Resumo

PABON, Oswaldo Solarte; TORRES, José Heriberto  e  BUCHELI, Víctor Andrés. An Intelligent Data Analysis Approach to Support Customer Relationship. RISTI [online]. 2020, n.39, pp.52-66. ISSN 1646-9895.  https://doi.org/10.17013/risti.39.52-66.

Intelligent data analysis is an important component of the fourth industrial revolution. In particular, data generated by customers can be used to improve products and services. However, customer analysis has focused more on the use of structured data. Most companies are still not taking advantage of the full potential of unstructured data sources. This paper proposes an approach to extract customer service performance indicators integrating business intelligence and natural language processing (NLP) techniques to take advantage of unstructured data. To validate the proposal, a study case was carried out in a company that offers health services. Indicators were obtained from the analysis of phone calls and emails written in Spanish. The results obtained show the utility of the approach to support customer relationships.

Palavras-chave : Business Intelligence; Natural Language Processing (NLP); Customer Relationship Management (CRM); Smart data analysis.

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