How Natural Language Process (NLP) can empower your customer relationship management?
Think about a robot that can free up your hands and take over most of leads from customers, analyze customer reviews and give you insights instead of you reading over the text, this is natural language processing, or NLP in short. The robot has many more use cases in your daily operations.
With NLP, companies can save time and human cost on enhancing customer relationship, especially for small and medium enterprises that are operating in a lean manner.
What is NLP?
Natural language refers to the way we communicate with each other in speech and text. This type of data isn’t like revenues, costs, etc., that they are mostly numbers which can be easily recognized and processed by computer.
It has been studied for half a century, and it is really hard to process text data.
Now with the development in machine learning, industry practitioners can confidently bring this amazing method out of journals and papers, to the real business world. It indeed helps businesses to save cost and get more customers.
Best 5 use cases of NLP in digital marketing
1. Chatbots
Customer service automation offers opportunities to most online stores. NLP-powered chatbots are capable of solving many customers’ issues. It drives conversions by making it easier for customers to instantly get information back from the store and leading customers to a more comfortable conversation format by back-end sentiment analysis.
2. Review Analysis
Reading over tons of text data for human beings can be time consuming. However, it’s not a problem for machines any more. Computers can help you reading through all the reviews, chat logs, and other messages from your customers to give you a comprehensive perspective on customer attitudes, fields you can improve, interactions on social posts, etc.
3. NLP-powered Translation
When most travel agencies are doing business globally, a good translator is the key to convert the leads to sales. Translation tools like Google translate use NLP to product translations that make sense, rather than just a literal word-for-word translation. Also, for a rich-content website, human translation to multi-linguistic website is costly. Utilizing NLP translation will be a good idea to translate the whole website in a cost-effective manner.
4. Scaling Content Creation
We are not saying you should turn your whole content creation over to robots. However, image when you’ve got a huge travel e-commerce site with thousands of products, tours, attractions; creating descriptions for those individual detail pages would be a nightmare for your copywriters.
Some clothing brands such as Dickies and Esprit are already using NLP to create product descriptions.
5. Workflow Optimization
When receiving hundreds of emails each day, you probably cannot handle it yourself and there would be a high chance missing businesses from the mailbox. NLP can integrate smoothly with your email box and rank importance and categorize each individual emails for you. Company group trips, deluxe trips, one-day trips, you can now easily find the appropriate experts to serve the customers.
How ATA distribute the cutting-edge NLP technology to your business?
A travel consortium owned more than 20 franchise stores in GTA area in 2018. As their business kept scaling, most of the franchise stores were listed on local platforms such as Google Maps and Yelp, gained large amount of reviews every month.
However, the main challenge the headquarters faced was the maintenance of brand reputation and alignment of customer service experience while scaling their franchise model. Each franchisee usually held their own understanding of brand commitment and business management, the customer service they presented can be quite uneven at this point. For a franchising brand like this, one negative review might result in domino effect on other franchises and affect other stores’ sales. Under this scenario, ATA Technology provided scientifically actionable solution for the company.
We scraped more than 30,000 of the customer reviews data of each franchise from three major platforms in real-time, utilizing NLP to analyze and categorize the reviews in different dimensions, such as service attitude, service speed, refund assistance, professionalism, service capacity, communication efficiency etc. We then created a radar chart so that the executives could visualize the performance of each franchise stores and analyze their strengths and weaknesses. The executives was able to improve services in each store and provide professional training to specific stores towards the certain dimension and make the business process more efficient.
With the assistance of ATA Technology, this travel consortium had improved 0.5/5 of their service average ratings. Each franchise stores’ average ratings were much higher than other travel agencies in GTA area. The NLP solution ATA Technology provided is dedicated to helping business lower their management cost, elevating the customer experience and establishing long-term customer relationship.