Forrester Acquires FeedbackNow and GlimpzIt

Technology consultancy Forrester has acquired two firms, both for undisclosed sums: FeedbackNow, which makes real-time passenger feedback systems for measuring customer experience; and machine-learning-based consumer video poll platform GlimpzIt.

FeedbackNow physical devices generate more than 200,000 pieces of feedback per day from their 'smiley boxes', designed to measure customer satisfaction and the impact of improvement actions. GlimpzIt's technology enables marketers to have real-time conversations with consumers who communicate using photos taken predominantly on smartphones. Clients use the platform to ask a question and choose their audience - GlimpzIt then collects and curates the resulting picture / video responses from mobile consumers, and processes the inputs using data science techniques.

Forrester says the acquisitions are part of its plan to build a real-time CX Cloud to help companies monitor and improve experience. This Cloud will incorporate instant customer feedback from physical devices, social media sites, specialized apps, and embedded digital versions in web sites and on mobile devices; along with the ability to analyze and prioritize that feedback. Forrester Chairman and CEO George Colony (pictured) comments: 'In a market where companies win or lose on the battleground of customer experience, the real-time CX Cloud will enable clients to realize the full potential of their CX efforts'.

Web sites: www.forrester.com , www.feedbacknow.com and www.glimpzit.com .