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Kana latest CRM firm to make social media monitoring acquisition

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8th Apr 2011
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Kana Software has followed in Salesforce.com’s footsteps by acquiring a social media monitoring firm in the shape of Californian neighbour Overtone for an undisclosed sum.

Overtone’s Software-as-a-Service-based offering will be integrated with Kana’s service experience management software in a bid to provide customer service agents with an all round view of customers via information gleaned from such channels as social media and email as well as chat and surveys.

It also enables marketers to analyse customer sentiment, emerging issues and topic trends in order to take action if necessary.

Kana’s chief executive Mark Duffell said: "This acquisition is a vital step in fulfilling our vision for the next generation of customer service, creating the first solution that enables large enterprises to design, orchestrate and listen to service experiences across all channels, including social."

Overtone is aimed at Fortune 500 companies in the retail, financial services, consumer products, travel, online media and telecoms space and Kana said it would continue to support existing customers that currently use the offering in standalone form.

The move follows Salesforce.com’s $300 million purchase of Radian6 last month and its acquisition of UK-based social media agency 6Consultancy earlier in the year.

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