FeedbackNow, which plugs into business Wi-Fi networks to run customer experience and data collection programs, and GlimpzIt, a machine-learning tool for content recognition, both shift Forrester’s data from surveys and broad market research to real-time analytics.
A large hotel chain, for instance, might use FeedbackNow’s service to connect real-world travelers with site visitors and call center activity, while GlimpzIt could monitor social activity for the brand and around hotel locations as a live barometer of visitor satisfaction.
“What we’ve found is that clients need greater access into understanding how their customer experience is shaping in real time,” Condon said.
FeedbackNow and GlimpzIt also open a new software subscription revenue stream for Forrester.
No final decision has been made about pricing for Forrester’s new tech toys, according to Condon, but it will be the company’s first foray into the software sales model.
Operating the two tech point solutions will be good practice for next year, he said, when the company intends to go to market with its CX Cloud product.
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