TECHNOLOGY realised this is different from what we thought . It ’ s allowed us to be much more effective with spend and targeting , and that ’ s been a massive improvement for the way we operate internally .
“ We now base all decisions on data , and we ’ ve moved it into operations as well . Looking at the effectiveness of our 1,000 researchers – when they ’ re answering , how quickly , and is the answer deemed as successful ? We can judge the quality of the research and enact training if needed , to improve the service as a whole .
“ Speed and quality of answering questions are two of our key success metrics . Since we have implemented an effective BI solution we are able to explore the possibilities of using artificial intelligence ( AI ) and automation to improve speed and reduce costs without impacting quality . This would not have been possible if we were not able to measure it .”
As well as apps and exploring a plethora of options in chat bots and chat platforms , one of Crowd Mobile ’ s major successes are the MTV apps , a by-product of its two-year partnership with US $ 14 billion media giant Viacom , which owns the rights to film and distribution companies such as MTV , Nickelodeon and Paramount .
Its custom-made celebrity emojis , in particular , have been a huge hit . Geordie Shore fans went wild when the ‘ Gazmoji ’, based on the show ’ s serial shagger Gary ‘ Gaz ’ Beadle , was released last year . Some of them showed the star – named ‘ The Parsnip ’ after his impressively large , erm , appendage – naked , his modesty protected by said vegetable . Other Gazmojis depict him covered in lipstick kisses and “ getting mortal ”.
“ Crowd Mobile ’ s team of designers are great at capturing caricatures of the celebrities and bringing them to life ,” Clark laughs .
Sadly , the emojis aren ’ t a sea of fake-tanned duck faces ( yet !) because the celebrities have final sign-off . Clark jokes if they were to make an emoji of him it would “ most likely be bald with glasses and some form of nerdy technology ,” laughing , “ I care very much about my gadgets !” Jokes aside , Clark says one
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