Machine learning project aims to find out what angers customers

The project, which is being funded by Touchpoint, will use srtificial intelligence on big data to better understand how organisations can improve customer experience

A new artificial intelligence project aimed at identifying the brand behaviours and practices that irritate customers the most is being launched in Australia and New Zealand.

Called Radiant, after a supercomputer created by sci-fi author, Isaac Asimov, in the 1950s, the six-month project is being positioned as one of the largest machine learning projects of its kind. It will simulate millions of customer interactions using big data to better understand what company behaviour patterns are leading to negative customer experiences.

The project is being backed by a $500,000 investment from customer engagement consultancy and software vendor, Touchpoint Group. The company has also spent the last two years building the massive data set on customer interactions required.

Touchpoint said Radiant will create virtual customer discussions using thousands of different experience variables and a data set based on millions of real life, anonymous interactions between irate customers and large Australian companies. Data scientists in Australia and New Zealand will generate these different discussions using the big data sets to develop more accurate predictive customer behaviour models.

“Radiant will be searching for behavioural patterns that typically suggest moments of risk or opportunity when interacting with customers,” explained Touchpoint Group’s CEO, Frank van der Velden. “Effectively, it will be constantly running ‘what if’ scenarios, to see if a particular scenario is likely to enrage or benefit the customer.

“The problem with analysing both staff and customer behaviour is that there are so many different variables that could come into play. Many businesses are often left scratching their heads wondering what went wrong, let alone how to fix it. The end goal of Radiant is to automate identification of these root causes and related issues, and to prioritise and recommend actions across different areas of a business.”

Read more: Why artificial intelligence is set to automate marketing
How predictive analytics is tackling customer attrition at AMEX
Microsoft to acquire Revolution Analytics for big data analysis

Van der Velden told CMO Touchpoint is partnering with a large bank on the project and is looking to do two things: Firstly, to work through what is technically possible, and secondly, to understand commercially where the real value lies.

“This is a very practical exercise – it’s about where we can make the greatest gains around improving customer experiences,” he said.

Van der Velden cited rising interest across A/NZ organisations in how to lift customer experience.

“The challenge for companies with large customer bases and lots of room for improvement is that it can take quite a while – years – to turn the company operationally to achieve an optimal level of performance,” he said. “We’re trying to help tackle a problem for these companies, which is loads and load of data, and use machine learning to come up with recommendation engines they can use, especially at the front-line, to respond to systemic issues quickly.”

The more transparent the information is to the frontline and staff, the most things can change, van der Velden added.

As well as what angers customers the most, the project will also look at where positive experiences have occurred to better understand instances where companies have delighted or surprised consumers.

“These are often the seeds of opportunities where a business can differentiate itself in the market by consistently delighting customers in ways no easily visible to competitors,” van der Velden said. “One of the key objectives of radiant is to automatically detect these situations, and to allow both risks and customer opportunities to be quickly acted on.”

Touchpoint is hoping to use the research findings to extend the capabilities of its enterprise customer experience software offering, TouchpointCX, as well as to deliver non-industry specific benchmarks and best practices around customer engagement.

Radiant takes its name from the ‘Prime Radiant’ supercomputer created by Asimov more than 60 years ago, that could predict the future behaviour and development of humanity through the analysis of history, sociology and mathematical statistics.

Touchpoint is a NZ-based business that launched in 2001 with a focus on customer experience software and consultancy services. It opened its doors in Australia in 2007 and has a client base including ANZ, Spark, AA Insurance and Westpac.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Please be alerted eHarmony is a 17+ years old obsolete site. eHarmony is only supported by a big marketing budget and not by serious scie...

FernandoArdenghi

CMO interview: eHarmony CMO reveals what it takes to foster great team relationships

Read more

Latest Podcast

More podcasts

Sign in