© 2016 InMoment, Inc.

Today’s most successful brands have moved away from reducing Customer

Experience (CX) to a survey or score. They are now embracing CX as

an integrated driver of cultural change and business outcomes. One

of the most critical elements of a successful CX initiative is having the

right technology partner in place to help bring together customer data

from a variety of systems, processes, and vendors. This provides a more

holistic view of the end-to-end customer experience and harnesses that

understanding to change the way you do business.

At InMoment, we have more than 14 years of experience tackling these

very issues by providing Voice of Customer (VoC) and Employee

Engagement solutions to some of the world’s most sophisticated

brands. We do it by pairing a powerful, flexible and secure architecture

with innovative technology. From there, our subject matter experts can

deliver business-critical insights that fuel better decisions, build stronger

relationships, and drive bottom-line results.

A B S T R A C T

CX: The Art of the PossiblePart 2: The InMoment Enterprise SolutionBy Erich Deitz, VP, Worldwide Strategic Accounts

W H I T E P A P E R

Not every VoC platform is created equal.

Supporting an enterprise’s complex needs

can quickly bury many vendors because of

the technical requirements involved. The

infrastructure needs to be able to support:

•  Multiple enterprise-sized clients

running concurrently

•  Complex organizational hierarchies

•  Unique and constantly changing data

requirements on a per-client basis

•  A variety of listening posts, including

touchpoint, journey, and relationship

•  Real-time listening, analysis, and

reporting shared at every level of

the organization

•  Highly variable CX analytics patterns

•  Customer data integration from a

variety of sources (CRM, POS, loyalty,

operational, etc.)

•  Multimode listening including text,

voice, and video

•  Data privacy and security

The InMoment platform is unique within

the CX space. While similar to architectures

found in other top SaaS platforms like

SalesForce.com, Concur, Gainsight,

Microsoft Azure, and many others,

InMoment’s platform was built to address

T H E R I G H T I N F R A S T R U C T U R E

the unique environment of customer

experience and, thus, is designed to offer

clients a competitive business advantage.

The InMoment platform is purpose-built for:

•  Business Users: Business users can

modify the data structure without

the involvement of programmers or

database administrators.

•  Real Time: Changes in structure or data

are available immediately—not after a

week, a few days, or a few hours; we do

not use cubes or aggregation tables, so

data is always current.

•  Flexibility: Can handle constantly

changing CX programs. Adding new

data points is quick and simple.

•  Stories: Integrated technologies

provide quick, highly accurate analysis

of both structured and unstructured

data, including scores, written

comments, voice comments, and

video feedback.

sales@inmoment.com • 1-800-530-4251 • © 2016 InMoment, Inc. 3

Power and Complexity

Flexibility and Scalability

InMoment uses modern web-scale

architectural standards to provide a

scalable and powerful solution. That’s just

a fancy way to say that no matter how

large or how complex your enterprise, we

have the back-end power to support it.

We do it through a combination of factors:

horizontal scalability, data architecture,

human expertise, and more.

Most enterprise organizations aren’t

constructed as a simple, up-and-down

hierarchy. They’re more like intricate spider

webs, with departments, employees, and

other stakeholders branching off in every

direction imaginable. To support these

complex environments, we built a platform

that allows our technical support team

to modify the data structure without the

involvement of programmers or database

administrators. This means changes (to

feedback forms, reports, etc.) are simpler,

faster, and more cost effective.

The bottom line is this: InMoment’s platform

is built to handle complex organizations,

customer journeys, and hierarchies. In fact,

we have more than 14 years of experience

powering the VoC programs of enterprises

across multiple industries and countries.

Additionally, the architecture securely

separates each InMoment client’s data from

other client’s data and still allows InMoment

to continually update and improve the

overall system to the entire community of

users. This methodology provides superior

flexibility and security while still enabling

strong analytical capabilities that drive

speed to insight.

Data Integrity

Veracity and SecuritySecurity is critical in an enterprise

environment. Whether you’re a financial

institution tasked with complying with

federal and state regulations or a retail

enterprise that collects personal data, you

need a solution that will keep customer

data secure, while ensuring you and your

internal team have the confidence to act on

the insights.

While data security can be a complex

issue, at its most basic level, the InMoment

platform both protects the integrity of

the data you collect on the front end and

secures it on the back end.

Because of the way the InMoment platform

is architected, individual users can be

granted access to only to specific sets of

data. This controls the data users can see

within the organization, as well as the types

of reports they are sent and the information

visible within online dashboards and

reporting applications. Data access can

be further tailored to protect sensitive

information such as personally identifiable

information (PII).

International data storage is another piece

of the security puzzle. As global standards

and requirements change, InMoment

continues to evolve our measures to ensure

we stay compliant with all new guidelines.

We adhere to the SOC 2 reporting

process and continue to comply with all

Safe Harbor standards. We also support

the European Commission’s Standard

Contractual Clauses or Model Clauses and

can take the additional step of tokenizing

personal data. Tokenization is a highly

secure, proven method routinely used to

protect sensitive information. Through

the tokenization process, customer data

can remain on servers within approved

geographical locations.

InMoment provides protective measures

that ensure the integrity of your customer

insights so you can make confident

decisions for reliable results. We do this

through a three-step process, supported by

best practices and powerful technology:

•  Prevent: Proactively identify and

prevent the input of fraudulent data.

•  Detect: Monitor for unexpected

changes in volume, trends, and other

suspicious signs.

•  Cleanse: After the initial screening

of responses, we perform macro-

scale data analysis on your customer

feedback to detect red flags within

the normal patterns and trends of

your data.

Data Security

sales@inmoment.com • 1-800-530-4251 • © 2016 InMoment, Inc. 5

Multimode Listening

T H E R I G H T T E C H N O L O G Y

Having the infrastructure in place is a good start, but it’s certainly not

the end of your CX journey. We pair our custom-built platform with the

technology and features to help you listen to, understand, and share

customer stories.

How you listen to your customers and

employees really does matter. It impacts

both the quality and quantity of the data

and, in turn, the resulting insights. And

because the process of giving feedback

is an essential journey, how you engage

becomes part of customers’ individual

experiences, as well as their overall

relationship with your brand. InMoment

offers more ways to engage with

customers and employees in those critical

conversations about their experiences than

any other Voice of Customer vendor. We

empower your key stakeholders to share

their stories, on their terms.

listen

engage collect

gather

shareunderstand

omni-invite methods experiencedata

otherdata

internalteam members

actionableinsights

recommendationsand reviews

crm social

loyalty other

advancedanalytics

social networks

web browser

mobile

video

voice

Active Listening uses a strength meter,

follow-up prompts, and drill-down

questions, all based on real-time text

analytics, to encourage customers to

share more details about their experience.

Feedback from clients who use Active

Listening, as well as third-party validation,

both prove this unique, patent-pending

technology elicits an average of 30+

percent more data, which nets more

insights for you. Plus, your customers enjoy

an engaging, human feedback experience.

InMoment’s video feedback gives customers

the ability to record a video message about

their ex perience via their mobile devices,

tablets, and desktop/laptops, allowing them

to speak naturally about what matters most.

Use video feedback to understand specific

moments of truth via standard surveys; use

the Answers On-Demand feature to ask a

community of consumers (loyalty group,

InMoment panels, etc.) targeted questions

about specific topics, measure impact of

campaigns, or understand brand perception.

In addition to greater understanding of

key experiences, video feedback can be

used to drive CX engagement and action

at the executive, manager, and frontline

levels, as well as to train staff and power

user-generated content for social media

channels and corporate websites.

Active Listening Video Feedback

We recently used the video feedback tool at a conference where we acknowledged the hard work of our retail employees and inspired them to continue elevating the in-store experience. It is always encouraging for our retail employees to hear the impact they make from consumer quotes, but the feeling is taken to another level when they hear the words directly from the consumer. We included a video reel in our presentation and provided personalized videos to some of the top-performing [employees]. Our managers were excited to know that consumers cared enough to leave positive words and were also very appreciative that our group took the time to put together a video that celebrated their work!

—Alanna Shipley, Shopper Insights Levis

sales@inmoment.com • 1-800-530-4251 • © 2016 InMoment, Inc. 7

It’s a common misconception that voice

feedback is a dying channel. A recent

report issued by CCIQ Magazine showed

that 74 percent of businesses use live

agents as a primary service channel. The

study also revealed that 61 percent of

customers still reference the telephone

as their preferred method of contact. At

InMoment, we still see a healthy percentage

of our clients’ customer feedback coming

through voice.

While the role of voice in customer

experience is changing, it remains a critical

channel for listening, understanding, and

sharing information. We believe in giving

you the ability to listen to customers

however and whenever they choose to

provide feedback. We believe that the

personal connection found only in the

human voice will always be central to

the customer experience. That’s why we

offer InMoment Voice, a combination of

innovative technologies, including live

agent analysis, verbatims, inbound and

outbound IVR, service-to-survey routing,

a proprietary telephony architecture, and

more, all of which glean insights from

customers’ voice comments and provide a

powerful connection between customers

and your internal team members.

The online experience is an important

one, and it’s critical that you have good

tools to gather feedback from customers

about, and within, this environment. All

too often, online surveys are ungainly

monstrosities that focus more on the

details of site performance than on

actually understanding how customers

feel about their experience. The constant

invitations and long, interrogative surveys

turn the feedback process into a negative

experience, irritating customers and

preventing them from promoting your

brand—or worse, harming the relationship.

InMoment’s Online Feedback capabilities

include subtle, intuitive collection tools

that drive action to improve the customer

experience while respecting the online

experience itself. Online Feedback marries

quantitative, page, and site information to

dynamically customize survey questions,

enabling you to uncover actionable

insights through relevant engagement

with customers.

Voice Online Feedback

Data Integration: Myth vs. Reality

Myth #1

There’s a single integration solution for any problem or any question.

Reality #1

When we say “data integration,” there’s often a misconception that a “magic

bullet” or a single piece of software, a single API exists that will solve the

integration puzzle. Depending on the type of integration you’re looking for,

there may be a single solution or multiple solutions.

Integrating other types of data with

your customer feedback can give you

exponentially more, and more actionable,

insights. InMoment helps map your data

integration plan to your CX and other

business objectives before bringing the

relevant customer data together for a

more holistic analysis of the challenges

and opportunities.

Data Integration

The rise of social media and online reviews

makes it simple for customers to share

their stories in more places and more

ways. And you need to be willing and able

to listen to what they have to say in this

sphere. However, the social universe is a big

place, and tuning into the corners where

customers share their most meaningful

stories isn’t easy.

Social Listening InMoment’s Social Listening taps into the

places within popular online review and

social sites where customers tell the most

meaningful experience stories. We embed

these social stories alongside experience

data from voice, online, and other sources,

into alerts, reports, dashboards, and apps

for a broader view of how customers feel

about your brand.

InMoment can integrate data from a variety

of sources, including:

• Financial

• Transactional

• Market research

• Competitive intel

• CRM

• Point of sale

• Mobile app

• Agent notes

• Mystery shopping

• Loyalty

• Ticketing

• ERP

sales@inmoment.com • 1-800-530-4251 • © 2016 InMoment, Inc. 9

Myth #2

You need to work with InMoment’s development team every time you want an

integration.

Reality #2

InMoment provides a number of specific, detailed resources that your internal

teams can use to complete integrations. While we’re always here to assist, these

resources often provide all the documentation your IT and development teams

need to successfully complete the integration.

Myth #3

When someone says “data integration,” they actually mean CRM integration.

Reality #3

CRM integration is just one type of integration. Data integration covers a

large spectrum of data and system types that require different approaches

to produce the results you need. InMoment has experience integrating a wide

range of data into our platform, from demographic and historical information

about customers that helps you tailor feedback questions to transactional

information for predictive analysis to hierarchy data that ensures the insights

get to the right people and places. InMoment also offers an out-of-the-box

Salesforce.com integration.

InMoment’s text analytics are fully

integrated across the platform to help

you understand what matters most to

your customers—and take targeted,

timely action. Built on the same natural

language processing engine as IBM’s

Watson, and then tuned to specific industry

vocabularies, our text analytics are real-

time and highly accurate. Our text analytics

can identify meaning (including topics,

entities, and sentiment) used to identify

root causes of dissatisfaction, predict

changes in key metrics, and reveal

emerging topics of interest.

InMoment’s text analytics are fully

integrated across all of our products,

infusing each alert, report, and dashboard

with richer, timelier information that

employees at every level can easily

understand and act on. And our global text

analytics combined with our multilingual

collection and reporting capabilities give

you the tools to listen to, understand, and

share customer stories in a variety

of languages.

InMoment combines feedback directly from

your customers (ratings, comments, and

social) with other customer information

from virtually any source (CRM, loyalty,

InMoment’s CX Analyst Tool allows your

internal analysts and insights teams to

slice and dice large quantities of current

customer data—on the fly and from

multiple sources—to run nearly any query

and create customized, interactive views of

your customers’ experiences.

Text Analytics

Predictive Analytics

CX Analyst Tool

Your organization collects structured and unstructured data from a variety of

sources. But without the right application of analytics tools and techniques, it

remains in siloes. InMoment provides the expertise to pair the right data with

the right analytics—text, predictive, root cause, and more—to help you uncover

the insights hidden in your data.

Advanced Analytics

POS, etc.), and applies advanced predictive

modeling to provide insights about future

behavior. Armed with this information,

you can stay ahead of problems and

leverage emerging opportunities to their

maximum potential.

sales@inmoment.com • 1-800-530-4251 • © 2016 InMoment, Inc. 11

Because voice is still such an important

feedback channel, InMoment uses one

of the most accurate audio language

processing systems available to transcribe

voice comments in real time. We then apply

our text analytics to surface both the facts

and nuances your customers want

to convey.

Focus is an interactive mobile application

that provides tailored, persona-based

reporting to employees at all levels of the

organization. Easy-to-use, real-time access

to essential information allows managers

to coach employees and rescue unhappy

customers, while insightful dashboards

give leadership the ability to target and

act on the factors that most impact their

customers’ experiences.

Executive Dashboards combine customer

insights—from virtually any data source

and type—with advanced analytics to

create powerful, easy-to-understand

visualizations. These visualizations give

you a strategic view of your business to

help you understand the past, present, and

future state of your customer experience in

a single glance.

Speech to Text

Focus

Executive Dashboards

Your organization is made up of a variety

of stakeholders and departments, each

one needing different types of data from

your customers. Marketing wants customer

feedback on new product initiatives, ad

campaigns, and competitive intel. Legal

needs information on possible risk or

safety issues. Operations wants feedback

on location efficiencies, supply chain, and

vendors. Customers provide insight into

each of these areas and many more. The

trick is getting this valuable feedback to the

right people in an efficient, actionable—and

timely—manner.

To add to the complexity, different levels

of employees need different access to that

information. An executive needs vastly

different data than a frontline employee.

InMoment provides persona-based

reporting and complex hierarchy support

that not only addresses the needs of

different departments, but also gives the

right people within those departments

the right information. We specialize in

delivering real-time, actionable data that

Persona-based Reportingis tailored specifically to each department

and level in the organization.

•  One hundred hours of recorded speech can

be transcribed and analyzed in one hour

•  Live conversations are converted instantly

to enhance structured feedback data

•  Instead of searching for only

predetermined phrases, speech-to-text

analyzes comments in their entirety to find

every available insight

T H E R I G H T P E O P L E

An enterprise-level customer experience optimization program requires

ongoing professional care to ensure you continue to get the most out of

your technology investment. InMoment provides a team of knowledgeable

consultants to help you design and implement the right solution to support

your CX initiatives and deliver successful outcomes.

Technology is great. But sometimes it’s

not enough. Sometimes you need a human

touch to steer your technology in the right

direction. Our Data Sciences teams take

the insights surfaced from the InMoment

platform and combine them with rigorous

science and industry knowledge based

on decades of hands-on experience.

Our teams provide professional services

(including loyalty modeling, industry

There is no “one size fits all” answer for any

Voice of Customer program. A launch-and-

leave approach won’t work because each

business is unique and always changing—

and so are your customers. InMoment

brings 14-plus years of experience to

help you apply the right technology and

Data Sciences

Ongoing Support and Services

benchmarks, key driver and gap analysis,

and more), CX best practices for the entire

lifecycle (from design and implementation

to ongoing maintenance and program

improvement), and product innovation

through R&D to ensure that your program

stays relevant and effective and delivers the

business results you need.

best practices, in the right places, and

at the right time, so you achieve real

business results. A dedicated team of

experts will help you evolve your program,

ensure it doesn’t get stale, and keep it

running smoothly over the lifetime of our

relationship.

sales@inmoment.com • 1-800-530-4251 • © 2016 InMoment, Inc. 13

Program Design & ImplementationWe work with you to design and implement

a Voice of Customer program that provides

the right kind of fuel for your Customer

Experience initiatives and other business

objectives. This includes setting up listening

posts in the right places, using the right

channels, asking the right questions at

the right time, using the best metrics and

methodologies for each job.

“Now that we have experience with InMoment and our previous vendor I can say that they are a very talented, practical, focused, tenacious, hungry team who take the time to really work with you to establish a program that will meet your business objectives. Their goals are your goals; their team is your team. I think this is one of their largest strengths.”

—Sr. Director, Customer Insights, McDonald’s

We’ll help you set up customized collection

tools, text analytics tags and keywords,

and data integrity controls. We also assist

you in determining how the information

is packaged and presented in simple and

elegant alerts, reports, and dashboards.

Once all of the right pieces are in place, we

work closely to roll out the new capabilities

across your organization, refining as we go.

T A K E T H E N E X T S T E P S

Customer experience is, indeed, the new competitive battlefield. However,

without the right tools, it can quickly become a cost, not a business driver.

InMoment’s Enterprise Solution delivers the infrastructure, technology, and

people your brand needs to take your CX program to the next level.

For more information, contact sales@inmoment.com.

About InMoment InMoment is a cloud-based customer experience (CX) optimization platform that gives companies the ability

to listen to and engage with their customers to improve business results through better experiences. Through

its Experience Hub™, InMoment provides Voice of Customer (VoC), Social Reviews & Advocacy, and Employee

Engagement technology, as well as strategic guidance and tactical instruction, support, and services, to 350

brands across 25 industries in 128 countries. The company is the leading VoC vendor for the food services, retail,

and contact center industries, with deep domain expertise in B2B, healthcare, hospitality, and numerous others.