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Applying Text Mining & Analytics to Consumer Satisfaction Surveys - Case Study

Applying Text Mining & Analytics to Consumer Satisfaction Surveys - Case Study

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Collective Intellect (CI) worked with a leading Fortune 500 hospitality company to analyze their customer satisfaction surveys. Our client understood a portion of their customers were unhappy with their hotel rooms; they just didn’t know why.
Collective Intellect (CI) worked with a leading Fortune 500 hospitality company to analyze their customer satisfaction surveys. Our client understood a portion of their customers were unhappy with their hotel rooms; they just didn’t know why.

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Published by: Collective Intellect on Jul 19, 2011
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07/19/2011

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2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellect.com
OurClient’sGoals
CollectiveIntellect(CI)workedwithaleadingFortune500hospitalitycompanytoanalyzetheircustomersatisfactionsurveys.Ourclientunderstoodaportionoftheircustomerswereunhappywiththeirhotelrooms;theyjustdidn’tknowwhy.Existingclientresearchmethodologiesandanalyticsystemshadfailedtouncoverthereasonscustomersweredissatisfied,soCIwastaskedwithsurfacingmoreprecisecausationforcustomercomplaints.
Results
Applyingsophisticatedlanguagemodeling,CIwasabletoisolatenegativeguestsentimenttospecificareasinthehotelroomandproperty.CollectiveIntellectutilizesLatentSemanticAnalysis(LSA)andNaturalLanguageProcessing(NLP)todeliverhighlyaccurateanalysisandassociatedobservationsfromunstructureddata.Whetherit’ssocial,email,chattranscriptsorsurveys,andifdataistextthenCIpossessesthecapabilitytorunanalysis.
ProjectHighlightsGoal–
Analyzecustomersurveystobetterunderstandconsumerdissatisfactionwithhotelroomfeatures.
Results–
Oursemanticandtextanalyticstechnologywasablesurfacepreciseinsightsintowhycustomersdidnotenjoystayingintheirhotelroom.
 
2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellect.com
HowCIApproachedtheProject
Workingwithourclient,CIfirstdeterminedthestatusoftheirexistinganalyticseffort.Together,weconcludedthatCI’suniqueapproachtohowdataishandled,categorizedandmeasuredforrelevancycoulduncoveradditionalinsightstheirexistingsystemsandmethodologieswereunabletosurface.UsingCI’robustcategorizationengine,wewereabletoisolatespecificattributesfromconsumerresponsesrelatedtodissatisfactionwiththeirhotelroomsandotherfeaturesofthepropertysuchasthespaandonsiterestaurants.Thereafter,wewerethenabletoidentifyanddissectspecificrootcausesfordissatisfactionsuchascost,convenience,andcomfort.
SuggestedNextSteps
CIrecommendedthatitshospitalityclientautomatetheiranalysisofcustomersurveysinan“alwayson”dashboardforreal-timetracking.Thisapproachwouldensurethatconsumerreactiontochangescouldbemonitoredandtracked.WealsorecommendedthattheresultinginformationbeintegratedintoanexistingCRMsystem,includingmappingsurveysresultstoanysocialmediaprofiles.
TheCISemanticMethodology
CIutilizessemantictechnologybasedonLatentSemanticAnalysis(LSA)toexposelatentcontextual-meaningwithinalargebodyoftext.Sophisticatedlanguageprocessingisthecriticalfoundationforsuccessfulanalysis.Accurateinsightsfromtextanalyticsthatarerepeatable,scalableandconsistentcan

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