Vision Critical puts the Sparq in customer intelligence

What does your customer really want — and when and where do they want it? Vancouver-based Vision Critical has launched the latest version of its cloud-based solution, Sparq, hoping to answer these questions.

For companies looking to understand trends in their customers’ motivations, preferences and needs, customer intelligence software is an increasingly essential tool. The new version of Sparq provides new capabilities that can help rising stars compete with enterprise incumbents. Integrating with mobile app Engage, the platform also adds geo-targeting of customer intelligence metrics across 14 languages — helping local firms go global.

“Our customers have become their own intelligence ecosystems, assembling knowledge about products and services and then delivering opinions widely and loudly in real time,” said Vision Critical CEO Scott Miller. “Companies can either embrace this phenomenon or quickly become out of touch with the wants and needs of their customers.”

Sparq’s new Stories feature allows companies can now share stories that address key business issues on a cross-departmental level. The new Search feature allows users to find, access, compare and compile feedback from their customer community to answer targeted business questions.

The launch follows a recent announcement that Vision Critical is preparing for an IPO with the assistance of BMO Capital Markets. Perhaps Vision Critical is using Sparq to gather insight on what the market thinks of the deal.

Jonathon Narvey

Jonathon Narvey

Jonathon Narvey is a content marketing strategist and BetaKit Senior Editor. Living and working in the heart of downtown Vancouver, he's watched this city's tech hub grow and start to compete on a world-class level. He has learned most of what he knows about tech startups and entrepreneurial spirit by interviewing some of the most innovative thought leaders here and abroad. He's always up for learning something new about the startups, leaders and technologies that are changing our world.