Positive reactions to Underlined acquisition
Now that news of Underlined’s acquisition has become widely known, we note that reactions have been very positive. This applies both to the market and internally. For instance, Jorgen received numerous congratulations from the industry.
Enthusiasm and healthy concerns
Jorgen signals that a wave of consolidation is going on in the current market anyway. “On top of that, the neighbour’s land only comes up for sale once. You can’t always plan that. This plays a role as well in this case. Internally, this acquisition also falls well because Underlined’s activities fit nicely with ours and can enrich them. Our researchers in particular are enthusiastic. Of course, there is a healthy concern internally whether this isn’t all a lot at once. It is, and some colleagues will be waiting to see what happens. This is why we are appointing an experienced programme manager who will realise the integration of the various companies quickly and, above all, carefully.”
Proudly staying connected
“Full integration, also administratively and in terms of location, is part of our single brand strategy”, says Jorgen. “This reduces the emotional blockages that always occur during a takeover and which we fully understand. It is then in everyone’s interest to deal with this properly and promote a smooth integration. In terms of culture, this always takes longer, which is why we are now also setting up a culture programme. With this, we are building a healthy culture so that we remain proudly attached to our new organisation.”
The brand names Underlined and ROCX’R will remain for the CX platform, but with the addition by MarketResponse. This is in line with the product portfolio in the field of data tooling and research software. “You also have to look at the acquisition from the perspective of changing customer needs,” says Jorgen. “They increasingly demand data-driven and automated services. Besides this strategic advantage, the takeover provides practical benefits. For instance, it allows us to fill a lot of vacancies at once.”
Business Update on 16 March
During the Business Update on 16 March, we will elaborate on our strategy and recent acquisitions. Of course, there will also be an opportunity to ask questions.
You can read more about the new employer branding and value proposition process elsewhere in this Update.