The "Who, What, How, and Why" of Customer Sentiment - Interview with Sid Banerjee, CEO of Clarabridge
Call centers have served as a primary medium for customer engagement long before social media and the proliferation of the web. They have long been a key channel in customer experience management (CEM), the practice of actively listening to customers and analyzing what they are saying to make business decisions. One company, Clarabridge, has a deep history of developing sentiment and text analytics technology, beginning years ago with these call centers.
Having been around long before social media is part of what makes this company so effective. Clarabridge is the leading provider of sentiment and text analytics software for CEM. I was introduced to them at the Big Data Innovation conference hosted by the IE Group. There I spoke with Clarabridge CEO, Sid Banerjee, about the role of text analytics and his technology in today's social media measurement practices.
Clarabridge is driven to view the customer experience in its entirety. Sid explained how his company does this by "pinpointing key experiences and issues, and helping everyone in an organization to take actions that make a difference." A quote I once read from Alan See from “8 Steps for Building Customer Bonds” states:
“Organizations that implement learning relationships are better able to understand and anticipate a customer’s unique needs. Learning organizations understand that great customer experiences start with listening to the customer to learn instead of talking to the customer to sell."
With all the communication channels available to today's consumer, collecting insights has become extremely difficult, and at the same time, exceptionally necessary. Serving Fortune 1,000 customers the likes of United Airlines, Walmart, Expedia, Intuit, J.D. Power, and Walgreens, Clarabridge is able to implement these learning relationships.
Management icon, Peter Drucker once wrote, "What's measured improves." As Sid explains, "Clarabridge's sentiment and text analytics software enables companies to achieve a universal view of their customer feedback by transforming text-based customer feedback into valuable insight." When analysis includes as many listening posts as possible, organizations gain a more comprehensive view of the customer.
Sid explained, "A lot of today's social media analytics tools were built around the expertise of data 'collection,' not 'interpretation'." And the latter is more difficult. Clarabridge specializes in delivering qualitative analytics that are used across the spectrum of departments in an organization. The company's insights result in things like improved marketing, product/service offerings, operations and customer service across organizations.Continued on the next page