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  1. Powering the New Customer-Conversation Driven Enterprise Through LARA

  2. Our Presenters • Contact Information • cvanzuylen@attensity.com • www.twitter.com/attensity • 1-800-721‐0560 Catherine H. van Zuylen VP of Product Marketing Attensity Americas • Person • Lithium

  3. A Few Words About Attensity • Over 20 years experience understanding customer conversations in text; 6 patents in natural language processing • Suite of applications for social media monitoring, Voice of the Customer Analysis, and Self-Service/Agent Service • Over 500 installations worldwide

  4. Global Coverage and Strength London Antwerp Paris Germany Zurich Palo Alto Salt Lake City Washington D.C.

  5. Today’s modern enterprise succeeds because it is able to access and use information more effectively than its competitionBut “Information” is changing and growing exponentially

  6. Over 15,000 tweets are sent every minute. Over 20% of tweets concern products and brands. http://live.psu.edu/story/41446

  7. Over 247 billion emails are sent every day.

  8. Over 100,000suggestions, tips, and tricks are posted to expert forums daily.

  9. There are millions of customer records in a typical large company.

  10. There are over 200,000,000blogs 34%of bloggers post opinions about products and brands

  11. To effectively harness all of these customer conversations, you need a program to comprehensively • Listen across channels • Analyze accurately and efficiently • Relate this information to structured information • Act on the information • We call this the LARA methodology

  12. LARA Methodology: Listen, Analyze, Relate, Act • Customers can communicate with you through many channels

  13. LARA Methodology: Listen, Analyze, Relate, Act What channels are you listening to today? How are you “listening” to these customer conversations? Does everyone have access to information across all channels? Or is your “social media” listening isolated from your “CRM” listening efforts and separate from your “survey” listening? Have you missed any opportunities for conversation? Focus groups, surveys, CRM records, customer communities


  15. What is a Customer Community? • A collection of people sharing their knowledge and perspectives with one another. • As diverse as your customer base, including novices and experts, new buyers and long-time customers, web-savvy individuals and those who’ve never used a forum before. • As a technology platform, online communities begin with forums or discussion boards. • Other common elements include blogs, which provide a platform for experts within the company or within the community; chat, which ranges in format from one-on-one live conversations to auditorium-style events with moderated Q&A, and private messaging, which allows users to communicate while protecting their privacy.

  16. One Example

  17. How Do You Create A Successful Community? • Requires three main players: • A business owner who oversees budget and sets direction and success criteria • A community manager who conducts planning and day-to-day decision-making • A moderator who sets tone, enforces rules, and helps users • Start with Success in Mind: Focus measurement on business value • Many of the metrics that come out of community platforms – page views, posts, replies,etc. – are useful in tracking community activity, but mean little to the business people who sponsor and fund community efforts. Developing successful communities depends on taking a rich set of community metrics and combining them with business data that helps paint a vivid picture of the value the community creates every day.

  18. Sample Success Criteria • Avoid Costs • Enhance Customer Loyalty • Enhance Customer Satisfaction • Increase Sales • Better Understand Your Customer Base A recent study by Jupiter Research found that while only 12% of companies provide customer-facing forums on their site, 41% of customers had consulted forums over the past 12 months regarding purchases they were making or intended to make.

  19. How Do You Create A Successful Community? • Make community visible to potential users • Create the proper structure and atmosphere to engage users and maintain order • Define roles for staff and users • Create a set of comprehensive guidelines • Define actions that will take place when issues occur • Cultivate, manage and reward “superusers”

  20. How Do You Create A Successful Community? • Make community visible to potential users • Create the proper structure and atmosphere to engage users and maintain order • Define roles for staff and users • Create a set of comprehensive guidelines • Define actions that will take place when issues occur • Cultivate, manage and reward “superusers”

  21. Reap the Rewards • FutureShop #1 electronics community in Canada. Creators won Best Buy’s $1MM Innovation Award. • TV land grows community size by 33% after moving to Lithium. • Introduces new product line based on community input. Increased units shipped by 1MM units with no increase in call center expense. • Pitney Bowes realizes hundreds of thousands of dollars in support savings within the first four weeks.


  23. Analysis of customer conversations is not Search - Search is useful for finding documents that contain a certain term

  24. It’s hard with search to get the “big picture” What do people think about my company? What problems are they having? What do they like about me vs. the competition? What new ideas do they have? Who is thinking of switching?

  25. LARA Methodology: Listen, Analyze, Relate, Act To analyze customer conversations, you need a system that doesn’t require you to come up with terms – it needs to start with the data itself and let it tell the story Documents Dynamic Text Profiling Entities, sentiments, events and relationships, intent, etc ? Dashboards & Reports Categories Sentiment At-Risk Behavior Complaints Compliments Suggestions

  26. LARA Methodology: Listen, Analyze, Relate, Act There is lots of information in text but language is very complex and accuracy is important I bought this Gucciscarffor my momin your Santana Row store last week. I really like the pattern, but I don’t like how it itches. I wish Gucci had this same pattern in cotton. If Gucci made more cotton scarves, I would buy them all. Entities (brands, people, locations, times, products…) Sentiment (extreme positive, positive, negative, extreme negative) Events and relationships Suggestions Intent (to purchase, to leave…)

  27. LARA Methodology: Listen, Analyze, Relate, Act Next you need to relate this information to other (usually structured) information About survey scores, customers, sales figures, store inventories, etc… Reveals the WHY’s behind the numbers

  28. LARA Methodology: Listen, Analyze, Relate, Act For example:

  29. LARA Methodology: Listen, Analyze, Relate, Act Once you have done all of this, you need to be able to act on the information Do you need to Route and respond to the information? Mine and report on the information? Reuse and deliver the information to a user seeking service?

  30. Let’s look at an example of LARA in action, Together with Lithium Communities

  31. Let’s look at an example forum powered by Lithium

  32. Attensity analyzes this text, drawing out Entities (people, organizations, product names and part numbers, etc) Sentiments Events and relationships Intent (to purchase, to leave…) Conditional intent (if/then…) Etc

  33. Attensity then determines What needs to be brought to someone’s immediate attention What information might be useful to reuse in a corporate knowledgebase What are the significant trends and insights that can be derived from this information

  34. Smart Routing and Response

  35. Integrated response management based on intelligent “reading” of text can provide rapid, consistent response to not just direct communications (like email) but indirect ones as well (tweets, Lithium forum postings) Attensity Respond Responses can be reviewed by agent before sending “refund policy” email response auto-generated Attensity “reads” text and extracts automated knowledge about what the document is saying People Places Events Topics Sentiment … Refund policy? Email Routed to Customer Service for Follow-up and Resolution intent to leave posting Automatically routed as a mobile alert to legal for review Threatening to sue posting

  36. For example, here you can see an urgent “cry for help” being routed to a customer service agent for response. They can see the message, and can click to respond quickly.

  37. Here’s an example of an intent-to-purchase being routed to the sales department. Collaboration features enable multiple people to work to solve the customer’s issues before sending a resolution message.

  38. Within the system, you can even respond directly to the poster via email if the poster’s email is known. The system can suggest a form response, or you can create a response on your own.

  39. Solution Set Reuse

  40. When’s the last time you actually called or emailed a company to get a problem solved?

  41. Attensity Service Can Also Be Used For Your Call Center Agents I can answer your question…

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