Microsoft has reportedly acquired Parature in a bid to beef up its Dynamics Customer Relationship Management product by possibly giving it self-service capabilities.
Microsoft’s Parature acquisition could point to a changing landscape where customers prefer self-service options. Fred Studer, General Manager of Dynamics product marketing, confirmed the news to PCWorld and said, “We think most customers would prefer self-service than calling an old-school call center and talking to a customer service agent.”
The acquisition will enable Microsoft to connect through to its customers using the state-of-art self-service knowledge base that includes social mails, media, gamers and across multiple channels. Ass TechCrunch notes, Parature will fill a gap that Microsoft lacked by making customer experience a whole lot better giving them the ability to solve their own problems rather than having to call a toll-free number all the time.
In a phone interview with InformationWeek, Bill Patterson, Microsoft’s senior director of planning and strategy said, “With Parature, we’ll integrate multiple channels, such as social, email, Web-based chat, and Web self-service.”
