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L’Oréal USA analyzes real time social media data

Industry News

L’Oréal USA has chosen Clarabridge, a sentiment and text analytics provider, to manage its social media data to gain insight into what its customers are thinking and feeling.

As part of its “The Voice of Beauty” mission, which works to build sustainable relationships with consumers, L’Oréal USA is monitoring what is being said in real time about its 27 brands across social media outlets, including website reviews, product reviews, blogs, Twitter and Facebook.

With countless social media listening posts, and hundreds of thousands of consumer comments generated each day, L’Oréal USA needs to be able to efficiently and accurately analyze the data it receives. By leveraging Clarabridge’s sentiment and text analytics expertise, L’Oréal USA will be able 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,” says Céline Dumais, vice president of 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 is also shared across the company through out-of-the-box reports and customized dashboards. Since the data is 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 more transparent than ever before.

Clarabridge has transformed unstructured data sources, including social media outlets, for its clients into actionable insight to improve relationships and make better business decisions,” said Sid Banerjee, CEO, Clarabridge. “Forward-thinking companies like L’Oréal USA are truly leveraging the Voice of the Customer (VoC) through social media channels to get an unprecedented, universal look at consumers. This is imperative for companies to survive and thrive in today’s highly competitive environment.”

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