Informative acquires CRM vendor Recipio

Informative Inc., a customer feedback solution company, announced plans Wednesday to acquire customer dialogue interpretation vendor Recipio and fold its technology into a new suite of products.

The new Informative c-Feedback Suite -- also unveiled Wednesday -- is designed to maximize the impact of customer interactions by gathering and transforming customer dialogues into potential actions that can be taken to increase sales and customer satisfaction.

The new suite is focused on feeding the voice of the customers back into the organization, according to company officials.

"As the market shifts, it becomes harder and harder to predict, based on past behavior, what the trends are going to be," said Kern Schireson, senior director of product marketing at Brisbane, Calif.-based Informative.

"The only way to get at that intelligence is to ask customers. The data we're getting back provides that context around the transactional information so the predictions get better and better over time. What you end up with is this totally organic view of what is top of mind for your customers," Schireson said.

Using the Informative c-Feedback Suite, companies are able to not only identify customer needs, expectations, and wants, but also consistently meet and exceed them. Customer service representatives are able to immediately connect with a dissatisfied customer in order to resolve issues as they happen. For example, if a customer does not complete an online transaction, sales representatives are able to connect with the customer to provide the required help to close the sale.

The technology from San Mateo, Calif.-based Recipio consolidates guided and free-form feedback to deliver deep insight into customer attitudes and behavior, officials said.

CRM solutions have clearly revolutionized the world of collecting information about what customers have done or, in some cases, what they are currently doing, said Harry Watkins an analyst with the Aberdeen Group Inc.

However, what is missing from this transactional perspective is why customers behave as they do, Watkins said. Informative's solution enables organizations to obtain a forward-looking view into customer needs and attitudes, intentions, and motivations -- information that is key to value-adding processes throughout the organization, he added.

Financial terms of the Recipio acquisition were not disclosed. The Informative c-Feedback Suite is available immediately and is sold in a hosted environment.

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