Here’s our evaluation of KANA Experience Analytics, KANA’s social-service offering. The product has capabilities for monitoring, analyzing, and taking action on customer conversations on the social web and on internal channels. These four factors should drive your consideration of KANA Experience Analytics:
- Powerful analytics are KANA Experience Analytics’ strength and key differentiator. These analytics automate the categorization of social posts and internal channel messages, speeding, simplifying, and making consistent one of the most difficult tasks in social service.
- KANA Experience Analytics is tightly integrated with KANA Service Experience Management (SEM), KANA’s enterprise customer service offering. Integration with external customer service systems is not as tight.
- KANA Experience Analytics delivers high value through attractive pricing, bundled consulting services, and rich capabilities.
- KANA targets only English-speaking geographies, although KANA’s Analytics’ support English (US and UK), French, German, Italian, Portuguese, and Spanish.
KANA Experience Analytics is built on technology that came to KANA in its April 2011 acquisition of Overtone as OpenMic.
In fact, acquisitions have played a major role in transforming KANA. While the firm was founded in 1999, since the middle of 2009, the firm has reinvented itself. Same name but a much different and much stronger company, a company focused on customer service.
Here’s the chronology of how Kana reinvented itself:
- Privatization by Accel-KKR. KANA’s biggest company news in 2009 was its October 27 announcement of an agreement to sell its assets and liabilities to Accel-KKR, a technology-focused private equity firm, for a cash purchase price of approximately $48.9 million. The transaction was completed on December 23. As a result, KANA’s software and services business now operate as a privately held company under the KANA brand.
- Introduction of SEM. KANA introduced KANA Service Experience Management on June 30, 2009. SEM is KANA’s enterprise customer service offering. Customer service as a process or as a “Service Experience” is what characterizes, distinguishes, and differentiates KANA SEM.
- Lagan Acquisition. On October 6, 2010, KANA announced its intention to acquire Lagan Technologies, then a privately held supplier of G2C (government to citizen) software that was founded in 1994 in Belfast, Ireland. Lagan had a customer base of nearly 200, mostly large, local government agencies, worldwide. These agencies use the product now branded KANA Lagan to serve more than 60 million citizens. The acquisition expanded KANA’s target markets to include government organizations and gave KANA a stronger presence outside the US.
- Overtone Acquisition. On April 5, 2011 KANA announced that it has completed its acquisition of Overtone, Inc., then a privately held social listening firm that was based in San Francisco, CA.
- Trinicom Acquisition. On April 24, 2012, KANA announced that it had completed the acquisition of Trinicom, a privately held, Wilp, Netherlands-based supplier of cloud-based customer service software. KANA Business Edition, the former Trinicom’s T5, provides contact center, response management, knowledge management, self-service, community, chat, virtual assistant capabilities, and campaign capabilities for small and mid-sized businesses and government organizations. Trinicom has an installed base of 250 customers, mostly in the Benelux countries. This is an excellent acquisition that delivers significant benefits to KANA, to Trinicom, and to their customers. It expands KANA’s customer service offerings to address SMB requirements with a well-proven product suite. It expands KANA’s market reach into Western Europe. And it increases KANA’s customer base and revenue base significantly.
Today, KANA has four product lines that address requirements for multi-channel customer service for businesses and government organizations of all sizes in a wide range of geographies. The firm has a customer base of 850 accounts and a staff of 400 employees. In 2011, KANA had revenues approaching $90 million. In 2012, KANA has reached a $100 million run rate. This new KANA has become a customer service leader.