Enhancing Customer Satisfaction Analysis Using Advanced Machine Learning Techniques in Fintech Industry

Customer satisfaction (CSAT) is vital in service and marketing, indicating how well products or services meet customer expectations. Traditional CSAT methods like the American Customer Satisfaction Index (ACSI) and Net Promoter Score (NPS) face challenges such as survey fatigue and low response rates. This study introduces a novel framework using advanced machine learning (ML) and deep learning (DL) techniques, specifically Bidirectional Encoder Representations from Transformers (BERT), to classify customer feedback into distinct CSAT drivers. Integrating term frequency-inverse document frequency (TF-IDF) methods with BERT-based embeddings, the framework significantly improves prediction accuracy. Using a proprietary dataset of 5,943 customer feedback responses from 39 companies across 13 industries, the fine-tuned BERT model achieved an F1 score of 0.84, surpassing traditional methods like TF-IDF and support vector machine (SVM) with an F1 score of 0.47, and TF-IDF with multi-layer perceptron (MLP) networks at 0.50. A hybrid approach combining BERT and TF-IDF embeddings with MLP networks yielded an F1 score of 0.71. The results show the transformative potential of DL techniques, particularly fine-tuned BERT models, in enhancing CSAT prediction accuracy. This research bridges the gap between traditional and advanced text mining methods, setting a new standard for CSAT modeling and offering a robust framework for extracting actionable insights from customer feedback. It highlights the importance of adopting advanced ML and DL models for strategic decision-making and improving customer satisfaction measurement.