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Vision Critical
Is Now

Alida

 

Alida means verity, truth, and actuality. These three words are the big-picture goal for brands tapping into their customers as the ultimate source of truth. Alida evokes the humanity and empathy that is the core of who we are. 

For over 20 years, our company has helped the world's top brands find their competitive advantage by uncovering customer truth. Now, the Alida team will leverage our legacy in helping our clients gain compelling customer insights, coupled with broad feedback, to turn their customers' truth into action. We believe true business impact comes from making decisions with customers, not for them. 

Ross Wainwright, CEO, Alida

Frequently Asked Questions

Find answers to questions you may have about our exciting new brand and our journey to becoming Alida.

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Q: Why did Vision Critical rebrand?

A: We have thoroughly evaluated our existing brand, messages and visual identity and determined that a rebrand would allow us to boldly stake our position in the CXM market while also externalizing the unique value we provide to our customers.

Our goal has been to protect our rich heritage and DNA, while modernizing our identity to provide market differentiation. As the marketplace and customer needs continue to evolve, it is imperative that we build a brand that clearly evokes humanity and empathy, while being bold enough to take on any new challenge. 

Q: What are the benefits of rebranding for Alida customers?

A: At Alida, we firmly believe that it’s only through coupling broad feedback with deep insights that effective customer experiences can be created. Alida clients will see an accelerated innovation agenda that helps them put their customers at the heart of their businesses. Alida will drive both increased investment in its flagship insights platform, Alida Sparq, as well as new product enhancements and offerings that help its customers put their insights into action to further realize value and improve experiences. 

Q: What Does Alida Mean?

A: Alida has Latin origins and means verity, truth, reality and actuality, which is the ultimate goal for brands tapping into the real source of truth: their customers. A tribute to the essence of the heroine, unexpected in the often linear, predictable and hard-edge of technology, the name evokes a sense of strength, humanity & empathy. 

Q: What does Truth in Action mean?

A: Truth In Action is bringing together Vision Critical’s twenty years of helping brands find the truth about their customers with the ability to put that truth into action in the form of improved customer experiences. Knowledge of what your customers want and why is no longer enough. It’s time to put that truth into action. 

Q: What does the triangle in the Alida logo mean?

A: The A in the Alida logo is the shape of the mathematical symbol for Delta, meaning change. To us, this symbolizes our commitment to our roots of data and insights as we bring these tools to the world to help change the experiences of customers everywhere.

Q: Why is there a period at the end of Alida?

A: The "dot" at the end of the Alida logo has a variety of meanings, but we like to say that it’s a full stop. An answer to a question. It also reflects “connecting the dots”, which we help our customers do every day. 

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Q: Has the company’s legal identity changed?

A: As of September 23, 2020, Vision Critical Communications Inc. is doing business as Alida. They will remain so until such time as the full legal identity is changed to Alida Inc.

Q: What is the “world’s first CXM and Insights Platform”

A: Our CXM and Insights platform is about both customer experience and insights. We manage, monitor, and optimize millions of customer experiences. We also unlock meaningful insights through deeply-profiled members within our communities. And we provide both of these capabilities with frictionless integration. We tie the two together to form our CXM and our insights platform. We’re the only company in the CXM market globally that can do both.

Q: Have the current product and services offerings changed?

A: Our product strategy continues to focus on bringing value through innovation to our current products, Alida Sparq, Alida Touchpoint, and Alida Surveys. Soon, we will add additional innovations to our portfolio that bring brands even closer to their customers. 

Our current customers will notice slight brand changes to the existing products such as logo updates. Continuing to improve our user experience is core to our product strategy and the user interface will evolve over time. As our product portfolio continues to grow, we will align our services to maximize value realization for our customers.

Q: Will Alida continue to focus on its flagship insights platform, Sparq?

A: The Sparq platform, now “Alida Sparq” is a core product in Alida’s CXM and Insights platform. We will continue to focus on improving and adding new features and functionality to drive continued innovation and quality for our Alida Sparq customers.

Q: In what languages is Alida Sparq available?

A: Alida Sparq is supported by dozens of languages, including Chinese, Czech, Danish, Dutch, English, French, German, Greek, Japanese, Korean, Russian, Spanish, and Tagalog.

Q: Who is Alida’s target customer?

A: Alida is focused on customer-obsessed brands who believe in making decisions with their customers, not for their customers. Global brands across many industries including technology, financial services, media, healthcare, retail and CPG are among those companies who enable their customer centricity through Alida.

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Q: What is CXM?

A: Customer experience management (CXM) is the collection of processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer lifecycle. 


At Alida, we follow the analyst-supported methodology referred to as LIAM: Listen, Interpret, Act, and Monitor. Each of these elements of the CXM lifecycle are key to effective and winning customer experiences. We shape our product roadmap and our engagement with customers around these principles. Some of the common business metrics that we drive to are Customer Satisfaction Scores (CSAT), Net Promoter Scores (NPS), Customer Lifetime Value (CLV), Customer Acquisition Cost (CAC), churn rate, or retention.

Q: What is the “Power of &”?

A: The power of “&” is about both customer experience and insights. We manage, monitor, and optimize millions of customer experiences. We also unlock meaningful insights through deeply-profiled members within our communities. And we provide both of these capabilities with frictionless integration. We tie the two together to form our CXM and our insights platform. We’re the only company in the CXM market globally that can do both.

Q: Why is Alida focusing so heavily in the CXM space?

A: With its heritage in helping brands reveal rich insights about their customers, the CXM market is a natural extension for Alida. As the marketplace and customer needs continue to evolve, capturing customer data is no longer enough. It is now vital for companies to put those insights into action to improve customer experiences and brand loyalty. Organizations that are able to keep a timely, constant pulse on their customers' needs are those that will build meaningful relationships that stand the test of time.

Q: What can customers expect to see from Alida in the coming months?

A: Alida is on an aggressive growth path in the CXM market. As part of this journey, clients will continue to see accelerated innovation in our product offerings and increased investments in growing our partner ecosystem. What will not change is our continued commitment to customer service and customer success. Alida clients know and appreciate our ongoing pledge to working closely with our customers, and this will remain a core part of our DNA.