Wednesday, 22 May 2019 10:44

Freshworks acquires Natero, adds 'customer success' platform to portfolio


Cloud-based business software vendor Freshworks has acquired Natero, a customer success management software company.

The San Francisco-based Freshworks says the acquisition of Natero gives it a SaaS platform that unifies marketing, sales, support and, now, customer success.

“With Natero’s AI/ML-powered technology, the Freshworks platform puts actionable data in the hands of customer success professionals. This helps companies more easily predict and prevent customer churn, increase account expansion and manage more customers with fewer resources,” Freshworks said when announcing the acquisition on Wednesday.

“Customer engagement should not stop with just marketing, sales and support. Today, every business needs to invest in proactively managing customers,” said Girish Mathrubootham, Freshworks founder and chief executive.

“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.”

Freshworks cites its New Rules of Customer Engagement report revealing that, with 56% 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.

“Today 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,” said CRM analyst and, principal of ThinkJar, Esteban Kolsky.

“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.”

“We share Freshworks’ passion and commitment to providing an unrivalled customer experience,” said Craig Soules, Natero founder and chief executive.

“We are excited to join the growing Freshworks global team as we help businesses acquire and keep customers for life.”

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Peter Dinham

Peter Dinham - retired in 2020. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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