meldCX: An ISV's journey to market

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meldCX: An ISV's journey to market

Customer experience company meldCX is on the cusp of something big, according to one of the founders Joy Chua, as consumers look for better and safer ways to improve their digital experiences across multiple verticals.
Chua explained that the company’s technology can anonymously track customer behavior in physical retail spaces, as an example.

“Say you walked into a white goods retailer, picking up a new fridge for your house. We could tap into ceiling cameras to track your flow through the store, analyse what you're most interested in by what you're touching, your sentiment, what attracted you to that fridge signage — positioning or pricing? The retailer or brand can A/B test to establish what gets the best attention amongst customers.

"Further, we stitch feeds across multiple cameras and channels, providing insights to the entire journey.

"For example, how long do customers interact with the product before making a decision? Do they look happy or sad? Was there content playing to support the sale or was it a staff assisted sale? What is the average assistance required to sell this product, does a sales person actually influence the sale?

To protect individual privacy, the company adheres to six principals to anonymise individuals.

The company has found a route to market in the Australian channel through a partnership with Ingram Micro.

meldCX initially established a foothold in the retail industry and quickly found the technology being adopted in multiple industries. It uses anonymised data collected from cameras and sensors to track customer experience environments.

“We're all about delivering premier customer experiences using edge and AI technologies. We sit really nicely in that cloud and IoT space,” Chua said.

Scale is what all ISVs strive for and for meldCX, linking up with Ingram Micro to tap its network of partners was the best way to do this.

“I think like many partnerships out there, it's all about multiplying your salesforce,” she explained.

“That's why the channel is so important for us. When we first started meldCX, we established a number of large enterprise customers that we serve directly. With those customers, we need to be hands on; hold their hand and walk through the journey with them, especially in the AI and model training stage.

“We still have those customers and have embraced the channel to assist with rollouts. But in terms of scale and reaching a broader market, diverse partnerships are definitely the way to go.
We've had immense success with Ingram and other partners in the ecosystem, leveraging our strengths to cut through and bring large deals together.

“Working with Ingram is all about connecting to that salesforce of partners, scale, and growth. Ingram also has the capability to help in finance solutions, complimentary products, and managed services. It’s good to know we've got trusted partners, so we can just focus on what we do best, and work together to bring a total solution forward.

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