Acoustic Analytics (formerly IBM Watson Customer Experience Analytics) is a customer journey analytic technology for recording and analyzing customer interactions on a company's website and any mobile channels. It allows the company to catch any mistakes or glitches in the…
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Acoustic Analytics (formerly IBM Watson Customer Experience Analytics) is a customer journey analytic technology for recording and analyzing customer interactions on a company's website and any mobile channels. It allows the company to catch any mistakes or glitches in the system that may be…
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- Tech Details
- Simple implementation
- Better results
- Easy connectivity
- More knowledge sharing sessions
- UI/UX Improvements
- More tooltips on icons
- Positive: Faster solution
- Positive: Better prediction and service
- Positive: Secure and private
- Product Usability
- Visualizing, integration, and retrieval of structured and unstructured data for better decisions in an intuitive natural language user interface.
- Creating the most effective targeted marketing campaigns and effective sales strategy by leveraging multiple sources of data from analyst reports, social data, blogs, reviews, and market research, and leveraging Watson’s user profiling, message resonance, and psycholinguistic capabilities.
- Leveraging forward-looking structured and unstructured data to enhance intelligent merchandising and management decisions related to product, pricing, and inventory management
- Complex mathematical computation. Watson can perform only very simple number calculations and comparisons.
- Predictive analysis. Watson Advisors cannot perform predictive analysis or predict the future, because it is designed to extract existing knowledge instead of creating new knowledge. It can only find candidate answers by comparing huge amounts of data and considering their statistical strength.
- Ease of use of the tool
- Fast results for sales from automated merchandising
- Great insight into top performers
- Good support
- Sometimes it times out and tool goes down
- Positive impact
- Increase in web sales
Whilst there are many low-cost tools that provide insight into user activity and indeed offer session replay, this is an invalid basis for analysis; the focus is on raw data and not drawing conclusions from user activity. IBM CXA is particularly strong for transactional assets such as an eStore. It can, however, be applied to any situation involving user activity.
A particularly strong aspect of IBM CXA is the core foundation it sits upon - UBX or Universal Behaviour Exchange. Not only is the capture of user behaviour through activity automatically recorded, but other, physical activity can also be channeled into the solution e.g. physical store purchases, call centre interactions, etc.
IBM CXA is, therefore, in a strong position to represent entire customer journeys and not simply digital ones.
- IBM CXA comprises an acquisition called Tealeaf. This tool has deep heritage and this is evident in its present-day capabilities.
- The Universal Behaviour Exchange or UBX puts the concept of personalisation at the forefront. The ability to combine physical (analog) and digital transactions to create the complete picture of a customer journey, is a stand out benefit.
- The solution does not have to involve the purchase of software. IBM CXA can be sold as a service bundled with analytics as a service. This not only lowers the cost of ownership, it gets around one of the principal issues. Strong staff with design and analytical capability to drive the solution and deliver tangible benefits.
- The seamless integration of Watson AI services to help with the heavy lifiting. Watson reinforces the analytical focus this solution has and can learn to recognise situations specific to a company.
- IBM CXA leverages script tagging to inspect specific behaviour patterns. A tagging engine against your web assets is a must-have to simplify script insertion and avoid having to leverage internal IT resources to modify web code.
- Tag management is perhaps the most challenging aspect of IBM CXA. In our view, this could be abstracted further and therefore simplified.
- We would like to see connectors with UBX to common platforms such as CRM, marketing automation. The more this is readily available, the quicker the time to value for clients.
- As mentioned earlier, transactional heavy web assets such as eStores are particularly strong candidates.
- IBM CXA along with other, similar tools, is not set-and-forget. The solution must be well managed in order to deliver value. Purchase of the solution is one thing; driving analytic results is another. If a company's staff are not strong analytical thinkers, CXA will not help. IBM CXA is not just a technology platform - it is a basis to design strong customer touchpoints and interactions. You need to be customer journey design literate to get the best from this.
- The ROI question needs to be focused on clients and not our use internally. We leverage this as a platform for designing customer journeys for our clients.
- The ROI case is far easier to make for eCommerce operators. Customer journey failings can be easily quantified and seemingly simple issues can generate large ROI outcomes. For web assets without a trading bias, ROI can be established using notional value attribution. For example, a lead for motor insurance that is lost can be costed based on average policy value over a typical lifetime; struggle on a customer self-service portal can be quantified on the cost of handling through a call centre; etc.
Adobe Analytics is similar to IBM CXA although not as strong for transactional web assets (eStores). In keeping with IBM CXA, integration with Adobe's own suite of products is strong. However, in a heterogeneous environment, this integration does not count.
Lucky Orange is a low-cost tool that will facilitate session replay of individual customer journeys. This solution does not scale since no one is going to observe 1,000+ customer interactions to deduce issues or failings. This is not suitable for large web assets.
The main reason we chose to work with IBM CXA was the ability to cover analog and digital scenarios by leveraging UBX. This was a major reason for us in designing customer experiences since they are naturally a mix of these two domains.
- Tealeaf provides a unique view into a website beyond what typical web analytics can provide.
- It captures all of a website's traffic, no need to tag pages or decide ahead of time what data you want to capture.
- Data is captured and processed in real-time which reveal unknown issues as they are happening.
- Replay session to see what a customer or user actually did and not just they remember doing when a problem occured.
- Data is passively captured and is quick to implement because there is no need to change an app, which is great. Client side interactions also can be captured, but takes extra time because of integration into a site. There could be improvements made there.
- It can be hard to start making sense of the data because of the large volume of data it captures.
A lot has changed to the last year for Tealeaf for the good. There are many more options to for capturing data including a cloud and SaaS offering. Take a look again if you haven't seen it in a while.
- People tend not to believe the ROI because it tends to be so quick.
- Fraud detection and forensics pays for the product.
- Web analytics tends to be better understood than customer experience managment.
- I have used the product to find and resolve issues in hours where teams have spends months and sometimes years to find.
- Enables you to see the exact path and UI that the customer has taken.
- More attributes to filter by.
- Faster issues resolution