Accenture Song swoops for CX analytics firm GemSeek

Max MorielliAccenture is beefing up its data and AI capabilities by acquiring customer experience analytics provider GemSeek as it continues its efforts to help clients grow their business and sustain relevance with customers.

Founded in 2011, GemSeek is headquartered in Sofia, Bulgaria, and has more than 170 employees working across Bulgaria and the UK. They will join Accenture Song, expanding its footprint and offerings for clients across Europe, the Middle East and Africa.

The business offers expertise in advanced analytics and customer experience programme management, along with proprietary technologies. GemSeek helps clients across several industries—including telecoms, healthcare, consumer goods, and financial services—realise the full potential of their CX programmes, cultivate enduring customer relationships, and improve revenues and operational efficiencies.

According to Accenture’s own research, 78% of business leaders say people are changing faster than they can change their business, and with more than half of global consumers wishing companies would respond faster to their changing needs, greater understanding of these expectations is required to close the relevance gap.

The global customer experience analytics market is expected to grow from $9.5bn (£7.5bn) in 2022 to $37bn (£29bn) in 2032. Accenture Song and GemSeek are both committed to helping clients realise these opportunities through understanding the customer’s perspective of brand and making customer-centric, data-driven decisions.

Accenture Song president for Europe, the Middle East and Africa Max Morielli (pictured) said: “The rapid pace of change the world is facing is felt by customers and businesses alike. Within GemSeek we found a team of like-minded thinkers, aligned with our purpose to provide clients with means to understand their customers’ needs better, and define new ways of engagement that will drive growth during these times of change.”

GemSeek chief executive Petko Tinchev added: “Our extensive background in customer experience analytics complements Accenture’s deep expertise in data and AI. We are confident that our combined passion will empower us to deliver a truly integrated customer perspective and cutting-edge solutions, driving greater value for enterprises globally.”

The deal is the latest in a series of acquisitions that Accenture Song has made to enhance customer offerings for clients, including Work & Co, Rabbit’s Tale, ConcentricLife, Fiftyfive5 and The Stable and supports Accenture’s global strategy to invest $3bn in AI to help organisations across all industries reinvent their operations at every level.

Terms of the transaction were not disclosed.

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