Pleasanton, Calif.-based Medallia has agreed to acquire Akron-based callback automation provider Mindful from Alpine Investors.

Mindful, formerly known as VHT, will add to Medallia’s ability to turn customer signals into action, transforming the contact center experience and turning detractors into promoters. Medallia, a provider of customer and employee experience software, is backed by financial sponsors Thoma Bravo and Mubadala Investment Co.

“Consumers often want or need to talk to a live person, but no consumer ever wants to sit on hold,” Medallia CEO Leslie Stretch said in a statement. “Mindful combined with Medallia’s signals-to-action platform will enable organizations to deliver a modern customer experience while reducing the high cost and friction of the conventional contact center approach."

Mindful’s patented technology enables customers to schedule a call when convenient for them, automates intelligent callbacks that turn hold time into free time, seamlessly transitions customers to other channels when needed, and provides automated call initiation based on signals from various channels.

“We are delighted to be joining forces with the customer experience leader,” Mindful CEO Matt DiMaria said. “Our approach to customer interactions will be greatly enhanced through integration with Medallia’s award-winning Experience Cloud and category leading Text Analytics engine. Our joint customers know what a great customer journey should be and making their customers’ interactions easier and more productive is a home run.”  

Mindful was acquired by Alpine Investors through an LBO in 2018.