Clarabridge Drives Business Results with the Power of Social Customer Service

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Clarabridge is the world’s most comprehensive customer intelligence platform, powering customer experience management (CEM) programs for the world’s largest brands. Clarabridge allows companies to listen to consumers, wherever they are, including social media, online chat, call center recordings, agent notes, surveys and many more. Using best-in-class natural language processing (NLP), Clarabridge analyzes all sources of customer feedback and detects emotion, context and root causes as well as predicts future customer behavior. As the only solution that compiles feedback from all sources and delivers information in a centralized, easy to use hub, Clarabridge allows companies to truly harness the power of consumer feedback to drive positive business results.

Below is our interview with Susan Ganeshan, Clarabridge’s Chief Marketing Officer:

Q: Can you give us more insights into your Customer Experience Management (CEM) solutions?

A: Clarabridge offers a SaaS solution to help businesses drive CEM programs. Our goal is to listen to all customer feedback, pair that information with customer data and analyze these elements together to push actionable data and insights to the front lines of customer service channels and managers of businesses. The solution is scalable to meet the unique needs of any business and utilizes a range of innovative technologies including natural language processing and advanced text analytics. By consolidating feedback across platforms, from call center transcripts to social, surveys and emails, brands gain insight into the voice of the customer like never before and are able pinpoint specific areas for improvement to drive business success.

Q: What are main advantages of Clarabridge’s CX Suite?
A: We built Clarabridge’s CX Suite from the ground up. From the beginning, we knew companies could only meet the demands and expectations of their customers if they monitored the customer journey from start to finish. Clarabridge helps companies understand every part of the journey. Through our comprehensive platform, teams can successfully listen to and convert the mountains of feedback customers are sharing across various channels into actionable insights; allowing brands to positively transform the customer experience as a whole and build long-term brand loyalty.

Q: What are your plans for the next year?

A: Clarabridge has been growing rapidly in the last several years and we expect this momentum to continue. As more and more big companies realize the potential ROI from implementing a CEM program, they are turning to Clarabridge as a strategic partner. Next year we will continue to innovate across our solutions and keep pace with the changing industry needs and customer expectations as we proceed with our global expansion. Social customer service also continues to be a major focus for Clarabridge and the CX Social solution will only grow increasingly sophisticated as we learn and adapt with the needs of the industry and the way customers are communicating with brands.

Q: How has the customer experience changed over the past 10 years?

A: In the early days of the internet, companies believed a once yearly or semi-annual survey was all they had to do to collect and act on customer feedback, and when that didn’t work, they tried adding even more surveys. However, the fact is that today, survey response rates can be as low as just 2%, and at Clarabridge we don’t think it’s wise to make strategic decisions based on information from only 2% of your customers. In today’s digital age, consumers are turning to brands across multiple platforms, especially social. Brands need to listen to consumer wherever they are, across every channel. More importantly, brands must be prepared to understand and process the recorded voice, the public and private written voice, the digital voice and the voice of the employee. The customer experience has evolved into a dynamic interaction that requires companies to organize and carefully consider customer feedback as they receive it in whatever form customers are offering.

Q: What do businesses need to know about social media and the role it currently plays in terms of customer service?

A: We should drop the word media from ‘social media’. Businesses need to understand that these social channels like Twitter and Facebook are no longer exclusively managed by marketing. Customers are now interacting with a brand on social in addition to the traditional platforms like call centers and surveys, and teams from marketing to customer care need to be active on these channels in order to successfully understand who their customers are and what they think of their brand. For this reason, social engagement and interactions across these platforms can and should be leveraged to provide timely and inexpensive customer care. Social not only allows for more personal interactions but is also one of the most cost effective ways to deliver quality customer service. Brands need to build a direct line of communication across these channels to not only engage with today’s digitally savvy generation but also stay one step ahead of their competitors.

Q: How can social customer service directly impact a company’s performance?

A: Social customer service can dramatically reduce costs and increase service efficiency. According to Harvard Business Review, responding to a consumer on social media costs less than $1 per interaction compared to telephone support which is typically at least $6 per call. Almost no matter how you slice it, the savings with social customer care are big in both time and monetary value. Companies must also consider that whether they like it or not, consumers are talking about brands across social platforms. According to VB Insights, there were over 879 million complaints on social media directed at brands last year. This means companies must be actively meeting customers across social channels in order to both maintain brand loyalty and truly hear consumer feedback.

Q: What makes Clarabridge’s CX Social solution unique and how can businesses leverage it for success?

A: When you are ready to get serious about social customer care, you must empower your team to handle the mass quantities of feedback brands receive from their customers on a daily basis. Clarabridge ensures large global teams can operate cohesively in any language or time zone, and most importantly, can quickly and easily respond to customers across every platform—from Twitter, Facebook and beyond. The CX social solution is all about scale and creating a system that meets the needs of an organization, no matter what their size or resources are.

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