REDEFINING THE MEANING OF ‘CUSTOMER EXPERIENCE’

PROJECT BY:
GROUP 3
DIKSHA GAHLOT (H2019011), JAGRITY SINGH (H2019019), JASMINE DAWAR (H2019020)
PRANJUL SRIVASTAVA (H2019032), DR RENUKA SHARMA (H2019035).
HCM-2 (GOA INSTITUTE OF MANAGEMENT)

UNDER THE GUIDANCE OF: PROF. ALEKH GAUR

SENTIMENT ANALYSIS

Senti ment analysis is the process of determining whether the given piece of
writi ng is positi ve, negati ve, or neutral. It is also known as Opinion mining or
Emoti on AI. Nowadays, customers express their thoughts and feelings more
openly than ever before, leading to an all-ti me increase in the use of
senti ment analysis as an essenti al tool to monitor and understand the
senti ment of the customers. Regular and automati c analysing of the
customer feedback, such as opinions in the survey responses and social
media conversati ons, allows the brands to learn what makes the customers
happy or unhappy. This helps in tailoring the products and services in order
to meet their customers’ needs and expectati ons.

The senti ment analysis system for conducti ng an analysis of the given text
combines the principles of natural language processing and Machine
Learning to assign a senti ment score to the given text which is present in the
form of an enti ty, a topic or a category within a sentence.

Use of senti ment analysis has been widely made into large enterprises in
order to gauge the public opinion, improve the scope of a market research,
monitoring of the brand reputati on, acceptance for the product and to gain a
bett er understanding of the customer experiences. Additi onally, data
analyti cs companies have made it a practi ce to integrate third-party
senti ment analysis into their own customer experience management, in
order to deliver useful insights to their own customers.
THE BuzzECom STORY

Mark Grahams and his wife Jessica have been afi cionados of outdoor
equipment, with a parti cular love for using barbeque grills in their backyard.
It all began with Jessica posti ng videos on YouTube on their barbeque
routi ne and eventually into blog posts of DIY-outdoor equipment and tools.
Inspired by the one-stop shop for hardware needs Bunnings during their stay
in Australia, the Grahams decided to venture into the E-Commerce business
for outdoor tools and further scaled it up to kitchen appliances. BuzzEcom
was born and it lived up to its name, by creati ng a buzz around the ease of
deliverables they off ered.

On growing demand, they decided to expand into the clothing segment, with
a prime focus on women-wear or as the Grahams called it, ‘Dressing the
lady’. The recent expansion into the clothing segment initi ally posed a
challenge for BuzzECom since it was a completely diff erent segment from
their initi al business model. They took a 2-pronged approach in the pre-
launch phase, fi rst one involved conducti ng nati on-wide surveys on the
requirement of a relatable apparel segment for the ‘regular’ woman and
secondly, they initi ated the campaign with well-curated pre-launch off ers.
Also, the segment was launched on 8 t h March 2017 which sent out the
message loud and clear on Internati onal Womens’ Day that BuzzECom had
expanded for addressing the clothing concerns of the Venuses.
Cut to 3 r d anniversary of the launch, 2 other competi tors in the E-Commerce
business had adapted similar model and were growing. Being aligned to its
core value of focus on the best customer service and striving to meet the
customers' expectati ons, BuzzECom decided to conduct a Senti ment analysis
of the customer reviews for the Women Clothing segment.
PROBLEM STATEMENT:
Conducti ng a Senti ment Analysis for the reviews received by the BuzzECom
Apparel, in order the gauge the customers’ experiences post 3 years of the
apparel segment launch.

FREQUENC
S.No. ST Y
1 Anger 7842
2 Anticipation 29255
3 Disgust 5249
4 Fear 6447
5 Joy 33593
6 Sadness 14678
7 Surprise 9730
8 Trust 33390
9 Negative 30415
10 Positive 60225

Negativ
e Neutral Positive
873 173 18630
MOST FREQUENT
WORDS FREQUENCY
Bottom 1060
Cheap 290
Comfortable 2669
Design 1321
Dress 9267
Analysis:
 It is found that the clothing segment is getti ng positi ve feedback from
most of the customer who are sharing reviews.

 The number of positi ve reviews (18630) has outnumbered the number

of negati ve (873) and neutral (173) reviews. This shows the positi ve
trend and senti ment towards newly launched clothing segment of
BuzzECom has done well in the market and is poised to pick up further
pertaining to positi ve feedback and word of mouth.

 From the word cloud and senti ment graph, it can be interpreted that
customers found the experience to be very comfortable, positi ve and
joyous which is very well expressed in their emoti ons and reviews
shared.

 Though positi ve reviews outnumber negati ve feedback by large

number, there are certain segment of customers who seem to express
anger, sadness and negati ve senti ment towards the service. Therefore,
while ensuring the who are happy become loyal towards them by
enhancing their positi ve customer experience, BuzzECom should also
try to investi gate more towards fi nding as why there are few
customers who are unhappy and try to address their concerns to the
extent possible to increase their customer base and become one of the
leading Ecommerce platf orms.