IrisCX was founded in Calgary in 2018 to disrupt the customer service industry’s status quo using the latest emerging technologies such as video streaming and artificial intelligence.
The company’s mission is simple and straightforward. They aim to bridge the divide between customers and companies by creating a virtual space for real-time expert consultation. The platform combines the convenience of digital interaction with the immediacy of human communication.
To pursue this mission, the firm secured USD$4.6 million in seed funding from Arthur Ventures.
Through IrisCX’s smart video platform, brands can own their consumers’ purchasing and customer support experiences virtually. Powered by computer vision, conversational intelligence, and machine learning, IrisCX’s self-guided and live video sessions provide brands with the context-driven consumer behaviour insights needed for intelligent decision making.
Their platform also captures and analyzes data from every interaction. At the heart of this technology is a new AI-based tool dubbed Session Score, which IrisCX claims measures customer satisfaction in real-time during a video call—an audacious proposal when contrasted to traditional post-call surveys which have been the norm for decades.
“By analyzing every interaction, we can provide a comprehensive score that truly reflects the customer’s actual experience,” says Eradj Khaidarov, CTO of IrisCX. “This allows customer experience leaders to make better decisions based on real-time data.”
Session Score casts its net wide, roping in a customer’s tone of voice and sentiment analysis, along with measuring performance of standard operating processes. IrisCX’s assertion is that their system isn’t just faster, though—according to the Alberta-based innovator, it also offers a more accurate reflection of a customer’s experience than conventional methods.
“With traditional metrics like NPS and CSAT, contact centre leaders can only rely on information from a small percentage of customers who provide feedback,” notes Khaidarov.
Many brands use social networks such as Facebook groups and YouTube to support customers. However, those and other social networks often create a negative brand experience. And while virtual assistants and chatbots are used to solve tier-one issues, customers rate customer service higher when they can have face-to-face interactions with an expert.
Gartner projects that contact centre investment in customer service will escalate to $39 billion in 2027, a wave which IrisCX is positioning itself to ride by elevating customer service agents into such “experts.”
“You can successfully turn contact centre agents into product and service experts, which is a step change in how contact centres operate,” believes Khaidarov.