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© Ipsos | CX Council: Structuring the Unstructured | November 2019 | Version #3 | Public
20 November 2019
Structuring the Unstructured
CX Council
#IpsosCXCouncil
© Ipsos | CX Council: Structuring the Unstructured | November 2019 | Version #3 | Public
Agenda
1 Joe Marshall, Managing Director, Customer Experience,
Ipsos MORI
2
2 Jamie Thorpe, Head of Experience Management,
Ipsos MORI
Fiona Moss,CX Text Analytics Lead,
Ipsos MORI
3 Brian Pressey, Director of Customer Experience, Insight
& CRM, TUI
4 Pippa Bailey, Head of Innovation,
Ipsos MORI
5 Q&AFollowed by drinks
and networking
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© Ipsos | CX Council: Structuring the Unstructured | November 2019 | Version #3 | Public
Managing Director,
Customer Experience, Ipsos MORI
3
Joe Marshall
#IpsosCXCouncil
© Ipsos | CX Council: Structuring the Unstructured | November 2019 | Version #3 | Public
WELCOME
© Ipsos | CX Council: Structuring the Unstructured | November 2019 | Version #3 | Public4
#IpsosCXCouncil
© Ipsos | CX Council: Structuring the Unstructured | November 2019 | Version #3 | Public
Constructed in 1751
Opened as the new
Dorchester in 1931
The Queen stayed
the day before the
announcement of her
marriage to Prince Philip.
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#IpsosCXCouncil
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Head of Experience Management
Ipsos MORI
6
Jamie Thorpe
CX Text Analytics Lead
Ipsos MORI
Fiona Moss
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CX is the new battleground – choose your battles…
Sound familiar?
7
“I have so much data I
don’t know what to do with
it”
“I don’t know where to
prioritise to make an
impact”
“We are not shifting the
needle here”
“I can’t get C-suite traction” “CX is stated as a business
priority but I can’t get the
resources I need”
“My remit doesn’t cover all
touchpoints”
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It isn’t digitisation
or disruption you
should fear, it’s
mediocrity that
will drive away
your customers.
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#IpsosCXCouncil
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We live in the age of Experience
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#IpsosCXCouncil
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Spend on CX programmes continues to grow at pace
10
SAP agrees to buy Qualtrics for $8bn
in cash, just before the survey
software company’s IPO.
‘‘
Crunchbase
$4.2 bn2017
$68 bn2022
Source: Medllia S1
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The world is truly connected. But we shouldn’t forget that everyone's needs are different…
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Customers are fickle & being thrifty is cool…
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..but still highly emotional
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Preference NPSLikelihood to
continue
Emotionally
attached
Functionally
satisfied
Unfulfilled
52 52 70
21 -4 45
11 -66 11
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People don’t always do what they say…
NPS – The proportion of customers who say they will recommend you but never go on to do so … ?
A. Anywhere up to 60%
B. Between 60% and 90%
C. More than 90%
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40%15 © Ipsos | CX Council: Structuring the Unstructured | November 2019 | Version #3 | Public
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It’s tough out there…
16
We know human attention is dwindling
The average human attention
span in 2000
The average human attention
span in 2015
The average attention of a
Goldfish
12seconds
8seconds
9seconds
And we all know someone like this…
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Surveys, but not as we know them
• Contextualised numbers
• Declining participation rates so we need to
make it easy for customers to tell us what
matters
• More ‘conversational’ style surveying
• Unstructured data has become valuable than
never before
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Unstructured data is getting more unstructured
18
Two years ago most of our unstructured
data requests focused on open-ended
survey data…
…now text sources have proliferated
(survey data, chatbots, emails, voice
transcripts, social media)
Businesses don’t just want to
understand ‘official feedback’, they
also want to know what is being said
during customer interactions
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Text analytics is the answer
19
Better insights and action
Our main approach uses natural language processing to deliver exploration and
classification
Ipsos’Approach
But we have a portfolio of text analytics tools that enables us to use the right tools
in the right way for any given situation
Unsupervised exploration
Supervised classification + =
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But text analytics is not a panacea
• The rubbish-in rubbish-out paradigm
applies
• Objectives needs to be clear
• We need to understand the data source we
are analysing to interpret the results
correctly
• Consider this example:
I just want my f***ing refund, Hello, Hello,
Hello, Hello, Somebody there, Hello, HELLO,
HURRY THE F*** UP, ARE YOU F***ING
KIDDING ME, HURRY THE HOLY F*** UP,
GET THAT B [NAME] BACK HERE AND
TELL HER ASS TO BE PATIENT ONCE IN A
WHILE SINCE YOU MAKE YOUR
CUSTOMERS HAVE THE ULTIMATE
PATIENCE, I just need to see when my
refund will come in, I just need to see when
my refund will come in thank you, Those
messages were to the robot not you.
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Words are just words
• Yes, they capture more than a number
• But numbers can be:
• More conclusive
• More concise
• More relevant
• Easier to communicate, to track and to
unite the business around
Two years ago most of our unstructured
data requests focused on open-ended
survey data…
Give me a 5-min break to attend to a
pet [actual animal-type] demand –
BRB, Back again. We foster cats with
special needs - one blind, one with a
respiratory condition, one with
neurological injuries and the last with
a thyroid tumour... When one of them
gets in trouble, I need to intervene
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Combining words and numbers is powerful
22
Text categories validated against the KPI
Personalised service
Clear communication
Fair treatment
Service delivery
Valuing the customer
18 2016 17
25
34
4136
76 76 77 76
5055 55 57
32
35 33 32
2016 2017 2018 2019
Personalised service Clear communication Service delivery
Fair treatment Valuing the customer
59 5652 54
29
3845 42
2016 2017 2018 2019
Positive Negative
Service delivery Difference 2019 to 2016
Impolite staff +2.8%
Unable to help +2.4%
Lack of knowledge +2.3%
Dismissive attitude +2.1%
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In the end we need balance
23
Unstructured data liberates consumers to say what they want to businesses
But numbers allow businesses to conclusively assess how well they are responding to consumer needs
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It works both ways – customers respect honesty
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We’ve established that …
… dare to be different, and …
It’s tough,
customers are
changing and
lying to you!
Less will have
to mean more
in the future
Honesty and
simplicity wins
every time
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Give the people what they want!
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Pippa BaileyHead of Innovation,
Ipsos MORI
27
#IpsosCXCouncil
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Only the paranoid survive
Andy Grove
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Technology is revolutionising our ability to get customer insights
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Three hot topics
In-the-moment Voice of the Customer Customer engagement
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In the moment
Accessing the moments as they happen
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1
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Technology as the route to‘in the moment’
In the moment
Near-field communication Geolocation
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Requires a call to
action
A simple sticker Web-based survey or
research engagement
immediately opens on
phone
Collect feedback
in the moment
Tapping into the moment for depth and validity
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Near-field communication
Experience has shown us that NFC
allows us to collect data closer to the
moment of truth, higher-quality data
and larger volumes of data than
traditional survey methods
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Geolocation
Providing another layer of insight
about the customer to optimise their
experience and to further ensure the
capture of insights in the moment.
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Voice of the CustomerGetting granularity and depth of insight
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Explosion of voice-based technology
37
3.25
4.08
5.11
6.41
8.00
2019 2020 2021 2022 2023No
. vo
ice d
evic
es -
bil
lio
ns
https://www.zdnet.com/article/eight-billion-voice-assistants-will-be-in-use-by-2023/
© Ipsos | CX Council: Structuring the Unstructured | November 2019 | Version #3 | Public38
Voice
Voice-based surveys have the
potential to build stronger customer
engagement, greater elaboration in
feedback and reduce bias in survey
design as the customer drives the
discussion.
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Example – travel survey
In the moment Voice of the customerPost-Flight Following excursion After the holiday
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Words mean more than what is set down on paper. It takes the human voice to infuse them with deeper meaning.
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Maya Angelou
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Customer engagementMore data, on more occasions, for a complete picture
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Customer engagement
43
Accessing
more of the
moments that
matter
Driving depth
and breadth of
feedback
Enable qual
feedback at
quant scale
Ability to
leverage text
analytics and
modelling
Customer
drives the
conversation
based on
WMMTT
More complete
view of the
customer
More feedback,
more often for a
more complete
view of the
customer
Providing
frictionless
route to giving
feedback
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Q&A
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JOIN US FOR DRINKS…
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