Industry News | April 5, 2011

One Customer Intelligence Solution Provider Buys Another

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Market Force Information, a customer intelligence solutions company, acquired Winnipeg-based Tell Us About Us (TUAU), a provider in customer experience measurement and Canada’s largest customer intelligence solution provider. Effective March 15, this marks Market Force’s fourth acquisition since its inception in 2005. The addition of TUAU will bolster its Customer Intelligence suite with more in-depth customer feedback solutions and expertise.

The TUAU acquisition will enable Market Force to build upon its Customer Intelligence offerings to provide more robust customer satisfaction solutions, including Web and interactive voice response survey capabilities, employee satisfaction surveys, 800-call center live support, social media monitoring, and broader Canadian mystery shopping services.

Over the past six years, Market Force has grown into a Customer Intelligence solution provider, and is now the largest mystery shopping company in the world. It is also one of the largest price audit and analytics firms in North America, while its merchandising, customer survey, and intercept services are used by some of North America’s largest brands. TUAU is also a leading customer intelligence company, providing a range of customer feedback solutions, with products and services that have been lauded by clients and recognized with a number of awards.

Sahir Anand, vice president and principal analyst with Aberdeen Group, says Customer Intelligence is a new generation of customer experience management. “By pulling together multiple threads of consumer data—from mystery shopping, to customer satisfaction, to 800 call center, to social media—and coupling it with store financial metrics, retailers can understand the gaps associated with end-to-end customer experience before, during, and after the sale,” Anand says. “This approach is critical to improving customer conversion, margin and revenue.

 “This acquisition indicates that Market Force is serious about leading in this new space. We will be watching their performance with great interest over the coming months.”

“There is a huge opportunity for expanded growth right now as our clients angle to stay ahead in the race for customer loyalty,” says Tyler Gompf, CEO of Tell Us About Us. “Whether it’s quickly gathering and responding to social media posts, expanding feedback opportunities with a wide variety of survey methodologies, or providing efficient call center services, our measurement systems are designed to give clients the opportunity to delight their customers. With the added scale and big vision that Market Force brings, we can really deliver world-class solutions.”

“This is a milestone acquisition for us,” says Karl Maier, Market Force’s CEO. “We’ve grown our Customer Feedback portfolio over the past several years and, with TUAU, we’ll have greater capabilities spanning even more markets and geographies. What’s more, TUAU’s 800 call center services and social media monitoring and outreach naturally complement our current solutions and will give our clients even more resources for their customer intelligence. We’ll now have a new Center of Excellence headed by Tyler and his talented team.”

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