InMoment, a provider of experience improvement (XI) solutions, has completed an acquisition of ReviewTrackers, a customer review management and software company.

The purchase will enhance InMoment’s ability to offer a platform that can ingest both solicited and unsolicited feedback. One platform will now have the ability to use surveying, digital feedback, online ratings and reviews, and social data. InMoment AI, a layer in the XI platform that leverages natural language processing (NLP), natural language understanding (NLU), and machine learning (ML), will be able to provide quicker insights into the unstructured data flow.

“The acquisition of ReviewTrackers makes InMoment the first experience company to extend customer insights, analytics, and action across the full customer lifecycle–acknowledging that customer reviews often set the stage for customer experience. Combining ReviewTrackers award-winning customer review management with our award-winning XI Platform will give companies the unique ability to expand beyond surveys to include social ratings and reviews, access a larger share of customer voice, manage online reputation, and improve experiences at an unparalleled scale,” says Andrew Joiner, CEO at InMoment.

According to the companies, ReviewTrackers employees, including its founder and CEO Chris Campbell, will continue in their roles. Says Campbell, “Review and reputation management are central components of a broader customer experience ecosystem. At ReviewTrackers, we fundamentally believe that the success of your brand depends on the voice of your customer. By joining InMoment, we have a remarkable opportunity to broaden the scope of our individual solutions and strengths to provide an integrated system that will help our clients better acquire and retain their customers.”

Reviews and social media are two channels that are growing in importance in the feedback ecosystem. Dash Research’s recently released report, Customer Insights & Feedback, discussed the issue of digital transformation in customer interactions and how the pandemic shifted many consumer behaviors. People increasingly researched, shopped, and communicated on the web, mobile devices, or other digital channels. Consumers turned more and more to online reviews to gather and share information. This explosion of feedback channels can complicate data gathering and analysis as the customer data flows in from sources that a company might not have a lot of control over, such as review sites and social media. The ability to manage channels such as social media and reviews, and use technology to more easily parse through the data to take action quickly will be crucial to the customer experience.