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update joins Aurea, creating industry’s first Transformative Customer Experience Solution

With the purchase of the majority of update software AG shares, US based Aurea has significantly strengthened its strategic position in Europe and the DACH region, home to key customers like Boehringer, Deutsche Post and Lufthansa. With this investment, update and its customers will benefit from a broader vision for the next generation of CRM, a truly global scale of operations, and a more business value and customer oriented focus.

Today, traditional CRM enables companies to manage loyalty programs, provide incentives, and recognize customers based on desired behaviors. But with the concept of Customer Experience Transformation (CXT), Aurea extends and hyper-personalizes that management to enable transformative, real-time experiences at different customer touch points.

This enables an airline to see in real time that a top tier flyer is in a security line, and is not going to make a flight. But by sending a cart to pick her up, the airline can rush her to the gate, just in time for takeoff. The two companies are now applying this same level of Customer Experience Transformation not only to BtoC, but to BtoB customers within update core industries including construction, mechanical engineering, pharmaceuticals, medtech, financial services and consumer goods.

US based Aurea, currently the largest shareholder of update, has realized this vision through the creation of its customer experience platform, accelerated over the past two years with three acquisitions in Europe and one in North America. update is one of the most critical elements of Aurea’s CXT vision, contributing 26 years’ experience as a leading European provider of CRM Software, with deep expertise, process knowledge and vertical insight. Combining update with Aurea’s CXT provides everything companies need to build, execute, monitor, and optimize the end-to-end customer journey, giving them meaningful insight into how their customers behave, what they need, and what drives them to buy – ultimately enabling them to act and react to customer needs with precision and efficiency.

update customers will see dramatic benefits through the increased product and service portfolio, the deep industry focus and the vision of update and Aurea to deliver an even stronger commitment to customer success. “update software has always been driven by customer orientation” says Thomas Deutschmann, CEO of update. “I’m convinced that companies can highly benefit in moving from Customer Relationship Management to Customer Experience Transformation.”

Scott Brighton, CEO of Aurea further shares his vision: “By combining update.CRM with our Customer Experience Platform, we will enable companies to both manage and track customer information in dramatic new ways – using that data to create powerful, tailored, and memorable experiences at each customer touch point. And our unique Customer Success program ensures our customers receive the business value they expect – each and every step of the way.”

About update software AG

update software AG ( was founded in Vienna in 1988 and is one of Europe’s leading providers of premium customer relationship management solutions, with over 200,000 users in more than 1,600 businesses worldwide. update has subsidiaries in Germany, Switzerland, the Netherlands, France and Poland. update software AG is listed on the Frankfurt stock exchange and currently has around 300 employees. In 2013, the company posted revenue of EUR 33.1 million. update’s customers include ALK Abelló, Bawag P.S.K., Daiichi Sankyo, Danfoss, Hansgrohe, Kärcher, MagnaSteyr, Paul Hartmann, Raiffeisen Schweiz, ratiopharm, Reis Robotics, Saint Gobain, Sandoz, Terex Material Handling & Port Solutions, UnicreditBank Hungary, Hamburger Sparkasse and 130 other German savings banks. update maintains strategic partnerships with companies such as Atos Origin, Hewlett Packard, Sensix and Steria Mummert Consulting, as well as update’s hosting partners.

About Aurea

Aurea™ enables companies to deliver transformative customer experiences. Our Customer Experience platform helps customers build, execute, monitor and optimize the end-to-end customer journey for a diverse range of industries including Energy, Retail, Insurance, Travel and Hospitality and Life Sciences. With over 1,500 customers worldwide including Disney, British Airways, Bank of America, United Healthcare and MetLife, Aurea combines a maniacal focus on customer success with innovative technology and world-class delivery. For more information, visit