Confirmit's Integrasco purchase will provide its customers with access to cross-channel text mining and social visibility. But Confirmit will have to overcome traditional voice-of-the-customer and CRM silos to make the deal successful.
On 22 January 2014, Confirmit announced the acquisition of Integrasco for an undisclosed fee.
This deal will greatly benefit current Confirmit customers that are looking for cross-channel text mining and social visibility. Confirmit expands its voice of the customer (VoC) portfolio with Integrasco’s capabilities for capturing social insight and analyzing unstructured text. Confirmit will merge the technology and company as it has done with previous acquisitions.
However, Confirmit will have to overcome the silos of VoC and CRM. Organizations that turn to a holistic, cross-channel VoC solution for customer feedback have to contend with a degree of separation between the insight obtained from the VoC solution and how this insight impacts their core customer processes for sales, marketing and customer service. Many traditional CRM solutions have a basic VoC capability built in, but they lack the breadth and sophistication of a stand-alone VoC solution. As a result, the execution of the decisions and process flows are not always optimal. VoC and CRM solution providers need to be tightly integrated to facilitate two-way data transfer and case creation.
Many Integrasco customers are accustomed to a stand-alone product for their social analysis and workflow. Confirmit’s broader cross-channel view of feedback may produce the same result (that is, the same information is made available), and what is fed back into the CRM applications may be more useful (due to Confirmit’s broader collection of feedback sources). However, Confirmit will need to provide a strategy and architectural road map that seamlessly integrates with operational systems, such as campaign management, customer service and lead management, and provides role-based user interfaces for relevant employees, such as a chief marketing officer or sales manager.
This deal shows how the enterprise feedback management (EFM) landscape has been evolving to accommodate a broader dataset and more advanced analytics. VoC technologies collect, store, analyze and act on a broad range of direct, indirect and inferred customer feedback sources. Driven by customer demand, Confirmit is readying a major new release in 1Q14 with significant architectural enhancements to address the needs of this broader market of large, unstructured and diverse feedback sources.
Confirmit’s original equipment manufacturer (OEM) relationship with Clarabridge for text mining will continue to support customers and prospects that have a preference for that provider, but Confirmit customers will now have the option of an in-house solution for text analytics. Other EFM vendors relying on loose partnerships for social feeds and text-mining capabilities will have less credibility as viable VoC vendors.
Confirmit customers: Review the opportunities afforded by the new integrated VoC hub solution, and compare it with other internal VoC-centered technology platforms to determine which (if any) should be positioned as the central VoC hub.
Integrasco customers: Decide whether to embrace the broader Confirmit value proposition or ultimately look elsewhere for your social media strategy.
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