This morning, InMoment announced that it will be acquiring fellow Utah-based customer feedback management (CFM) vendor MaritzCX.

For InMoment, this acquisition will do more than increase its customer base — it moves the vendor from being classified as a medium-sized voice-of-the-customer (VoC) vendor to a large one sitting along with Cisco Webex XM, Medallia, NICE, Qualtrics/SAP, and Verint. The increase in the customer base will especially be felt in markets where MaritzCX outpaced InMoment, like EMEA.

For MaritzCX, this presents the opportunity for the once-services-focused provider to focus on what it does best: serve customers and act as an extension of the team. During the process for “The Forrester Wave™: Customer Feedback Management Platforms, Q1 2020,” it was evident that the vendor’s sweet spot was still services — nudging clients to integrate with other data sources and to try different approaches to collecting customer feedback such as incorporating image and video in surveys to capture and analyze customer emotion. This strength in services will make a great complement to InMoment’s investment and focus on technology.

By joining forces, customers will benefit the most from a:

  • Laser focus on technology — coupled with the services required to enable success.
  • Continued commitment to employee experience and the voice of the employee (in addition to customer experience).
  • Strategy that puts customers first.

As with all mergers and acquisitions, there will be a lot of details being worked out over the next weeks and months. But I do expect customers to benefit from this coming together of forces.