© 2016 InMoment, Inc.
Today’s most successful brands have moved away from reducing Customer
Experience (CX) to a survey or score. They are now embracing CX as
an integrated driver of cultural change and business outcomes. One
of the most critical elements of a successful CX initiative is having the
right technology partner in place to help bring together customer data
from a variety of systems, processes, and vendors. This provides a more
holistic view of the end-to-end customer experience and harnesses that
understanding to change the way you do business.
At InMoment, we have more than 14 years of experience tackling these
very issues by providing Voice of Customer (VoC) and Employee
Engagement solutions to some of the world’s most sophisticated
brands. We do it by pairing a powerful, flexible and secure architecture
with innovative technology. From there, our subject matter experts can
deliver business-critical insights that fuel better decisions, build stronger
relationships, and drive bottom-line results.
A B S T R A C T
CX: The Art of the PossiblePart 2: The InMoment Enterprise SolutionBy Erich Deitz, VP, Worldwide Strategic Accounts
W H I T E P A P E R
Not every VoC platform is created equal.
Supporting an enterprise’s complex needs
can quickly bury many vendors because of
the technical requirements involved. The
infrastructure needs to be able to support:
• Multiple enterprise-sized clients
running concurrently
• Complex organizational hierarchies
• Unique and constantly changing data
requirements on a per-client basis
• A variety of listening posts, including
touchpoint, journey, and relationship
• Real-time listening, analysis, and
reporting shared at every level of
the organization
• Highly variable CX analytics patterns
• Customer data integration from a
variety of sources (CRM, POS, loyalty,
operational, etc.)
• Multimode listening including text,
voice, and video
• Data privacy and security
The InMoment platform is unique within
the CX space. While similar to architectures
found in other top SaaS platforms like
SalesForce.com, Concur, Gainsight,
Microsoft Azure, and many others,
InMoment’s platform was built to address
T H E R I G H T I N F R A S T R U C T U R E
the unique environment of customer
experience and, thus, is designed to offer
clients a competitive business advantage.
The InMoment platform is purpose-built for:
• Business Users: Business users can
modify the data structure without
the involvement of programmers or
database administrators.
• Real Time: Changes in structure or data
are available immediately—not after a
week, a few days, or a few hours; we do
not use cubes or aggregation tables, so
data is always current.
• Flexibility: Can handle constantly
changing CX programs. Adding new
data points is quick and simple.
• Stories: Integrated technologies
provide quick, highly accurate analysis
of both structured and unstructured
data, including scores, written
comments, voice comments, and
video feedback.
[email protected] • 1-800-530-4251 • © 2016 InMoment, Inc. 3
Power and Complexity
Flexibility and Scalability
InMoment uses modern web-scale
architectural standards to provide a
scalable and powerful solution. That’s just
a fancy way to say that no matter how
large or how complex your enterprise, we
have the back-end power to support it.
We do it through a combination of factors:
horizontal scalability, data architecture,
human expertise, and more.
Most enterprise organizations aren’t
constructed as a simple, up-and-down
hierarchy. They’re more like intricate spider
webs, with departments, employees, and
other stakeholders branching off in every
direction imaginable. To support these
complex environments, we built a platform
that allows our technical support team
to modify the data structure without the
involvement of programmers or database
administrators. This means changes (to
feedback forms, reports, etc.) are simpler,
faster, and more cost effective.
The bottom line is this: InMoment’s platform
is built to handle complex organizations,
customer journeys, and hierarchies. In fact,
we have more than 14 years of experience
powering the VoC programs of enterprises
across multiple industries and countries.
Additionally, the architecture securely
separates each InMoment client’s data from
other client’s data and still allows InMoment
to continually update and improve the
overall system to the entire community of
users. This methodology provides superior
flexibility and security while still enabling
strong analytical capabilities that drive
speed to insight.
Data Integrity
Veracity and SecuritySecurity is critical in an enterprise
environment. Whether you’re a financial
institution tasked with complying with
federal and state regulations or a retail
enterprise that collects personal data, you
need a solution that will keep customer
data secure, while ensuring you and your
internal team have the confidence to act on
the insights.
While data security can be a complex
issue, at its most basic level, the InMoment
platform both protects the integrity of
the data you collect on the front end and
secures it on the back end.
Because of the way the InMoment platform
is architected, individual users can be
granted access to only to specific sets of
data. This controls the data users can see
within the organization, as well as the types
of reports they are sent and the information
visible within online dashboards and
reporting applications. Data access can
be further tailored to protect sensitive
information such as personally identifiable
information (PII).
International data storage is another piece
of the security puzzle. As global standards
and requirements change, InMoment
continues to evolve our measures to ensure
we stay compliant with all new guidelines.
We adhere to the SOC 2 reporting
process and continue to comply with all
Safe Harbor standards. We also support
the European Commission’s Standard
Contractual Clauses or Model Clauses and
can take the additional step of tokenizing
personal data. Tokenization is a highly
secure, proven method routinely used to
protect sensitive information. Through
the tokenization process, customer data
can remain on servers within approved
geographical locations.
InMoment provides protective measures
that ensure the integrity of your customer
insights so you can make confident
decisions for reliable results. We do this
through a three-step process, supported by
best practices and powerful technology:
• Prevent: Proactively identify and
prevent the input of fraudulent data.
• Detect: Monitor for unexpected
changes in volume, trends, and other
suspicious signs.
• Cleanse: After the initial screening
of responses, we perform macro-
scale data analysis on your customer
feedback to detect red flags within
the normal patterns and trends of
your data.
Data Security
[email protected] • 1-800-530-4251 • © 2016 InMoment, Inc. 5
Multimode Listening
T H E R I G H T T E C H N O L O G Y
Having the infrastructure in place is a good start, but it’s certainly not
the end of your CX journey. We pair our custom-built platform with the
technology and features to help you listen to, understand, and share
customer stories.
How you listen to your customers and
employees really does matter. It impacts
both the quality and quantity of the data
and, in turn, the resulting insights. And
because the process of giving feedback
is an essential journey, how you engage
becomes part of customers’ individual
experiences, as well as their overall
relationship with your brand. InMoment
offers more ways to engage with
customers and employees in those critical
conversations about their experiences than
any other Voice of Customer vendor. We
empower your key stakeholders to share
their stories, on their terms.
listen
engage collect
gather
shareunderstand
omni-invite methods experiencedata
otherdata
internalteam members
actionableinsights
recommendationsand reviews
crm social
loyalty other
advancedanalytics
social networks
web browser
mobile
video
voice
Active Listening uses a strength meter,
follow-up prompts, and drill-down
questions, all based on real-time text
analytics, to encourage customers to
share more details about their experience.
Feedback from clients who use Active
Listening, as well as third-party validation,
both prove this unique, patent-pending
technology elicits an average of 30+
percent more data, which nets more
insights for you. Plus, your customers enjoy
an engaging, human feedback experience.
InMoment’s video feedback gives customers
the ability to record a video message about
their ex perience via their mobile devices,
tablets, and desktop/laptops, allowing them
to speak naturally about what matters most.
Use video feedback to understand specific
moments of truth via standard surveys; use
the Answers On-Demand feature to ask a
community of consumers (loyalty group,
InMoment panels, etc.) targeted questions
about specific topics, measure impact of
campaigns, or understand brand perception.
In addition to greater understanding of
key experiences, video feedback can be
used to drive CX engagement and action
at the executive, manager, and frontline
levels, as well as to train staff and power
user-generated content for social media
channels and corporate websites.
Active Listening Video Feedback
We recently used the video feedback tool at a conference where we acknowledged the hard work of our retail employees and inspired them to continue elevating the in-store experience. It is always encouraging for our retail employees to hear the impact they make from consumer quotes, but the feeling is taken to another level when they hear the words directly from the consumer. We included a video reel in our presentation and provided personalized videos to some of the top-performing [employees]. Our managers were excited to know that consumers cared enough to leave positive words and were also very appreciative that our group took the time to put together a video that celebrated their work!
—Alanna Shipley, Shopper Insights Levis
[email protected] • 1-800-530-4251 • © 2016 InMoment, Inc. 7
It’s a common misconception that voice
feedback is a dying channel. A recent
report issued by CCIQ Magazine showed
that 74 percent of businesses use live
agents as a primary service channel. The
study also revealed that 61 percent of
customers still reference the telephone
as their preferred method of contact. At
InMoment, we still see a healthy percentage
of our clients’ customer feedback coming
through voice.
While the role of voice in customer
experience is changing, it remains a critical
channel for listening, understanding, and
sharing information. We believe in giving
you the ability to listen to customers
however and whenever they choose to
provide feedback. We believe that the
personal connection found only in the
human voice will always be central to
the customer experience. That’s why we
offer InMoment Voice, a combination of
innovative technologies, including live
agent analysis, verbatims, inbound and
outbound IVR, service-to-survey routing,
a proprietary telephony architecture, and
more, all of which glean insights from
customers’ voice comments and provide a
powerful connection between customers
and your internal team members.
The online experience is an important
one, and it’s critical that you have good
tools to gather feedback from customers
about, and within, this environment. All
too often, online surveys are ungainly
monstrosities that focus more on the
details of site performance than on
actually understanding how customers
feel about their experience. The constant
invitations and long, interrogative surveys
turn the feedback process into a negative
experience, irritating customers and
preventing them from promoting your
brand—or worse, harming the relationship.
InMoment’s Online Feedback capabilities
include subtle, intuitive collection tools
that drive action to improve the customer
experience while respecting the online
experience itself. Online Feedback marries
quantitative, page, and site information to
dynamically customize survey questions,
enabling you to uncover actionable
insights through relevant engagement
with customers.
Voice Online Feedback
Data Integration: Myth vs. Reality
Myth #1
There’s a single integration solution for any problem or any question.
Reality #1
When we say “data integration,” there’s often a misconception that a “magic
bullet” or a single piece of software, a single API exists that will solve the
integration puzzle. Depending on the type of integration you’re looking for,
there may be a single solution or multiple solutions.
Integrating other types of data with
your customer feedback can give you
exponentially more, and more actionable,
insights. InMoment helps map your data
integration plan to your CX and other
business objectives before bringing the
relevant customer data together for a
more holistic analysis of the challenges
and opportunities.
Data Integration
The rise of social media and online reviews
makes it simple for customers to share
their stories in more places and more
ways. And you need to be willing and able
to listen to what they have to say in this
sphere. However, the social universe is a big
place, and tuning into the corners where
customers share their most meaningful
stories isn’t easy.
Social Listening InMoment’s Social Listening taps into the
places within popular online review and
social sites where customers tell the most
meaningful experience stories. We embed
these social stories alongside experience
data from voice, online, and other sources,
into alerts, reports, dashboards, and apps
for a broader view of how customers feel
about your brand.
InMoment can integrate data from a variety
of sources, including:
• Financial
• Transactional
• Market research
• Competitive intel
• CRM
• Point of sale
• Mobile app
• Agent notes
• Mystery shopping
• Loyalty
• Ticketing
• ERP
[email protected] • 1-800-530-4251 • © 2016 InMoment, Inc. 9
Myth #2
You need to work with InMoment’s development team every time you want an
integration.
Reality #2
InMoment provides a number of specific, detailed resources that your internal
teams can use to complete integrations. While we’re always here to assist, these
resources often provide all the documentation your IT and development teams
need to successfully complete the integration.
Myth #3
When someone says “data integration,” they actually mean CRM integration.
Reality #3
CRM integration is just one type of integration. Data integration covers a
large spectrum of data and system types that require different approaches
to produce the results you need. InMoment has experience integrating a wide
range of data into our platform, from demographic and historical information
about customers that helps you tailor feedback questions to transactional
information for predictive analysis to hierarchy data that ensures the insights
get to the right people and places. InMoment also offers an out-of-the-box
Salesforce.com integration.
InMoment’s text analytics are fully
integrated across the platform to help
you understand what matters most to
your customers—and take targeted,
timely action. Built on the same natural
language processing engine as IBM’s
Watson, and then tuned to specific industry
vocabularies, our text analytics are real-
time and highly accurate. Our text analytics
can identify meaning (including topics,
entities, and sentiment) used to identify
root causes of dissatisfaction, predict
changes in key metrics, and reveal
emerging topics of interest.
InMoment’s text analytics are fully
integrated across all of our products,
infusing each alert, report, and dashboard
with richer, timelier information that
employees at every level can easily
understand and act on. And our global text
analytics combined with our multilingual
collection and reporting capabilities give
you the tools to listen to, understand, and
share customer stories in a variety
of languages.
InMoment combines feedback directly from
your customers (ratings, comments, and
social) with other customer information
from virtually any source (CRM, loyalty,
InMoment’s CX Analyst Tool allows your
internal analysts and insights teams to
slice and dice large quantities of current
customer data—on the fly and from
multiple sources—to run nearly any query
and create customized, interactive views of
your customers’ experiences.
Text Analytics
Predictive Analytics
CX Analyst Tool
Your organization collects structured and unstructured data from a variety of
sources. But without the right application of analytics tools and techniques, it
remains in siloes. InMoment provides the expertise to pair the right data with
the right analytics—text, predictive, root cause, and more—to help you uncover
the insights hidden in your data.
Advanced Analytics
POS, etc.), and applies advanced predictive
modeling to provide insights about future
behavior. Armed with this information,
you can stay ahead of problems and
leverage emerging opportunities to their
maximum potential.
[email protected] • 1-800-530-4251 • © 2016 InMoment, Inc. 11
Because voice is still such an important
feedback channel, InMoment uses one
of the most accurate audio language
processing systems available to transcribe
voice comments in real time. We then apply
our text analytics to surface both the facts
and nuances your customers want
to convey.
Focus is an interactive mobile application
that provides tailored, persona-based
reporting to employees at all levels of the
organization. Easy-to-use, real-time access
to essential information allows managers
to coach employees and rescue unhappy
customers, while insightful dashboards
give leadership the ability to target and
act on the factors that most impact their
customers’ experiences.
Executive Dashboards combine customer
insights—from virtually any data source
and type—with advanced analytics to
create powerful, easy-to-understand
visualizations. These visualizations give
you a strategic view of your business to
help you understand the past, present, and
future state of your customer experience in
a single glance.
Speech to Text
Focus
Executive Dashboards
Your organization is made up of a variety
of stakeholders and departments, each
one needing different types of data from
your customers. Marketing wants customer
feedback on new product initiatives, ad
campaigns, and competitive intel. Legal
needs information on possible risk or
safety issues. Operations wants feedback
on location efficiencies, supply chain, and
vendors. Customers provide insight into
each of these areas and many more. The
trick is getting this valuable feedback to the
right people in an efficient, actionable—and
timely—manner.
To add to the complexity, different levels
of employees need different access to that
information. An executive needs vastly
different data than a frontline employee.
InMoment provides persona-based
reporting and complex hierarchy support
that not only addresses the needs of
different departments, but also gives the
right people within those departments
the right information. We specialize in
delivering real-time, actionable data that
Persona-based Reportingis tailored specifically to each department
and level in the organization.
• One hundred hours of recorded speech can
be transcribed and analyzed in one hour
• Live conversations are converted instantly
to enhance structured feedback data
• Instead of searching for only
predetermined phrases, speech-to-text
analyzes comments in their entirety to find
every available insight
T H E R I G H T P E O P L E
An enterprise-level customer experience optimization program requires
ongoing professional care to ensure you continue to get the most out of
your technology investment. InMoment provides a team of knowledgeable
consultants to help you design and implement the right solution to support
your CX initiatives and deliver successful outcomes.
Technology is great. But sometimes it’s
not enough. Sometimes you need a human
touch to steer your technology in the right
direction. Our Data Sciences teams take
the insights surfaced from the InMoment
platform and combine them with rigorous
science and industry knowledge based
on decades of hands-on experience.
Our teams provide professional services
(including loyalty modeling, industry
There is no “one size fits all” answer for any
Voice of Customer program. A launch-and-
leave approach won’t work because each
business is unique and always changing—
and so are your customers. InMoment
brings 14-plus years of experience to
help you apply the right technology and
Data Sciences
Ongoing Support and Services
benchmarks, key driver and gap analysis,
and more), CX best practices for the entire
lifecycle (from design and implementation
to ongoing maintenance and program
improvement), and product innovation
through R&D to ensure that your program
stays relevant and effective and delivers the
business results you need.
best practices, in the right places, and
at the right time, so you achieve real
business results. A dedicated team of
experts will help you evolve your program,
ensure it doesn’t get stale, and keep it
running smoothly over the lifetime of our
relationship.
[email protected] • 1-800-530-4251 • © 2016 InMoment, Inc. 13
Program Design & ImplementationWe work with you to design and implement
a Voice of Customer program that provides
the right kind of fuel for your Customer
Experience initiatives and other business
objectives. This includes setting up listening
posts in the right places, using the right
channels, asking the right questions at
the right time, using the best metrics and
methodologies for each job.
“Now that we have experience with InMoment and our previous vendor I can say that they are a very talented, practical, focused, tenacious, hungry team who take the time to really work with you to establish a program that will meet your business objectives. Their goals are your goals; their team is your team. I think this is one of their largest strengths.”
—Sr. Director, Customer Insights, McDonald’s
We’ll help you set up customized collection
tools, text analytics tags and keywords,
and data integrity controls. We also assist
you in determining how the information
is packaged and presented in simple and
elegant alerts, reports, and dashboards.
Once all of the right pieces are in place, we
work closely to roll out the new capabilities
across your organization, refining as we go.
T A K E T H E N E X T S T E P S
Customer experience is, indeed, the new competitive battlefield. However,
without the right tools, it can quickly become a cost, not a business driver.
InMoment’s Enterprise Solution delivers the infrastructure, technology, and
people your brand needs to take your CX program to the next level.
For more information, contact [email protected].
About InMoment InMoment is a cloud-based customer experience (CX) optimization platform that gives companies the ability
to listen to and engage with their customers to improve business results through better experiences. Through
its Experience Hub™, InMoment provides Voice of Customer (VoC), Social Reviews & Advocacy, and Employee
Engagement technology, as well as strategic guidance and tactical instruction, support, and services, to 350
brands across 25 industries in 128 countries. The company is the leading VoC vendor for the food services, retail,
and contact center industries, with deep domain expertise in B2B, healthcare, hospitality, and numerous others.