Recently Verint announced its intent to acquire GMT, a provider of workforce management products. My initial reaction was that Verint was primarily interested in acquiring GMT’s customer base to extend its already large share of the workforce management market. In a briefing Verint confirmed this but said there are other reasons behind its move as well.
Over the last several months Verint has been positioning itself not only in the front-office contact center but increasingly in back-office workforce management. GMT has a track record in the latter space, especially in retail finance where it has several clients and two specialist tools – technology value optimization and sales effectiveness. The first helps improve bank tellers’ productivity by optimizing the use of branch automation technology such as cash recyclers, and the second helps improve sales productivity by optimizing the positioning and activities of branch sales staff.
The first capability offers another insight into the acquisition because GMT has a sizable consulting practice that Verint will deploy to help companies improve their processes and use of technology in the back office. GMT also has some mature consulting processes that will help Verint improve the way it provides such services.
Verint typically sells directly to customers and has either acquired companies for their technology or partnered with others for integration with systems such as ACDs and PBXs. GMT has a more extensive set of partners that will help sell the integrated products, although looking at its list I imagine that some will not be happy about the acquisition as they are direct competitors of NICE.
Already a major player in the market, with the acquisition of GMT, Verint will have more products, a stronger consulting practice, more partners and a broader customer base. In this type of deal there is always cause for concern among the customers of the acquired party about what happens to them and their existing implementations. It is too early for Verint to publish a joint product roadmap – although I understand one is under development – but I was told that it will support the existing GMT products for the foreseeable future. Eventually of course the Verint and GMT products will be rationalized, and those customers will face choices about what to do.
Ventana Research’s benchmark research in technologies used in contact centers shows a very high penetration of workforce management products into contact centers, so Verint’s diversification into the back office seems like a smart move. That market is also less competitive than the contact center. This acquisition should help Verint assume a stronger position as it moves forward.
Have you thought of applying the principles used in contact center workforce management to your back office? If so, please tell us more and come collaborate with me on social media.
Richard Snow – VP & Research Director