“A data scientist in a box.” That’s the way IntelliResponse describes its new VOICES analytics platform, released this week. Its virtual data scientist is designed to figure out the age-old issue of what customers really want -- based on the questions that they ask.
The analyzed data generates insights and comes from client interactions obtained from any self-service channel -- through websites, mobile, virtual agents or social media. The questions are captured as asked in natural language, and then dissected via linguistic and statistical native language processing, along with data visualization technology to render graphical depictions of trends. The trends are automatically visualized as themes, and marketers can drill-down into the themes to find the original questions if they so desire.
Voice of the Customer
IntelliResponse CEO David Lloyd said in a statement that businesses need a “Voice of the Customer” strategy for their digital channels, “but few even know where to begin, let alone execute on it.” VOICES, he said, provides “powerful, easy-to-use technology” for marketing, customer care and customer experience teams to help them “unlock value from the millions of online questions customers posed to them every day.”
The Toronto-based IntelliResponse specializes in virtual agent technology for the enterprise, and its other products include Enterprise Virtual Agent solutions that provide a “virtual concierge” which can answer questions asked in natural language.
Virtual Assistants, Marketing Data Analysis
VOICES is positioned at the intersection of two rapidly growing markets, virtual assistants and marketer-friendly data analysis. According to a new report released this month by industry research firm Researchmoz, the global intelligent virtual assistant market is projected to grow at a compound annual growth rate of about 39% over the period of 2012 to 2016.
Some studies, such as a recent one by data-driven marketing provider Lyris, have noted that marketers are not effectively using Big Data to find out what consumers want. Similarly, a survey released in February from Infogroup Targeting Solutions and Yesmail Interactive found that marketers are “data-rich and insight-poor,” and are planning to increase spending and hiring to help turn customer data into information they can readily use.