How Mattel Subsidiary American Girl Used Text Analytics to Better Understand the Voice of Customer and Improve the Customer Experience
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- Angoss KnowledgeREADER
技术栈
- Text Analytics
- Social Analytics
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Brand Awareness
- Productivity Improvements
适用行业
- 零售
- 消费品
适用功能
- 销售与市场营销
服务
- 数据科学服务
- 软件设计与工程服务
关于客户
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.
挑战
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.
解决方案
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.
运营影响
数量效益
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