• February 19, 2016
  • By Leonard Klie, Editor, CRM magazine and SmartCustomerService.com

Sprinklr and Yelp Partner on Social Analytics

Sprinklr, provider of a social media monitoring platform, is partnering with customer online review site Yelp to bring full-text reviews, business insights, and sentiment analysis to Sprinklr clients.

"Yelp has exposed their review content to us, which our customers can now use to drive marketing and operational decisions," says Kristin Muhlner, executive vice president of revenue operations at Sprinklr.

Through the partnership, Sprinklr will use Yelp data, combined with data from more than 20 other social media channels, to help companies understand what their customers are saying online, how conversations are trending over time, and how customers feel about specific aspects of their businesses, such as product quality, service, decor, facilities, value, and more.

Sprinklr can now mine Yelp review text to create word clouds and sentiment scores. Users can also view aggregate ratings across social platforms and identify reviews that need some kind of response from the business.

"We provide the analytics and put [the data] into a robust, user-friendly dashboard," Muhlner says.

The data can be broken down and segmented by demographic, store, or geographic region and made available to clients daily or weekly. "We can also extract the data in real time and give that to brands for immediate action," Muhlner adds.

With the insights provided, businesses will be able to better understand what is and isn't working, and they'll have a platform to act on that information and engage customers across other channels. "Businesses can also use our platform to directly respond to consumers on Yelp to regain lost customers and increase advocacy," Muhlner says.

Sprinklr considered Yelp, which garners more than 86 million average monthly unique mobile visitors and more than 95 million reviews,  to be the premier source for consumer feedback and ratings on local businesses.

Yelp's data, Muhlner says, "is incredibly rich, and because it is unsolicited, it is completely unbiased."

Yelp, she adds, is a great source of "very strong, location-specific information," and "lots of operational benefits can be derived from its data."

And for Yelp, the admiration was mutual, as Chad Richard, senior vice president of business and corporate development at Yelp, noted in a statement: 

"Sprinklr has demonstrated their commitment to helping brands create experiences customers love, so they were the obvious partner to help businesses get the most out of their Yelp presence. Many of Yelp's advertisers already rely on Sprinklr for insights into their online presence. With the addition of Yelp data, Sprinklr will have access to the highest-quality, up-to-the-moment local data and analysis available. Our goal is to show the high ROI that most businesses see when advertising on Yelp."

The data is particularly valuable in the hospitality industry, especially among restaurants and hotels, but other industries that could benefit include retail, healthcare, financial services, insurance, and fitness, according to Muhlner.

Darden Restaurants, which owns more than 1,500 restaurants, including the Longhorn Steakhouse and Olive Garden chains, is already on board; Ali Charri, senior vice president of strategy and insights at Darden, detailed the benefits in a statement:

"We are dedicated to engaging our community across all social media channels. This partnership will enable our team to unearth specific insights from personal reviews, strengthening the relationship between guests and our brands. Yelp reviews provide actionable social media feedback, and the ability to access insights and data via the Sprinklr platform will provide invaluable metrics to our team."

Sprinklr maintains close partnerships with all of the social networks that are supported in its platform, including Facebook, Twitter, LinkedIn, Instagram, Pinterest, Bit.ly, Google+, Line, Sina Weibo, Tencent Weibo, Tumblr, and WeChat. 

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