How Mattel Subsidiary American Girl Used Text Analytics to Better Understand the Voice of Customer and Improve the Customer Experience
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- Angoss KnowledgeREADER
Tech Stack
- Text Analytics
- Social Analytics
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Brand Awareness
- Productivity Improvements
Applicable Industries
- Retail
- Consumer Goods
Applicable Functions
- Sales & Marketing
Services
- Data Science Services
- Software Design & Engineering Services
About The Customer
Founded in 1986, American Girl LLC, a wholly owned subsidiary of Mattel, is one of America’s top omni-channel marketers, with direct, retail, and publishing divisions to serve the American Girl® brand and its customers. American Girl is renowned for its line of dolls, books, and accessories that aim to inspire and educate young girls. The company has a strong presence in the retail market and is committed to providing a high-quality customer experience. With a large customer base and a significant volume of customer interactions, American Girl is dedicated to understanding and improving the customer experience through innovative solutions.
The Challenge
The American Girl Customer Sales & Services Team and the Customer Insights group process and respond to upwards of 300,000 emails per year. They sought a solution to help them better understand the voice of their customer, accurately interpret the sentiment behind the words in emails, and analyze and understand trends in customer emails for the betterment of their brand, products, and customer experience. American Girl needed a tool for analyzing and grouping mass volumes of emails, post-response, to help them identify evolving sentiment and better understand the voice of their customer.
The Solution
American Girl leveraged the powerful text and social analytics in Angoss KnowledgeREADER software to mine text in customer emails to identify subjects, themes, and evolving sentiment. The software helped them identify items mentioned with the highest frequency in order to analyze trends and prioritize issues tracking and awareness based on the quantity of emails, sentiment, and changes over time. Using KnowledgeREADER, American Girl was able to analyze text in customer emails to identify trends in themes and sentiment, allowing the team to take appropriate actions to improve the customer experience. The tool provided valuable insights that helped American Girl monitor, analyze, and actively listen to what customers were saying about their brand, products, and services on an ongoing basis.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
Related Case Studies.
.png)
Case Study
Improving Vending Machine Profitability with the Internet of Things (IoT)
The vending industry is undergoing a sea change, taking advantage of new technologies to go beyond just delivering snacks to creating a new retail location. Intelligent vending machines can be found in many public locations as well as company facilities, selling different types of goods and services, including even computer accessories, gold bars, tickets, and office supplies. With increasing sophistication, they may also provide time- and location-based data pertaining to sales, inventory, and customer preferences. But at the end of the day, vending machine operators know greater profitability is driven by higher sales and lower operating costs.
Case Study
Improving Production Line Efficiency with Ethernet Micro RTU Controller
Moxa was asked to provide a connectivity solution for one of the world's leading cosmetics companies. This multinational corporation, with retail presence in 130 countries, 23 global braches, and over 66,000 employees, sought to improve the efficiency of their production process by migrating from manual monitoring to an automatic productivity monitoring system. The production line was being monitored by ABB Real-TPI, a factory information system that offers data collection and analysis to improve plant efficiency. Due to software limitations, the customer needed an OPC server and a corresponding I/O solution to collect data from additional sensor devices for the Real-TPI system. The goal is to enable the factory information system to more thoroughly collect data from every corner of the production line. This will improve its ability to measure Overall Equipment Effectiveness (OEE) and translate into increased production efficiencies. System Requirements • Instant status updates while still consuming minimal bandwidth to relieve strain on limited factory networks • Interoperable with ABB Real-TPI • Small form factor appropriate for deployment where space is scarce • Remote software management and configuration to simplify operations
Case Study
How Sirqul’s IoT Platform is Crafting Carrefour’s New In-Store Experiences
Carrefour Taiwan’s goal is to be completely digital by end of 2018. Out-dated manual methods for analysis and assumptions limited Carrefour’s ability to change the customer experience and were void of real-time decision-making capabilities. Rather than relying solely on sales data, assumptions, and disparate systems, Carrefour Taiwan’s CEO led an initiative to find a connected IoT solution that could give the team the ability to make real-time changes and more informed decisions. Prior to implementing, Carrefour struggled to address their conversion rates and did not have the proper insights into the customer decision-making process nor how to make an immediate impact without losing customer confidence.
Case Study
Digital Retail Security Solutions
Sennco wanted to help its retail customers increase sales and profits by developing an innovative alarm system as opposed to conventional connected alarms that are permanently tethered to display products. These traditional security systems were cumbersome and intrusive to the customer shopping experience. Additionally, they provided no useful data or analytics.
