Qualtrics integrates sentiment analysis into contact center tools


Voice of the customer provider Qualtrics has launched Social Connect, a sentiment analysis and social listening tool for contact centers.

Social Connect was born out of technology when Qualtrics acquired Clarabridge for $1.1 billion, which closed in October. Qualtrics has evolved it since the acquisition, said Fabrice Martin, product manager for Qualtrics customer service. Social Connect merges over 30 popular social channels and messaging platforms, including Twitter, Facebook, WhatsApp and Viber, as well as live chat and email, into a single dashboard to give center agents contact a single view of all the places a customer could have used to reach a business.

Social Connect performs sentiment analysis during one-to-one conversations between an agent and a customer, noting how difficult customers feel to solve a problem and also detecting the emotions the customer is expressing with words. Difficulty is a key metric, Martin said, because the more trouble customers have engaging with a company, the more likely they are to unsubscribe. Using AI to note these issues can help shape the agent’s response.

Social Connect is also a social listening platform that monitors internet review sites, feeds such as Twitter, and other places where a business might be publicly mentioned. Normally, social listening tools are the purview of the marketing team, used to understand the totality of what is being said about a company. But that is changing.

“More and more of these conversations are becoming customer service conversations,” Martin said. “For example, a few airlines use it day in and day out. What used to be social surveillance has turned into ‘I lost my bag and I need someone to help me.’ There are more contacts, interactions and partnerships between the marketing team and the contact center customer service team because some of these queries are actually customer service queries.”

According to Jim Davies, an analyst at Gartner, the general trend in the voice of customer vendors such as Qualtrics is to go beyond their traditional capabilities – capturing, analyzing and presenting customer feedback – in order to increase their value in the business.

Qualtrics sentiment analysis tools as shown on the contact center agent console.

“They are looking for ways to integrate deeper into customer-facing operational departments such as service, sales and marketing,” Davies said. “Thanks to their deep understanding of the customer experience, they increasingly seek to intervene in customer processes, even to orchestrate them.”

Qualtrics released Social Connect features as part of its X4 User Conference.

Don Fluckinger covers enterprise content management, CRM, marketing automation, e-commerce, customer service and enabling technologies for TechTarget.

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