UJET acquires Spiral: Moving from contact management to customer understanding

Spiral was founded by former Amazon engineers to solve a common but persistent challenge in CX around connecting large volumes of customer conversations to the specific issues driving them. Its platform applies Artificial Intelligence (AI) to analyze unstructured data from calls, chats, emails, surveys, and reviews, building a unified, contextual view of customer pain points and their business impact. 

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Why this acquisition is significant for UJET 

For UJET, the move extends its role beyond managing contact center interactions into the realm of CX intelligence. The company has long had a strong partnership with Google Cloud, but this acquisition suggests a deliberate effort to broaden its AI foundation and own more of the intelligence stack. It reflects an intent to move out of Google’s shadow and strengthen its identity as a platform that can operate and innovate independently within the broader CX ecosystem. 

From a product standpoint, the acquisition also expands UJET’s analytical reach. Traditional contact center data tends to focus on operational metrics such as handle time or CSAT. Spiral goes further by aggregating signals across all customer touchpoints to build a 360-degree view of customer pain. Its proprietary AI algorithms can cluster and quantify issues, distinguishing between known problems and emerging, previously undetected ones. 

The result is a layer of understanding that turns raw conversation data into structured, actionable insight closing the gap between what customers say and what enterprises can do about it. 

Spiral’s approach brings several differentiating elements: 

• Autonomous research agents that create an unbiased taxonomy of issues, eliminating manual tagging 

• Ultra-specific issue detection that identifies both main drivers and related sub-issues within customer feedback 

• Omnichannel single source of truth combining data from voice, chat, email, surveys, social, and reviews 

• Queryable AI interface allowing natural-language exploration of customer issues across segments 

• Rapid integration into existing Customer Center as a Service (CCaaS), Customer Relationship Management (CRM), and Business Intelligence (BI) environments, often within hours 

Notably, UJET plans to keep Spiral available as a standalone offering that can integrate with other CCaaS solutions. This ensures that its analytics and intelligence capabilities can benefit enterprises regardless of their existing contact center infrastructure. 

Together, these capabilities help organizations move from reactive reporting to proactive understanding. 

Broader implications 

The acquisition reinforces how CX increasingly extends beyond the contact center. Customer pain points live across digital, physical, and feedback channels, and understanding them requires connecting data that has traditionally sat in silos. 

By bringing Spiral into its fold, UJET positions itself to link operational and experiential data, thus, turning the contact center into a listening and learning system for the enterprise. Just as importantly, it demonstrates UJET’s intent to shape its own AI path, not simply follow the trajectory of its ecosystem partners. 

Final thoughts 

UJET’s acquisition of Spiral may not make headlines for its scale, but it is strategically significant. It reflects a maturing understanding of CX value now residing in insights, and not just interactions. 

By combining UJET’s cloud-native engagement layer with Spiral’s analytical intelligence, the company is strengthening its ability to help enterprises learn from their customer interactions, not just handle them. 

It’s a quiet but confident signal: UJET doesn’t just want to power customer conversations. Rather, it wants to understand them, on its own terms. 

If you found this blog interesting, check out The Next Frontier Of Insurance Experiences: The Power Of CX Orchestration And Marketing Technology | Blog – Everest Group, which delves deeper into the ever-evolving landscape of CX. 

If you have any questions or want to discuss CX in more depth, please contact Sharang Sharma ([email protected]).