unitQ Voices

From many offices, one people

I’m one of the few people to have worked with an intern who later became the founder and CEO of two other companies I’ve worked for…including unitQ.

unitQ the product is the missing link in our customers’ user feedback loop. So it should come as no surprise to learn that the people who work for unitQ the company are strongly linked together.

Our team spans the globe, so we have a number of small offices, and many of us work remotely. Often, this can pose a challenge to keep teams aligned and have group cohesion. But we’ve managed to build out a strong, unified culture with a singular mission.

Like most tech companies these days, Slack’s and Zoom’s digital tendrils help keep us connected even though we’re physically apart. Regular all-hands meetings and updates over Slack keep us all in the loop and focused. 

Move fast, break things

But it’s more than how we do the work. If our mission is to help our customers understand their users in real time, then we need to understand ourselves very well. We do that by encouraging personal growth among the team, wherever we are. It starts with our hiring, where we have a “No A*****e” policy. And it shows — while we have a bit of a “move fast, break things” culture like most Silicon Valley startups and small companies, we do it nicely, and we look out for each other.

And the personal growth continues with a weekly series of coffee chats between two or three coworkers, which started from a suggestion by one of my colleagues, Ryan Rillera. A Slackbot randomly chooses two or three employees to meet up for a quick coffee break each week, so we can all get to know each other a little better without necessarily talking shop or having it be about work. 

Some of my first chats were with colleagues in the Philippines, right around the time typhoon Rai struck there, affecting many of our team members who lived nearby. Then last spring, I shared virtual coffee with team members in Ukraine, and learned how they were handling living and working in or near a war zone.

Third time’s the charm

This is my third time working with our Co-Founder and CEO, Christian Wiklund. We first crossed paths at VMware, when he was but a bright young intern. Then I helped write some very early marketing content for Skout, a social media company Christian founded with Niklas Lindstrom, who is now the Co-Founder and CTO of unitQ.

I reprised that content role a few years ago when Christian was first launching unitQ, this time reviewing our initial website. When Christian called me two summers ago offering a full-time role, I jumped at a new chance to formally work with him again, as well as with Niklas and our Creative Director Mark Seidler, who is also another VMware and Skout alum. 

A couple years ago, during the first summer of the pandemic, I moved my family from the Bay Area to Sacramento, about a two-hour drive away — not counting traffic — from unitQ’s Burlingame, Calif., home office. It’s impossible to commute to the headquarters south of San Francisco from here on a regular basis. But I’m lucky enough to have the resources and support from my team that I need to work remotely full time.

I also have to schlep my son between two schools every day, so I’m very thankful to have the flexibility to work my schedule around that.

It’s so fulfilling to work in an environment that gives us so much room to grow — wherever we are.

Pete Bratach is unitQ Documentation Manager


7 ways sports betting apps can increase revenue, brand loyalty

Online sports betting is slowly spreading across the globe as well as in the United States. The number of organizations offering online gaming continues to grow too — making for fierce competition among gamblers hungry to wager from their computers or mobile phones.

That’s why it is essential for online gambling platforms to offer exceptional user experiences to keep the trust of their customers or bettors will gamble elsewhere. An exceptional user experience is more than just nice to have. It’s a true market differentiator that can help your organization scale efficiently, beat your competition and create brand loyalty.

In order to deliver a robust customer journey across all touchpoints, organizations must understand what gamblers are saying about their favorite betting platforms in real time — on social media, Reddit, Twitter, app store reviews and help-desk tickets. 

This can be accomplished via a Voice-of-the-Customer platform that makes sense of real-time user feedback to capture issues that may be spoiling the gambling experience. Because bets usually last a very short time once offered — any technological or human reasons preventing them from being surfaced or offered is akin to an organization leaving money on the table. The same is true for game scores or odds not being updated, or payments not being accepted or doled out. All of which are reasons why organizations should employ machine learning and AI to capture and parse customer feedback in real-time from multiple sources and channels so they can immediately uncover and address issues blemishing the gambling experience.

In addition to insights from a Voice-of-the-Customer platform, there are many other measures online betting organizations should consider when it comes to increasing profits and capturing market share. Organizations can increase revenue and retain a larger gambler base by offering a wider range of betting options, implementing in-play betting, adding social features, and offering personalized recommendations and promotions. By adopting these and other strategies — including deploying a multitude of secure payment options — online sports betting organizations can attract and retain a larger user base. This leads to increased profits, enhanced customer satisfaction, and overall brand loyalty and retention. 

Here is a breakdown of the top 7 methods on how online gaming platforms can increase revenue streams:

Offer a wide range of betting action

One of the most obvious ways to enhance profits is to serve more bets to bettors. This can include bets on not only traditional sports like football, soccer and basketball, but also on eSports and other unconventional sports. By expanding the range of betting options, sports betting apps can attract a wider audience and generate more revenue. Don’t forget to heavily promote during popular sporting events like the NBA Finals, Super Bowl, World Series, World Cup, Stanley Cup and other season finale matchups.

Institute in-play betting

In-play betting allows users to place bets on a sporting event as it is happening, rather than before it begins. This can be a particularly attractive option for users who are watching a live sporting event and want to add an extra level of excitement to their viewing experience. By offering in-play betting, sports betting apps can keep users engaged and stimulate them to bet more. The bets that organizations can offer are only limited by an organization’s technology and the imagination of their oddsmakers. 

Adopt social features

Online sports betting apps can also attract and retain gamblers by implementing social features. This can include allowing users to create and join betting pools with their friends or strangers, or by offering a social feed where users can share their bets and interact with each other. These features can make the betting experience more engaging and enjoyable for users, which can encourage them to place more bets.

Personalize promotions

It is highly recommended that organizations offering online sports betting serve up personalized recommendations and tailored promotions. By using data on a user’s betting history and preferences, sports betting apps can make recommendations for bets that are likely to be of interest to the gambler. Additionally, offering free bets or other incentives to users who make their first deposit, or rewarding loyal gamblers with special promotions or discounts, will encourage people to place more bets and increase overall brand loyalty.

Embrace mobile accessibility

It is imperative that online sports betting organizations make it easy for gamblers to place bets on their mobile devices. With more people using their smartphones and tablets to access the Internet, sports betting apps must be mobile-friendly in order to attract and retain users. This can include designing a user-friendly interface and ensuring that the app loads quickly and efficiently on various devices, across multiple platforms such as iOS and Android.

Deploy multiple, secure payment options

In order for customers to place bets, they need to be able to easily deposit money into their account. Online sports betting is a competitive industry, and organizations that offer a wide range of payment and payout options may have an advantage over those that do not. Customers may be more likely to choose an organization that offers their preferred payment method. And by offering secure payment options, online sports betting organizations can build trust with their customers.

Subscribe to a Voice-of-the-Customer platform

Customers see everything, from every bug and update in every language and configuration, and on every single platform and device. User feedback is available in app store reviews, social media, Twitter, Reddit, Zendesk, Discord, chatbots and other channels. With a Voice-of-the-Customer platform, online sports gambling organizations can paint a real-time, clear picture of what features and promotions bettors enjoy, what features they find hard to use or what bugs should be prioritized. Utilizing machine learning and AI technology to capture user feedback in real-time from multiple sources can help companies gain a deep and personal understanding of their customers and ensure issues impacting the customer experience are identified and corrected immediately.

About unitQ 

unitQ is an advanced Voice-of-the-Customer platform that provides AI-powered, actionable insights from user feedback to empower organizations to craft high-quality products, services and experiences across every touchpoint of the customer journey.

Category-leading companies like Prizepicks, Bumble, Chime, HelloFresh, Pinterest, Spotify and others rely on unitQ to drive growth, reduce churn, and build brand loyalty. Want to know what users think about your organization? Get a free AI-driven CX report. To learn more about unitQ, request a demo.

David Kravets is Senior Content Marketing Manager for unitQ

Best Practices

4 ways to get Health & Fitness mobile apps in shape for the New Year

Organizations will see a jump in issues impacting the quality of the user experience in their Health & Fitness apps at a critical time in the sales cycle — the New Year when current customers and new ones are promising to keep their resolutions to get physically and mentally fit, according to a unitQ analysis.

Our analysis of 259,000 user reviews of 500 of the top Health & Fitness apps on the Apple App Store and Google Play Store discovered customer-churning issues impacting every touchpoint of the customer journey, as well as blemishing mission-critical features only Health & Fitness apps can deliver. Our study of customer-churning issues in workout, meditation, and counseling apps during the 2022 New Year’s resolution frenzy found spikes in unsatisfactory customer support, and increased complaints about faulty weight, step and calorie-counting errors. What’s more, there were app freezing issues, installation problems and customers saying they were wrongly charged during free trials — all correctable problems despite organizations’ best intentions.

BELOW: The percentage increase for major issues impacting the quality of the customer experience that users of Health & Fitness apps complained about in Apple App Store and Google Play Store reviews from two weeks before to two weeks after New Year’s Day of 2022:

*To produce the results of this analysis, unitQ ingested user feedback from the top 500 Health & Fitness apps in the Apple and Google app stores and parsed the feedback through our advanced AI, machine learning and proprietary algorithms.

These disastrous quality-of-life issues happened despite Health & Fitness organizations anticipating increased demand for their applications from people promising to change their lifestyles in the New Year. It’s no secret that New Year’s resolutions often center around eating better, sleeping more, and getting into  physical and mental shape. Statista found that 23% of 2022 resolutions were promises of “living healthier” with another 20% of respondents saying they wanted to lose weight. 

When the consumer experience suffers for any mobile applications, users may respond by jumping ship to another application. Unhappy customers may voice their complaints on social media and leave negative comments in app store reviews.

Half of users polled won’t do business with a company unless it has at least a four-star rating. Nearly three quarters of users won’t buy a product before they’ve read the reviews.

This is why it’s imperative that organizations prepare for the onslaught of new and returning customers they know is coming. But winning over customers, especially in the saturated Health & Fitness category, takes more than organizations simply anticipating and preparing for friction points along the customer journey.

To avoid losing customers to competitors, organizations must not let customer-churning issues to persist. The first step in not allowing them to linger is finding out about them in real time, as they are happening.

Analyze Voice-of-the-Customer data to see trends, emerging problems

An organization’s user base is their best resource for acquiring a real-time awareness of issues that are spoiling the customer experience. Customers see everything, from every bug and update in every language and configuration, and on every single platform and device. User feedback is available in app store reviews, social media, Twitter, Reddit, Zendesk, Discord, chatbots, and other channels, including support tickets.

This is the Voice of the Customer. When leveraged correctly, organizations can paint a clear picture of what features customers enjoy, what they find hard to use or broken, and what bugs should be prioritized. Detecting, investigating, prioritizing and fixing issues identified by users bolsters KPIs, enhances customer satisfaction and ratings in app stores, attracts new users and reduces customer churn. Best of all, understanding the Voice of the Customer drives new revenue streams. Accessing, and making sense of the Voice of the Customer, in real time, is essential for an organization’s brand reputation.

Unlock AI to scale Voice-of-the-Customer analysis efforts

In today’s crowded app landscape, an exceptional user experience is essential for success. Utilizing machine learning and AI technology to capture user feedback in real-time from multiple sources can help companies gain a deep and personal understanding of their customers and ensure that issues that impact the customer experience are identified and corrected immediately. Embracing AI can help protect and improve brand reputation, increase user engagement and increase sales.

Unlock the potential of AI to scale your feedback analysis efforts and take your customer insights to the next level. Harness the power of AI-driven analytics to gain deeper insights into customer sentiment and make data-driven decisions to improve customer experience. Leverage AI-powered algorithms to quickly and accurately analyze customer feedback and discover patterns, trends, and correlations that would otherwise remain hidden. Becoming a user-centric organization requires utilizing AI models to monitor customer feedback in real time and proactively take action to ensure customer satisfaction.

Say goodbye to manually processing customer reviews left on app stores, social media, Reddit, Twitter, Discord and you name it. The manual process to parse user feedback, sentiment, and product-related issues leaves the door open for error, doesn’t account for languages, and takes way too long.

Artificial intelligence, on the other hand, can help companies gain a better understanding of customer issues, then quickly address them, wherever users leave customer reviews. This is critical for customer retention and obtaining new ones. By using machine learning and AI to capture customer feedback in real-time from multiple sources, companies can quickly identify and address issues impacting customer experience. 

Motivate teams to improve the customer journey

By harnessing AI-powered technology and Voice-of-the-Customer feedback, organizations can make data-driven decisions at every point in the customer journey to ensure an outstanding experience. And by rallying teams around what matters most to users, organizations can ensure that their products, services, and experiences are as user-friendly and effective as possible. This can be accomplished by developing a shared understanding of the user’s needs and wants, leveraging user feedback and research to inform product decisions, and creating an environment in which an organization’s teams are motivated to continuously improve the user experience across every touchpoint of the customer journey. Additionally, teams should prioritize user-centered design, testing, and iteration throughout the development process to ensure that the product as a whole meets user expectations.

All of this results in providing more personalized customer service, developing better user experiences, improving product features, and offering helpful tips, resources and incentives to keep customers engaged. In the end, a successful customer journey rests on organizations utilizing a customer feedback loop to collect valuable insights from users, and by using customers to inform product and service improvements to help drive sales and enhance the user experience.

Invest in a Voice-of-the-Customer platform

Organizations are investing substantial resources in the development and maintenance of their tech stacks. Auditing, security monitoring, application performance tracking, microsystems and other tools are being deployed to ensure continued success. However, for sustainable growth and customer loyalty, companies should also include a Voice-of-the-Customer platform as part of their stack. Voice-of-the-Customer data provides real-time insights into user experience, performance, features and capabilities. When analyzed with AI, this data can provide organizations with a competitive edge.

About unitQ

unitQ is an advanced Voice-of-the-Customer platform that provides AI-powered insights from user feedback to help you craft high-quality products, services and experiences. 

Ōura, a leading wearable health platform, has harnessed unitQ to enhance the customer experience and to build tighter collaboration between support, product, and hardware teams.

“unitQ’s intelligent topic categorizations and sentiment analysis let us cover more user feedback than we ever could before. That user feedback data then helps us identify and prioritize the issues most critical to users without having to manually read through thousands of tickets and posts,” says Jens Nordgaard, Data Analyst, CX Solutions & Insights, at Ōura. Read Ōura’s customer story.

Category-leading companies like Spotify, Bumble, Pinterest, Chime, HelloFresh and others rely on unitQ to drive growth, reduce churn, and build brand loyalty. Want to know what users think about your app? Get a free AI-driven CX report. To learn more about unitQ, request a demo.


From app stores to Zendesk, our roster of user feedback channels grows

unitQ empowers organizations to understand users in real time by visualizing their product through the eyes of their users. Category-leading companies like Spotify, Bumble, Pinterest, Chime, HelloFresh and others rely on unitQ to drive growth, reduce churn and build brand loyalty.  

Our AI platform accomplishes this by ingesting organizations’ user feedback from dozens of channels — from app stores to Zendesk. We then parse this data with machine learning and proprietary algorithms in real time to enable organizations to understand users’ pain points, and to prioritize fixes and roadmaps for an exceptional user experience.

We are continually adding more channels, what we call integrations, to enable organizations to stay on top of change and enhance brand reputation. 

There are two types of unitQ integration sources:

  • Feedback sources
  • Monitoring and messaging integrations

Feedback sources

Feedback sources provide unitQ with all the data necessary to analyze all your feedback and provide actionable insights so organizations can understand users’ wants and needs. In short, unitQ aggregates and categorizes feedback so you can quickly identify trends in real time and see where you need to focus your efforts.

We have a diverse range of feedback sources: 

  • App stores: Reviews that your users post about your app on the Apple App Store and Google Play Store form the foundation of feedback we ingest. And we just released our newest integration, the Amazon Appstore. 
  • Customer support systems: They contain product-focused feedback, highlighting issues that need fixing. We integrate with a number of ticketing and support systems, including Freshdesk, Helpshift, Help Scout, Jira (Cloud, Data Center, JQL, Service Management), Salesforce Service Cloud, Stella Connect, Zendesk and Zoho Desk. 
  • Social media: Users love to leave feedback for brands and products on social media, because it is so easy to do. We analyze user comments about your organization on Facebook/Facebook Ads, Instagram, TikTok, Twitter and YouTube.
  • Chat and communities: Conversations between users and customer service, or between a community of users, often involve product issues. unitQ reads and analyzes conversations happening on Ada, Discord, Discourse, Front, Insided, Intercom, Khoros, Reddit, Solvvy, Strava Club, and Zendesk Chat.
  • Review sites: Similar to app stores, business review sites — Better Business Bureau, Consumer Affairs, Pissed Consumer, and Trustpilot — provide useful, actionable feedback.
  • Surveys: Various survey companies also provide valuable feedback about your app. Surveys often show what your users are thinking and how they are feeling. These integrations include Alchemer, AskNicely, Delighted, GetFeedback, Qualtrics, Typeform, Usabilla and Zendesk CSAT.

Feedback and forth

For some of our integrations, data can be sent both ways — to unitQ from the source and back. The Jira suite of bug tracking tools works like this: You can create and link to Jira tickets from unitQ, and changes made to tickets in Jira get reflected in unitQ.

Similarly, unitQ supports two-way tagging (tag publishing) in both Freshdesk and Zendesk. When you add tags in unitQ, they get linked to tickets in Freshdesk and Zendesk, and tags added on those platforms appear in unitQ. unitQ AI automates the ticket tagging process to increase accuracy and consistency, all the while empowering support agents to focus on the user. 

Monitoring and messaging integrations

Just as important as feedback sources are monitoring and messaging integrations. These sources analyze the feedback sent to unitQ, and trigger alerts back to you, notifying you when anomalous changes in feedback occur. This enables organizations to take quick action to minimize any impact to the user experience. Alerts are sent via PagerDuty or Slack, empowering teams to quickly take action to minimize the impact on the user experience. And tagged user feedback can be sent to DataDog as metrics, which complements back-end system monitoring with user feedback to get a fuller picture. 

Which integrations do you use?

We want to make sure you’re completely covered as far as monitoring all your user feedback is concerned. Check out our integrations page to see which integrations we currently support. If you don’t see one of your data sources listed, let us know and we will consider adding it to the roster.

If you want to enable more of these integrations, contact your unitQ customer success manager

unitQ is an advanced Voice-of-the-Customer platform that provides AI-powered insights from user feedback to help organizations craft high-quality products, services and experiences in real time. If you’re looking for a secret weapon to enhance every touchpoint of your organization’s customer journey, book a unitQ demo today!


Leaders must foster collaboration between engineering, customer success teams

I love the collaboration that I get to witness working within the world of startups. In fact, seeing this clear window of teamwork and connection develop at early-stage companies was a critical motivator in my decision to start another tech company.

In my experience, at the beginning of any startup, it is so small that everyone is habituated to working with everyone. However, maintaining that culture of collaboration and codifying it to be part of your company’s DNA is critical to your growth.

In my experience and in talking to other founders, as a company scales there are two teams that grow separated from each other, sometimes to the point where neither clearly understands what the other team is doing. These two teams are engineering and customer success.

Continue reading this column in Forbes, where it first appeared.

Christian Wiklund is CEO of unitQ.

Product Releases

Instantly transform user feedback into actionable insights with AI Summarization

Becoming a user-centric organization requires a deep and personal understanding of the people using your product. Powered by machine learning and AI, unitQ captures user feedback in more than 100 languages from dozens of sources — including the Apple App Store, Discord, Google Play Store, Reddit, Twitter, Facebook, Instagram, and among others YouTube. unitQ parses this user feedback in real time for unitQ customers to help them inform decision making along every touchpoint of the customer journey.

Our new AI Summarization feature turns this user feedback into easy-to-consume summaries, regardless of how much feedback an organization receives. Whether you are looking to summarize feedback from an existing unitQ-created category or from search results around an emerging topic of interest — you can generate powerful insights instantly.

Identify pain points

Use AI Summarization to identify user pain points quickly so you can make the appropriate fixes to keep your organization ahead of the competition. You also will have a greater understanding of what users enjoy about your product so you can double down on what’s working well.

For example, say you just released a new feature. You can use unitQ search to find all feedback mentioning the feature, then see a summary of what people think about it, which is much quicker than reading through all the feedback one item at a time. Then you can share the summary with your team or other teams so you all can stay in sync. This improves decision making and ensures your organization’s end users are getting an exceptional product and customer experience.

How it works

Our advanced AI pours over every piece of user feedback and comes up with a detailed summary, then lists the most notable subtopics from among the feedback. This empowers organizations to ensure their products and services continue to exceed user expectations. You can even rate the quality of the summary, which helps us ensure you continue to get accurate results.

The image above shows the AI Feedback Summary for a search in unitQ created to review positive feedback on the most recent Android release.

Don’t miss valuable user feedback

These automated feedback summaries enable you to save hours of time so you don’t have to read through every piece of feedback to know what your users are thinking. To help maintain your organization’s exceptional user experience, our AI Summarization tool helps ensure you do not miss out on any valuable user feedback.

Like our new charts and dashboards, feedback summaries make your data more consumable, providing even more insights at a glance, saving you even more time.

Get Started

If you want to learn more about feedback summaries, contact your unitQ customer success manager. Or if you’re looking to get started with unitQ, book a demo today!

Pete Bratach is unitQ documentation manager.

Product Releases

Visualize user feedback with unitQ Charts and Dashboards

Despite being a well-worn cliché, the notion that a picture is worth a thousand words is a true one. Visuals are a great way to quickly and easily tell a story in a very succinct way. That’s why we’re very excited to release unitQ Charts & Dashboards! 

Charts consolidate your feedback into a single source of truth that is dynamic and reflects your business in real time, giving you a comprehensive perspective of user feedback. They improve decision making by providing you with a deep and personal understanding of your users’ needs along every touchpoint of the customer journey.

Because the experience your organization is delivering is constantly changing, these new visualizations also are customizable so you can take snapshots of any time period that might be pegged to platform changes, new releases, promotions, or any other factor. This enables organizations to visualize user trends to ensure their products and services continue to exceed user expectations. 

At their core, charts enable CX, product, and engineering teams to easily build presentation-ready visualizations of user feedback trends. You can identify emerging patterns with advanced filters and export those findings — and dive deep on products, regions and user segments.

For example, create charts for recurring assessments of the KPIs your team cares about the most. You might want to visualize the top 10 reasons your Android app is getting 1- or 2-star reviews. Or, you can break out your unitQ Score by language and see how your app ranks based on the language your users are speaking. 

The donut chart above illustrates the top 10 reasons why an app is receiving low ratings in the Google Play Store over the past 30 days. 

Charts are also a fast way to conduct ad hoc deep dives into emerging user experience trends. You might simply create a chart to learn why you had a sudden spike in feedback, at any given time.

A variety of charts are available. Choose from column, bar, donut and line. Use whatever chart is most suitable for what you are trying to visualize — for example, rendering a line chart to compare two metrics over time, or a donut chart to visualize how metrics stack up against one another. 

We also created a number of default charts for faster deployment. These out-of-the-box charts enable you to illustrate your unitQ Score by platform, view feedback trends by sentiment, highlight top reasons for poor app store ratings, and more.

Dashboards for visual analytics

Dashboards bring visual analytics to unitQ. They are a series of charts aggregated on a single scrollable page. Use dashboards to track release performance, product sentiment and more. 

With our dashboards, you can monitor as well as easily share a wide variety of your organization’s user experience metrics. Dashboards make monthly executive reporting as easy as sharing a screenshot or link. 

You might also share dashboards to rally your team or other teams around a set of key user experience metrics. For example, the support team might want to share a dashboard with the engineering team showing the top reasons for poor app store ratings — drilled down to the latest product release.

The dashboard above includes charts detailing unitQ Score by release, iOS App Store ratings by version, feedback volume by source, and more. 

You can build your own dashboards or leverage default unitQ dashboards, including snapshots of your Android and iOS performance. Each is built from a number of default charts.

Get Started

If you want to learn more about how unitQ Charts & Dashboards enable organizations to visually stay on top of what matters the most to their users, then book a demo today!

Pete Bratach is unitQ documentation manager.


Digging deep on AI with Niklas Lindstrom

Niklas Lindstrom, our CTO and Co-Founder who was recently named one of the top CTO’s in the analytics startup space, appeared recently on the Hashtag Trending Weekend Edition podcast to give a deep dive into AI and unitQ.

Interviewed by Jim Love, publisher of IT World Canada, Nik discusses how unitQ makes sense of data — via AI — that unitQ ingests to provide our customers a real-time understanding of the Voice of the Customer. This parsed data enables organizations to build exceptional customer experiences based on that user feedback.

Human in the loop

Nik explains the “human in the loop” concept, where unitQ uses “data labelers” and machine learning to train the AI to accurately recognize what people are saying about organizations on Twitter, Reddit, Discord, app store reviews, chatbots, support tickets, and you name it.

“So we need to have very detailed labels on it. And it’s a challenge for, I think, all AI companies out there that they have to tackle, that they have to treat the data as the most valuable asset they have,” Nik says.

The collective mind

Nik says building an AI is a symbiosis between humans and machines.

“So an AI can never become better than me if I would be the only data labeler. But if we work as a team here, Jim, we can train an AI to become better than one of us, because we have a collective.”

What’s more, data always needs constant training and auditing because it can become biased, Nik says.

“You need to build and you need to train the AI with data that you trust, something that you 100% rely on. But you also need to keep auditing AI. So even after it’s trained, you need to make sure that it’s doing what you expect it to do, so it doesn’t get any assumption to say something wrong,” Nik adds.

Listen to the podcast here.

To learn how unitQ and its AI-driven platform can help your organization understand the Voice of the Customer to help create exceptional user experiences, schedule a demo today!

David Kravets is the Senior Content Marketing Manager for unitQ.


Embrace customer feedback data to drive business success

It’s no surprise that today’s customers have high expectations when it comes to product quality. And companies have high expectations as well — product quality is incredibly important to an organization’s ability to differentiate itself and compete. But if those expectations aren’t met — if there’s a disconnect between customers’ expectations and how the product actually functions — customers can become frustrated. They might go to a competitor, or they might simply give up on the product altogether.

It is critical for organizations to remember that what you can’t measure, you can’t improve. Fortunately, in today’s environment, there is an opportunity to utilize data collected from users to address quality in a way that wasn’t possible even a few years ago. 

The most significant piece of data for organizations to consider is the voice of the customer. This data is the single most important source of truth when it comes to product quality, and it comes complete with actionable insights and precise information about what users are saying about your product’s performance, features and capabilities. 

Continue reading this story in Profile Magazine, where it originally appeared.

Christian Wiklund is unitQ CEO and Co-Founder.

Best Practices

Top reasons to involve marketing at the strategy table

As a two-time startup founder and CEO, I often think of my role as enabling all of our teams to come together and work toward the same larger strategy. All too often, though, I see hyper-growth tech companies start to become fractured and then go down a disjointed path of different goals.

On highly technical teams, marketing can often be overlooked and, therefore, not brought to the table for strategic initiatives. This can be dangerous because the strongest companies remain united on prioritized goals that drive expansion, adoption and engagement.

Here are three strategies that I have seen be successful in both equipping marketing teams with what they need as well as helping entire organizations see the value in their marketing teams:

Continue reading this story on Forbes, where it originally appeared.

Christian Wiklund is unitQ CEO and Co-Founder.