June 4, 2008
Clarabridge’s customer-experience applications
I talked with text mining SaaS vendor Clarabridge’s CEO Sid Banerjee today. Part of the call covered applications and markets for Clarabridge’s technology. Highlights included:
- Clarabridge’s favorite buzzphrase is Customer Experience Management (CEM). That’s how they define their category.
- Clarabridge’s second-favorite buzzphrase is Voice of the Customer.
- Clarabridge is active in a variety of all vertical markets, with the common characteristic being the overall richness of customer interaction (based on some combination of frequency and complexity).
- Travel/lodging/hospitality continues to be important.
- Retail has come on strong the past 2-3 quarters.
- The telecom and internet sectors are going well; neither was big a year ago.
- High-tech consumer electronics is an active sector.
- Much of the value users derive from Clarabridge is early warning, such as of trends in customer sentiment or loyalty.
- Sometimes, this warning can be same-day, for example of technical malfunctions. Sid told one story of a hotel that was wrongly locking guests of its rooms, and another of a website that didn’t live up at ordering time to the offer it had just promoted. In both cases, the problem was detected and fixed immediately. Sid believes this wouldn’t have happened without Clarabridge technology.
- Examples of applications and benefits not closely tied to early warning include:
- Scorecarding/benchmarking – all doubts about legitimate statistical significance notwithstanding, some enterprises are including text mining results in their self-measurement.
- Correlation of trends to specific events – text mining can help figure out whether a specific marketing campaign or seasonal variation is getting results. For example, if you run a marketing campaign calling people’s attention to a specific product feature, and your support calls in connection with that feature spike, chances are that the campaign is working.
- Sid cited one example of a household-name Clarabridge customer using more open-ended survey forms than before. Good idea. Lots more enterprises should follow suit.
Categories: Application areas, Clarabridge, Software as a Service (SaaS), Text mining, Text mining SaaS, Voice of the Customer
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