![Page 1: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/1.jpg)
The Voice of the
Customer &
Text Analytics
Anneke Deetlefs
![Page 2: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/2.jpg)
• Standard Bank and Local Environment
• Role of Text Analytics
• Sources
• Relevancy
• Topic
• Sentiment
• Link to Structured Data
• Case Studies
Contents
![Page 3: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/3.jpg)
• Origin: Port Elizabeth, South Africa
• More than 150 years old
• One of 4 major South African banks
• Largest retail base and asset value in South Africa
• Presence in 36 countries - 22 of which are African
• Advanced Analytics and Modelling Team
Standard Bank
![Page 4: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/4.jpg)
• South Africa has 11 official languages:
English, Afrikaans, Ndebele, Northern Sotho, Sotho, Swazi, Tswana, Tsonga,
Venda, Xhosa and Zulu
• Local concepts like Stokvel saving clubs
• Personal Relationship with Banking
Local Flavour
![Page 5: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/5.jpg)
Purchased
market data
Internally
collected
structured data
sources
Social media
Main line
media
Customer
complaints
Bank owned
web sites
Role of Text Analytics
![Page 6: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/6.jpg)
• Social Media
• Facebook, Twitter, LinkedIn, HelloPeter
• Customer Complaints
• Call Centre, Branch Captured, E-Mail, etc.
• Bank Owned Sites
• Youth Portal
• Channel Feedback
• Marketing Feedback
• Insurance Claims
• Mainstream News Articles
SourceAverage Number
of Sentences
Average Number
of Words
# of Unique
Words/1000
Words
Facebook 1.89 21.08 473
Twitter 1.88 18.29 515
Youth Portal 1.39 14.73 366
Complaints 6.02 92.74 459
Channel
Feedback1.44 10.56 275
Sources
![Page 7: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/7.jpg)
• Unrelated
• Spam
• Sponsorships
.co link service (http://t.co)
Keyword: Arizona
FNB vs. FnB
Keyword: Stadium
Joy of Jazz
Lady Gaga
Follow Link
Relevancy
![Page 8: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/8.jpg)
0
50
New Topic: Term Frequency
A
Is
She
Bank
Account
Eish
Ek
Dit
Buying Buy
Bought Buy
Loans Loan
Lending Loan
Mahala Free
Diens Service
Stop List Synonyms
Industry
Terms
Colloquialism
Language
Grouping Terms
Customise
Dictionaries
Topic
![Page 9: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/9.jpg)
Thanx , keep up the good work.
Yes I was though I think I shouldnt have spent an hour in a long queue because of only 2 tellers working.
we are waiting 3 days for a call back after R10k withdrawn.....LOVELY!!!
Then I don't know how else to say it except I hate it. And I love hatingit.
You go Isobel - dis mos nou goeie diens!!!
Bank 1 singazongihlanyisa rha bethu!!
What is the interest rate?
Sentiment
![Page 10: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/10.jpg)
• One platform to host structured and unstructured data
• Extract text content from web, vendor hosts and internal data to convert to a consistent structure
• Link to structured:• High level
• Customer level
• Manage models/Version controlInsight into the consumer’s needs, fears, interests and
brand loyalty.
Internal Data
Sources
Vendor Sources
Web
Link to Structured Data
![Page 11: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/11.jpg)
Top Logged Complaint Reasons Frequency% in Top 5
Topics
Not happy with banking relationship 2546 17.89%
Staff - Request not actioned/ instructions not
followed 1066 19.29%
Unhappy with claim outcome – Other 919 42.90%
Bank unwilling to pay/ compensate 823 46.87%
No feedback on application progress 671 52.58%
Category too broad
The same top 5 topicsWithdraw +Claim +ATM +Fraud +Card
What caused delay
Redefine
CategoriesDeep Dive
• “Not happy with banking
relationship” reclassified
into more than 40
categories.
• Combining complaint
reasons reduced
categories by 58%.
Categories
•Customer Feedback
Topics
•Debit Orders
•Unauthorised
Combine Structure
data
•70% to one company
•Micro loans
Result
•Education
Case Study : Root Cause Analysis
![Page 12: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/12.jpg)
0
500
1000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Nu
mb
er
of
Sta
tem
en
tsBank 1 Bank 2 Bank 3 Bank 4 Standard Bank
0%
20%
40%
60%
80%
100%
Advert A Advert B Advert C
Bank 1
Bank 2Bank 3Bank 4
Standard BankJoy of Jazz
0%
20%
40%
60%
80%
100%
Advert D Advert E
Bank 2 & 3
0%
20%
40%
60%
80%
100%
Advert F Advert G Advert H
Bank 4
0%
20%
40%
60%
80%
100%
Sunday
Times
Moving
Forward
Joy of Jazz Sha-Boom
Standard Bank
Bank 1 Advert A
Advert D
Advert E
Advert F
Sunday Times
Advert B
Advert G
Advert C
Moving Forward
Advert H
Sha-Boom
Case Study: Above the Line
Marketing
![Page 13: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/13.jpg)
Timing
Contact at Later Stage
• VAF, HL
Already Applied or Opened
Customer Preference
Client Prefers to Start the Conversation
Religion
Culture
Satisfied Need
Enough Credit
Reducing Products
Cash Flush
Save Using Bond
Case Study: Feedback on Declined
Offers
![Page 14: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/14.jpg)
0
100
Fourways Menlyn Northcliff Tembisa 0%25%50%75%
100%
Fourways
0%
50%
100% Bank 1
Bank 2
Bank 3
Bank 4
0%25%50%75%
100%
1 2 3 4 SBSA
Menlyn
0%25%50%75%
100%
Northcliff
0%25%50%75%
100%
1 2 3 4 SBSA
Tembisa
Social Media SentimentInternal Complaint Volume
Suburb Market Share
Case Study: Branch Performance
![Page 15: Anneke Deetlefs - Text Analytics: The Voice of the Customer](https://reader034.vdocument.in/reader034/viewer/2022042614/55a4e1ee1a28ab960e8b4818/html5/thumbnails/15.jpg)
Thank You