Service Management Group (SMG), a partner specializing in customer, employee, and brand experience management for over 500 brands, is set to acquire Bulbshare, a London-based platform powered by AI. This platform connects businesses with customers to gather immediate insights and feedback. According to a company press release, this acquisition will enhance SMG’s experience management capabilities while also fostering Bulbshare’s growth.
Founded in 2017, Bulbshare enables consumer brands such as Nestle, Proctor & Gamble, and Lego to leverage the collective insights of global customer communities, leading to more informed decisions in product development, marketing, and innovation. In contrast to traditional market research methods, Bulbshare utilizes advanced AI technologies from OpenAI and Microsoft to swiftly analyze extensive, real-time data gathered from engaged communities. This innovation significantly transforms traditional brand experience management by allowing customer communities to engage in active collaboration and co-creation pertaining to key brand, product, and market initiatives.
SMG is dedicated to transforming customer experiences by providing actionable insights that can convert customer feedback into financial benefits. With unparalleled expertise at the intersection of data science and the optimization of customer experience, SMG aims to enhance each customer interaction. The company equips frontline teams with targeted actions to implement improvements, further supported by the industry’s unique software and service strategic consultancy—accelerating the impact of customer experience and return on investment, noted Jonathan Berkowitz, CEO of SMG.
The acquisition will enable SMG to provide clients with a comprehensive solution for both customer experience (CX) and brand experience (BX) management, ensuring ongoing optimization of customer experiences alongside customer-driven collaboration and co-creation to promote innovation and growth.
“Combining SMG and Bulbshare results in a powerful, integrated model for customer and brand experience management,” Berkowitz stated in the press release. “Together, we will equip our clients with portfolio solutions that facilitate continuous improvement, exceptional business results, and more profound, loyal customer connections.”
With this acquisition, SMG also gains access to Bulbshare’s clientele of consumer brands, broadening its presence in the consumer-packaged goods market.
“We are thrilled and motivated by the new opportunities ahead,” said Matt Hay, founder and CEO of Bulbshare. “By partnering with SMG, we are stepping into a new era where customer experience is shaped by participation and co-creation. Our combined CX and BX solutions will provide unmatched value to our clients, while our employee experience offerings will strengthen employee relationships, contributing to our mutual growth and success.”
Both teams will continue to deliver their individual services, while also collaborating on future product developments and enhancing client offerings.
CEO Berkowitz will lead the unified company, which is primarily owned by growth-focused private equity firms Brentwood Associates and LLR Partners. Hay will assume the role of SVP of Innovation and GM of Bulbshare within SMG.
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