BCC: Analyzing Customer Surveys Using AI

BCC is a leading Dutch retailer specializing in consumer electronics, operating over 60 stores and employing more than 1,500 staff. Their motto, ‘High service, low pricing,’ reflects their commitment to exceptional service. To ensure a high standard of service, BCC actively monitors customer experiences through satisfaction surveys.

Challenge  

To maintain or improve service quality, it is essential to gain a deep understanding of the customer experience across various service facets. Collecting relevant insights through customer satisfaction surveys is key to this process. BCC employs multiple surveys featuring both open-ended and multiple-choice questions, yielding thousands of responses each week. This results in a significant volume of data, particularly from open-ended responses, which are incredibly valuable for understanding customer feedback. To handle this data effectively, BCC sought solutions that would allow for the automation of the analysis process.

Open responses provide authentic insights into customer experiences, making it crucial to analyze these responses for proactive engagement.

Solution  

Squadra Machine Learning Company developed an advanced algorithm capable of analyzing textual responses and summarizing the most frequently mentioned themes. Utilizing Natural Language Processing (NLP) techniques through Topic Modelling, the algorithm processes new customer satisfaction surveys weekly. The output is displayed in a user-friendly and interactive dashboard for BCC, showcasing all relevant insights and emphasizing the most mentioned topics derived from open-ended responses. This dashboard integrates findings from both open and multiple-choice questions, offering various filtering and drilling options for comprehensive survey analysis.

Results  

With the innovative algorithm and accompanying dashboard from Squadra Machine Learning Company, BCC now enjoys a detailed and real-time overview of their customers’ experiences. While quantitative ratings and multiple-choice responses are informative, they lack the depth of open-ended feedback, which is now accessible to BCC. This newfound information enables them to address specific challenges and capitalize on strengths. The weekly analysis allows the company to track the effectiveness of new strategies and procedures based on customer feedback.