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Salt Lake City – Mindshare Technologies, which acquired Empathica in September 2013, announced that the two companies have united under a new corporate entity: InMoment. The company now provides a cloud-based customer experience optimization platform called the Experience Hub.
As consumers browse websites, talk to call centers, visit stores, receive SMS coupons, and fill out online questionnaires, they create “experience data.” Deep within this data lie customer stories with invaluable insights that can literally make or break a company.
Unlocking the full potential of this experience data requires both a fundamental shift in perspective, as well as best-of-breed technologies.
The InMoment Experience Hub centralizes experience data—regardless of source or format—connects it with technology to surface critical customer stories, and then channels timely, actionable insights to the right people and places to drive targeted decisions across the entire enterprise.
“The days of siloed information, long surveys and simple scores are over,” said InMoment CEO John Sperry. “Consumers hold all the cards. They are more engaged with brands than ever before, have bigger platforms through which they can voice their displeasure and delight, and want to share their stories. It’s a race, and the companies that win will be the ones willing to invest the time, resources and shift in mindset required to create a culture that is truly customer-centric.”
Experience data is collected and stored in a variety of ways and places, from transactional and demographic information in CRM systems, to surveys conducted by third parties, to social media comments on the web. Over the years, InMoment has gathered more than 350 million customer surveys; 85 million last year alone, and even more expected in 2014. And while InMoment will continue to innovate the way it collects data for clients, the Hub will also leverage partnerships and APIs to bring in and utilize experience data from other sources.
Once the data is centralized, the Experience Hub applies sophisticated text analytics technologies to the information to glean insights. Built on the same Natural Language Processing (NLP) engine used by IBM’s Watson, InMoment has spent years developing additional layers of proprietary technologies to fine-tune its text analytics capabilities to specific industries. InMoment takes the additional step of calibrating the technology to individual client needs. The result: companies receive significantly more insights and a deeper understanding of true customer sentiment.
Once critical customer stories are collected and surfaced, the Experience Hub harnesses InMoment’s suite of products and services to channel actionable insights to the right people and places within an organization in a timely manner. Insights are presented in simple, elegant stories, targeted to specific roles within the organization. For example, a local manager might receive real-time alerts about cleanliness, friendliness and speed-of-service. A marketing executive might receive monthly analysis on guests’ reaction to a campaign. And a CEO might receive quarterly reviews to inform decisions about where and how to grow the company.
InMoment has more than 300 employees throughout North America and Europe, and serves 350 brands across 25 industries in 128 countries.