SurveyMonkey to buy GetFeedback

GetFeedback was founded by Salesforce executives in 2013 to provide customer experience surveys for the Salesforce ecosystem. It is used by companies including Cisco, Johnson & Johnson and Walgreens in addition to Salesforce.

The technology can be used to automatically send surveys after every customer interaction on Salesforce, measure customer metrics and add feedback data back into the platform.

SurveyMonkey wants to scale its offering for enterprise clients and invest in technologies that integrate with companies’ systems.

SurveyMonkey integrated with Salesforce in 2014, connecting its survey data through the online marketplace Salesforce AppExchange.

Zander Lurie, chief executive officer, SurveyMonkey, said: "SurveyMonkey’s deep expertise on feedback collection and analytics combined with GetFeedback’s rich capabilities in integrating feedback within the Salesforce ecosystem will allow us to be the premier customer experience solution for our customers."

Craig Shull, chief executive officer of GetFeedback, added: "By understanding how customers are perceiving their brand, companies can take immediate action to resolve issues and improve their customer experience to ultimately boost customer retention and loyalty."