Freshworks Inc, a customer engagement software company, has announced that it has acquired Natero, a customer success management software company
The acquisition provides Freshworks with a SaaS platform that unifies marketing, sales, support, and now customer success. With Natero’s AI/ML-powered technology, the Freshworks platform places actionable data in the hands of customer success professionals.
This helps companies to predict and prevent customer churn more easily, increase account expansion, and manage more customers with fewer resources.
Natero offers the premier customer success solution that combines predictive analytics, customer intelligence and workflow management. The data-driven platform enables businesses to proactively manage customer satisfaction and maximise customer lifetime value.
When combined with Freshworks sales, marketing and support data, users gain a 360° view of the customer, helping businesses optimise the entire lifecycle from the first touch to the latest invoice.
Girish Mathrubootham, Freshworks founder and CEO, said, “Customer engagement should not stop with just marketing, sales and support. Every business needs to invest in proactively managing customers. The addition of the Natero Customer Success Suite enables businesses to understand their customers better, offer personalised and differentiated service and turn them into passionate advocates and customers for life.”
“The acquisition extends our ‘customer-for-life’ vision to all teams, including account and customer success managers who require up-to-date customer usage and health data to proactively engage those accounts at risk of churn or ready to buy more,” he added.
With 56 per cent of global consumers indicating that they’d switch brands after just one bad service experience, businesses must engage customers in real time and at scale to keep satisfaction high and churn low, according to Freshworks’ New Rules of Customer Engagement report.
Esteban Kolsky, principal of ThinkJar and a leading CRM analyst, commented, “More than ever, businesses are living and dying by their ability to provide superior customer service. Yet, AI and machine learning aren’t magic pills, taken by themselves. Magic occurs when silos are eliminated so that predictive capabilities can be gained across the organisation. Predictive AI can then increase customer engagement and improve the experience at every customer touchpoint.”
