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An Asian financial services powerhouse looks to IBM for an information management solution designed to help enhance customer care and track business trends and opportunities.
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Business impact When a large Asian financial institution sought assistance in improving its customer care, IBM implemented a leading edge information management solution that categorizes and manages customer e-mails and phone calls regarding a variety of topics, including complaints and billing queries. Each inquiry is tagged with a specific issue, such as late payment, service charges or interest rates, and the software also automatically assesses the sentiment of the customer to determine their level of concern or satisfaction. The new system is expected to help the bank better meet emerging customer needs and deliver the kind of superior service that will help it stand out in the crowd. In addition, the solution will help the bank identify emerging trends and business opportunities in the marketplace.
Issue Customer care is a major differentiator in the highly competitive banking industry, and with hundreds of branches and multiple customer communications formats, providing a quick response can be a challenge. In addition, many organizations fail to leverage the customer information generated through such communications to seek out new business opportunities.
Executive summary IBM researchers worked to devise a first-of-a-kind, end-to-end solution for the client using two new information management tools designed to help enhance customer satisfaction and identify new business opportunities. SCORE (Symbiotic Content Oriented Information Retrieval) and EROCS (Entity RecOgnition in the Context of Structured data) automatically combine structured and unstructured data to help provide organizations with contextual and actionable insights that can help inform the decision-making process.
What IBM did With hundreds of branches located in 300 cities, the bank turned to IBM for help in improving its services and strengthening its customer relationships through an automated information management system. The IBM Research team devised an end-to-end solution that combines the capabilities of the SCORE and EROCS tools. EROCS addresses the problem of linking a document with related structured data in an external relational database. It views the structured data as a set of predefined "entities" and identifies those that best match the given document. EROCS also locates embedding of the identified entities in the document. A highlight of the technology allows EROCS to identify an entity even if it is not explicitly mentioned in the document.
SCORE technology streamlines the business intelligence process by automatically associating unstructured data with related structured content and keywords. Incorporating SCORE in a business intelligence operation will help optimize the customer relationship, provide more targeted marketing, sharpen investment insights, boost fraud detection and prevention, and improve legal and compliance processes.
Correlating incoming information with existing customer data and other business intelligence sources allows the bank to optimize efficiencies, enrich its business intelligence capabilities and gain critical insights into changing customer needs and banking trends.
Capabilities applied IBM's expertise in the integration of structured and unstructured data provided the client with an end-to-end solution aimed at helping the financial institution deliver better customer care while extracting meaningful business intelligence to help discern banking trends and new opportunities.
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Related Case Studies | A large international financial services institution A large financial services institution seeks a technological solution to keeping its customers informed. |
More on the Issue | Information mining and management The rapid growth of unstructured data has triggered a business challenge to turn disparate information into actionable knowledge. |
More on research | SCORE SCORE follows a novel technique for context-oriented integration of structured and unstructured data. |
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