1. Attensity Webinar Series
The Real Reasons Why Customers Churn: Analyzing the
Voice of the Customer in the Banking Industry
With James Purchase, Senior Director of Industry Solutions, Attensity
#AttensityWebinar

2. About Attensity
Help the world’s leading brands leverage
customer conversations as a business asset.
No matter where they take place:
social media • blogs • surveys • call center notes • review sites • emails • more
10+ years of experience in Text Analytics/CEM
7 patents in natural language processing
500+ installations worldwide
World’s largest NLP development group

3. We Work with the World’s Leading Brands
BI Text
SCRM
Analytics
VOC

4. Banking Industry Challenges
 Concerns about higher fees:
 New Checking Fees for certain
customer segments
 Debit card charges and restrictions
 Monthly charges for paper
statements and in-person customer
service
 Higher credit card fees
 Fees for canceled check images
 Overdraft protection $10 per
transfer to use a savings account
 New or increased ATM fees for
non-customers
 Reduction or cancellation of
Reward Programs

5. Banking Industry Challenges
 Mergers & Acquisitions are creating customer experience issues:
 Automated deposit, payment, and transfer issues
 Relationship Banking issues due to account linkage problems that can cause recurring nuisance
fees, increased prices, and loss of relationship services (such as free deposit box)
 Customer service issues related to the
acquisition of credit card and mortgage
lines of business and to severance of
outsourced providers

6. Media Reports, and Banks Anticipate, Customer Churn as a Result
 After raising fees, Chase estimated that 15% of
its customers will no longer be able to qualify
for free checking.
 “Based on current attrition rates, we expect
50% to 60% of these customers to leave Chase
within the next year”
Chase investors’ day presentation, 2/15/11

7. But, is it Really True?
 Another survey by J. D. Powers and Associates, found that customers were switching
banks based mainly on advertising, convenience and customer experience rather than
fees or interest rates!

8. To Find Out, Go to the Source: Customer Conversations
@jane: “ABC Bank’s fees are too high.
Thinking of making a switch.”
“I’m interested in a savings account linked to my checking account, can you
send me details?”
“I can’t access my account on your web site.”
Jon Smith: “Evaluating USA Bank versus National credit union,
anyone have a recommendation?”
“The branch location is convenient, but the lines are
too long and there are too few tellers.”

9. But, How Do You Mine Customer Conversations for Business Value?
The BIG DATA wave
Driven by online conversations, Social Media, Mobile Apps
100 Million: Tweets per day
247 Billion: Emails per day
500 Million: Facebook users
126 Million: Blogs
1.97 Billion: Internet users worldwide
5 Trillion: SMS messages annually
Millions of CRM Records

10. A Business Process Based Methodology
By Listening, Analyzing, Relating and Acting on multi-channel customer conversations
What is Attensity’s CEM solution and how can it help the Banking
industry address these complex Challenges & Perspectives?
ATTENSITY CUSTOMER EXPERIENCE MANAGEMENT SUITE

11. Attensity: Retail Banking Solution for CEM
 World-class platform for customer analytics and response
 Multi-channel: leverage conversations from both Internal and External sources
 Built for massive scale: 75+ Million Sources, 16 languages
 Integrates with existing systems: CRM, Call Center, ERP, BI, Email, etc.
Analyze Respond
Banking Reports/Dashboards/Alerts Banking Routing/Queues
Reports,
Dashboards,
Alerts &
Response
Business
Process Banking Workflows
Layer
Semantic Banking Taxonomy
Layer
Banking Dictionary
Customer
Conversation Documents Email Text
Sharepoint ERP CRM Surveys social
Sources

12. Attensity V6.0 Retail Banking Demo: Internal & External Data Sources

13. Companies without Social Media strategies may see a
larger percentage of Non-Sentiment

14. Customer Satisfaction surveys may need
to be redesigned to reflect lack of
feedback…!

15. We can drill into records to get more
information about how any given record
was categorized. We can also categorize
“on-the-fly”…

16. By dragging and dropping we can
categorize “on-the-fly” without
“reprocessing data to reflect new rules”

17. Any report(s) contained within a
dashboard can be set up as an alert!
Following Six Sigma methodology we
can set up a Upper Natural Process
Limit alert trigger
This is a visuaization (using dummy
data) of what a UNPL threshold
might look like…

18. UNPL Alert output…

21. “Long Waits” are more likely to characterize
Bank Of America then Chase

22. Attensity’s detailed categorization will get to
the heart of the issue and can provide
significantly more detail than a manually
coded categorization system…

23. A brief glance at Complaints across this survey for
Q4 2010 would indicate the majority of the
complaints are aimed at the Website…
Our Tag Cloud visually represents the more
detailed Issues particularly around the
Website being “slow” and “hard to access”

26. Questions for James?
Contact: jpurchase@attensity.com
Contact Attensity
www.attensity.com Upcoming & Archived Webinars
Toll Free: (800) 721-0560 http://bit.ly/Attensity_Webinars
Email: sales@attensity.com
Follow us on Twitter: @Attensity
http://twitter.com/attensity
Attensity in 2 minutes on YouTube
http://bit.ly/attensityrespond
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