Get Satisfaction is a platform that allows businesses to connect with customers online and get feedback on their websites. It will be integrated into Sprinklr’s cloud-based social media management business, which helps businesses to track individuals that leave feedback on a business, whether directly on that company’s own website, or on social media.

“You can’t market or sell to unhappy customers in a world of connected consumers,” said Ragy Thomas, CEO and founder of Sprinklr. “It is only a question of time before all brands recognise that the marketing of the future begins with great customer care.

“It makes no sense for the marketing team to spend hundreds of millions of dollars driving acquisition while the head of customer service is compensated on reducing the time with your best customers.”

Terms of the deal have not been disclosed. Get Satisfaction’s 30 employees will all move to Sprinklr, bringing the company’s total workforce to around 750.