June 8 - Sage North America has announced it will be using Clarabridge content-mining software to automate and analyze text-based feedback from customer surveys.

Part of UK-based The Sage Group plc, Sage North America provides customizable software for accounting, customer relationship management, human resources and more business management software and services to about 2.9 million small and medium-sized businesses in North America.

Clarabridge’s software as a service content mining solution automatically administers the surveys, captures and categorizes the qualitative input, which is then analyzed and converted into reports to Sage’s business managers across the enterprise. Intelligent business decisions based on the findings can then be made more efficiently and effectively by Sage on behalf of its customers.

“We’ve revised our surveys to allow for more open-ended responses, which allow users to tell us exactly what they think in their own words,” said Hal Bloom, vice president of market research with Sage North America in a statement. “We are collecting more useful customer feedback than ever before.” Bloom says the real ‘meat’ from the surveys are in these verbatims, so Clarabridge is viewed as a critical element in Sage’s strategy for managing the customer experience.”

According to an Information Management article by Randy Erdahl, president and co-founder of clario Analytics, “When analytics lead the way instead of being afterthoughts, the chances of success increase dramatically.”

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