Social Media has become a tool for responding to complaints, queries, understanding overarching sentiments and moreover building relationships with customers. With diminishing time to track manually, data automation, AI and Machine Learning, which are all part of Social Media Analytics now, can help brands save time and cost without compromising on consumer/market understanding, says Vishal Agarwal, Chief Executive Officer, Locobuzz in an interview with Elets News Network (ENN).
How pivotal is social media analytics in today’s era?
We now live in a socially connected world. Most of us share our experiences online on one or more of our favourite social media platforms. These range from selfies to great experiences to complaints and feedback. There is a sentiment, there is intent and then there is rich media. Social Media Analytics helps you stitch it all together and provides brands with an opportunity to understand their customers and engage with them.
Social Media has become a tool for responding to complaints, queries, understanding overarching sentiments and moreover building relationships with customers. With diminishing time to track manually, data automation, AI and Machine Learning, which are all part of Social Media Analytics now can help brands save time and cost without compromising on consumer/market understanding.
Social Media Analytics is an essential investment for any consumer-facing brand, big or small.
India is a land of diversity. How does your data coverage programme deal with this challenge?
Locobuzz has extensive vernacular coverage. Locobuzz’s AI and NLP engine is capable of processing vernacular languages to identify context and sentiment. We have out of box capabilities in the following languages:
Chinese, Thai, Vietnamese, Polish, Portuguese, French, Italian, Turkish, Ukranian, Urdu, Arabic, Telugu, Tamil, Bengali, Gujarati, Marathi, Punjabi, Kanada, Malayalam, Hindi, Bhasa, Sinhala, Spanish, Swedish, Dutch, Irish, Danish, German, Russian, English.
Tell us about Team Workflows. Why is it effective in dynamic workplaces?
Team dynamicity requires a streamlined process of attending to social media engagement task or alerts. To meet the quality standards of task management our Team workflow section not only avoids duplication of tickets but also calculates each agent’s performance as well as their task execution efficacy. We have a plethora of features to facilitate seamless team functioning while maintaining individual SLAs.
You also offer digital intelligence hub. How does it work in Crisis Management?
We call the Digital Command Centre as “Immerse”. It gives you an in-depth perception of your Brand Health on Digital platforms in real-time. We have about 16 different types of Data monitoring screens which constitute the command centre. Some of the screens are shown below:
Using Predictive analytics and Deviation Alerts we are even able to indicate when a crisis is brewing, much before it becomes a full-blown issue!
We have AI-driven features and smart visualizations to even understand data/information propagation in the digital world.
For crisis management, the system offers a unique set of features for identifying, activating brand ambassadors, meaningful engagement with aggrieved customers and even identify if a crisis has been created by paid agencies.
How can Machine Learning and NLP help in boosting organisational functioning?
AI, ML and NLP can aid in reducing organizational workload by automating processes which include operations, marketing, human resources, information technology, customer service, finance and warehousing
Locobuzz focuses on the Front Office departments of organizational functioning including Marketing, Customer Service and Experience.
We address Marketing with Social listening to provide in depth predictive analytics and insights on customer preferences and concerns. We optimize audience targeting by providing customer segmentation aligned with product/category listening and keyword as well as location analysis. This helps our brands to enhance their overall performance with competition benchmarking and trend spotting capabilities. Our Newly launched Deep Image Recognition/Search technology aids brands in amplifying their visual branding and also securing themselves from Cyber Phishing.
We provide customer service solutions through Online Response Management that caters to customer complaints and concerns and AI chatbots to convey relevant brand information. Our AI Chatbots also drive lead generation and conversational commerce. They can also be trained to communicate with brand intent, upsell along with entertaining online visitors with jokes or off the block info to keep them connected and engaged.
We are constantly transforming in our NLP and ML capabilities to ensure faster and smoother customer experiences for the evolving age of digital.
Would you like to tell us about your future plans and offerings?
At the moment we are an Omnichannel Customer Experience platform, for the future, I envision Locobuzz as the ‘Complete Marketing Automation Suite’.
With are constantly strengthening our AI & ML capabilities as well and we believed automation will be a key driver for growth in the future.
We are working towards creating a Voice to Text to Voice capabilities. This will enable our clients to access their data points with voice and also enhance customer service capability by merging the existing text based chatbots with voice call assistance, directly from the tool.