Announced last week, Tethr and Awaken Intelligence have merged to create Creovai: a new company that will focus on delivering AI-powered contact center software.
But why have the companies decided to combine forces? And how will customers and companies benefit?
In a blog published on Tethr’s website, CEO Robert Beasley detailed how Creovai would combine the two tech firms’ infrastructure to create something “greater than the sum of their parts.”
So, before we explore what Creovai will bring to the party, let’s take a quick look at the two parts.
In short, Tethr is a provider of AI-powered conversation intelligence software.
With over a decade of experience in the customer experience sector, the company leverages machine learning and AI to derive actionable insights from customer conversations – helping contact center and CX leaders achieve "meaningful business improvements.”
Like its fellow Creovai collaborator, Awaken Intelligence is also a fairly young company, having been developing and delivering “innovative” agent guidance software since 2019.
By providing contact centers with access to its suite of AI-powered agent guidance software, Awaken allows leaders, managers, analysts, and agents to effectively handle the complexities and intricacies of customer interactions.
With both companies in the business of utilizing AI to deliver contact center solutions, the merger appears to be a natural fit. Indeed, the “complementary” nature of the vendors’ offerings was discussed by Awaken CEO Simon Black in a blog post:
Together, we share a vision of AI’s power to transform customer and employee experiences.
“As businesses harness our solutions, we believe they’ll find new ways to improve experiences and retention for agents and customers, increase sales, and reduce the cost of service.”
But how exactly will the two companies’ tech stacks coexist and provide these enhanced solutions to their users?
Creovai’s Differentiator
While general improvements are to be expected when two vendors merge, arguably the most important and interesting aspect of this new company is what it will be able to deliver that will differentiate it from the rest of the market.
The major gap that Creovai plans to fill is unifying the conversation intelligence and agent assistance sectors.
Both companies believe that contact center leaders have struggled with a fragmented market for too long.
When it comes to enhancing the agent experience, the tech has primarily focused on workforce automation rather than making their jobs easier or more fulfilling. Whereas, although most analytics products offer data, it often lacks actionable insights for contact center and CX leaders.