This document discusses how companies can capitalize on opportunities presented by existing customers during economic downturns. It emphasizes that maintaining customer loyalty and effectively serving current customers is crucial for survival and a source of savings and growth. Analyzing customer feedback through tools like Attensity Voice of the Customer allows companies to understand customer sentiment, identify issues, and take actions like preventing churn to preserve revenue and uncover opportunities to increase revenue through customer satisfaction.

1. GROW YOUR COMPANY IN A DOWNTURN
Capitalize on Hidden Opportunities
Your Customers Provide
More than ever, companies are focused on their existing customers to drive business value. During challenging economic times these
customers and their continued loyalty is the lifeline for survival. The necessity of effectively and proactively serving your existing customers
is a tremendous opportunity for both savings and growth.
The old metric that talks about taking less money to keep a current customer than to get a new one is not only true — but a key part in allowing
companies to maintain a customer base without spending excessively. Not only do your current top customers tend to represent the largest chunk
of your revenue, but their loyalty and positive word of mouth represent your future growth. The place to make your modest investments with the
strongest ROI this year is in your current customers.
In a tight economy there are two critical things that these investments can enable:
• Revenue preservation — find out if customers are going to leave, understand why and save them; and
• Revenue growth — understand if customers are having issues ("cries for help") and delight them by acting on those issues. This generates
amazing word of mouth, builds a network of customer advocates and creates growth.
THE ATTENSITY SOLUTION “The purpose of business is not to
Attensity Voice of the Customer (VOC) offers the power of Attensity' text analytics software in an make a sale, but to make and
“on-demand” hosted offering or for your use in-house. It enables you to rapidly and accurately analyze keep a customer.”
customer feedback - given directly to you in emails, services notes or survey responses and publishing - Peter Drucker, legendary
online in Blogs, reviews, forums, etc. management consultant
Through reports, dashboards and alerts, users are kept up-to-date on customer sentiment, issues, “Just a 10% improvement in
requests and requirements. Potential for attrition is tracked, as well as opinions and comparisons to customer retention results in a
the competition. Attensity VOC includes access via a web-browser so that business analysts, quality 30% increase in the value of the
and service personnel and executives can easily gain access to powerful customer insights. company.”
- Bain & Company
Attensity VOC offers the power of Attensity’s patented Extraction Engines™ that automatically pull out
and transform facts found various forms of unstructured customer feedback into data that can be “A 5% increase in customer
queried, reported on and analyzed. The newly structured feedback is then fused with existing structured retention can increase business
data like customer segment, product identifiers or specific survey scores so that it can be analyzed by profits by 25% to 125%.”
users in the context of their business. Dashboards, reports and an ad hoc query tool enable the customer - From “Leading on the Edge
experience analyst to uncover issues, identify trends and analyze customer sentiment. of Chaos: The 10 Critical
Elements for Success in Volatile
Attensity VOC On Demand requires no installation and provides customer analysts with immediate access Times,” by Emmett C. Murphy
to valuable customer feedback that can drive critical business decisions around products, services and and Mark A. Murphy, Prentice
customers. Hall Press, March 2002
CUSTOMER FEEDBACK ANALYSIS WITH ATTENSITY “Acquiring a new customer can
cost six to seven times more than
retaining an existing customer.”
A N A LY Z E O N - L I N E
- From “Customer Acquisition
Versus Customer Retention,”
Surveys
Service Notes
CRM Data
by Frederick Reichheld, Bain
& Company, November 2006
Emails
Blogs CREATE 1 Review Auto 2 Interact, Re ne 3 Identify 4 Try It
Web Forum BUSINESS Generated Query, Alert... Potential Again!
etc. CATEGORIES Reports Actions
MANAGE
Voice of the Customer Analytics
CATEGORIES • Sentiment Analysis
A ensity • Churn
Process • Product Issues
• Market Buzz
(competitive, issues, sentiment)
SOLUTIONS FOR GROWING YOUR COMPANY

2. HOW DOES ATTENSITY DO THIS AND HOW CAN YOU DO THIS, TOO?
Attensity delivers the power of sophisticated data and semantic analytics in the form of easy-to-use business applications, allowing
business leaders, customer support personnel and customers to get relevant and actionable answers fast. This allows you to
maximize customer relationships — creating customer advocates and a strong lifetime relationship.
Attensity delivers A service portal
dashboards that enables service
summarize agents to solve
customer sentiment customer
and issues problems and
customers to
self-serve
online
A drill down query
capability enables
users to ask A service agent
detailed questions application
to drive better automatically
business decision responds to
making customer
inquiries in
a timely,
customer
focused manner
WHAT IF? What if your product innovation and quality teams could know early whether a
What if your customer-focused executives could have a window into all cus- product was in jeopardy or causing customer dissatisfaction and they knew why
tomer comments and feedback, so they can prioritize, optimize and proactively and what to do about it? At this large telecommunications manufacturer they do:
respond to real customer issues that impact brand, determine lifetime value of
a customer, and create a network of customer advocates or detractors? At this At this international cell phone manufacturer new product introductions happen
large financial investment firm they do: on a continuous basis. They are expensive and resource intensive. With Attensity,
they are able to identify customer sentiment about new products and associated
Through daily analysis of customer surveys, brokers notes and emails, customer issues within the first hours of the product being out on the market. Through
issues are identified, new product ideas uncovered and customer sentiment is daily analytics reports, dashboards, queries and alerts, product owners,
known. One of the world’s largest Investment Services Firm uses Attensity Voice marketers and the service team are up to date and aware of what the issues
of the Customer each day to identify customers who are a possible churn risk are and where the service questions will come form. Doing this ensures new
and find opportunities to better communicate with them resulting in higher product success and enables them to cost effectively mitigate customer issues
rates of customer retention and growth. before they become product failing problems, thereby increasing customer
satisfaction and the success of their new products brought to market.
What if your customer focused employees could have a window into your
customers’ needs and wants and could provide the service data needed to CUSTOMER FEEDBACK: YOUR MINED ASSET
serve customers fast and efficiently – or even to allow them to service We work with executives to collect, organize and leverage customer feedback
themselves? At this large services company they do: from all internal and external document sources (surveys, emails, customer
reviews, blogs, forums, etc.). This mined asset of incredibly rich data provides
At one of the world’s largest IT services firms, both customers and services the answer to knowing in an actionable way, whether your customers are
agents can readily access an online an Attensity powered E-Service portal that committed or at risk? Satisfied or unhappy? Advocates or detractors?
provides the answers to sought after service questions. Agents can easily search
through a knowledge base that captures, stores and maintains the most critical This is a multi-patented solution used by Global 1000 leaders that provides
business and product knowledge – providing agents with the right answer to strong ROI through a detailed, user-friendly business application suite that is
customer questions, at the right time. Through the Attensity powered E-Service focused on increasing customer satisfaction and loyalty so you can keep and
website, customers can login and ask their own questions getting answers with- grow your customers.
out having to wait on the phone. This not only reduces costs, but creates happy,
well served customers. To get a demonstration or to learn more contact us at www.attensity.com
or at 1-800-721-0560.
Attensity™ provides the definitive Voice of the Customer platform built on its text analytics software technology for transforming
unstructured customer feedback into actionable First Person Intelligence™. Attensity's First Person Intelligence is the backbone of the
company's flagship offering to the enterprise as well as the law enforcement and intelligence communities for increasing customer
satisfaction and improving homeland security. The company's multi-patented technology mines the freeform text in communication
Corporate Headquarters channels such as emails, surveys, blogs, web forums, case files, and call center notes. Attensity's hosted and installed solutions
2435 West Bayshore Road, Palo Alto, CA 94303 provide insight into customer sentiment, product issues, and coded clues that enable customer relationship executives and law
Phone: (650) 433-1700 | Fax: (650) 433-1799 enforcement analysts to speed detection and meaningful response to critical events and competitive challenges. Founded in 2000,
the company is headquartered in Palo Alto, Calif., with a technology center in Salt Lake City, Utah. Attensity is a recipient of the
Technology Center (801) 532-1125
Red Herring 100, an award reserved for top private technology companies. More information is at http://www.attensity.com.
Government Systems (571) 730-1931
info@attensity.com | www.attensity.com © 2009. All rights reserved. Attensity, Exhaustive Extraction and the Attensity logo are trademarks of Attensity Corporation. All other
company or product names may be trademarks and/or registered trademarks of their respective organizations. V1.03.09