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Powering the new customer conversation driven enterprise through lara l.jpg

Powering the New Customer-Conversation Driven Enterprise Through LARA


Our presenters l.jpg

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


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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


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Global Coverage and Strength

London

Antwerp

Paris

Germany

Zurich

Palo Alto

Salt Lake City

Washington D.C.


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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


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Over 15,000 tweets are sent every minute.

Over 20% of tweets concern products and brands.

http://live.psu.edu/story/41446


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Over 247 billion emails are sent every day.


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


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


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There are over 200,000,000blogs

34%of bloggers post opinions about products and brands


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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


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LARA Methodology: Listen, Analyze, Relate, Act

  • Customers can communicate with you through many channels


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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


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SETTING UP AN EFFECTIVE LISTENING PROGRAM THROUGH LITHIUM COMMUNITIES


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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.


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One Example


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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.


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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.


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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”


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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”


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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.


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ANALYZING LITHIUM COMMUNITIES AND OTHER CUSTOMER CONVERSATIONS


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


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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?


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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


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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…)


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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


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LARA Methodology: Listen, Analyze, Relate, Act

For example:


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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?


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


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Let’s look at an example forum powered by Lithium


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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


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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


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Smart Routing and Response


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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


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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.


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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.


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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.


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Solution Set Reuse


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


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Attensity Service Can Also Be Used For Your Call Center Agents

I can answer your question…


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Forum Analysis

With Attensity Analyze


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  • Together, Attensity and Lithium Enable You to More Effectively

  • Listen, Engage and Encourage

  • Analyze

  • Relate

  • Act

    • Route and Respond to

    • Reuse and Deliver

    • Report on

      • … customer conversations


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For more information

sales@attensity.com

sales@lithium.com


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Thank you.


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