The launch of Relative Insight’s CX function

Over the past few years, Relative Insight has established itself as a leader in the text analytics industry, growing, evolving and maturing into a force in the UK and US. The latest stage of our growth sees the launch of our Customer Experience (CX) team which will help showcase the potential of comparative linguistics to prospective customers.

With this step, we are entering an exciting new chapter of Relative’s story. Having a function like CX embedded within our company is without a doubt a promising milestone on our journey to better supporting our customers and helping them to realise the power of text analytics.

After a long search, we are thrilled to have hired Felicity Edwards as Director of Customer Experience to spearhead our efforts – and she is already having a huge impact on the team, proving to be incredibly valuable.

Before joining the Relative family, Felicity managed the UK Social Intelligence Analytics team at Ipsos, who are also a Relative Insight client. Our two teams had worked closely together to provide data analytics services, and it seems fate was on our side when she decided to join us too. Lucky for us, she was able to see the unique, innovative and exciting work we are doing here at Relative Insight and came on board.

I caught up with Felicity to ask talk more about her new role at Relative, why CX is such an important and exciting function to be setting up and how she plans to get stuck in…

Quick fire round

Where are you from? London, but I spent a lot of time in Devon growing up. I’m a city lady with a seaside soul!
What book are you currently reading? The Thursday Murder Club
Which three people would you invite to dinner? Tom Hanks, Florence Pugh and Mary Berry (she can bring the dessert)
Favourite word or phrase? Have always loved the concept of meraki – putting a bit of your soul and signature into everything that you do

What is your new role at Relative Insight? 

Customer Experience Director – leading a new function for Relative.  

Can you tell us exactly what CX is, and why is it an important step for the Relative Insight to be taking? 

Customer Experience (CX) is really a multi-benefit function. Primarily we’ll be supporting the sale of new business partnerships. This will be especially true for higher value sales, or scenarios where a proof of concept may be required to fully demonstrate the appropriateness of the tool for the specific customer’s needs.

CX will also act to further bridge the gap between different functions within Relative’s organisation, creating a more seamless experience for our customers.  We’ll ensure that the customer journey – from scoping to insights – meets (and exceeds!) expectations.

What excites you most about Relative Insight and the world of text analytics?

To confess, I was actually a Relative customer before I made the move over. I was involved in text analytics (predominantly social data) in my former role and for a specific project we needed a way to quickly compare the language of two different audiences. The Relative Insight platform is super intuitive for its capabilities, and the robustness and uniqueness of the comparisons itself were something I hadn’t seen anywhere else. It really helps you strip back all the things you think you know and reveal the juicy nuggets within the data!

And why is text analytics exciting? Well firstly, language data is everywhere – even in places you wouldn’t think of – so it’s relevant to everyone and the applications are endless! Secondly, the ease with which we can now cut and interrogate subsets of data (demographics, audiences, time, geographies) is really cool. It allows users and market research professionals to get creative with how we uncover insights, and importantly understand the why as well as the what behind brand, consumer and public behaviour.

As we approach the end of the year, what’s keeping you optimistic for 2022?

Well pre-2022 I’m already feeling very festive and excited for Christmas. It’ll be nice to celebrate normally again! I’m just looking forward to settling into a good routine in the new year and growing the team at Relative.

2022 is shaping up to be an exciting year for Relative Insight. Be sure to stay posted to our blog and social channels so you don’t miss a beat.

Join us for our last Spotlight Series event of the year, which will reveal new methods to find competitor insights. Register now to hear speakers from the agency and brand showcase some of their own findings to help you strategise for 2022.

competitor analysis webinar