Amplitude, Inc. has acquired Kraftful, an AI-native Voice of Customer (VoC) startup, to give teams a 360-view of their customers so they can build better products and digital experiences. This move strengthens Amplitude’s position as the most comprehensive digital analytics platform on the market, enabling teams to combine the power of quantitative user behavioral data and qualitative user feedback.

Amplitude will integrate Kraftful’s capabilities as a native part of its platform, giving teams a faster way to turn customer input into better products. Kraftful uses its proprietary LLM analysis to distill massive volumes of unstructured user feedback data – from customer calls and support tickets to app reviews and online chatter – and deliver actionable insights. This helps teams identify top feature requests, understand user complaints, and uncover critical bugs. 

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With these new capabilities, Amplitude customers will be able to see the full picture of what customers are doing and saying. For example, Amplitude will be able to automatically analyze customer feedback and identify a rise in complaints around your checkout flow. From there, you’ll be able to watch a session replay of that experience to identify how you can improve the experience, A/B test the fix, analyze the results, and engage users directly with an in-app notification. All of this will be able to happen within the Amplitude platform, so teams can move from problem to solution without missing a beat. 

“Kraftful and Amplitude share a deep belief: that listening to your users is the key to building great products,” said Spenser Skates, CEO and co-founder of Amplitude. “Today, Amplitude customers can easily see what users are doing, but not always why. Kraftful helps us close that gap. We’re excited to bring Kraftful’s capabilities into Amplitude to power more comprehensive insights, faster feedback loops, and smarter AI agents.” 

While Session Replay helps teams visualize how users are navigating their product, Amplitude customers have been asking for more. With Kraftful’s VoC capabilities, it will be easier for teams to uncover and act on qualitative user feedback. This drives outcomes like higher NPS, better retention, and stronger feature adoption. 

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“Our vision has always been to help teams build products users love,” said Yana Welinder, CEO and Founder of Kraftful. “AI has unlocked an entirely new way for teams to perfect products with insights from every feedback channel and user behavior. Together with Amplitude, we’ll make that vision a reality.”

The Kraftful team will join Amplitude to embed Voice of Customer capabilities into its platform and accelerate its use of AI. Voice of Customer now joins Amplitude’s market-leading platform, which includes Product and Marketing Analytics, Session Replay, Feature and Web Experimentation, Activation, and Guides and Surveys.

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