We have developed a text analytics platform that uses a number of open source libraries and Natural Language Processing (NLP) capabilities (including Stanford’s NLP) to help create deeper insights and attributes from free form text. These new sources for attributes can also be used in predictive models like the at-risk models as well as for understanding and taking action on insights from support cases, forums, and free text from surveys like NPS and Sales Win/Loss surveys. We even use these text analytics capabilities to better understand the free text from our internal global employee survey, helping improve our employees’ experience as well. We believe this approach to text analysis is interesting because the data is allowed to “speak for itself “and that uncovers patterns, trends and insights that were previously unknown and not being asked. Madhav Chinta, our data science director often states, “…we don’t know what we don’t know.” The resulting text analytics tools and capabilities also have far reaching value across the company including helping the Product Management and Product Engineering teams make product decisions as well as delivering value for the Sales and Services teams.
It’s important to note that the Data Innovation Group has built a team with a core competency in data and advanced analytics, end to end. However, partnering with the business teams within Citrix is critical as DIG is not responsible for and doesn’t always have the business experience to make customer and product decisions or for improving areas like product quality and enhancing customer experience.
The focus and responsibility of the group is to make data more readily available and increase the ease with which employees , partners and customers (via data products) can access and consume data and insights. Access to these insights enables key groups across Sales, Services and Product teams to make better decisions based on data.
We also strongly believe that data driven decisions are an “AND” opportunity versus an “instead of” opportunity. You’ll often hear people stating that data and advanced analytics can help take the intuition and emotion out of decision-making. However, Citrix believes that by leveraging advanced analytics to create insights and simplifying complex data sets, decisions makers are able to use the data and insights to augment their experience, intuition and emotions to enable better decision making.
The overall objective of our data driven intelligence initiatives is to support management decisions that drive better relationships with Citrix customers and improve the overall quality of Customer experiences when interacting with our products and services. You can find more information about Customer Insights Services here.