Post on 14-Jul-2015
The Voice of the
Customer &
Text Analytics
Anneke Deetlefs
• Standard Bank and Local Environment
• Role of Text Analytics
• Sources
• Relevancy
• Topic
• Sentiment
• Link to Structured Data
• Case Studies
Contents
• 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
• 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
Purchased
market data
Internally
collected
structured data
sources
Social media
Main line
media
Customer
complaints
Bank owned
web sites
Role of Text Analytics
• 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
• Unrelated
• Spam
• Sponsorships
.co link service (http://t.co)
Keyword: Arizona
FNB vs. FnB
Keyword: Stadium
Joy of Jazz
Lady Gaga
Follow Link
Relevancy
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
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we are waiting 3 days for a call back after R10k withdrawn.....LOVELY!!!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
• 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
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
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
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
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
Thank You