Customer Feedback & Quality in

Automobile Industry

Sid Banerjee, CEO Clarabridge

What is Customer Experience Management? (CEM)

Customer experience management (CEM)

is the collection of processes a company uses
to track, oversee and organize every interaction
between a customer and the organization
throughout the customer lifecycle.
Source: Tech Target
The State of CEM Programs

70% 34% 30% 22%

Collect Analyze Operationalize Embed

customer business changes solutions based across
feedback based on insights on insights organizations

Connect Analyze Operationalize Embed

Source: Temkin Group

Capitalizing on the VOC
April 2015
Understanding Customer Feedback
is Often Complex

Its Largely
Its Everywhere Its Growing
Unstructured

100

95%
25

8
 The Customer Journey

RESEARCH
COMMUNITIES
SUPPORT
CORPORATE WEB DEALER
PROPERTIES FORUMS
PRODUCT REVIEWS REVIEWS
KELLY BLUE BOOK USE EXPERTS
BLOGOSPHERE EMAILS

AWARENESS
TWITTER
FACEBOOK
PRODUCT REVIEWS
PURCHASE
MAGAZINES DEALERS & RESELLERS
ADS
FORUMS
SURVEYS
WEB ANALYTICS
ONLINE FEEDBACK
UPSELL
CHURN
Managing the Journey

PRODUCT CUSTOMER
MARKETING WEBSITE SERVICE DEALER MARKETING
MANAGER CARE
REVIEW SOCIAL SURVEY CHAT CALL SALES RATING

AWARENESS RESEARCH PURCHASE USE SUPPORT UPSELL CHURN

The Omni-Source Advantage

PRODUCT CUSTOMER
MARKETING WEBSITE SERVICE DEALER MARKETING
MANAGER CARE

REVIEW SOCIAL SURVEY CHAT CALL SPEECH RATING

AWARENESS RESEARCH PURCHASE USE SUPPORT UPSELL CHURN

We Provide the Omni-Source Picture

FEEDBACK SOURCES BUSINESS USERS

E-mails

Surveys

Chat

Online C-Suite Marketing

Feedback
Operations Website
Call Center

Data Services CX
Warehouse
Advanced Text Analytics
Twitter Categorization Sales Product
Sentiment Analysis
Online Root Cause
Communities Predictive
SYSTEMS

Ratings &
Review
CRM BI
Facebook

Blogs Engage EFM

Microsoft Excel
Data
Workflow
Voice Warehouse
Transcriptions
3 Use Cases of CX With Automotive

1. SOCIAL MEDIA

2. NHTSA DATA

3. DEALER NOTES
1. SOCIAL MEDIA
Social Insights

Social data provides a key source of

competitive intelligence
Social insights can unlock how customers feel
about your brand, your competitors, as well as
promotions and design features
Monitoring and analyzing social is critical to
understand how your brand is perceived by
consumers
High level insights can show you where
and how much

but deeper social analytics allow you to get to

the heart of customer emotion
What are customers talking about
in regards to Toyotas?

8% 0.4
7% Volume % Sentiment
6%
7% 0.25 0.2
0.2 0.17
6% 0.05 0

5% -0.13 -0.1 -0.2

4%
4% -0.4

3% -0.43 -0.6
2% 2%
2% 2% -0.6 -0.64
2% 2% 2% -0.8
1%
1% -1
-1
0% -1.2
Design and Style Performance Exterior Dealership - Sales Dealership - Sales Features-Interior Corporate - Service - Process Corporate - Safety Corporate - Legal
Components Process & Leasing Marketing Campaign

Design & Styling is the most common topic and the highest scoring area by
sentiment
Exterior components is the third highest topic by sentiment and the second
lowest by sentiment
We can explore the area of exterior components to see what is causing the low
sentiment
Exterior Components: Customers are complaining of
rusted frames from 2006 Tacomas

I have a 2006 Toyota Tacoma that has

a rusted frame that is on recall and 3
dealerships do not want to fix the
My 2006 Toyota Tacoma had perforations issue.
throughout the frame and they would not make
good by replacing it unless I signed a paper stating
that if they broke anything else while replacing
the frame, it was my responsibility.
 Using Social to Find Competitive Insights

100% 0.4

90% 26% 24% 0.35

21% 25% 23%
28%
35%
80% 0.3

70% 0.25

60% 0.2

50% 59% 0.15

60% 58% 65%
66%
40% 61% 0.1
54%
30% 0.05

20% 0
20%
10% -0.05
15% 15% 12%
10% 10% 11%
0% -0.1
Ford Chevy Toyota Dodge Nissan Mazda Hyundai

Negative Neutral Positive Sentiment

Using sentiment analytics, brands can mine social data to

find areas of strengths and weaknesses among their
competitors as well as how individual models are performing
How is customer sentiment
affected by brand recalls?

Using sentiment analytics we can compare how recalls reflect customer

perception of brands
During the 2014 GM recall, Chevys brand sentiment dropped to negative -.27
Even though Toyotas brand reputation may have taken a hit from recalls in the
past 5 years, this most recent recall has not dramatically dropped sentiment
(now at -.1)
Top Compact Cars
and Customer Sentiment

45% 0.8
Percent of Car Model Conversation (Per Brand)

0.63
40% 0.55
0.6
35% 0.43
0.4
30% 0.24

Sentiment
25% 0.2

20% 0
-0.13
15%
-0.2
10%
-0.4
5% -0.52

0% -0.6
Cruze Dart Focus Elantra Mazda3 Corolla

Car Model Sentiment

The Mazda3 was the most talked about car for Mazda
The Corolla had the highest sentiment among all compact vehicles
in its class
And the latest VW Social Read Past 5 Days

Topic Volume % Sentiment

Price 21.02% -2.29
Trust 12.67% -1.03
Sales Tactics 7.73% -1.78
Liability 7.26% -0.7
Color 4.64% -0.32
Features/Functionality 4.17% -0.66
Trade In 3.71% -1.84
Recalls 3.55% -0.61
Loyalty 3.09% -0.16
Technology 3.09% -0.42
Engine 2.63% -0.76
Model 2.01% -0.46
Cleaning 1.85% 0.04
Helpfulness 1.55% -1.9
Advertising 1.24% 0.09
Cost of Service 1.24% 0
Seats 1.24% 0.13
Style/Design 1.08% -2
Warranty General 1.08% -0.57
Entertainment 0.93% 0
Shocks, Struts, Springs 0.93% 0
Injury 0.93% -1.83
Quality of Service 0.77% -2.4
Selection/Availability 0.62% 0.13
Attitude 0.62% -1.5
Oil 0.62% 0
Windows 0.62% 0
Fuel Efficiency 0.62% -0.5
Seat Belts 0.62% 0
Leasing 0.62% -1.5
Exterior Lights 0.46% 0
Rental Car 0.46% -2
Door 0.46% -0.67
Knowledge 0.46% 0.67
Safety Ratings and
Features 0.46% 0
HVAC 0.46% 0
Noise 0.31% -2.25
Mirrors 0.31% 0
Cup Holders 0.31% -1
Brake 0.31% -1
2. NHTSA DATA
Using NHTSA Data To Monitor
Potential Recall Events

The Takata airbag recall event and the Toyota

acceleration recall are evident in the NHTSA
and feature massive spikes in volume

By analyzing complaint notes made to the

NHTSA, trends can be spotted as they begin
to accelerate
Takata Airbag Recalls

2009 Oct 2014

In 2009, airbag comments spiked Press reported on the recall on

57% YOY compared to 2008. October 21st 2014
The recall began on the October 27th

QUICK FACTS:
A recall for half a million USA TODAY NEWS CLIP:
Toyota vehicles
occurred in 2014,
centered around airbag
deployment in
accidents.

By analyzing NHSTA
records we can spot an
early acceleration in
airbag comments that
occurred in 2009 which
pointed to issues with
airbags.
Trending Car Components
to Spot Potential Trouble

By using NLP technology we can dig examine NHTSA complaint text at a

more granular point than pure structured elements
Air Bag comments peak in 2010, but remain at an elevated level.
In 2009, airbag comments spiked 57% compared to 2008
 Top Phrases In Airbags During 2009

Failure to deploy air bag pops up as an immediate theme in the comments

in the NHTSA data

Example comment:
2009 Toyota Corolla was in involved in a crash and the air bags failed to
deploy
Use NHSTA Model Name to Find Most Affected Models
For Airbag Incidents
Acceleration Glitches

Q1 2009 Q2 2009 Q3 2009 Q4 2009

Q1: Binding/Sticking Q3-Q4: The recall Q4: Press reported

Comments in regards began on October this story on
to acceleration spiked 6, 2009. November 25th
126% year over year. 2009.

AP NEWS CLIP:
QUICK FACTS:
In 2010 Toyota begin recalls for floor
mat and acceleration issues with over
9.3 million cars.

Examining the data, there is a

corresponding build up of throttle
comments concerning acceleration that
could have predicted a serious issue.
Engine Throttle Comments Began
to Spike in Early 2009

Engine throttle comments by Q1 2009 had spiked

64% year over year.
The issue becomes even more clear when this topic
is trended by symptoms issues
 Sticky Floor Mats Pop-Up As
The Leading Cause of Throttle Mentions

Although engine throttle comments jumped 63% from 2008 to 2009,

binding and sticking comments in the same topic increased 126%
This would have given an early warning indicator that there was a
manufacturing defect
Word Cloud of Sticking/Binding Comments

THE MECHANIC STATED

THAT THE FAILURE COULD
BE CAUSED DUE TO THE
WHEN DEPRESSING ACCELERATOR PEDAL
ACCELERATOR PEDAL, STICKING.
IT STICKS WITHOUT MOVING.

WHEN DEPRESSING ACCELERATOR

PEDAL, IT STICKS WITHOUT MOVING.
3. DEALER NOTES
Dealer Notes

Dealer notes can be a particularly valuable

source of feedback to discover potential issues
with new vehicles as they happen
New vehicle launches can be compared to
older launches to find potential issues
Issues can be traced back to manufacturers to
quickly fix defects
Comparing Model Refresh Launches

A major automotive manufacturer recently

launched a visual refresh of one of its top
selling hatchbacks
As part of their effort to watch for potential
issues they are monitoring all dealer notes for
the first 90 days of the car launch
Using data from a previous model refresh, the
manufacturer can spot suspicious areas of
conversation
 Comparing New Launch with Prior Launch

PriorLaunch Launch PriorLaunchSentiment LaunchSentiment

45% 0.7

40% 0.6
0.5
35%
0.4
30%
0.3
25% 0.2

20% 0.1
0
15%
-0.1
10%
-0.2
5% -0.3
0% -0.4
Chassis Engine Exterior Denso/Electrical Interior Transmission OBD

This new model performs very closely to the prior launch with slight
improvements around the chassis and electrical components
However there is a steep drop in sentiment and increased volume
around exterior comments
Interior comments have a reduced sentiment as well
 What Lower Level Components
Are Causing Issues?

Volume Launch PriorLaunchSentiment LaunchSentiment

12% 0.8

10% 0.6

0.4
8%
0.2
6%
0
4%
-0.2

2% -0.4

0% -0.6
Exterior Lights Bumpers Windshield Doors Trunk / Tailgate / Side Windows Front End/ Grill
Hatch

Immediately we can see a huge spike in bumper

comments as well as decrease in sentiment
 Appearance/Cosmetic Comments
Have Jumped This Launch
The customer complained
that the dent in the fender
The car has a small dent could cause rusting
in the front bumper
Prior Launch Launch PriorLaunchSentiment LaunchSentiment

8% 0.8
7% The customer brought 0.6

6% back the vehicle to ask 0.4

5%
about a small dent in 0.2
the left front fender 0
4%
-0.2
3%
-0.4
2% -0.6
1% -0.8
0% -1
Appearance / Cosmetic Binding/Sticking Improper Function No Symptoms

Looking at these comments, its clear that some bumpers have

dents, and customers are concerned about potential rusting
Similar investigations around negative sentiment on interior
comments found that some customers were mentioning dust
on their brand new cars
Data In Action

Using this data the automaker was able to trace back the
issue to the manufacturer

Front fenders were being stacked vertically, creating enough

pressure to make a dent on some vehicles
To prevent this issue, the manufacturer changed the fenders to
be placed horizontally
Additionally, since this vehicle was coming from a new plant,
practices to wipe down the cars for transport had not been
implemented, creating dusty dashboards

Tweaking these aspects of manufacturing eliminated the

negative sentiment and increased volume around
dashboards and bumpers
About Us
Clarabridge Mission

Our mission is to help businesses

win the hearts of their customers.
We provide, the best listening, analysis, and engagement platform
to support customer understanding and response.

Our big data platform connects to all feedback, performs robust

analysis to distill needs, wants, trends, and issues, activates the
insights across the organization, and identifies customers for
engagement.

Our solutions produce efficiency, timely action, appropriate

response, and achieve customer satisfaction, loyalty, and
profitability.
Leading the way in the $6B+ Customer Experience market:
Clarabridge Overview

CX RECORDS PROCESSED COMPANY GROWTH EMPLOYEE GROWTH

2015
400
10 billion 1000

implementations
2015 250
100
2014 5 billion
2010 1 billion 800
2006 customers 2006 2010 2014 2015

2006 2009 2010 2014 2015

LOCATIONS
OVER

50 800+
GLOBAL
GLOBAL
PARTNERS CUSTOMER
13 INDUSTRIES
Top brand customers across all verticals
Questions?