The Usability Company and WebAbacus rebrand as Foviance

Foviance will offer an ‘Experience Management Service’ to Web publishers and advertisers.  Clients are able to see what happens when customers use their digital services, and are then given advice on how to improve their experience.

The service, which is said to be the first of its kind in Europe, will be available across all digital channels including the Internet, interactive TV and mobile.

Paul Blunden, CEO of Foviance (formerly of The Usability Company), said the merger will help capitalise on the growing reliance on improving the customer experience for digital services. 

“The problem in the past was that customer experience was being delivered to by multiple vendors in different sectors, “ Blunden said.  “With Foviance, now firms have somewhere to go for a complete service.”

Foviance also integrates customer surveys to obtain qualitative customer data, along with quantitative Web analytics data.

“Web analytics alone cannot always infer customer intent,” Blunden added.  “A customer could leave a site without purchasing and still be satisfied.  They may then go in-store to buy the product, which is where customer surveys become very important.”

Blunden added that the service will include performance management through a partnership with US-based firm Gomez.

“The combined expertise offered by Foviance enables it to measure, analyse and enhance the user experience across all digital interfaces. It is comprehensive experience management, which nobody has been able to offer to date,” Blunden concluded.