IDEAS home Printed from https://ideas.repec.org/a/aza/ama000/y2021v6i3p221-229.html
   My bibliography  Save this article

Creating a ‘customer centricity graph’ from unstructured customer feedback

Author

Listed:
  • Lebmeier, Elisabeth

    (Master’s Student, LMU Munich, Germany)

  • Hou, Naiwen

    (Master’s Student, LMU Munich, Germany)

  • Spann, Korbinian

    (Managing Director, Insaas, Germany)

  • Aßenmacher, Matthias

    (PhD Student, LMU Munich, Germany)

Abstract

Certain industries, such as car insurance, do not have many customer touch points and do not offer a great deal of differentiation in the market. Marketers in such industries must therefore analyse vast amounts of customer-generated feedback in order to analyse customer preference in a quantitative manner. At present, this is done via market research or manual work, as an automated tool for summarising unstructured texts is as yet unavailable for certain European languages, including German. This paper discusses how Insaas and LMU Munich have used publicly available feedback on car insurance in Germany to develop a dedicated pipeline for the computation and visualisation of customer opinions. This paper provides an overview of the various steps of the procedure.

Suggested Citation

  • Lebmeier, Elisabeth & Hou, Naiwen & Spann, Korbinian & Aßenmacher, Matthias, 2021. "Creating a ‘customer centricity graph’ from unstructured customer feedback," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 6(3), pages 221-229, January.
    • Handle: RePEc:aza:ama000:y:2021:v:6:i:3:p:221-229
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/6049/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/6049/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    customer centricity; NLP; AI; dashboard; B2C;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:ama000:y:2021:v:6:i:3:p:221-229. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.