Described as a first for South Africa, it allows businesses to gain customer insights not only from their existing stored data but also from real-time customer responses in call centres, social media (such as Twitter and Facebook platforms) and various customer feedback systems.
Traditionally, online customer reviews and social media feedback (known as unstructured data), which come from disparate sources, are challenging to categorise and analyse effectively for organisational decision-making.
The system provides businesses with an intuitive enterprise-grade solution that will automatically monitor and analyse unstructured content. What this means for the service delivery industry is that critical voice-of-customer data that bolsters service recovery is delivered in real-time, which can be used for training and operational improvements.
The partners sift through consumer feedback and transform sentiment pulled from social media platforms such as Twitter and Facebook into actionable strategies. This strengthens Consulta Research's ability to help businesses to monitor, manage and improve their business through the intelligent analysis of customer data.
Willie Fitzgerald, executive of ICT at Consulta Research, explains that without insight into what the consumer experiences (their real feelings); businesses cannot act appropriately to increase customer satisfaction and loyalty, which in turn, boosts sales.
"The text and sentiment analytics of any feedback system in today's market has greater importance in understanding consumer purchase decisions, the business' response and how much attention should be given to such issues and feedback," says Fitzgerald.
Adré Schreuder, CEO of Consulta Research explains, "Clarabridge has been working with many of the world's largest brands for years and this partnership means that South Africa will have access to its sentiment analysis technology with local support and insight."
