earticle

영어

VOC(Voice of Customer) is a crucial information for any business in determining its management strategies. Thus, most businesses try to enhance their relationship with customers by collecting VOC via a variety of channels including telephone calls, mails, online and offline surveys. However, a great portion of such feedbacks are in the form of atypical data and hard to analyze by conventional methods. In particular, qualitative answers to open-ended questions in a survey are extremely difficult to analyze. The current paper attempts to propose an effective process of analyzing such qualitative VOC big data by utilizing the Buzz monitoring tool. A process of extracting risk factors from the results of such analysis is also presented by conducting a case study for a major travel agency in Korea. The findings are expected to help the agency deal with the complaints from customers and take corrective measures.