Sage Software officials wanted to refine their customer feedback gathering system to better serve customers. They wanted to focus on leveraging customer insights to elevate the overall customer experience.
Enter customer experience management firm Medallia.
Sage Software partnered with Medallia to use the latter’s patent-pending machine learning Text Analytics technology that automates the discovery of customer feedback topics that might have otherwise been missed by traditional text analytics approaches. This real-time solution leaps ahead of traditional text analytics that rely on—and are limited by—manual, human input.
Loyalty360 caught up with Wai Au, Global Customer Experience Lead at Sage Software, which is a global leader of accounting, ERP, and payroll solutions for small- and medium-sized businesses.
Why did you partner with Medallia to use the Text Analytics technology and how will this impact your ability to leverage customer insights and customer engagement?
Prior to Medallia, Sage was using another text analytics vendor in North America. We were looking for a new text analytics partner who could help us launch Sage’s Net Promoter Score program worldwide in multiple languages. Our experience with text analytics is that it can be complex to implement and launch. Ease of implementation was one of our key criteria. Additionally, we wanted a high adoption rate for the global team. Hence, ease of use was also another selection criteria. Medallia was flawless in helping us with the implementation and we currently have usage of the Medallia platform across 15 countries and eight languages, spanning six continents around the world.
What makes this technology so effective?
The technology makes the use of text analytics simple. We are easily able to perform sentiment analysis and categorize the positive and negative sentiment into topics that apply to our business. We focus on getting customer insights and not worrying about the technology itself.
How much time will this technology save you?
While we have not officially tracked the number of hours saved, Medallia’s easy-to-use interface has allowed even the most novice team members tap into the power of text analytics. Having text analytics, NPS, and satisfaction drivers all self-contained within one dashboard keeps things simple while providing specific and applicable insight at the same time. Medallia is intuitive and the learning curve is quite smooth.
The power of Medallia’s reports has saved each member many hours of analysis after each survey. Text Analytics drives our NPS improvement plans and enables us to quickly focus on the key areas that are impacted.
How important is listening to your customers and how will this technology enhance that process and take it to a higher level?
Listening to customers is critical, but it is only the first step. Driving action is the key to success. Medallia’s technology and tools such as impact score and importance correlation to NPS help us to scientifically prioritize what customer feedback topics to address first. We know the key issues that are negatively impacting our net promoter scores. Armed with this knowledge, we can quickly develop action plans to address the top customer pain points.
What can this do for your overall CX?
Sage colleagues who have leveraged Medallia’s Text Analytics technology have seen the Net Promoter Scores for their products steadily increasing. We have performed the analysis and know that promoters typically spend more with Sage and their renewal rates are higher than passives and detractors.