InMoment Buys Digital Feedback Firm Wootric

US-based customer intelligence platform InMoment has announced the acquisition of digital feedback solutions provider Wootric.

San Francisco-based Wootric helps clients manage their CX efforts and maximise customer lifetime value, offering a turnkey / DIY micro-survey solution for rapid understanding of customer sentiment at key moments. Its tools combine machine learning with data from Salesforce and other existing software, and feeds its expertise into an 'Eligibility Engine' which helps novice users launch quickly.

Wootric employees will continue in their roles, and its two female co-founders, Deepa Subramanian and Jessica Pfeifer, will help accelerate InMoment's digital solutions and commercial offerings.

InMoment, which bills itself as the 'Experience Improvement (XI) solutions leader', says the buy accelerates its lead in the digital experience (DX) and product experience (PX) markets, and fuels growth in new markets and geographies. In an apparent bid to challenge Qualtrics for the record for most two-letter abbreviations using the letter X, it also offers a 'full array of enterprise CX, EX and market experience (MX) technologies and professional services'.

CEO Andrew Joiner says of the latest deal: 'Wootric has built a really smart approach to the digital experience problem, and as a result they have become a market leader. InMoment is highly engaged with top global businesses to help them achieve experience improvement from their efforts in a way that improves both the experience provided as well as the business results. The addition of Wootric technology into the XI Platform provides an exciting array of highly modern and scalable digital solutions that will help our clients lead in a new digital-first world'.

Wootric CEO Deepa Subramanian says the company was created 'to disrupt aging feedback approaches by offering more flexibility, scale, and insights'. She adds: 'Joining with InMoment creates a strong commercial platform that will expose more companies to this approach, and InMoment's disruptor mindset offers a perfect cultural fit for our company'.

Web sites: www.inmoment.com and www.