14 november 2022
Wonderflow is a B2B tech company. Based in Amsterdam and established by three Italian founders - Riccardo Osti, Giovanni Gaglione and Michele Ruini, - its core business is an AI software that exploits the proprietary NLP (Natural Language Process) technology for analyzing what is called the "voice of customers" (VoC) of a brand and its competitors, and therefore online product reviews, results obtained from customer service, surveys and more.
How does its software work?
Wonderflow’s technology uses machine learning and AI to process an unlimited number of unstructured texts and gain new and helpful information. It can process 13 different languages, including Arabic and even some Asian idioms.
Wonderflow gets the raw data directly from a company’s customers. For example, they listen to clients’ voices and collect their profile data. They also take into account reviews on Google, Amazon and TripAdvisor. In addition, they analyse comments on social media, answers to pools, and interactions with customer care – such as emails, phone calls, and conversations with chatbots.
Wonderflow: how everything started
Osti, Gaglione, and Ruini met in 2014 in the Italian city of Trento. In that period, that area was about to become the home of Hit – Hub Innovazione Trentino, a new centre for technology and innovation, a sort of small Italian Silicon Valley.
Wonderflow was born one year later. In 2017 they moved to Amsterdam to take part to an acceleration program. Then, the founders completed the final structure of the company in Italy, precisely at Hit – Hub Innovazione Trentino. . In the last year, the company’s turnover has been growing by more than 65%. Nowadays, Wonderflow can count on a network of more than 100 collaborators in 15 countries.
Among Wonderflow’s clients are companies like Philips, Electrolux, Pirelli, Delonghi Group, Beko, Colgate Palmolive, Reckitt Benckiser, Carrefour, DHL and Kantar.
The start-up collected around $24 million in 3 investment rounds – the last one was led by the Canada-based investor Klass Capital, along with P101, to support the international expansion in EU and USA, where the company has already hired the first salesmen to drive the business growth.
A bit of context
Wonderflow works in the customer analytics vertical: this industry is growing by 17% every year and is worth $9 billion, according to Gartner data.
Companies usually go through 4 different phases connected to customer sensitivity. Firstly, they interact through social media engagement tools. In the second phase, companies understand that they can use these interactions to improve their business, so, they start collecting data. Then, they equip themselves with a system that helps them examine and study those data. Finally, there is a fourth step that is characterised by a data-driven approach to strategy.
How does Wonderflow enter this process?
Wonderflow specifically works in the latest phase of this process. It helps understand what clients want and how to deal with their requests. The company can also control the impact that a specific action has.
Osti explains: “We collect all these data and insert them into a software that analyses and evaluates them. Then, our client learns which are their customers’ requests and can adapt their product or service accordingly”.
To do this, the company has developed an essential tool: the Wonderboard. It is an interface that contains all the collected and processed data. Clients can access this platform and analyse and utilise those data.
Through the Wonderboard teams can communicate and speak the same language. It connects departments that rarely interact: for instance, customer care and advertising. This helps companies get better performances and results.
Furthermore, the Wonderboard provides managers with an innovative and fast way to get information concerning their business.
What makes Wonderflow different?
Several accomplished companies, like Ibm, Sas, and Clarabridge, work in customer analytics. Nevertheless, none of them has developed their AI section like Wonderflow has.
Wonderflow is, to date, the most specialised company in this industry.
“We have developed the most accurate language analysis technology, as it can simulate people’s interpretative skills", says Osti. “We made it accessible to every user, even those who don’t have any tech knowledge. This technology allows our clients to save up to 90% of the time and resources they usually put into research. Furthermore, it finally makes them consumer-centric”.
With its technology, Wonderflow has brought many improvements to the industry of customer analytics.
Its linguistic analysis is 50% more accurate than every other solution on the market. And this is essential for companies to choose investments correctly and effectively.
In addition, Wonderflow uses the first perceptual analysis technology for customer care in the world. By examining data, the system endeavours to improve, for instance, a product that is rated 3,5 out of 5 on Amazon. The producer receives indications to improve it and reach a higher score.
Thus, Wonderflow’s clients rely on a mathematical system and do not proceed by trial and error. Furthermore, they also understand what they need to do to stand out from their competitors.