Wootric: Turning customer feedback into a competitive advantage

About Wootric

Founded in 2013, Wootric is the AI-powered enterprise feedback management platform for boosting customer happiness. Companies in more than 75 countries around the world use Wootric to gather and derive insights from CX feedback including Net Promoter Score, Customer Satisfaction, and Customer Effort Score metrics.

Industries: Technology
Location: United States

Wootric has expanded its platform with AI, using Google Cloud Natural Language to quickly analyze and classify unstructured text with powerful machine learning models.

Google Cloud Platform Results

  • Accelerates time to market for critical platform expansion by two months
  • Helps deliver accurate and meaningful insights to customers in near real time
  • Saves 30% of engineering resources required for AI development

Time to market accelerated by 2 months

In the hyper-connected, always-on world of digital commerce and social media, companies are inundated with valuable customer feedback, both positive and negative. It’s a treasure trove of information that can yield insights to improve customer satisfaction, increase sales, and establish a competitive advantage. The challenge for companies is to collect and understand all of this feedback to continuously improve their products and services and win customers for life.

According to Wootric, a leader in customer feedback management, the solution lies in combining customer-centric surveys with artificial intelligence (AI). The company’s platform is based on the proven Net Promoter Score (NPS) system and presents a full suite of customer experience metrics, including Customer Satisfaction (CSAT) and Customer Effort Score (CES), for a unified Voice of the Customer perspective. By delivering single question micro-surveys in web and mobile apps, via email, or via SMS, Wootric achieves a high response rate for quantitative and qualitative customer feedback.

Wootric is constantly evolving. As the company began developing CXInsight™—a critical platform expansion to allow users to analyze customer feedback from any source, including support tickets, social channels, and comments in Salesforce—it wanted to move quickly without sacrificing rigor.

“Google Cloud Natural Language accelerated the ability of our machine learning algorithms to extract sentiment and themes from hundreds of thousands of customer feedback comments and deliver near real-time insights to our customers.”

Prabhat Jha, Chief Technology Officer, Wootric

To deliver a true Voice of Customer data hub, Wootric needed to augment its own machine learning capabilities to extract deeper meaning from text. Instead of relying on open-source libraries and developing an exclusively in-house solution, Wootric paired Google Cloud Natural Language with its own algorithms to automatically identify entities such as people or companies, detect anomalies in customer sentiment, and instantly classify large volumes of customer feedback.

“Open-ended feedback is unstructured and difficult to make sense of programmatically,” says Prabhat Jha, Chief Technology Officer at Wootric. “Google Cloud Natural Language accelerated the ability of our machine learning algorithms to extract sentiments and themes from hundreds of thousands of customer feedback comments and deliver near real-time insights to our customers.”

Faster, more accurate insights

Text analytics and sentiment analysis has traditionally been a difficult task for AI, but it’s also surprisingly hard for human teams to accomplish accurately and without bias. By providing AI-powered categorization of customer feedback and reliable sentiment analysis, Wootric is improving both speed and accuracy.

With Google Cloud Natural Language, Wootric can also offer deeper insights, using syntax analysis for automatic tagging and routing of customer feedback to relevant teams—for example, routing comments about features to a product team. It can combine syntax and sentiment analysis to measure average sentiment and highlight areas needing the most attention. It can also use entity sentiment analysis to identify sentiments associated with people, teams, organizations, or locations to improve customer service.

“Using our robust machine learning models with Google Cloud Natural Language, we help companies quickly make sense of their valuable customer feedback and see the forest for the trees.”

Lisa Abbott, Vice President of Marketing, Wootric

“Customer insight professionals need a system of record of their own, and that’s where AI comes in,” says Lisa Abbott, Vice President of Marketing at Wootric. “Using our robust machine learning models with Google Cloud Natural Language, we help companies quickly make sense of their valuable customer feedback and see the forest for the trees.”

Reducing IT and engineering costs

By using a simple REST API for text analysis, Wootric saves time for its engineering team, allowing them to move faster and accelerate time to market for new services and features.

“We would rather focus on our customers’ needs than running machine learning libraries,” says Prabhat. “Without Google Cloud Natural Language, it would have taken us two months longer to bring CXInsight to market, with 30% of our engineering resources committed during that time and one FTE devoted to maintaining expensive infrastructure.”

To scale CXInsight cost effectively as more customers come on board, Wootric plans to move its entire machine learning infrastructure to Google Cloud Platform, using Google Cloud Machine Learning Engine and TensorFlow, an open-source library for machine intelligence developed by Google.

“Moving to Google Cloud Platform will help us keep margins healthy as we grow by avoiding large capital expenditures and increased staffing requirements,” says Prabhat. “It’s definitely our future.”

Enhancing internal collaboration

Since its founding, Wootric has used G Suite apps, such as Gmail, Google Docs, Sheets, and Hangouts Meet, to connect its distributed team. The company stores content libraries and documentation on Google Drive, allowing employees to quickly get what they need and stay productive from anywhere. Standardizing on G Suite also helps new employees get up and running quickly with a toolset they are already familiar with.

“Artificial intelligence is the key to unlocking insights in our Voice of the Customer feedback hub, and with help from Google machine learning technologies, we’re ready to lead the way.”

Jessica Pfeifer, Chief Customer Officer, Wootric

A running start with AI

By offering companies a better way to monitor and manage their customer experience, Wootric is improving satisfaction among its own customers—an achievement it continually measures using its own platform. When customers are dissatisfied, the customer success team can quickly identify the problem and proactively reach out.

“Artificial intelligence is the key to unlocking insights in our Voice of the Customer feedback hub, and with help from Google machine learning technologies, we’re ready to lead the way,” says Jessica Pfeifer, Chief Customer Officer, Wootric. “We’re excited about the insights we can gain from our own customer feedback to make our products even better.”

About Wootric

Founded in 2013, Wootric is the AI-powered enterprise feedback management platform for boosting customer happiness. Companies in more than 75 countries around the world use Wootric to gather and derive insights from CX feedback including Net Promoter Score, Customer Satisfaction, and Customer Effort Score metrics.

Industries: Technology
Location: United States
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