About the Client
The client is a leading player in the hospitality industry in Finland, with over 1,500 staff and a network of 20+ luxury hotels, theme parks, and resorts spread across Europe.
The Business Challenge
The hospitality services provider collaborated with Quanztig as they wanted to leverage sentiment analysis to understand the social sentiment of their brand using contextual text mining. Since its inception, the client’s business objective revolved around customer-focused innovation and customer service management. This not only increased their popularity but also led to a sudden surge in the global customer base.
Witnessing a surge in the customer base, the client realized that steering effective customer-led change required a system that could not only collect and analyze all the customer data available within the business, it also had to deliver comprehensive insights about their members. Analyzing the information collected from customer touchpoints – such as call centers, resort operations, and post-stay surveys – was made more complex due to the global nature of the business and the different countries and cultures involved. Importantly, the executive team and other key stakeholders had to be taken on their customers’ journeys via advanced analytical techniques and authentic reports.
The client’s challenges spanned three core areas including:
- A growing customer base
- Inability to comprehend unstructured text
- Need to analyze brand reputation on social platforms
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Solution Offered and Value Delivered
Quantzig’s dedicated ‘Social Media Analytics Centre of Excellence’ with a team of 20+ data scientists, domain experts, and analysts designed an innovative three-pronged approach that leveraged text mining and sentiment analysis to tackle the challenges faced by the client. The crux of this engagement mainly revolved around the use of advanced data mining algorithms and sentiment analysis techniques to automatically transform unstructured sentiments into structured data of public opinions about products, services, and brands.