Everything your customers have said, at your fingertips.

Customer evidence for the people who build. Analyze every conversation, structure what customers say and pipe it into agents and tools.

“I’ll just dump all our customer conversations into AI.”

Hold on. That’s not how it works.

Customer conversations happen. Thousands of them, sitting in tools nobody opens.

So someone drops a few into Claude and asks what customers are saying.

It gives a good answer. Then a different one tomorrow. No count, and nobody can tell if it’s right.

That’s not Claude’s fault. You handed it raw text and asked for the truth.

Raw conversations aren’t evidence until every insight is analysed, classified, grouped and counted.

That takes a data model underneath all of it. Every conversation, every customer, every source, in one structure your team and your agents can query. That’s what we do.

So the next time, ask your team or your agents what customers said and get the truth.

Answer hard questionswith hard evidence.

Biggest competitors and why we lose?

ClaudeAcme Corp competitive losses

Biggest competitors and why we lose?

Meridian accounts for half of competitive losses. Buyers want each team limited to its own data before a company-wide rollout.

Competitor	Lost deals	Why we lose
Meridian	21	Access rules per team, so each team sees only its own data.
Aperture	13	EU hosting, so EU customers’ data stays in the EU.
Stratum	8	A full audit log of who viewed which report.

42 lost deals in the last 3 months. One primary competitor per deal.

Frank Brogie
Head of Product Marketing, Knowify

Understand exactly what customers are saying. On every level.

Every quote, straight from the call.
Each insight keeps the customer’s exact words, who said them and when, with the recording a click away.
It’s tagged by what it is, from praise to a feature request, and tied to the account and the person, so nothing gets paraphrased away.
EV
Elena VossHead of RevOps · Brenwick Components
Feature request
“Can I click a number in a report and see which deals it’s built on? Then I can defend it instead of rebuilding it in a spreadsheet.”
0:00
0:181×
Zoom ·2 months ago
Full transcriptAcme Corp
Brenwick · Quarterly reviewZoom ·2 months ago
Sam Ortiz11:42
How do you check a number before a meeting?
Elena Voss
Can I click a number in a report and see which deals it’s built on? Then I can defend it instead of rebuilding it in a spreadsheet.
Sam Ortiz12:06
So you’d want the source one click away?
Original conversation24:32
Watch a theme take shape.
Format groups what customers say into themes and follows each one over time: when it comes up, how many companies raise it, and who.
So you can tell a passing comment from a pattern before it shows up in your pipeline or your churn.
Acme Corp
Show where every number comes from
Teams want each number linked to its records, its definition and when it last updated.
What defines this theme
When it’s mentioned
1260
Last 3 months · 3 mentions
Last 3 months · 8 mentions
Last 3 months · 2 mentions
Last 3 months · 6 mentions
Last 3 months · 9 mentions
Last 3 months · 11 mentions
……
How many companies
18 of 184
companies have mentioned this
Last 3 months
Who’s mentioning it
78%Customers
18companies
Customers1478%
Prospects317%
Churned15%
Last 3 months
Evidence
Companies
Veldra Manufacturing 3
Talwick Supplies 2
Load more
Insights
Sample insights
Can I click a number in a report and see which deals it’s built on? Then I can defend it instead of rebuilding it in a spreadsheet.
Elena Voss·Head of RevOps·Brenwick Components·Last 3 months·Zoom
Every theme, ranked.
Step back and see everything your customers care about, ranked by how many companies and people raise it.
Every theme opens onto the evidence behind it, so any decision traces back to real conversations.
Acme Corp
Product feature requests
Ranked by companies mentioning each request.
01
Buyers want access limited by team before rolling out company-wide.
“We’d roll it out to every team tomorrow, but security needs each team to see only its own accounts.”
Jonas Reed · Head of Data · Orven LogisticsZoom · Last 6 months
31 companies
45 people
84 mentions
02
Shipped
Teams want each number linked to its records, its definition and when it last updated.
“When someone questions a number, I want to show them exactly where it came from.”
Tom Adler · Product Ops Lead · Evrin PackagingZoom · Last 6 months
24 companies
34 people
61 mentions
03
Store and process EU customers’ data in an EU region.
“Our customers are in Germany. Legal needs their data to stay in the EU.”
Ana Ruiz · Head of BI · Halden RetailGong · Last 6 months
18 companies
26 people
49 mentions
04
Tell a metric’s owner as soon as it changes sharply.
“I want to hear when churn jumps, not find it in next month’s report.”
Priya Falk · COO · Talwick SuppliesFathom · Last 6 months
14 companies
19 people
30 mentions

The evidence your AI was missing.

Every conversation, structured and counted.

“Can’t I just use Claude for this?”

If you’re like 85% of our customers, you’ve tried to build this yourself first. It didn’t work. Here’s why.

Where DIY setups fail

1
Accuracy
They’re wrong almost half the time
2
Maintainability
They’re brittle and painful to maintain
3
Cost
They cost a shitload of time and tokens

Here’s the test: Take ten insights from your own setup and walk them back to the call. We think 46% of them will be wrong.

46%

of insights were wrong when Claude did the analysis

Read the case study

Customer stories

Jake Cronin

CEO, Siro

“It used to be gut feel.Now we all pull from
the same evidence.”

“Point Claude at Gong and it pulls wacky s***. Format is structured, it’s right, it’s auditable.”

Rob Dandorph

VP of Ops, Cube

“Our conversations were all over the place. Intercom, Gong, Slack. Format’s the one spot the team can build on.”

Ben McRedmond

CEO, Equals

Everything your customers have said, at your fingertips.Everything your customers have said, at your fingertips.

Used by growing teams at

“I’ll just dump all our customer conversations into AI.”

Answer hard questionsAnswer hard questionswith hard evidence.with hard evidence.

Understand exactly what customers are saying. On every level.Understand exactly what customers are saying. On every level.

InsightFrom the small details

PatternTo the trends over time

RankingTo the big picture

The evidence your AI was missing.

“Can’t I just use Claude for this?”

Where DIY setups failWhere DIY setups fail

Accuracy

Maintainability

Cost

Customer stories

Ready to try Format?Book a demo below.

Everything your customers have said, at your fingertips.

Answer hard questionswith hard evidence.

Understand exactly what customers are saying. On every level.

Where DIY setups fail

Ready to try Format?
Book a demo below.