Ipsos MORI CX Council: Structuring the Unstructured · © Ipsos | CX Council: Structuring the...

© Ipsos | CX Council: Structuring the Unstructured | November 2019 | Version #3 | Public

20 November 2019

Structuring the Unstructured

CX Council

#IpsosCXCouncil


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

#IpsosCXCouncil


Managing Director,

Customer Experience, Ipsos MORI

3

Joe Marshall

#IpsosCXCouncil


WELCOME

© Ipsos | CX Council: Structuring the Unstructured | November 2019 | Version #3 | Public4

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Constructed in 1751

Opened as the new

Dorchester in 1931

The Queen stayed

the day before the

announcement of her

marriage to Prince Philip.

5 © Ipsos | CX Council: Structuring the Unstructured | November 2019 | Version #3 | Public

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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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We live in the age of Experience


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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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https://www.youtube.com/watch?v=dDMiQEC7Zrk


Customers are fickle & being thrifty is cool…

12

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..but still highly emotional

13

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

24

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https://www.youtube.com/watch?v=F-eqTojTzpk

https://www.youtube.com/watch?v=F-eqTojTzpk


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

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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

31

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

36

2

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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/

https://www.zdnet.com/article/eight-billion-voice-assistants-will-be-in-use-by-2023/


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.


Maya Angelou

#IpsosCXCouncil


Customer engagementMore data, on more occasions, for a complete picture

42

3

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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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