Forrester Acquires FeedbackNow and GlimpzIt

Forrester has acquired FeedbackNow, a maker of physical buttons and monitoring software to help companies measure, analyze, and improve customer experience, and GlimpzIt, an artificial intelligence and machine-learning provider. Financial terms of the deals were not disclosed.

The acquisitions of FeedbackNow and GlimpzIt are part of Forrester's plan to build a real-time CX Cloud, integrating a range of inputs to help companies monitor and improve experiences. The CX Cloud will incorporate the following:

• Instant customer feedback from physical devices, social sites, specialized apps, and embedded digital versions in websites and on mobile devices;
• The ability to analyze and prioritize that feedback; and
• A distribution network for moving critical feedback out to operational sites in real time.

FeedbackNow represents a high-volume input source for the real-time CX Cloud, generating more than 200,000 pieces of feedback per day from its "smiley boxes."

The GlimpzIt technology will be deployed to extend the analytics engine in the real-time CX Cloud. This engine will enable companies to analyze and correlate incoming feedback to identify the insights that matter most and the actions they must take immediately to have the greatest impact on customers.

"CX can be a powerful competitive and operational weapon, but CX teams are burdened with insights that are too late and too limited," said George Colony, Forrester's chairman and CEO, in a statement. "The market has reached a point where customers expect companies to rapidly respond to feedback, wherever and however that feedback is provided. 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."

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