RESTON, Va. — Beauty brand L'Oréal USA is leveraging Clarabridge, a provider of sentiment and text analytics for customer experience management, to monitor what is being said in real time about its 27 brands across social media outlets, including website reviews, product reviews, blogs, Twitter and Facebook.
The move will enable L'Oréal USA to automatically route consumer insight to the right people and more effectively engage with its consumers.
"Social media is all about real time, so we need to react in real time when it comes to customer engagement and Clarabridge helps us achieve this goal," said Céline Dumais, VP consumer care center at L’Oréal USA. "We expect to see significant ROI through our 'Voice of Beauty' mission and, most importantly, we expect to continuously improve our relationship with our customers – something you can’t put a price on."
Clarabridge gives L'Oréal USA the tools and support to collect, cleanse, classify and understand the sentiment of customer feedback posts across millions of social media platforms in real time.
By leveraging Clarabridge's sentiment and text analytics suite, L'Oréal USA automates the process of identifying actionable customer comments for further analysis and monitoring. Comments flagged for review are routed in real time to L'Oréal USA's “Voice of Beauty” command center, where the appropriate team member takes the next step in the engagement process and interacts directly with the customer if needed. Customer feedback insight also is shared across the company through out-of-the-box reports and customized dashboards. Since the data are organized by L’Oréal USA’s own analysts, the team has full ownership of how the data is cleansed and monitored, improving data quality and making the analysis and categorization processes even more transparent.