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Trains, Politics and Emotions
CX Emotion 2019
Preriit Souda
Director, PSA Consultants Ltd, London, UK
@preriit2131, @psaconsultants

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@preriit2131
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Data science in communications
Learning from the past events for guided in-the-
moment communications
Superimposition of semiotics on digital media
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How an organization can strategize it’s in-the-moment
communication strategy for unpredictable and frequently
occurring reputation hampering events
Semiotic map on British Politics superimposed on digital media
which is then being analysed for its impact on popularity polls

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@preriit2131
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Transport organization facing commuter
uproar for delays
Objective: Understand commuter reaction
and create actionable strategies for real
time communications
PROBLEM?
Learning from the past events

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Data:We used a variety of data sources to analyze the effect
Social and digital data Survey metrics
Delay logs
(operational database)
Call center transcripts

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Setting the scope right
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Categorize different kind of events, simulate situations and then create reactionary
or precautionary strategies (for operational and communication aspects)
Incident
type 1
Incident
type 2
Incident
type 3
Incident
type 4

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Proactive strategies in accordance with time of delays and time to inform,
tone of messaging and ways to handling domino effects
Visual and certain aspects of takeaways have been changed for client confidentiality
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Early signs
Of problem
eruption
Problem
build up
Mass
Uproar:
Suggested
strategy C
Media by line
Suggested
Strategy R
Suggested
Strategy Q

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Need to create a 21st century qual & quant to
understand political discourse greatly
influenced by personalities
Objective: Superimpose a Semiotic map on
digital conversations for political message
planning
PROBLEM?
Superimposition of Semiotics on Digital Media

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Political Map

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THERESA MAY,
PRIME MINISTER, UK

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JEREMY CORBYN,
LEADER OF THE OPPOSITION, UK

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Jeremy
Corbyn
Theresa
May
8:5

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Theresa May only

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Jeremy Corbyn only

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Comparison with polling data
Theresa May
Jeremy Corbyn

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Preriit Souda
Director, PSA Consultants Ltd (www.psaconsultants.co)
Twitter: @preriit2131, @psaconsultants