AOL looks to Clarabridge for customer data

Share this content:

AOL has tapped Clarabridge and its new Content Mining Platform (CMP) in a push to gather better customer feedback and improve customer loyalty.

Clarabridge recently released version 3.0 of the CMP, which includes a guided discovery interface, enterprise-level deployment and other enhancements. AOL, which is in the process of changing to an ad-supported business model, chose Clarabridge from a field of possible platforms after some test runs.

“About six months ago my team was charged with figuring out how to improve our understanding of the feedback we had been collecting for some time,” explained Terry Pittman, executive director of the voice of the consumer group at AOL. “Feedback was always important, but it's critical in this environment. The driver was that feedback that isn't understood doesn't do anyone any good, and for us it would be a shame if we didn't read the feedback and use it to create a better service and a better user experience.”

Pittman said that his team fields about 40,000 consumer comments a month, and the number could reach 100,000 within a year. The Clarabridge platform provides text analytics capabilities and an analytical engine that allows AOL to plow through the range of data.

Over the past year, several AOL product teams have heeded consumer advice to tweak or fix AOL offerings. Pittman noted that, though feedback tends to be negative, AOL is interested in hearing a range of consumer comments.

“It's all abut hearing people in human voices and not trying to put marketing speak around it, so we can create more things that make people happy and want to come back.”

AOL has merged its feedback operations from beta launches and full products into one live system to take advantage of the automation provided by Clarabridge.

One goal in implementing Clarabridge is to see negative comments decline while overall feedback increases. Pittman said he also hopes that customer sentiments, which Clarabridge helps to measure, will improve overall. He expects customer sentiment to become a core metric over the next year.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above