Identifying Agony Threshold to enhance Customer Service Experience

Case Synopsis

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Case Synopsis

Introduction
Harnessing data to predict customer choices is a tricky combination of art and science; it gets trickier and harder when we try to narrow the field to what one given person would want, versus a likely outcome of the choices of a large group of people. In the present scenario of volatile market and fast changing customer mindset and expectations, customer oriented strategies are the key to competitive differentiation. Determination of th e likelihood of customer churn and Propensity to buy are classical tactical strategies adopted by retail industry to safeguard the firms revenue interests. Increasing the prediction of customers behavior, analysis of BIG DATA and other consumer centric techniques have been gaining ground in the recent past. This has enabled the firms to predict outcomes using the science of consumers behavior and reactions.

Understanding the Challenges in Business Processes

A large consumer product company uses online forums and consumer complaints sites to monitor negative feedback about its brands. The company strongly believed in the ingenuity and true nature of such feedback, however, soon they realized that these comments were also a matter of reputation management. Unlike the real world, where consumer complaints are known only to customer and the brand, any negative comment in digital media has significant magnification leading to loss of present and potential client in the future. Comments are not only read by the one who posts but also by other users of the brand and prospective users as well. While most firms in this space focus on responding to negative comments and treating this issue as customer service, this specific firm decided to go one step ahead by figuring out how to reduce negative comments.

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Case Synopsis

This consumer product company has more than 6 million customer base. They already had the following process in place:

Extraction: A third party service provider used to extract comments only from brands own sites. These comments were sent to customer service team of the brand as batch file at the end of a day.

Case Initiation: Only for the cases where the consumer provided necessary details, customer service team issued trouble tickets, which were routed to specific teams Consumer Engagement: o Where consumer provided contact details, contact center executives used to call customer, listen to the complaint once again, resolved the problem or provide a road map to resolution. o Once the complaint resolution report was generated, the customer care team updated the specific blog with a case closure script.

Consumer Feedback measurement: Though the intention was to seek consumer feedback on the same blog where the consumer initiated the complaint, no specific team was found responsible to ensure that this happened. Invariably after resolution, there was no digital imprint of action taken.

Analysis and Process Improvement: Existing analysis practice was largely focused on measurement, ignoring more important insights. Insights if analyzed could provide guidance for process improvements, eliminating similar complaints.

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Case Synopsis

The Analytics Driven Approach instituted by us

Noise extraction: Using our proprietary platform, we extracted desired postings not only from clients website and clients social media pages, but also from other social sites like: o Social Networking sites o Consumer blogs o E-commerce sites etc.

Collected, collated and tabulated all information related to consumer engagement in datamart (viz. sales data, interaction history, customer details etc.)

The analytics team got involved early in the stage to analyze historical information viz.

o Complain call log data : Contact centers (aprox.1000-1200 calls per day) o Comments on website : Digital/ Social media (over 500 comments per day) o Customer details and sales log data

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With the help of descriptive analytics, different trends and patterns of consumer engagement were found and segmented by geography, product, nature of complaint, life stages, and various other attributes

The analytics team then determined consumer behavior dimensions that were key drivers of the negative comments. Positive comments key driver analysis was also done to judge propensity to increase positive sentiments

This provided us with the abilty to build predictive models to determine the Agony Threshold of consumers

The model was deployed every day on the freshly mined dataset. Two lists of consumers with negative sentiments and others with positive sentiments was generated. A reach-out was made to those having negative sentiments.

Once every quarter, the model was recalibrated to align with changed variables like key drivers, degree of influence.

A revised performance measurement matrix was put in place, some of the included parameters were: o Negative comment rate on social media o Positive comment rate on social media o TAT improvement on service

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Case Synopsis

Key Benefits
Proactive engagement with consumers with negative sentiments. Better-quality complaint resolution time (TAT improved from 3 days to few hours) Proactive reach-out to customers, many were pleasantly surprised with this proactive gesture. Identification of key drivers for improved customer satisfaction. Reduction in negative comments about the brand, month over month (by >15%) and increase in brand imagery scores

About Ananto
Ananto is Big Data Analytics Solutions and Services Company, supporting firms with Data Insight, Predictive Intelligence, Technology Integration and Advisory and Professional Solutions and Services. The word Ananto means Infinite, depicting the very nature of endless possibilities of business solutions that can be achieved using effective analytics. Our mantra is to convert your data to dollars. Data itself has no value, unless it can be harnessed smartly and transformed into deeper consumer insight and channelized towards enhancement in productivity and efficiency. This deep insight into data can help organizations to Re-focus, Re-align, Re-engineer and be Relevant and Resilient. Started by customer experience industry veterans with global experience in technology, process management, consulting and business solutions. In his last assignment, Aparup Sengupta was the CEO and MD and Anil Modi was the CMO of a $1bn business services organization.

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Case Synopsis