Every business wishes they had 100% customer satisfaction. But in industries like wireless telecommunications, that's not the reality. Assuming you'll always have some segment of unhappy customers, can something be done to greatly reduce the churn rate of angry customers?

Seeing the future before it happens

A wireless carrier in Europe asked Repustate to help build a text analytics component to integrate with their call centre software in order to track and analyze all interactions with customer service representatives (CSRs). The idea was to predict when a customer, after having a certain amount of negative interactions with the carrier, would decide to leave for the competition.

The new process would be as follows:

  1. The voice data of each call would be converted to text using speech-to-text software.
  2. This text is then sent to Repustate for analysis. Repustate analyzes each stored call for sentiment and semantic meaning, looking for mention of specific products and services. An overall sentiment score was tracked for each customer.
  3. At regular intervals, a separate process would query the customer database to see if any customers have sustained negative sentiment below a certain threshold. If the sentiment remained below a threshold for too long or the overall sentiment score for a customer was too low, a text message was sent to the customer apologizing for the recent problems and offering a special promotion e.g. a discount on next month's service.
  4. Subsequent phone calls by customers would display historical information on the CSR's screen which outlined the sentiment of past calls, the issues discussed (which were determined based on the semantic analysis of each call) and prompted the CSR to offer promotions or to ask how the service has been recently.

The results were impressive. The chart below shows the carrier's montly churn rate compared to the industry standard..

Industry churn (%)
Carrier churn (%)