Avtex Acquires Detroit-based NuSoft Solutions
George Demou, CEO of Avtex

Avtex Acquires Detroit-based NuSoft Solutions

The transaction is expected to boost Avtex’s expertise in sales and artificial intelligence.

Customer experience firm Avtex on Tuesday closed on its acquisition of Detroit-based NuSoft Solutions, a consulting firm for Microsoft products and services.

The transaction brings 60 NuSoft employees under the Avtex umbrella. Headquartered in Bloomington, Avtex now has seven brick-and-mortar offices and nearly 500 total employees, president and CEO George Demou tells TCB.

The acquisition is expected to help boost Avtex’s sales, marketing, data, and artificial intelligence prowess, according to Demou.

“We’re living in an experience economy,” Demou says. “Customers want and demand a better customer experience, and we provide the technologies for companies to deliver that. You’re not really going into stores too much anymore, so the way you interact with multibillion-dollar companies is through technology, typically on a mobile device.”

According to an Avtex news release, NuSoft’s focus is on “implementing and integrating Microsoft Dynamics solutions” to help clients increase customer engagement.

The acquisition also will help boost Avtex’s “national presence and vision” around Microsoft’s customer relationship management platform. NuSoft is a Microsoft Gold partner, meaning the firm has agreed to work closely with Microsoft and adhere to the highest standards in its partnership program.

The acquisition marks Avtex’s third acquisition in the last 10 months. The firm is eyeing some additional acquisition targets, Demou says.

“The first thing we always look for is cultural fit and alignment,” he says. “Geography is important as well. Our goal is really to build out coast to coast.”