Orbee, a provider of automotive customer experience middleware, has integrated with phone system and call analytics provider Car Wars in a partnership designed to enrich shopper profiles with advanced voice data and facilitate a deeper understanding of shoppers’ behavior before, during and after voice conversations.

Orbee’s Customer Data Platform now includes call data from Car Wars, including call source, duration, outcome and more, which the companies said creates more granularity in shopper profiles.

Car Wars will also use Orbee’s data to offer custom reports and insights into the customer journey directly within its platform.

The companies said the synergy provides a comprehensive view of the customer journey, bridging the gap between online interactions and phone conversations to deliver an omnichannel experience.

Orbee CEO and co-founder Atul Patel said the integration “enables mutual customers with more holistic and actionable customer journeys. Voice continues to be an undeniably important channel in customer interactions in automotive, and having this data tied together with all other touchpoints is going to change the game for marketing automation.”

The companies said the collaboration makes personalized customer interactions more attainable than ever, with access to insights into customers’ online and phone activity creating relevant and timely conversations. And the capability to automate engagement allows dealerships to maintain timely and relevant communication with potential buyers.

“The integration with Orbee empowers automotive businesses to delve deeper into customer interactions, leveraging our comprehensive call data for enhanced segmentation, personalized experiences and targeted marketing strategies,” Car Wars CEO Stephane Ferri said. “We look forward to seeing how this collaboration transforms the way dealerships engage with customers and how our data provides them with more in-depth insights.”