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EU Transport Firm Cuts Detractors by 74% With CX Emotion Focus

Featured in Forrester's Future Of CX Measurement report, this client was able to map the impact of detractors on churn and spend using Emotion AI. The insights produced and actioned transformed their levels of customer satisfaction.

This customer provides millions of journeys to passengers each week across their fleet of over a thousand trains, buses, and coaches.

Challenge

A large transport company providing millions of journeys to passengers each week struggled to process and analyse customer feedback across their fleet of over a thousand trains, buses, and coaches. 

Traditional approaches using sentiment analysis failed to identify why customers felt the way they did making insights unactionable.

The sheer volume of data meant that traditional approaches weren’t scalable and retrospective manual analysis was expensive and time-consuming.

Solution

With Adoreboard, the organisation moved to a customer-centric approach by identifying emotional drivers at each stage of the customer journey.

  1. Implement exploratory analysis to mine social conversations.
  2. Eliminate manual analysis with automatic themes and sub-topics. 
  3. Move from sentiment analysis to quantifying emotional intensity and identifying serious issues quickly.

Insights uncovered that customers felt rage and anger about the poor Wifi connections in the company’s fleet. The emotional intensity linked to this previously unknown issue made it an executive-level priority to address.

Predictive insights also identified that addressing this issue would lead to a reduction in negative emotions contributing to customer churn (reduction in number of journeys).

As a result of Adoreboard’s suggested corrective measures, the number of detractors decreased by 74%, the number of brand advocates increased by 500%, and brand affinity increased by 21%.

Why partner with Adoreboard?

Adoreboard offers a new ability to produce more impactful, actionable insights from feedback and create a scalable solution to issues identified.

The numbers speak for themselves ↓

increase in brand affinity
21%
increase in brand advocates
500%
decrease in number of detractors
74%

Customer

increase in brand affinity
21%
increase in brand advocates
500%
decrease in number of detractors
74%
Industry: Transport
Company:  Large
Use Case:  Customer Experience
CX Transformation Leaders Must Drive More Action With Upgraded Analytics. CX professionals who want to drive action should work with customer insights professionals at their firm to upgrade their analytics to be more predictive and prescriptive.
Maxie Schmidt
Principal Analyst, The Future Of CX Measurement Advanced Level: Measurement Practices For CX Transformation’
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