Salesforce acquires Cresta in third deal in two weeks

Salesforce said it has acquired Cresta in its third acquisition in two weeks.

Aside from Cresta, Salesforce has been shopping of late. Last week, Salesforce said it would acquire Rune Technologies to bolster its Salesforce Missionforce efforts for the US government. And before that deal, Salesforce outlined the purchase of Braze for $5.66 billion.

The deals highlight Salesforce's mergers and acquisition strategy, which revolves around a few larger deals, but nothing Wall Street would consider massive and a lot of tuck-in purchases.

In its latest deal, Salesforce said it acquired Cresta, which has a voice-first operating system for customer service. Cresta's voice agents are able to resolve complex customer calls and that'll matter since Salesforce is increasingly pitching outcome-based processes.

Cresta's agents can handle natural conversations, scale and handle interruptions. Cresta counts Marriott, Comcast and Alaska Airlines as customers. The Cresta platform can also coach human reps and optimize voice agents.

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According to Salesforce, Cresta will add to Service Cloud and continue to support the contact center and telephony systems with integrations with Avaya, Five9, LivePerson, Nice, Cisco, Genesys and others. Cresta is also integrated with CRM systems from HubSpot, Oracle, ServiceNow, Microsoft and Zoho among others.