During a recent interaction call with the team at Pisano, including Ozkan Demir (CEO), Şirin Komban (Director of Marketing), Ogan Güner (Director of Engineering & Product), Ersun Engel (Director of Business Development), Şebnem Baykal (Presales Manager), I gained valuable insights into Pisano’s Voice of Customer (VoC) platform. Pisano offers a total experience management platform, encompassing customer and employee experiences and excelling in B2C, B2B and B2B2C business models with a strong market positioning through providing an easy-to-buy, easy-to-integrate, and easy-to-use VoC platform. This strategy aims to provide seamless experience to buyers to address the most common enterprise software purchase and integration challenges. Additionally, Pisano captures significant growth and further market share through migrations from other vendors in the space.

A key focus of Pisano's VoC framework is its approach to closing the loop and the outer loop. The platform is designed to seamlessly capture, analyze, integrate, improve, and measure customer experiences. This process ensures that feedback is not only collected but also acted upon effectively.

The closing the loop process is integral to Pisano's VoC framework. It begins with collecting feedback at various experience touchpoints, where customers provide insights on their interactions with the brand. This feedback is then routed to the experience management team, which centralizes the management of feedback to ensure consistency and efficiency. The operational teams and contact centers handle immediate customer issues, ensuring timely responses and resolutions. This step is crucial for maintaining customer satisfaction and addressing concerns as they arise.

Pisano's approach extends beyond immediate feedback resolution through the outer loop process. Here, feedback is easily escalated to the board of directors and the product owners and project management office. The board reviews strategic feedback to inform high-level decision-making, while product owners use the insights to drive innovation and improvements in products and services. This structured process ensures that customer feedback influences both operational and strategic initiatives, leading to comprehensive enhancements across the organization, allowing companies a more customer-centric strategy in their organizations.

A distinctive feature of Pisano’s approach is their Experience Management Adoption framework, which outlines the process of gathering and utilizing customer feedback to drive improvements. This framework ensures that feedback collected at various stages of the customer journey provides a comprehensive view of the customer experience, leading to meaningful and impactful changes.

Pisano's advanced analytics capabilities further enhance their VoC platform. By leveraging predictive and prescriptive analytics, Pisano helps clients stay ahead of market trends and customer needs. These analytics capabilities enable businesses to foresee and respond to future trends effectively, enhancing decision-making processes.

One of the most exciting innovations from Pisano is their AI-powered assistant, Leo.  Leo empowers experience management professionals to enhance customer and employee interactions at every touchpoint while ensuring the data gathered is both actionable and relevant. Leo assists XM Professionals in creating impactful surveys, suggesting insightful question refinements, and revealing hidden patterns and emotional insights through advanced analysis. This tool is set to transform how organizations manage customer feedback and improve their overall experience management processes. Leo also aids in the outer loop through automated responses and strategic decision recommendations, resulting in greater efficiency and effectiveness in experience management processes.

Pisano’s platform also helps organizations to improve and optimize their customer journey maps and conduct sentiment analysis from feedback, providing businesses with actionable insights that helps organizations to identify pain points and opportunities for improvement across various customer touchpoints. By linking VoC initiatives directly to business outcomes, Pisano ensures that their solutions drive tangible improvements in customer experience and overall business performance.

The platform also supports a wide range of feedback channels, including direct, indirect, and inferred methods. Comprehensive support for multilingual feedback collection makes Pisano suitable for multinational organizations. Additionally, the platform’s integration with various third-party tools and services enhances its utility and flexibility.

In conclusion, the session highlighted about Pisano’s VoC framework and analytical capabilities and their focus on effective feedback management through closing the loop and outer loop processes, combined with the innovative use of AI through their assistant Leo that help businesses to achieve a deeper understanding and better management of customer experiences.

Author: Abhishek Dubey, Analyst at Quadrant Knowledge Solutions