Swisscom employs text analytics to better understand customer concerns
When cable subscribers call Swisscom to report signal problems from their television screens, the operator quickly narrows down the problem, recommends a fix and describes what actions need to be taken. A customer’s email frustrated with service-option confusion can trigger the perfect offer without a marketer even needing to read the email.
The largest telecom provider in Switzerland achieves this rapid response to customer needs because of its investment in SAS® Text Analytics. “With text analytics it is possible, almost simultaneously with the ongoing call center documentation, to show relationships and provide solutions,” says Albert Labermeier, Senior Marketing Analyst at Swisscom. Instead of call center employees finding out weeks later that what a customer was describing was related to a bad Wi-Fi connection or a malfunctioning remote control, data is being analyzed daily to match problems to solutions. This arms the call agents with the right answer to the customer’s need – the first time.
We are able to create fully automated daily reports, which has a direct positive effect on service quality and customer satisfaction. Albert Labermeier Senior Marketing Analyst
Ending a slow, tedious process
Like many organizations with call centers, Swisscom manually documents the customer conversation as it’s happening. Historically, that detail was reviewed (manually) at specific intervals. With 10,000 daily incoming service requests, the manual process was simply not effective or productive, overwhelming staff and lacking timeliness – never being completed fast enough to make a difference. The company also had no fast way to know and respond to what customers were saying about the company and its products and services on social media.
Using SAS allows Swisscom to quickly and accurately filter out customer wishes from the noise of unstructured digital data volumes. The technology is deployed throughout the organization, including corporate communications and public relations.
Swisscom – Facts & Figures
mobile network in Switzerland
customers using bundled offerings
Building on a marketing optimization base
Swisscom already was using SAS® Marketing Optimization to segment and automate marketing messages. By layering the insight from social media conversations with the analysis of call center transcripts and incoming inquiries, a richer picture of customer needs and issues has emerged. Now the company can make even more relevant and customized offers to help retain customers in the increasingly competitive telecom market. In the initial testing of SAS to analyze the unstructured text, the technical and business users worked together to identify keywords and create a dashboard that would deliver real-time information. The results impressed: “It convinced us right from the start,” Labermeier says.
But what really impressed the team was how the solution could help pick through diverse descriptions and synonyms and properly categorize them. The analysis needed to not only detect predefined keywords, but also automatically recognize that terms like “ants race,” “jolt” or “flicker” are all descriptions of image quality issues. Reports are now sent daily (instead of weekly or monthly), and staff members assign actions to descriptions – whether it is a repair, a replacement or an issue beyond Swisscom’s control. According to Labermeier, “This has a positive effect on service quality and customer satisfaction.”
본 문서에 나오는 결과는 본 문서에 설명된 특정 상황, 비즈니스 모델, 데이터 입력 및 컴퓨팅 환경에 적합하게 되어 있습니다. 각 SAS 고객의 경험은 고유한 것으로, 비즈니스 및 기술적 변수에 따라 달라집니다. 따라서 모든 서술은 비전형적인 것이라는 점을 고려해야 합니다. 실제 절약, 결과 및 성능 특성은 개별 고객의 구성 및 조건에 따라 달라질 수 있습니다. SAS는 모든 고객이 비슷한 결과를 달성할 수 있다고 보증하거나 진술하지 않습니다. SAS 제품과 서비스에 대한 유일한 보증은 해당 제품 및 서비스에 대한 서면 계약의 보증서에 명시되어 있습니다. 본 문서의 어떠한 내용도 추가 보증을 구성하는 것으로 해석될 수 없습니다. 고객은 SAS 소프트웨어의 성공적인 구현에 따라 합의된 계약적 교환 또는 프로젝트 성공 요약의 일환으로 성공 사례를 SAS와 공유했습니다. 브랜드 및 제품 명칭은 각 기업의 상표입니다.