Services for Organizations

Using our research, best practices and expertise, we help you understand how to optimize your business processes using applications, information and technology. We provide advisory, education, and assessment services to rapidly identify and prioritize areas for improvement and perform vendor selection

Consulting & Strategy Sessions

Ventana On Demand

    Services for Investment Firms

    We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

    Consulting & Strategy Sessions

    Ventana On Demand

      Services for Technology Vendors

      We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

      Analyst Relations

      Demand Generation

      Product Marketing

      Market Coverage

      Request a Briefing


        ISG Software Research Analyst Perspectives

        << Back to Blog Index

        Clarabridge Engages Customer Experience



        Analysts have been talking and writing about a “360 degree” view of the customer for years. Our own benchmark research intovr_customer_analytics_05_dissatisfaction_with_customer_analytics_updated customer relationship management shows that only37 percent of organizations are able to produce analysis and reports that yield such a comprehensive view. Other research into next-generation customer analytics reveals that the main issue in this area for nearly two-thirds (63%) of organizations is data availability. To make the situation worse, customer-related data is getting ever more numerous and complex. A principal reason for this growth is the number of communication channels consumers now use to engage with organizations and the type of data these channels produce. It includes call recordings, text messages, email, social media posts, customer feedback surveys, chat scripts and event data such as videos that users download. All of these types of data are unstructured , which makes them harder for conventional analytics tools to access and analyze.

        Clarabridge is an established vendor of analytics that over the last few years has focused on helping companies deal with such data. Its portfolio of products is called Clarabridge CX Suite that includes CX Analytics, CX Social and CX Survey. The products capture data from a variety of sources; a big data platform provides the core tools to analyze large volumes of ventanaresearch_technologyinnovationawards_winner2016_whitestructured and unstructured data; analytics tools execute specific types of analysis; and a set of tools enables organizations to take action based on the results of the analysis. The focus on social media engagement with CX Social was recognized with a 2016 Ventana Research Technology Innovation Award.

        Clarabridge offers three sets of tools to capture specific categories of data. One captures data from multiple types of surveys such as post-call surveys, NPS surveys, Web-based surveys and employee surveys. A second captures social feedback from Facebook, Twitter, LinkedIn and other platforms. The other set captures interaction and related customer data from email, chat scripts, contact center agents’ notes, voice recordings, CRM data and other sources. Clarabridge calls these tools the “listening layer” because they enable organizations to capture data from these customer-related sources and connect it to a specific customer.

        The big data platform and analytics tools are what the company calls its “analyze” layer. An advanced text analytics tool uses natural-language processing and other techniques to extract insights from unstructured text data. It allows users to set up rules to categorize interactions based on words or phrases they include, to derive caller sentiment at a more detailed level than I have seen in other products, and to spot trends. This layer also includes tools that allow users to create their own analysis, using any of the data captured at the listening layer. I especially like the ability to produce customer journey maps that focus on the customer life cycle, as they search for products, acquire products, use products and seek support – in other words, from marketing through sales and service, rather than on channel use, which many other products focus on.

        The “act” layer I find to be the most important. It is divided into proactive support of front-line operations and business optimization. In principle these halves provide similar capabilities to put outputs from the analyze layer to use. In terms of front-line operations this goes beyond visualizing the information in different ways for different uses to recommend actions to, for example, contact center agents. From a business optimization perspective, it also goes beyond visualizing the information in different forms to show analysis across multiple data sources, role-based dashboards, side-by-side comparison of information and root-cause analysis. In conjunction these features allow organizations to make use of the insights they gain from using analytics beyond just producing pretty charts.

        Clarabridge is cognizant that many advanced analytics tools are not easy for many business people to use. It therefore provides extensive support services that range from setting up access to data sources, customer segmentation and journey mapping; setting up topics, themes and categorization rules; interpreting emotion and sentiment analysis; using root cause analysis; customizing reports and analysis; redesigning interaction processes; to using the outputs to design a customer engagement strategy. Added together these services extend from help in overcoming the initial hurdles of using the tools properly to helping organizations get full business value from the products. These services and the product set provide a firm foundation and an ongoing process for improving business performance.

        Our research into next-generation contact centers in the cloud shows that customer vr_ngccc_01_customer_self_service_will_increase_updatedexperience (CX) has become the true business differentiator: 70 percent of participants said that it is the primary way they expect to compete for customers. I believe a comprehensive view of customers that makes use of all available data, their business journeys and the business impact of customer engagement are essential components are starting a CX initiative and gaining maximum business benefit from it. So I recommend that organizations wanting to maximize the value of their customers assess how Clarabridge can help those efforts.

        Regards,

        Richard Snow

        VP & Research Director Customer Engagement

        Follow Me on Twitter and Connect with me on LinkedIn

        ISG Software Research

        ISG Software Research is the most authoritative and respected market research and advisory services firm focused on improving business outcomes through optimal use of people, processes, information and technology. Since our beginning, our goal has been to provide insight and expert guidance on mainstream and disruptive technologies. In short, we want to help you become smarter and find the most relevant technology to accelerate your organization's goals.

        JOIN OUR COMMUNITY

        Our Analyst Perspective Policy

        • Ventana Research’s Analyst Perspectives are fact-based analysis and guidance on business, industry and technology vendor trends. Each Analyst Perspective presents the view of the analyst who is an established subject matter expert on new developments, business and technology trends, findings from our research, or best practice insights.

          Each is prepared and reviewed in accordance with Ventana Research’s strict standards for accuracy and objectivity and reviewed to ensure it delivers reliable and actionable insights. It is reviewed and edited by research management and is approved by the Chief Research Officer; no individual or organization outside of Ventana Research reviews any Analyst Perspective before it is published. If you have any issue with an Analyst Perspective, please email them to ChiefResearchOfficer@ventanaresearch.com

        View Policy

        Subscribe to Email Updates

        Posts by Month

        see all

        Posts by Topic

        see all


        Analyst Perspectives Archive

        See All