INTERVIEW
says Shanahan . “ We wanted to demonstrate that by enabling the client to have a sentiment-driven dialogue with the customer , capturing feedback as close to the experience as possible , we could cut through survey fatigue and get the story from the customer to the brand in real time .”
Shanahan admits that the challenge was tough . To begin with , even an existing customer base of well-known brands needed convincing that his vision of complete , transparent communication had something different to offer . Most companies were already deeply invested in surveys and analytic tools and didn ’ t have the budget to entertain a new approach .
“ What makes us different to most sentiment engines , which tend to deal with averages in survey returns , is our ability to unpick the multiple elements of the customer ’ s response in their own words ,” he says .
“ If you capture the dialogue in the moment , you can immediately drill into the detail . I think I got it from the start – why would I answer a load of irrelevant questions when I could just tell you then and there why I wasn ’ t happy , in my own words ?” says Shanahan .
“ But I did get frustrated . We had a refreshing and exciting proposition , and a great way to capture feedback . We would have positive , evangelical meetings – then the let-down : they already had a long-term commitment to a survey provider , or they might consider a pilot project in a year or so .
“ Now , things have really changed . Everyone is aware of the value of the empowered customer , and I think we ’ re in much more of a sweet spot than we were three years ago . It ’ s taken quite a while and there are still doubters and nay-sayers . But
10 May 2016