Accenture (NYSE: ACN), a global leader in consulting and professional services, has announced its agreement to acquire GemSeek, a premier customer experience (CX) analytics provider. This acquisition marks a significant investment by Accenture Song, the world’s largest tech-powered creative group, in expanding its data and AI capabilities to support clients in achieving business growth and maintaining customer relevance.

Founded in 2011 and headquartered in Sofia, Bulgaria, GemSeek has carved a niche in advanced analytics and customer experience program management. With proprietary technologies at its core, GemSeek assists clients across diverse sectors—including telecommunications, healthcare, consumer goods, and financial services—to harness the full potential of their customer experience programs. This collaboration aims to foster lasting customer relationships and enhance revenue and operational efficiency.

In today’s rapidly evolving market, understanding customer expectations has never been more crucial. With 78% of business leaders recognizing the faster pace of change in consumer behavior compared to their business adaptability, and a significant portion of global consumers desiring quicker company responses to their changing needs, there’s a pressing need to bridge the relevance gap. The customer experience analytics market is poised for substantial growth, from $9.5 billion in 2022 to an estimated $37 billion by 2032. Accenture Song and GemSeek are dedicated to leveraging this growth by providing insights into brand perception and enabling data-driven decision-making to meet customer demands.

Max Morielli, president for Europe, the Middle East, and Africa at Accenture Song, emphasized the shared vision of driving growth through understanding and engaging customers in novel ways. Petko Tinchev, CEO of GemSeek, expressed enthusiasm for joining forces with Accenture, highlighting the synergy between GemSeek’s customer analytics expertise and Accenture’s robust data and AI foundation. This partnership is expected to deliver integrated customer perspectives and innovative solutions, driving significant value for businesses worldwide.

The acquisition will see GemSeek’s talented team of over 170 employees from Bulgaria and the UK join Accenture Song, establishing a presence in Bulgaria and enhancing service offerings across Europe, the Middle East, and Africa. This move is part of a series of strategic acquisitions by Accenture Song to enrich its client services, aligning with Accenture’s global strategy to invest $3 billion in AI for comprehensive business transformation.

The terms of the transaction have not been disclosed, with the completion of the acquisition pending customary closing conditions.

  Accenture, Accenture Song, Bulgaria, customer experience, GemSeek, Max Morielli, Petko Tinchev, Sofia