News : Allegiance Turns Tweets into Actionable Customer Insights
SALT LAKE CITY – October 27, 2010 – Allegiance today announced the integration of social media into its Engage Voice of the Customer (VOC) platform to allow businesses to filter and convert unstructured comments on social media into structured data for analysis and action. The Allegiance Engage platform gathers customer feedback from multiple channels in real time into a centralized system to accelerate critical customer insights and decision-making.
Allegiance uses powerful text analytics to allow businesses to listen to comments posted on Twitter, identify comments that require action, and then respond directly with a targeted survey. Using Allegiance, companies can quickly improve customer rescues, up-sells and brand monitoring while gathering valuable data for analysis. By turning comments into structured surveys, VOC managers can monitor trends, demographics, market segments, and more.
The Temkin Group, a customer experience research and consulting firm, recently released a study that identified social media as an emerging channel for Voice of The Customer. Although only 22 percent of the companies in the study currently use social media for customer feedback, the research showed that 35 percent are actively considering it.
"Social media is currently a small component of formalized VOC programs, but it’s growing rapidly," said Bruce Temkin, managing partner of Temkin Group. "VOC managers will need new tools and processes for analyzing and responding to these comments. We see a major trend in companies working with unstructured, unsolicited data like social media feedback."
Allegiance Engage enables organizations to:
- Identify specific sales and service transactions or customer experiences automatically with the Engage smart filter
- Turn social media comments into structured data for analysis using targeted surveys
- Respond to social media comments quickly and consistently across departments and brands
- Close the loop with customers and prospects to engage, rescue, cross-sell and up-sell
- Deliver real-time insights through the Engage platform’s Web-based dashboards and reports
"Although there are now more than 145 social media monitoring tools, these typically only monitor channels for specific mentions of a company or brand. A handful actually extract general sentiment but still do not integrate into other Voice of the Customer systems," said Eric Weight, director of text analytics products for Allegiance. "These tools also have no scalable response mechanism. Allegiance Engage solves these problems by giving companies the ability to take action immediately to gather more relevant data, retain customers and increase loyalty."
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Published: Saturday, October 30, 2010
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