Enhanced customer insights with the help of Email analytics

Enhanced customer insights with the help of Email analytics
Kuldeep Deshpande
Posted by on October 19, 2016 in Blog

According to a statistics, 205 billion emails are sent every day by about 4.5 billion accounts. An average office worker receives 121 emails per day!

Staggering, isn’t it? We all pass through this storm of emails every day. Yet, there are times when we miss out on catching that important unsaid message in those dozens of emails that the customer has been sending for last 2 weeks!

Text analytics is here to help. We can analyze email exchanges with customers and gain critical customer insights.

So how we do this?

Before going to that, you need to know that email communications are considered as unstructured data. Unstructured data (or unstructured information) refers to information that is either does not have a pre-defined data model or is not organized in a pre-defined manner. Only structured information in an email is sender, receiver, date and time and subject.

Email analytics empowered with machine learning can open a gold mine to get actionable customer insights. Machine learning makes sentiment analysis and pattern recognition possible. Sentiment analysis helps to understand customer sentiment about your product or service. Sentiment recognition at early stage of customer cycle can be a magic wand for your customer service.

Email analytics is a part of Ellicium ‘Gadfly’ ( Unstructured Data Analytics Platform) and it is capable of answering following business questions:

  • Is there a customer issue escalation on the cards? – Based on analysis of past customer escalations, the algorithm predicts likelihood of an escalation coming from customers.
  • Which are the most important topics that the customers care about?
  • Are there any customers that are getting ignored because replies to them are short / incomplete or too late?
  • Who are the experts in the team on specific topics? How efficient they are in answering customer questions on specific topics.
  • What is the ‘social network’ among my team and customer team? Who is most trusted person approached by everyone in case of issues?

These questions are important for customer service organizations. Also for project management team of an IT organization these questions are very important for ensuring client satisfaction.

Few important considerations have to be followed while implementing email analytics solution:

  • On premise implementation, avoid cloud – Many organizations are sensitive to letting email data go out of their premises. On premise implementation of email analytics is always preferred.
  • Ensure strict access control – Only a select few should get access to the analytics as it may contain sensitive client information. Hierarchy based access control is recommended.

Email analytics is a very important component of 360 degree view of customer. Assisted by Big Data technologies, an organization can analyze email exchange with customers and enhance its 360 degree view of customers.

Note: This article is a part of ‘Big Data for Actionable Customer Insights’ series. Stay tuned for upcoming articles.