Contentsquare is an analytics platform that connects the dots across the digital experience and generates visual insights.
If there’s an issue on a brand’s site, it aims to flag it before customers report the problem.
Earlier this month, Contentsquare shared its intention to expand its platform by snapping up Loris AI, a conversational intelligence solution deployed in contact centers.
The solution comprises AI and machine learning models that analyze what customers are saying, without asking them directly.
By bringing Loris into the fold, Contentsquare takes a unique step in merging digital analytics with conversational intelligence.
That helps expand the scope of customer journey analytics beyond isolated digital analytics, customer feedback management, and contact center intelligence tools.
By doing so, Contentsquare hopes to enable a deeper understanding of where customer journeys break and possible solutions.
As Jonathan Cherki, CEO and Founder of Contentsquare, explained:
CX is shifting fast, and conversations are becoming an essential part of how people interact with businesses. With Loris, we’re giving our customers the capabilities they need to lead this transformation – to understand and optimize conversations, and connect them to the broader digital journey.
Alongside this deeper understanding of where customer journeys break, Contentsquare is helping businesses prepare for a future where AI becomes evermore present across digital channels.
That AI includes third-party conversational assistants, channels Gartner predicts will handle 70 percent of customer interactions, from start to finish, by 2028.
As more interactions shift to these digital assistants, brands need to capture that conversational data and pool it. If not, they’ll only secure a partial view of how customers engage and where those AI-led interactions broke.
By wrapping conversational analytics around live and AI agent conversations, Contentsquare can centralize that intelligence with broader journey context and derive new insights.
Etie Hertz, CEO of Loris AI, shared his enthusiasm for joining Contentsquare’s mission. “AI agents and effortless brand engagement are unleashing a conversation revolution,” he said. “The companies that harness this conversational intelligence will win in this new world.
Combining Loris and Contentsquare connects digital interactions, AI responses, and customer conversations seamlessly with real business outcomes like satisfaction, retention, and lifetime value.
The combination also elevates Contentsquare’s vision to become a platform all customer-facing teams can plug into, not just a digital owner or contact center leader.
Zeus Kerravala, Principal Analyst at ZK Research, applauds this approach.
“I really appreciate organizations that think about CX holistically, the entire customer journey,” he said. “Traditionally, the contact center has been viewed as a cost center rather than a profit driver, since most customers only end up there when something goes wrong. Before that, they’re interacting on the website or in a store.
That’s why platforms like ContentSquare are so valuable: they provide a complete view of the customer lifecycle.
“This acquisition of Loris signals a deeper focus on AI and analytics to capture and understand those interactions more comprehensively,” he summarized. “I’m excited to see how they build on this.”
However, Contentsquare is far from the only big brand to make an exciting, recent acquisition in the customer experience space.
Most recently, private equity firm Thoma Bravo snapped up Verint, planning to merge the vendor with its workforce engagement management (WEM) rival Calabrio.
Meanwhile, NiCE rolled up Cognigy to converge its Mpower CXone contact center platform with a leading conversational AI solution.
Much like Contentsquare’s acquisition of Loris AI, these moves highlight a consolidation trend that may just reshape the customer experience landscape.
