⚠️ THE CHALLENGE
Problem Context
At Chong Cheong Foundry Works Pte Ltd, a subsidiary of Ecoplus International Pte Ltd, customer interactions are managed through a largely manual and decentralised workflow. Sales teams communicate with customers via calls, WhatsApp, and in-person interactions, relying on personal notes or memory to track follow-ups. There is no formal system to log complaints, assess their severity, or measure the effectiveness of service recovery.
Pain Points
Decentralised data prevents sales teams and management from identifying recurring issues or measuring service recovery success.
Limited CX Visibility
Manual tracking via WhatsApp, memory, and personal notes leads to mental fatigue and a higher risk of missed follow-ups.
High Cognitive Load
Problem Statement
How might we deliver a solution to generate timely, accurate customer experience insights and follow-up actions in a way that seamlessly integrates with existing Ecoplus workflows?
💡 OUR SOLUTION
Introducing CC+
An end-to-end AI-powered platform that transforms direct and indirect customer feedback into structured insights and actionable tasks, enabling Ecoplus to elevate its CX strategy. Designed following an extensive literature review of 81 papers covering customer experience, user interface design, AI models, and database design.
Android application and web interface for field and office teams
Front-end
Node.js back-end with AI layer hosted on Google Cloud Platform
Back-end
Tally.so and WhatsApp Business Platform
External Integrations
System Overview
Systems Architecture
The systems architecture integrates data ingestion, AI processing, and task generation into a seamless pipeline that securely transforms customer interactions into actionable CX understanding and insights.
AI Classification Engine
Trained on 5,000 expert-validated data samples, our AI model is powered by a classification engine for accurate and reliable performance.
Building on established research in Aspect-Based Sentiment Analysis (Zhang et al., 2022) and transformer models (Wang et al., 2024), the system is designed to understand context in real-world, informal messages such as WhatsApp chats. The models analyses customer feedback to identify key issues, assign satisfaction scores, and generate actionable insights for follow-up.
Designed with modularity in mind, the system can be easily adapted and improved as new data and requirements emerge.
⭐️ KEY FEATURES
Powerful Capabilities
CC+ delivers a comprehensive suite of features designed to address the pain points of limited CX visibility and high cognitive load for sales teams.
Feature 1
Direct Customer Feedback Collection Integration
CC+ integrates with tools like Tally.so and WhatsApp Business Platform to capture both structured survey responses and unstructured customer conversations, turning everyday interactions into usable CX data.
Step 1: Direct Customer Feedback Is Collected Using External Tools
Step 2: Text-Based Feedback Is Converted to Aspect and Overall Satisfaction Scores
Feature 2
Aspect-Based Sentiment Analysis and Scoring
The classification engine identifies key CS aspects (product, delivery, service, payment) and assigns sentiment scores to each, enabling more precise insights. A 7-fold cross-validated linear regression model provides an overall understanding of the aspect scores.
Feature 3
Actionable Task Tracking
Negative feedback and customer queries are automatically flagged and routed to the relevant internal teams, ensuring timely follow-up and accountability. Field teams can capture feedback on the go using voice notes: CC+ converts them to text, generates actionable tasks, and closes the loop with a resolution satisfaction score, preserving CX in real time.
Step 3: Negative Feedback and Queries are Turned Into Actionable Tasks
Step 4: CX Summaries Are Generated Using an LLM-Based Summarisation Model
Feature 4
Actionable Insights
An LLM-based summarisation model compiles weekly insights across CX aspects, helping sales teams quickly identify trends and areas for improvement. CX summaries can also be generated on an ad-hoc basis.
Feature 5
At-a-glance Understanding of CX
The CC+ homepage displays current CX metrics, trend-tracking graphs, the actionable task tracker, and the weekly CX summary for a quick overview of CX. This homepage is tailored to each CC+ user depending on their role. Individual profiles and dashboards are also available at the customer level.
Step 5: Overall and Customer-Level CX Dashboards Can Be Viewed in CC+
📈 IMPACT
Driving Real Results
CC+ creates value across the entire organisation — from frontline sales teams to executive leadership, and ultimately, customers themselves.
For Sales Teams
Faster response to customer concerns through reduced manual tracking and lower cognitive load.
For Businesses
Greater visibility into CX performance and data-driven decision-making, leading to improved customer satisfaction, stronger retention, and long-term business viability.
For Customers
Faster issue resolution and a more consistent service experience.
💛 ACKNOWLEDGEMENTS
Thank You
Our team would like to express our heartfelt gratitude to our Capstone instructors, Dr Dileepa Fernando and Ms Belinda Seet, for their invaluable guidance throughout the project. We also thank the team at Chong Cheong Foundry Works for sharing their insights into sales and operations in the maritime and construction industries. Special thanks to our industry mentors, Mr Kelvin Teo and Ms Serene Tan from Ecoplus International Pte Ltd, for their unwavering support and mentorship.
