Concentrix, a global provider of customer experience and business performance solutions, has entered a definitive agreement to acquire CX design and transformation business PK, formerly known as Connective. The move is expected to help Concentrix scale its digital capabilities faster as well as adding adjacent markets to the Concentrix portfolio.

Concentrix, which is present in over 40 countries, aims at improving customer engagement across a wide set of industry verticals. PK, which has a smaller international presence, engineers and optimizes experiences for such clients as Johnson & Johnson, Starbucks, Microsoft, Disney and Uber.

Why we care. The marriage of a global presence with specific digital capabilities makes sense. While the combined offering may lean more toward customer service and success than sales and marketing the divisions between those functions are steadily breaking down. Today, CX starts with supply chain, runs through marketing, sales and service, and also shows up in values-based communications.

At the center of all that is digital experience. “This acquisition adds immediate and meaningful breadth and scale to our CX digital capabilities,” said Chris Caldwell, President and CEO of Concentrix.

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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