Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
A presenta*on from the NewMR ‘Listening is the New Asking’ Text Analy*cs Event -‐ March 8 2011
The sponsor of the ‘Listening is the New Asking’ event is Zinc Research For more informa*on about NewMR events visit newmr.org
The copyright for this material is jointly owned by The Future Place and the presenter.
‘One voice of the customer: Where social & surveys collide’ Catriona Oldershaw Synthesio, UK
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
One voice of the customer: Where social & surveys collide
Catriona Oldershaw Managing Director, Synthesio UK
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The coming together of two worlds ...
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
... to create delighted customers
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Contact centre call classifica5on
data
Contact centre call logs,
customer emails
Customer ra5ngs provided via sa5sfac5on
surveys (eg NPS)
Customer responses to open-‐ended
survey ques5ons Focus group verba5m
One Voice of the Customer
Structured Content (‘numbers’)
Unstructured Content (‘stories’)
Solicite
d Unsolicite
d
* Adapted from a diagram from Forrester Research
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Contact centre call classifica*on
data Customer ra5ngs scores on review
websites
Tweets, blogs, forum comments Contact centre
call logs, customer emails
Customer ra*ngs provided via sa*sfac*on
surveys (eg NPS)
Customer responses to open-‐ended
survey ques*ons Focus group verba*m
One Voice of the Customer
Structured Content (‘numbers’)
Unstructured Content (‘stories’)
Solicite
d Unsolicite
d
* Adapted from a diagram from Forrester Research
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The hospitality industry
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
AUDIT - Online verbatim overall
more positive - Online = primarily
holiday traveller VoC
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
AUDIT
PILOT 1,000 hotels 3 languages
Topics & custom KPIs Three layers of dashboard
Training
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
AUDIT
PILOT
FULL ROLLOUT 4,000 Accor hotels
12,000 compe*tor hotels 8 languages
-‐ Launch roadshow
-‐ One global dashboard -‐ 40 country dashboards
-‐ 4,000 hotelier dashboards -‐ Analysis against offline survey results
-‐ Staff rewards and recogni*on
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
AUDIT
PILOT
FULL ROLLOUT
RESULTS 55% increase in online
reputa*on Double digit
growth in online sales for Novotel
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Unsolicited, unstructured
Unsolicited, structured
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Unsolicited, unstructured
Unsolicited, structured
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Weigh5ng sen5ment by source: internal listening posts tend to be more nega5ve
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Event characterisa5on: is social media the canary in the coalmine?
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The end of demographics: social media defines customers by their shared interests, rather than their demographic stereotype / neat customer box
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Q & A
Catriona Oldershaw Synthesio
Ray Poynter The Future Place
Catriona Oldershaw, Synthesio, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Catriona Oldershaw Synthesio Read Synthesio’s blog @ hbp://synthesio.com/corporate/blog/ Follow Synthesio’s tweets @ hbp://twiber.com/Synthesio Contact Synthesio via our web form: hbp://synthesio.com/corporate/contact/ Catriona Follow Catriona’s tweets @ hbp://twiber.com/CatrionaTweets Connect with Catriona on LinkedIn @ hbp://uk.linkedin.com/in/CatrionaOldershaw
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