Zendesk moves into customer experience data with $4.13 billion SurveyMonkey deal

guest · Nov 1, 2021

Zendesk moves into customer experience data with $4.13B SurveyMonkey deal
November 1, 2021
https://techcrunch.com/2021/11/01/z...experience-data-with-4-13b-surveymonkey-deal/

When Zendesk announced it was acquiring Momentive Global Inc., the organization behind SurveyMonkey for $4.13 billion last week, it might have felt like a steep price to pay, but it seems that companies are willing to pay a high price to understand what users and customers are thinking — and that’s what SurveyMonkey gives Zendesk.

Zendesk, whose core offering involves customer service, now has a way to get feedback on that service and collect valuable data about the interactions. In fact, company CEO and Founder Mikkel Svane says it’s all about using that data to create a customer intelligence platform.

“We will deliver a rich, colorful picture of every customer so businesses really understand their customers and can build more authentic relationships,” Svane said in a statement.
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Laurie McCabe, co-founder and analyst at SMB Group, says the deal makes sense in the context of finding a way to get a better grip on customer attitudes.

Holger Mueller, an analyst at Constellation Research says the ability to collect data and build a more complete picture of the customer is becoming increasingly essential to companies like Zendesk.

“The current [thinking] is that you need survey tools to understand what customers, employees, etc. are thinking and feeling. And that’s why Zendesk bought Momentive. If you don’t have the data you need, start a survey,” he said.
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In addition to SurveyMonkey, Momentive also includes a custom mobile survey tool called GetFeedback and a market research arm that is part of the parent company.
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Zendesk: Zendesk To Acquire Momentive And Its Iconic SurveyMonkey Platform
Momentive: Momentive + Zendesk: Creating a new Customer Intelligence company

Floyd 57 · Nov 1, 2021

“The current [thinking] is that you need survey tools to understand what customers, employees, etc. are thinking and feeling. And that’s why Zendesk bought Momentive. If you don’t have the data you need, start a survey,” he said.

Ok so they are a customer support company, they answer to customer supports and provide a platform for customer support agents and customers to interact. But how does user data help them in that way? Sounds more like they are gonna profit off of user data and surveys from the customer support cases. It just doesn't make any sense. U spent $4B but for what?? How does that help ur company if it's not about profitting from user data

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Zendesk moves into customer experience data with $4.13 billion SurveyMonkey deal

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