Back in June when Mindshare and Empathica packed the best they had to offer into a shiny, new package called InMoment, something beautiful happened: Our Experience Hub was born.
Why a Hub?
In uniting and rebranding, we found that one-plus-one didn’t just equal two. InMoment was more than the sum of our former parts. Think of bread. You put some yeast, warm water, flour, maybe a little salt and oil together. And in a few hours, those separate ingredients are transformed. The result of our transformation was a new name, but more importantly, a new way of looking at the Customer Experience landscape, and the opportunity to offer our clients even more than we had imagined.
Enter The Experience Hub. We wanted a new vocabulary that reflected our new vision. The Hub started as an idea in the mind of our CEO John Sperry, born out of a dissatisfaction with linear expressions of the way customers tell their stories, the way we capture and mine them for meaning, and the many ways we then tell these stories back to our clients so they can take immediate action.
The Hub is both aspirational and a reflection of what we can deliver today. It was created to evolve as we continue to push ourselves to innovate, to do more, and to help our clients do more for their customers. Here are a few of its essential elements:
Data, Data, Everywhere
We have a lot of expertise in gathering what we call “experience data,” the rich, experiential information that tells you WHY your customers feel the way they do about your brand. Over the years, we’ve collected hundreds of millions of these “whys.” And while getting this information is critical, it’s not really the point. Experience Data, as well as other types of data—CRM, POS, etc.—are just a means to the end.
We gather to understand, so we can help companies act in ways that improve their customers’ experiences—and help their own bottom lines. And so the Hub is data agnostic. As long as it’s quality information, we don’t care where it originates. We will gather some. We’ll partner and build APIs to bring in the rest. We embrace it all.
The Secret Decoder Ring, aka, Highly Tuned Text Analytics
Gartner estimates that by 2017, enterprise data will grow by 800 percent, and 80 percent of it will be unstructured. The good news: This kind of data contains really, really, really valuable information (think contact center recordings and the comment fields in surveys). The bad news: It’s very hard to work with. And so, we’ve spent years and a lot of resources to build what we feel is the best Voice of Customer text analytics tech out there.
Here’s why and how: We built it on a solid foundation, the same Natural Language Processing engine used by IBM’s Watson (remember Jeopardy?). Next, we spent years developing additional layers of proprietary technologies to fine-tune our text analytics capabilities to understand both VoC and specific industry vocabularies. We also take the additional step of calibrating it to individual client needs. Text analytics is a form of artificial intelligence; you have to take time to train it to understand the specific language you want it to read and understand, or it’s just not that effective.
The impact of the time and resource investments we’ve made is huge. Our text analytics are super smart about customer experience, your industry, and your company. Plus, we’ve embedded it inside of our products and services. Smart AND seamless.
Simple and Elegant
This concept is so important to InMoment that it’s one of our brand attributes. What we mean by Simple and Elegant is that, regardless of how complex the collection process or technology might be, because the information needs to be understandable to anyone—a store manager with a high school education or the CEO—the end products and services must be infinitely simple, while at the same time dripping with insights. Simple and Elegant isn’t easy, but it’s mission critical for us.
In the future, we’ll introduce new products and capabilities that add even more functionality and value to the Experience Hub. Stay tuned.