Creating a ‘customer centricity graph’ from unstructured customer feedback

Elisabeth Lebmeier, Naiwen Hou, Korbinian Spann and Matthias Aßenmacher
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Elisabeth Lebmeier: Master’s Student, LMU Munich, Germany
Naiwen Hou: Master’s Student, LMU Munich, Germany
Korbinian Spann: Managing Director, Insaas, Germany
Matthias Aßenmacher: PhD Student, LMU Munich, Germany

Applied Marketing Analytics: The Peer-Reviewed Journal, 2021, vol. 6, issue 3, 221-229

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.

Keywords: customer centricity; NLP; AI; dashboard; B2C (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2021:v:6:i:3:p:221-229

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