CX Focus for Renamed Vision Critical

Customer insights firm Vision Critical has changed its name to Alida, and aims to disrupt the global customer experience (CX) industry, taking on the likes of Qualtrics and Medallia.

Headquartered in Toronto, Canada and formed two decades ago, Vision Critical began the year with a new executive team of veterans from SAP, Cisco and Adobe, and in July received US$20m in debt investment to fund the current refocus and aggressive expansion plan. In the Spring, it added a patient experience (PX) package to its flagship Sparq digital insights platform.

The firm says its new brand name and visual identity 'showcase its ongoing dedication to helping brands create meaningful customer relationships'; with the name itself meaning 'verity, truth, reality and actuality' and evoking 'a sense of strength, humanity and empathy'.

The newly named / prefixed brands in the company's portfolio are Alida Touchpoint, Alida Surveys and Alida Sparq.

Wainwright, who was previously SAP's Chief Client Officer and EVP of S/4HANA Cloud, says of the changes: 'The CXM space today is crowded with vendors that offer transactional functions that don't lead to real business value, It's not just about driving products and services, it's about creating an actionable experience for customers, employees, and partners that drives loyalty. Our new brand stays true to our company values while personifying where we believe the future to be'. He adds: 'With a recent $US20 million investment from Vistara Capital Partners we expedited our ambitious growth strategy and are poised to achieve our mission of helping businesses make decisions with their customers, not for them'.

Web site: www.alida.com .