KnowledgeTrailKnowledgeTrail

Software infrastructure for handling customer complaints

www.knowledge-trail.com

www.dcs.bbk.ac.uk/~galitsky/KT

OverviewOverview

• Introduction

• KnowledgeTrail Vision

• Answer Engine Technology

• Customer Profiles

• Competition

• Pricing, Cost & Benefits

• Summary

Top 5 Customer DemandsTop 5 Customer Demands

Business Week Sept. 2000

– Timely response to inquiries 45%

– Informative content 22%

– 24 hour availability 17%

– Product displayed clearly 14%

– Communication with real person 14%

The Problem...The Problem...

• Customers demand sophisticated, fast complaint handling service with professional approach to complaint resolution

• Businesses want to provide efficient complaint • Customer Service Centers are struggling with

high turn over rates and cost of personnel; strong stress/emotional load communicating with upset customer

• Moving Customer Service Centers overseas even worsen the situation: customers want their problems to be understood.

Our Solution...For customers

Our Solution...For customers

• Input your complaint and share it with other customers.

• Use automatic tool to protect your rights as a customer

• Using our comparative analysis, choose a provider / producer with actual (not claimed) better attitude towards the customer

• Get a strategy for resolving your problem / predict the next move of your opponent

• Obtain a resolution proposal

Our Solution...For companies

Our Solution...For companies

• To plot a new way of handling and profiting from Web-based feedback.

• To build a tool that makes collecting and managing consumer opinions and feedback easier than ever.

• To deploy a cost saving, easily integrated solution that powers a variety of user-friendly interfaces to improve encounters between a customers and a company.

• Use its versatility to capture, understand, predict and use feedback to your benefit.

• To mine the web for consumer opinions and trends

KnowledgeTrail VisionKnowledgeTrail Vision

Being the leader in the development of software and providing the infrastructure for coplaint handling, we target automation of the domain that has not yet been deemed to be computer assisted: dispute resolution.

Knowledge-Trail’s market

Our market is software and services for Customer Response Management (CRM)

A typical CRM solution includes: 1) Analysis of customer feedback to improve the business process 2) Making a customer feel she is taken care of after a product/ service

has been purchased 3) Automating call centers / answering customer questions 4) Helping unhappy customers

There is no automation so far for the item 4) above!

KnowledgeTrail Business Model: software and services

KnowledgeTrail Business Model: software and services

Software: to automate the process,to store / retrieve / index / cluster complaints

to predict the next customer move Service: to assist companies / their call centers in

handling complaintsTo help sharing responsibilities between the call

center personnelTo provide an unbised complaint resolution

To verify that a call center personnel systematically follow company‘s policy, procedures and

regulations.

Competitors

Could be CRM vendors, but…

NONE really, because there is no technology that is capable of understanding textual complaints.

Why there is no technology available for understanding complaints?

Analysis of textual complaints is one of the most difficult task for natural language information retrieval because of the following reasons:

• A complex logical structure of a complaint;• A number of interconnected inconsistencies;• A biased representation of information in the uncertain conditions;• A textual representation of a conflict with explicit and implicit goals;• A rich diversity of technical and domain-specific terms, frequently

abbreviated• Emotional and poorly organized structure• A high number of ambiguities and unclear references

KnowledgeTrail is planning to have a complaint handling component a must for every CRM solution

KnowledgeTrail targetKnowledgeTrail target

ComplaintEngine for Schools & Colleges

ComplaintEngine for Schools & Colleges

Integrated environment for filing and handling complaints of upset and unsatisfied students

Has been deployed starting from the spring term of 2003

Handles two types of complaint:Quality of teachingUnfair marking

Objective: Objective: ComplaintEngineComplaintEngine in in educationeducation

Objective: Objective: ComplaintEngineComplaintEngine in in educationeducation

• To impress students with an advanced environment for complaints;

• To assist in filing and structuring complaints;• To relieve both students and teaching personnel

from emotional perception;• To streamline and automate the processing of

complaints

ComplaintEngine for Schools & Colleges

ComplaintEngine for Schools & Colleges

Integrated environment for filing and handling complaints of upset and unsatisfied students

Has been deployed starting from the spring term of 2003

Handles two types of complaint:Quality of teachingUnfair marking

An anatomy of student’s complain

• The reasons they believe they were treated “wrongly”; • The student’s belief that others were treated better;• The suggested reason to believe that the tutor has treated

them in a special way;• The anticipated gain if they are approached as they expect;

ComplaintEngine automatically analyses mental attitudes of students at

completing the form, and generates an advice for students, given the history of previous complaints.

An anatomy of student’s complain

• The reasons they believe they were treated “wrongly”; • The student’s belief that others were treated better;• The suggested reason to believe that the tutor has treated

them in a special way;• The anticipated gain if they are approached as they expect;

ComplaintEngine automatically analyses mental attitudes of students at

completing the form, and generates an advice for students, given the history of previous complaints.

KnowledgeTrail Technology KnowledgeTrail Technology

• 3 years of R&D

• Patent-filing on natural language processing technique and interactive forms in process

• Domain representation based on the taxonomy of conceptual knowledge

• Engines can handle very complex sentence structures with reference to time, place, quantity, and individual situations

• Technology was developed in PROLOG which ensures a quick development and implementation of Natural Language applications

Cost/Benefit AnalysisCost/Benefit Analysis

• Average Cost to Answer a complaint? – Call Center $37/call– Email response $20/email– KnowledgeTrail ComplainEngines $0.30/answer

Retail PricingRetail Pricing

• One time development fee - quote based on initial domain development cost

• Monthly Service based on number of answers to complaints provided- $5,000/Mo to 100,000 answers- $7,500/Mo to 250,000 answers- $10,000/Mo to 500,000 answers- $25,000/Mo over 500,000 answers

• Annual license fee - based on amount of usage, maintenance & development

SummarySummary

• Customized Answer Engines that can process complex questions with reference to time, place, quantity and individual situations within specific domains

• High accuracy, speed, and sophistication of complaint processing

• Unique cost saving and revenue enhancing benefits

• Variety of application areas - customer service, sales, marketing, training, communications, website

• Innovative data mining tool to let provider know what users want to know