The current paper presents a novel method for reducing a multiclass confusion matrix into a 2×2 version enabling the exploitation of the relevant performance metrics and methods such as the receiver operating characteristic and area under the curve for the assessment of different classification algorithms. The reduction method is based on class grouping and leads to a special type of matrix called the reduced confusion matrix. The developed method is then exploited for the assessment of state of the art machine learning algorithms applied on the net promoter score classification problem in the field of customer experience analytics indicating the value of the proposed method in real world classification problems.

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Customer Experience (CX) is monitored through market research surveys, based on metrics like the Net Promoter Score (NPS) and the customer satisfaction for certain experience attributes (e.g., call center, website, billing, service quality, tariff plan). The objective of companies is to maximize NPS through the improvement of the most important CX attributes. However, statistical analysis suggests that there is a lack of clear and accurate association between NPS and the CX attributes’ scores. In this paper, we address the aforementioned deficiency using a novel classification approach, which was developed based on logistic regression and tested with several state-of-the-art machine learning (ML) algorithms. The proposed method was applied on an extended data set from the telecommunication sector and the results were quite promising, showing a significant improvement in most statistical metrics.

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