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One 2017 Prediction We Can Get Behind

By: Susan Ganeshan

January 6, 2017

Tags:
Clarabridge Analytics
Clarabridge Engage
Customer Experience
Customer Engagement
Customer Feedback Management

It’s that time of year again, the time when really smart people predict the year ahead.  Recently, Forbes contributor Bernard Marr put together his 2017 tech predictions. Throughout the article, he forecasts the future of technology—and in one 2017 prediction, he lays out what we at Clarabridge believe is the future of customer experience management.

In the fourth of his seven predictions, Mr. Marr suggests that in 2017, “Unstructured data will start to give up its secrets.”

Of course, for Clarabridge, this is hardly a new development. Working with more than 1,000 major brands has taught us that more than 80% of the information customers share with your business is unstructured.

And that unstructured data contains data that is crucial to your business. It sits in the text, pictures, and comments on social media. It waits in the open-end questions of your surveys. It hides in call recordings and in call center agent notes.  Only with highly accurate text analytics solutions can you uncover the details of the real customer experience.

Once you have these details, you can then pair them with other structured data about the customer, like their loyalty information, purchase details, and demographics. It’s like having a highly accurate, usable navigation system that guides you to the improvements that will drive improved customer experience.

We 100% agree with Mr. Marr’s prediction that “sentiment analysis, natural language processing…and mining will become increasingly big business in 2017.”

But you have to trust the solution you’re using. Your interpretation of the unstructured data must be accurate if you are going to spend time and money making changes in your business.

You need a tool that is tunable to your unique business, but comes with out-of-the-box templates for fast deployment.  You need a solution that mines the details behind the customers’ true emotions, and steers you staff and executives to the next best action.  You need to be able to prioritize reliably.

With that in mind, here’s another 2017 prediction: even more brands will understand the value of a single solution that lets you listen, analyze, and act on customer feedback.

Do you want to see your data in the Clarabridge solution?  We’d love to show you a path to true understanding of customer feedback.  See your customer feedback data live, today.

 

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Susan Ganeshan is Clarabridge’s Chief Marketing Officer. Under Susan’s leadership, Clarabridge Marketing produces insightful, educational content that enables business leaders to deliver on the promise of best-in-class customer experience. Follow Susan on Twitter @sganeshan.