Today, Mindshare Technologies, which acquired Empathica in September 2013, announced that the two companies have united under a new corporate entity named InMoment. With more than 300 employees throughout North America and Europe, serving 350 brands across 25 industries in 128 countries, InMoment's first product launch is a cloud-based customer experience optimization platform called the Experience Hub.
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 in a statement. "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."
The Experience Hub iis data agnostic. 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. The Hub will also leverage partnerships and APIs to bring in and use 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 calibrates the technology to individual client needs.
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 packaged, and presented in 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.
"The world's top brands are looking at customer experience with a new sense of urgency," said InMoment's president, Lonnie Mayne, in a statement. "They're discovering the vast potential the words of their customers have to transform companies at every level. With the right commitment, employees become more empowered and loyal. Customers are true partners in evolving enterprises to become both good and great. Customer experience isn't just checking a box or achieving a score. It's about changing relationships, and in the process, exponentially increasing business success."