The Silicon Review
Customer service management is an integral concept that will define how a company is interacting with its customers. Basically, every group in an organization will build unique interactions with customers from its own perspective. CEM is about improving the interaction between the organization and customers entirely from the customers’ point-of-view. The entire need to have interaction is to improve services and cultivate customer loyalty. The practice of CEM goes a long in bridging the gap between the actual customer experience and intended customer experience
There is CEM software to automatically collect and analyze consumer feedback. A good CEM system should also deliver accurate customer insights and provide full access to analytics with reporting options. To assist businesses with CEM, Neurosensum, a company based in India has introduced a SaaS platform called SurveySensum for industries like Hospitality, Telecommunication, Retail, E-commerce, Co-working Spaces, Fitness Centers, Coaching Institutes, Banking, and Financial Services.
In conversation with Mr. Rajiv Lamba, Global Managing Director of NeuroSensum and SurveySensum.
Q. Can you brief us about the history of your company?
In 2018, the company started as a Neuroscience based consumer research company with a key focus in understanding consumer’s subconscious response using cutting edge tools like EEG, Virtual Reality, Eye Tracking, Reaction Time-based applications, Facial Coding, etc. In 2019, the company launched a new revenue stream, SurveySensum with a vision of helping small and mid-size enterprises (those that couldn’t afford market research consultancy) in understanding consumer feedback and improving decision making using Artificial Intelligence and predictive analysis. With Surveysensum, companies can measure and improve customer experiences in real-time.
Q. What were the biggest initial hurdles to building your business and how did you overcome them?
Initial hurdles are around constantly engaging and educating enterprises, especially small and mid-size enterprises. All of them have growing needs towards consumer’s understanding and want to have an affordable, real-time tool that can provide them their consumer feedback, but educating them on how to use our SurveySensum software is a challenge that we have been able to overcome. We are constantly Improving UI/UX of our software to make it simple to use so that adoption is better. Doing Text analytics and sentiment analytics (which is used to analyze qualitative feedback consumer) in local languages was another challenge that we have been able to overcome in Bahasa Indonesia and Malay languages. Text analytics was relatively easy for the English language.
Q. What is your learning from the previous year that you are keeping in mind while crafting your future road map?
It is true that from time to time change will occur at a higher pace. If you want to win the market and have a lasting positive impact, you need to build a system and processes to run that system. Over the past 2 years, we’ve seen the rise of in demand for our solutions in the market, and we have been putting a lot more focus on building our engineering team, UI/UX team, investing a lot more on data science, all of which is helping to develop a product that has constantly been able to meet our clients’ needs. In addition to this, we are investing a lot more in our marketing efforts to reach out to enterprises, and constantly making them familiar with our solutions.
Q. What would you say was the single most influential factor in your business’ success?
I won’t say it is only one thing. I feel it’s our internal processes i.e. alignment of vision within our team, staying focused, regular training & team bonding with the mission of delighting our clients & solving their business issues. These are some of the key elements which are quite essential to drive external success.
Q. What is it in your company that makes it different from others in the domain?
Our approach towards solving problems of the client makes SurveySensum different from others. We understand client issues and advise them on solutions which help our clients in measuring consumer engagement across multiple touchpoints and more importantly understanding why (through text analytics and sentiment analysis for qualitative responses).Our tech team works closely with tech team of our clients to measure real-time customer feedback through multiple integrations i.e. WhatsApp/Tablets/QR code/Emails/In-app/website integrations/SMS/CRM/POS/PMS Integrations. A customized dashboard helps in showing real-time insights to clients and closing the loop has been a very clear differentiator for us i.e. creating alerts in the systems so that a client instantly knows who are unhappy/happy customers and why so that they can take instant actions accordingly.
Q. What are your product/service offerings?
Majorly, we have three products in SurveySensum:
Q. Who are your target clients? Any specific sector you want to highlight?
We offer solutions for a large vertical of clients, B2C or B2B. SurveySensum is needed across multiple industries but we feel hospitality is in the greatest need of consumer feedback both in-moment and otherwise.
Q. What are your present and future focus areas?
We have been able to implement Text & Sentiment Analytics for English, Bahasa Indonesia, and Malay. Currently, our focus is on improving text analytics and sentiment analytics for other Asian Languages (ex- Thai, Vietnamese and Tagalog) through NLP (Natural Language Processing is the sub-field of AI that is focused on enabling computers to understand and process human languages). We are also implementing predictive analytics in SurveySensum software which is used to link customer feedback to their internal transaction data, helping clients in creating a prioritization matrix and improving overall Customer Life Value (CLV).
Mr. Rajiv Lamba, Global Managing Director of Neurosensum and SurveySensum.
Mr. Rajiv Lamba brings more than 18 years of executive experience to SurveySensum - an AI-enabled Survey based Customer Experience Management software. He has had a remarkable 8 years of entrepreneurship experience and has already exited a company before starting SurveySensum.
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