Using Rule-Based Natural Language Processing in Customer Experience Development

The automated discovery of consumer opinions from different sources is of great importance for operational evaluation, marketing intelligence, service development and customer experience management. Techniques are now being established to effectively and easily mine the consumer opinions from the Web and to timely deliver them to companies. The catalyst for these changes in management ambitions is partly due to a move away from the traditional, linear marketing process to a digital model that is driven by consumer engagement and interaction (Kaplan & Haenlein, 2010). Displaying evidence from a case study, this study addresses the distinct need to monitor, assess and analyse consumer-generated content. Moreover, this research suggests that with analysis of stakeholder voices, the company is able to capture detailed and unaided requirements from stakeholders for product design and execution and to enhance management of corporate reputation in the marketplace.