Cypriot digital agency partners up with US experience management firm

Cypriot digital agency Base Element on Wednesday announced that it has entered into a collaborative initiative with US company Medalia, ultimately seeking to improve the customer experience for brands.

“Medallia, a pioneering company and leader in the provision of customer, citizen and employee experience management services, joins forces with Base Element, a full-stack agency that works synergistically and comprehensively across the spectrum of communication, technology, creative, design and data,” the announcement said.

The two companies said that they believe that “the power of technology, combined with human perception, can provide a solution to all problems”, with their collaboration aiming to “shake up the waters of customer experience in Cyprus, raising the bar for the creation of strong brands”.

The two companies noted that in the modern era, businesses interact with their customers in dozens of ways, including digital channels, call centres, chatbots, questionnaires, as well as social media platforms, among others.

They went on to say that the key to the ultimate customer experience is for any business to be able to manage all these different interactions with the audience in real time, clarifying that management doesn’t just mean gathering information or data, but rather having the capacity to analyze it in a swift, intelligent and scientifically robust way.

The companies explained that this entire process must be orchestrated by a ‘voice of customer’ programme, which, in marketing, represents the customers’ expectations, preferences and aversions.

With this in mind, the announcement referenced the Medallia Experience Cloud, a solution designed for large companies and organisations worldwide, created to enter the heart of a business’ operation, becoming the mechanism that unites all enterprise systems around the customer.

According to the announcement, the platform collects billions of experience signals, covering different channels and experiences such as video, audio, digital signage, IoT, social media and intra-company communications.

Medallia uses proprietary artificial intelligence models to analyze all of the above information in real-time and present results that can be translated into actions with a positive impact on the profitability of a business.

By adopting such an approach, businesses are proven to reduce customer churn, convert customers who had a negative experience from detractors to promoters, identify opportunities to up-sell and cross-sell in real-time, as well as being able to reduce operational costs. The companies explained that all of the above represents a significant and measurable return on investment.

“Medallia brings to the Cypriot market 21 years of international know-how, as well as the leading customer experience management technology adapted to the needs of the domestic market,” Medallia’s Southeast Europe sales director Iosif Faskiotis said.

“Base Element, in collaboration with Medallia, has the ability to gather all the information in a single space and, through its analysis, is able to offer consistent communication and experience, to manage and prevent situations and to offer that extra something that will bring a smile of pleasure to the customer,” co-founder of Base Element George Iakovou said.

“It’s a common secret that a happy customer stays longer, spends more and recommends the business or product to others,” he concluded.