Using narrative analytics to win customer trust: Applying machine learning and natural language processing to hundreds of millions of digital expressions

Jeff Marshall, Becky Owens, Rogier Verhulst

Social media network LinkedIn used narrative analytics to discover how it could avoid being tarred with the same distrusted brush as other tech and social media companies in the US.

Introduction

Every leader understands that trust or mistrust in an organisation can make or break success. But how do you define trust in your context, and how do you understand what drives trust for your customers? And once you have gained that under

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