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Chennai-based Freshdesk acquires social media engagement startup Airwoot

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Airwoot uses machine learning to automate the process of identifying conversations on social media that require immediate attention, such as queries, grievances and incidents. Its algorithms even predict when a conversation is likely to go viral and can alert companies to act.

Chennai-base cloud-based customer service software provider Freshdesk has acquired New Delhi-based Memetic Labs Technologies,a startup which runs the Airwoot SaaS-based helpdesk product to manage customers over social media, for an undisclosed amount.

Now, as part of Freshdesk, Airwoot’s team has shifted to Chennai and will expandteam size to 3x, Airwoot said in its blog. Airwoot is the company’s fifth acquisition in the past 12 months and aims to deepen Freshdesk’s social support capabilities.

Airwoot uses machine learning to automate the process of identifying conversations on social media that require immediate attention, such as queries, grievances and incidents. Its algorithms even predict when a conversation is likely to go viral and can alert companies to act.

It’s not uncommon for major brands to have 10,000 users interacting with them on Twitter on a typical day. This social chatter often includes promotional or affiliate marketing tweets as well as customers reaching out for help. As the tweets and comments pile up, sifting through the “noise” becomes a significant challenge for most brands.

“Delivering customer support via social media continues to be a challenge for many companies given the high volume of noise in the medium,” said Girish Mathrubootham, Founder and CEO of Freshdesk. “Airwoot’s AI technology provides us a powerful platform to power the social engagement centers of the future.”

Snapdeal is an online shopping marketplace with a community of over four million users. With the help of Airwoot, the company is now one of the most responsive brands on social media.”Airwoot’s constantly evolving technology continues to help us listen to our customers and provide a great experience,” said Sushant Kumar, Associate Director, Marketing at Snapdeal.  “As a result of our work with Airwoot, we’ve become one of the most responsive brands in India with a response rate of over 98 percent and a response time of under 2 minutes. Their system enables us to scale easily, optimize our workflows and engage effectively with internal and external stakeholders.”

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