Vendors such as IBM have been working for several years to apply text analytics to enterprise decision-support needs. IBM unveiled their TAKMI (Text Analysis and Knowledge Mining) system, designed to analyze call-center logs, in 2001; their systems have evolved toward a vision of a “contact center of the future” that relies on real-time extraction and processing of emotions and attitude to smooth customer interactions.
Michelle DeHaaff, marketing VP at Attensity, describes her company’s approach in this way:
“We've been doing sentiment analysis on survey data. We've even had cases where the coded scores indicated a high satisfaction rating and the actual comments indicated a much lower level of satisfaction. We've parsed out negative/positive comments in service notes and have even used our sentiment extraction to find "cries for help" in e-mail, service notes, and web forums. We work with our customers to go beyond sentiment to cause. In the "cries for help" example, our customers get the detail around the sentiment, not just general sentiment. [Understanding] the cause of it leads us to finding a specific action our customer can take to impact sentiment.” 数据挖掘论坛
The trend, clearly, is in directions that would enable organizations to reach the goal put forward by Unilever’s Catherine Cardoso: analytics-assisted real-time, two-way communication. A spectrum of researchers and vendors take part in these efforts, and there has been significant progress. Accuracy remains an issue, however, for some potential users and will be subject matter for a future article.
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