Customer Stories
Real time Market Insights
Accelerated Analysis
Enhanced Customer Intuition
Fostered customer insight within the organization.
Approach
Based in Philadelphia, Xfinity Stream has revolutionized digital video streaming. Xfinity Stream's new era aims to deliver personalized entertainment experiences, and they've expanded their focus to include understanding viewer preferences across various demographics. A key challenge that streaming services worldwide are grappling with is: how does Xfinity Stream harness social media comments to gain deep insights into viewer behaviors?
As Head of Social Media Insights at Xfinity Stream, Melissa Mendoza's role is to build and continuously refine a robust system for analyzing social media feedback. This system allows the content strategy, product development, and marketing teams to extract valuable insights from viewer comments across platforms like Twitter, Facebook, and Instagram. Now by tapping into this rich vein of unfiltered consumer opinions in first party data, including support tickets and agent calls, Xfinity Stream can better understand viewing habits, content preferences, and emerging trends in the ever-evolving streaming landscape.
Testing on the existing infrastructure
Melissa and her team first tested Monterey AI with social media comments to confirm that it would significantly reduce the workload of triaging and data analysis. They then deployed Monterey AI on top of Sprinklr, which is the platform that Xfinity uses to aggregate social media mentions and direct messages.
Because of Monterey AI's user-friendliness, different teams across user research, product, marketing, sales, and engineering quickly find the best way to fit into their specific needs and workflows, and finally unlock social media mentions analysis whenever they need, cut down triaging time by 90%, instead of waiting for ad hoc reports.
Building trust through transparency and accessibility
Customer intuition and visibility are in need to be baked into Xfinity to keep the win in the market. Every decision from consumer expansion and product development need to be paired with a comprehensive look at data from both the qualitative and quantitative sides.
Every year, Xfinity Stream's leadership sets strategic priorities based on emerging trends in viewer behavior. While product teams have the freedom to design their approach, they rely heavily on voices of customers insights to guide their decisions. During the planning process, Melissa leverages advanced social media analytics to identify shifting viewer preferences, such as binge-watching patterns, emerging content consumption patterns, and untapped market opportunities that might not be apparent through traditional feedback channels.
A key factor in Xfinity Stream's success in deriving insights from social media is the democratization of data access. Using an intuitive "Ask AI" feature, team members across the company can explore viewer behaviors independently. Queries might include: "What emerging genres are gaining traction among Gen Z viewers based on social media buzz?" or "How are viewing habits changing during major sporting events across different demographics?"
The final, crucial step involves translating these behavioral insights into action. When developing new features or content offerings, the team consults the social media analysis tool to identify early adopters or trendsetters within their user base. This information helps craft targeted rollout strategies, often using AI-powered tools to personalize messaging based on individual viewer preferences and behaviors observed on social media.
The Next Frontier: Democratizing User Insights Further with AI
When Xfinity first encountered AI-powered voc analytics, they realized it would revolutionize consumer insights at Xfinity Stream. The new tool eliminated manual data sifting and inspired unprecedented enthusiasm for data analysis across teams. This marked the beginning of AI-driven role evolution within the company.
Looking ahead, Xfinity Stream remains focused on delivering personalized entertainment experiences. Melissa and her team continues to make voc insights accessible company-wide, driving data-informed decisions. As Xfinity Stream expands its services, their AI tool evolves with them, uncovering deeper viewer insights and behaviors. This approach not only enhances their understanding of viewer needs but also positions Xfinity Stream at the forefront of the streaming industry, ready to shape the future of digital entertainment consumption.