O'Reilly logo

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Hearing the Voice of the Customer

Book Description

Increase the awareness of your customer's behavior to survive and excel within your industry.

One hundred years ago, the voice of the customer was easily and routinely heard by the shopkeeper. In small towns, the shopkeeper knew everyone. Today's world has gotten much bigger and much more complex. No longer does the store owner personally know everyone who comes into the store. Yet there are three important abilities technologies offer that make it possible to listen to the voice of the customer today:
  • The ability to acquire, store, and manage huge amounts of data
  • The ability to read and understand text in a computerized environment
  • The ability to visualize data
This book answers important questions such as:
  • Where is the voice of the customer heard?
  • How does the corporation find and capture the voice of the customer?
  • How is the voice of the customer actually interpreted and understood?
  • How do you cope with the volume of messages the customer is sending you?
  • How do you separate noise from the important messages?
  • How do you analyze the composite voice of the customer over thousands of customers?
  • How do you reduce the voice of the customer to a visual format that is understood by management?
  • How do you know when the message the customer is sending changes?
After reading this book the reader will be able to manage, build, and operate a corporate infrastructure that listens to the voice of the customer.

Table of Contents

  1. Introduction
  2. 1: Value
    1. Where is the voice of the customer?
    2. What is the customer saying?
    3. New customers versus existing customers
    4. Changing marketplace
    5. How to listen to the voice of the customer?
    6. Feedback to the customer
    7. In summary
  3. 2: Source
    1. On paper
    2. Voice recognition
    3. Email
    4. Social media
    5. Spreadsheets
    6. Surveys
    7. Warranty claims
    8. Processing the voice of the customer
    9. In summary
  4. 3: Technology
    1. Components of technology
    2. Special technology needed
    3. No special technology needed
    4. Volumes of data
    5. Converting text into a database format
    6. Visualization
    7. In summary
  5. 4: Taxonomies
    1. Generic vs specific taxonomies
    2. Taxonomy depth
    3. Multi lingual taxonomies
    4. Other forms of taxonomies
    5. Dynamics of a taxonomy
    6. In summary
  6. 5: Text
    1. Connectors
    2. Predicates
    3. Complex sentences
    4. Negatives
    5. Scope of inference
    6. Supercategories
    7. What is a product?
    8. Drill down analysis
    9. Is there text that cannot be analyzed?
    10. In summary
  7. 6: Visualization
    1. Visualizing the voice of the customer
    2. Expectation phenomenon
    3. The importance of negative feedback
    4. Non sentiment data
    5. In summary
  8. 7: Restaurants
    1. The voice of the customer
    2. Feedback over the internet
    3. Textual ETL
    4. So what is the customer saying?
    5. Leaving money on the table
    6. Drill down processing
    7. In summary
  9. 8: Call Centers
    1. What you would like to know
    2. Textual ETL
    3. Visualization
    4. Processing text
    5. The relational database
    6. In summary
  10. 9: Airlines
    1. Listening to the customer
    2. Gathering the customer feedback
    3. In summary
  11. 10: Surveys
    1. The real value of the survey
    2. Taxonomies
    3. Sentiment and declarative statements
    4. Different types of sentiment
    5. Segmenting the respondents
    6. In summary
  12. 11: Strategy
    1. Strategically and tactically
    2. A corporate benchmark
    3. What’s on the customer’s mind?
    4. How to improve the customer experience
    5. In summary
  13. 12: Infrastructure
    1. Refining raw data
    2. Different kinds of visualization
    3. Origins of drill down processing
    4. Unit of time
    5. In summary
  14. 13: Combinations
    1. In summary
  15. Index