The Voice of the

Customer &

Text Analytics

Anneke Deetlefs

• Standard Bank and Local Environment

• Role of Text Analytics

• Sources

• Relevancy

• Topic

• Sentiment

• Link to Structured Data

• Case Studies

Contents

• Origin: Port Elizabeth, South Africa

• More than 150 years old

• One of 4 major South African banks

• Largest retail base and asset value in South Africa

• Presence in 36 countries - 22 of which are African

• Advanced Analytics and Modelling Team

Standard Bank

• South Africa has 11 official languages:

English, Afrikaans, Ndebele, Northern Sotho, Sotho, Swazi, Tswana, Tsonga,

Venda, Xhosa and Zulu

• Local concepts like Stokvel saving clubs

• Personal Relationship with Banking

Local Flavour

Purchased

market data

Internally

collected

structured data

sources

Social media

Main line

media

Customer

complaints

Bank owned

web sites

Role of Text Analytics

• Social Media

• Facebook, Twitter, LinkedIn, HelloPeter

• Customer Complaints

• Call Centre, Branch Captured, E-Mail, etc.

• Bank Owned Sites

• Youth Portal

• Channel Feedback

• Marketing Feedback

• Insurance Claims

• Mainstream News Articles

SourceAverage Number

of Sentences

Average Number

of Words

# of Unique

Words/1000

Words

Facebook 1.89 21.08 473

Twitter 1.88 18.29 515

Youth Portal 1.39 14.73 366

Complaints 6.02 92.74 459

Channel

Feedback1.44 10.56 275

Sources

• Unrelated

• Spam

• Sponsorships

.co link service (http://t.co)

Keyword: Arizona

FNB vs. FnB

Keyword: Stadium

Joy of Jazz

Lady Gaga

Follow Link

Relevancy

0

50

New Topic: Term Frequency

A

Is

She

Bank

Account

Eish

Ek

Dit

Buying Buy

Bought Buy

Loans Loan

Lending Loan

Mahala Free

Diens Service

Stop List Synonyms

Industry

Terms

Colloquialism

Language

Grouping Terms

Customise

Dictionaries

Topic

Thanx , keep up the good work.

Yes I was though I think I shouldnt have spent an hour in a long queue because of only 2 tellers working.

we are waiting 3 days for a call back after R10k withdrawn.....LOVELY!!!

Then I don't know how else to say it except I hate it. And I love hatingit.

You go Isobel - dis mos nou goeie diens!!!

Bank 1 singazongihlanyisa rha bethu!!

What is the interest rate?

Sentiment

• One platform to host structured and unstructured data

• Extract text content from web, vendor hosts and internal data to convert to a consistent structure

• Link to structured:• High level

• Customer level

• Manage models/Version controlInsight into the consumer’s needs, fears, interests and

brand loyalty.

Internal Data

Sources

Vendor Sources

Web

Link to Structured Data

Top Logged Complaint Reasons Frequency% in Top 5

Topics

Not happy with banking relationship 2546 17.89%

Staff - Request not actioned/ instructions not

followed 1066 19.29%

Unhappy with claim outcome – Other 919 42.90%

Bank unwilling to pay/ compensate 823 46.87%

No feedback on application progress 671 52.58%

Category too broad

The same top 5 topicsWithdraw +Claim +ATM +Fraud +Card

What caused delay

Redefine

CategoriesDeep Dive

• “Not happy with banking

relationship” reclassified

into more than 40

categories.

• Combining complaint

reasons reduced

categories by 58%.

Categories

•Customer Feedback

Topics

•Debit Orders

•Unauthorised

Combine Structure

data

•70% to one company

•Micro loans

Result

•Education

Case Study : Root Cause Analysis

0

500

1000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct

Nu

mb

er

of

Sta

tem

en

tsBank 1 Bank 2 Bank 3 Bank 4 Standard Bank

0%

20%

40%

60%

80%

100%

Advert A Advert B Advert C

Bank 1

Bank 2Bank 3Bank 4

Standard BankJoy of Jazz

0%

20%

40%

60%

80%

100%

Advert D Advert E

Bank 2 & 3

0%

20%

40%

60%

80%

100%

Advert F Advert G Advert H

Bank 4

0%

20%

40%

60%

80%

100%

Sunday

Times

Moving

Forward

Joy of Jazz Sha-Boom

Standard Bank

Bank 1 Advert A

Advert D

Advert E

Advert F

Sunday Times

Advert B

Advert G

Advert C

Moving Forward

Advert H

Sha-Boom

Case Study: Above the Line

Marketing

Timing

Contact at Later Stage

• VAF, HL

Already Applied or Opened

Customer Preference

Client Prefers to Start the Conversation

Religion

Culture

Satisfied Need

Enough Credit

Reducing Products

Cash Flush

Save Using Bond

Case Study: Feedback on Declined

Offers

0

100

Fourways Menlyn Northcliff Tembisa 0%25%50%75%

100%

Fourways

0%

50%

100% Bank 1

Bank 2

Bank 3

Bank 4

0%25%50%75%

100%

1 2 3 4 SBSA

Menlyn

0%25%50%75%

100%

Northcliff

0%25%50%75%

100%

1 2 3 4 SBSA

Tembisa

Social Media SentimentInternal Complaint Volume

Suburb Market Share

Case Study: Branch Performance

Thank You