Medallia Acquires Kampyle for Its Voice of the Customer Capabilities, Launches Medallia Digital

Following news of expanded system integrations earlier this month, Medallia, a provider of customer experience management software, today announced its acquisition of Kampyle, creator of a digital customer feedback platform, as well as the launch of Medallia Digital. The product combines Medallia's data analytics capabilities with Kampyle's tools for capturing web and mobile customer responses, to provide companies with access to unified customer views that allow for real-time actions at different online and offline touch points.

According to Krish Mantripragada, vice president of product at Medallia, the acquisition serves as a response to companies' growing need to be everywhere their customers are, which is, increasingly, in digital channels.

"Kampyle is a native digital company. It was built from the ground up, and [the aquisition] further strengthens and expands the Medallia capabilities to provide a holistic, complete solution, enabling companies to address all their different touch points," Mantripragada says. "Combining the two...enables companies to not only listen to their customers across all different channels, but to process that information and engage the entire enterprise into taking the appropriate actions and have a consistency of experience."

Combining forces with Medallia allows Kampyle to "create an unparalleled solution," said the company's CEO, Ori Soen, in a statement. "Over the last year, we started winning joint customers with Medallia, and we're only seeing the demand accelerate," he said.

"Companies spend millions today in optimizing their websites and their mobile applications so that they can have superior interactions and experiences with the consumers," Mantripragada explains. "What Medallia Digital enables is that, during the course of the customer's journey and interactions with your brand and Web site, [you are] able to position the right message to the right customer at the right time, and not only collect important feedback from the customers but also optimize their experience so that [you] can— based on the individual profiles of the customers, and based on their behavioral habits—tailor experiences accordingly."

Medallia Digital integrates with Medallia's enterprise platform and enables companies to gather customers' reactions to their products and services via Web or mobile channels, in turn providing them with a broad view of customer activities.

According to Medallia's Web site, the technology can solicit active and passive feedback received through site-intercepts, abandonment surveys, and links that can be incorporated into Web, mobile, and in-app environments. Analytics integrations gives users access to operational and clickstream data, heatmapping and behavioral data, and deep analytics to spot emerging customer trends. Segmentation capabilities are designed to help companies reach the particular audiences with specific messages. Also included are alerts that serve to notify companies when a customer requires additional attention.

Medallia Digital will be available as both and integrated  and stand-along offering.

In the future, "we will be doubling down on digital," Mantripragada says. "Increasingly, you'll see us leverage the data analytics platform that Medallia brings to the table," combining digital data with other streams of data to provide multichannel support and deepen its mobile and web capabilities.

"This is a very strategic area for us, that we believe will be a true differentiator as companies embark on the digital transformation of their enterprises," he adds.

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