Medallia and Ada in CX Insights-to-Action Partnership

In the US customer and employee experience specialist Medallia has partnered with AI-native CX company Ada, aiming to 'further close the gap between understanding customer needs and acting on them.'

Ada is the creator of the AI Customer Experience (ACX) operating model, and uses AI agents to deliver 'personalized, efficient interactions across every channel and language', in real time. The deal brings these tools together with Medallia's in-depth expertise in omnichannel CX and operational intelligence, promising to transform data from various channels into timely, automated actions that resolve customer issues, guide purchases, and orchestrate complex workflows.

The firms say the great majority of businesses have yet to cross the divide between experimenting with AI and getting meaningful business results from it. Medallia ingests more than 8.2 billion records annually, and will now combine Ada's conversational records with calls, surveys, and digital signals to reveal loyalty drivers, recognize obstacles, and identify potential areas for operational improvement, across the customer journey. These will be picked up by Ada's AI Agents to personalize and execute workflows, using Medallia's risk scores and Quality Management rubrics to 'safely expand automation to complex inquiries that legacy bots cannot handle.' In addition, users can activate Medallia Experience Cloud (MEC) post-interaction surveys directly in Ada.

'This is the creation of a transformational customer experience system that learns, improves, and scales,' says Mike Murchison, CEO and co-founder of Ada. 'Ada can now leverage Medallia insights to prioritize the right journeys, shape agent tone and behavior, and design unique playbooks around our customers' highest-volume, highest-friction issues. The result is that CX leaders can quickly scale agentic AI from lighthouse use cases to increasingly complex enterprise programs with predictable guardrails, shorter deployment cycles, and finance-ready measurement - all within the same system.'

Sid Banerjee (pictured), Chief Strategy Officer for Medallia, adds: 'Our innovative solution connects rich CX insights to immediate, automated actions that fuel deeper omnichannel experiences. This further closes the gap between understanding customer needs and acting on them, modernizing the future of Voice of the Customer programs and enabling CX and contact center leaders to prioritize high-value automation cases - offering a clear path to improve experiences and performance at scale.'

Web sites: www.ada.cx and www.medallia.com .