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Sonata Software Gulps GBW, a Global CX Major

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Sonata Software Gulps GBW, a Global CX Major

CEO Insights team , 0

Sonata acquires industry pioneers GBW and its advanced AI & ML capabilities to deliver insightful & actionable recommendations towards customer experience

Customer Experience (CX) is at the crux of all businesses, and the way the UI makes a customer feel can make or break a company. Intrinsically as companies are increasingly focusing on measuring & managing customer experience to stoke their growth, CX solutions are playing a significant part in most organizations’ digital transformation initiatives. Bangalore based global technology company, Sonata Software signs a definitive agreement to acquire GAPbusters Limited (GBW), the Melbourne-based pioneers in the CX domain, serving renowned brands globally for nearly the past 30 years, and thus aims to capitalize on this market trend.

Substantiating the fact, Fortune Business insights reveal, “The demand for customer experience management systems is rising across various industries and its market is expected to gain significant traction owing to the recent technological advancements. According to the study, the global customer experience management market is anticipated to be worth $23.9 billion by 2026, as against $6.2 billion in 2018, growing at a CAGR of 18.5 percent”.

Famous for its mystery shopping, brand/compliance audits & competitor benchmarking programs, GBW has recently moved to a platform based approach with its new solution offerings in employee survey, feedback management, voice of customer programs in order to widen its CX bouquet. To fulfill this objective, the firm leverages advanced AI & ML capabilities to deliver insightful & actionable recommendations to its clients with immensely evolved CX requirements.

Commenting on the acquisition, Srikar Reddy, MD & CEO, Sonata Software, says, “This acquisition is exciting for Sonata as it is a reaffirmation of our Platformation led approach to digital transformation adding a major

The demand for customer experience management systems is rising across various industries and its market is expected to gain significant traction owing to the recent technological advancements



platform led customer experience offering to our current solutions, creating substantial value to our existing & prospective clients by providing a more comprehensive digital transformation offering covering 360 degrees of the customer journey, possibly making Sonata very unique in its ability to offer such a unified experience across the customer life cycle.” “In-fact, in the Retail, CPG, Service & Travel Verticals which has been one of our focus areas, given our own IP’s, we will now be able to offer a one-stop-shop with the CX solution offering to go with the IP’s & all our Clients and prospects who are constantly looking to monitor, measure, garner insights and improve their services need not go looking for proven, trustworthy & best in class CX solutions with deep industry insights as a big plus,” he adjoins.

This acquisition together with other similar acquisitions in the last few years strengthens Sonata’s footprint in Australia besides opening up new geographies in South East Asia & Europe where GBW has large clients in the QSR, retail, automotive, and oil & gas space.

“We are excited being a part of Sonata. We see an opportunity to differentiate ourselves through adopting the Platformation approach and to further enrich and enhance our offerings leveraging Sonata’s world class capabilities in AI & other cutting edge technologies. Our existing clients too will be delighted as they will continue to get the high service quality they are used to, besides gaining access to a wider set of capabilities through the financial strength, stability and global footprint that Sonata brings. We would now not only be able to invest quickly to scale our business in terms of reach, capability and service, but also leverage Sonata’s global presence to access and service new markets. Our people will have opportunities for a more diverse choice of solutions and to develop their careers, while opening up the scope to extend these virtues to newer markets and geographies,” concludes Grant Salmon, CEO, GBW.

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