Predicting Advanced Outcomes

Balanced Services Rationale of the Universal Taxonomy of Customer Services and Product Performance Outcomes

A bi-corporal stochastic method of customer service interactions and product performance outcomes.

Alan Wilensky, Analyst, vCastprofiles
Charles H. Martin, Ph D.

Analyst’s Steering Notes

As if marching not only in lockstep, but in apparent synchrony, the seed players of repute within the very young CGM metrics industry have all entered the virgin sector as brand service aspirants. Such an obvious strategy seems logical on its face, but upon further examination, fails in thought and deed. As explained in the accompanying report, the brand services industry is well established, provides repeatable metrics, and is the province and preference of internal brand managers. Although classical brand services are certainly not barred from extending CGM services to their proven sampling sets, and may be doing so, the performance of the early sector leaders has hardly made a dent in current practices.

The balanced services offering for CGM seeks to redress the major flaws of current CGM practice by providing a bridge between Business Intelligence mined from call centers, warranty, support systems, and surveys, against in-the-wild metrics from the public corpora. By reconciling the topic chains between these two data sources, we are able to create a more rationally scored set, and derive (over time), modular ontological chains that remove the very ambiguities found in the current state of CSA. Further expansion of the metrics beyond sentiment (the weakest and most subjective of the variables), will enhance the evolving accuracy of the product’s output.

In the industry’s short history, there have been hints of a developing interest in cross verified linguistic metrics. Some of these early methods are purely statistically based, while others are based on the wide body of research using monolithic ontological models; applying any research, either adapted from academic research or one that is wholly original will be a non-trivial undertaking, as the final offering must deliver an actionable service across the value chain from the top brand owners, through the mid-market, and even to the smallest dealers in a product network. Catering to the mutually overlapping desires of the entire value chain is an application well suited to modular ontological models, and the hybrid statistical verification of multiple sources.

Fancy words aside, the problems faced by early sector entrants have been manifold, in regard to the extension of the measurement model, metrics, and especially, reconciliation against corporate BI data warehouses. As most of the visible leaders are venture backed, they have had to ‘stick to the knitting’, making CSA pay no matter how weak or unsustainable the model. But this missive is not a competitive or sector commentary, it is a rationale – however, it is important to point out that the evolution of a balanced services model is a resource intensive undertaking, requiring fairly extensive test regimes that employ CS and CRM system mining, as well as sophisticated linguistic modeling. Such a research prerogative is the domain of the well-resourced, not venture backed entities with a time to harvest bias.

Telco’s and media conglomerates are entities well suited to evolving the balanced model; the size of the company, services portfolios, and global relationships open the door for a full vetting of the concepts of reconciliation, concomitants, and the evolution of modular Ontologies for cross value chain issue detection. Such a product offering is deep, expansive, and could sweep the sector as the normative method of providing real-time, actionable market intelligence. Continue reading