PROCESS

1. Listen

2.Analyze

3. Distribute Insights

4. Act

5. Communicat

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LISTEN

Feedback Forms/ Emails

Contact Center Surveys

NPS/CSAT/CES

Support&Product Forums

Social Media

Task Lists

Customer Proposition

s

Company Values

STRATEGIC MANAGEMENT

EMPLOYEE ENGAGEMENT

Employee Pulse

Employee Suggestio

ns

Customer Comments

via Employees

Research Tools

Management Reports

Strategic Goals

Field Workers

Area / Store /

Department Manager

Statistical Analysis

PredictiveModelling

KPI’sMana-

gementDashboard

s

Mana-gement Reports

DISTRIBUTE INSIGHTS

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Analyst Tool

Case Management

Feedback Analysis Service

ACT

Listening and

Survey System

Analysis Results

Automatic Issue

Detection

Trends,Correlation, Comparison

,Weak

Signals

Manual Case

Creation

Automatic Task

Creation

Automatic Case

Creation

Feedback Reporting

Data Analyst

Case AdminCase Prioritization,Resourcing andScheduling

Role-basedReports

ManualIssue

Detection

Manual Case

Creation

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COMMUNICATE• Tell customers how their feedback improved the service.• Tell employees about positive customer feedback.• Tell employees how their ideas affected product

development.

• Can be anecdotal.

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THANK YOU!Matti Airas, CEO and Co-founder, Etuma Ltdmatti.airas@etuma.com, +358 40 822 2010

https://fi.linkedin.com/in/mattiairas#eip