Predicting future developments in the text analytics and CEM markets

Clarabridge’s Sid Banerjee has listed developments which are expected to emerge in the text analytics and customer experience management (CEM) markets this year. 

    Firstly, according to Banerjee, social media analysis (SMA) will finally move from “fad” to “function”.      He stated that the market for social media analytics requires a few critical capabilities:      •          Deep linguistic parsing + advanced sentiment scoring + intelligent means to separate the spam from the true insights + a robust analytical and exploration level.      •          An integrated view of customer experience across social media AND non social media sources (surveys, call center interactions, emails, etc) – to capture insights when customers are researching, trying, buying, and getting support with products and services.      •          Combined alerting, problem routing, trending/tracking, and advanced analysis to meet the needs of all stakeholders in a company.      Secondly, he mentioned that enterprise adoption of text analytics will continue. Last year, the company saw its customers integrating multiple data sources as they deployed to multiple user communities across their organizations. As this trend continues the application infrastructure must support enterprise security, authentication, and shielding of personally identifiable information (as needed) to ensure it meets corporate data standards.      Thirdly, SaaS will grow, but so will licensed software deployments.      “The trend towards growth in SaaS is unmistakable, but early indications seem to point to resurgence in deployment of licensed software. Companies like Clarabridge that offer text analytics both ways should benefit from their flexibility,” said Banerjee.     Lastly, Banerjee pointed out that text analytics will become part of a vibrant and growing partner ecosystem.      “In 2010, with systems integrators, platform providers, CRM and Call Centre operations seeing a surge in demand for text analytics of customer data, text analytics vendors will need to develop productive partnerships with data warehousing, CRM, call center application vendors, systems integrators, and business process outsourcing firms,” he said.     

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