The enhanced platform boasts the ability to go beyond tracking, enabling users to participate, respond and engage in the customer conversations happening on Facebook, Twitter, Web forms and other social media communities, says de Haff.
The market for technologies harnessing and the information in social media communities and using it to improve customer relationships is growing. In February, market research firm Gartner predicted that by the end of this year more than 80 percent of market growth in social applications will center on a use case for improving external customer relationships, rather than internal collaboration.
Attensity is now in position to assist companies in harnessing the promised power of social CRM through a unique set of applications designed for business users, Michael Fauscette, vice president of software business solutions for market research firm IDC was quoted to say. “The successful enterprise today needs to combine corporate insights with the treasure trove of customer insights available through the Internet.”
The acquisition provides a significant boost in the companies’ market leverage, said Brad Brodigan, Biz360 president and CEO, who is will take on the position of senior vice president and general manager at Attensity following the acquisition.
“The combination of our social media and market intelligence expertise with Attensity's semantic analysis applications creates an unparalleled value proposition. Together, our product lines are making next-generation Social CRM a reality, removing the technical, process and scalability gaps,” Brodigan said.
Click here to read “Social CRM: Yes, It’s The Real Deal, But That Hand’s Still Being Dealt.”
Adrienne Baker is associate editor at Information Management. She can be reached at adrienne.baker@sourcemedia.com.
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