This is the ultimate list of the best customer intelligence platforms in 2022. It contains the best customer intelligence software along with some bonus customer intelligence apps.
Customer intelligence platforms are important for collecting and analyzing customer behavioral data and are critical when it comes to optimizing your customer experience. Companies that lead in customer experience management outperform those that lag by over 80%.
In this article, I will talk about the 10 best CIPs that will help you optimize your customer experience and ultimately lead to a higher retention rate (avoidable churn costs companies up to $35.3 billion in lost revenue) and happier customers who will champion your brand to their friends, family, and coworkers.
The Best Customer Intelligence Platforms List
Here’s a shortlist of the best customer intelligence platforms
What do I look for when I select the best customer intelligence platforms? Here’s a summary of my evaluation criteria:
User Interface (UI): Is it clean and attractive? Is the interface menu simple and without distracting options? Is it free of clutter and off-topic features?
Usability: Is it easy to learn and master? Does the company offer good tech support, user support, tutorials, and training? A customer intelligence platform is mostly used by marketers who need to execute marketing campaigns fast and prefer no-code, easy-to-use solutions. Thus, a customer intelligence platform should be easy to use and free of complicated setups.
Integrations: Is it easy to connect with other tools? Any pre-built integrations? The best customer intelligence platforms work out of the box with a vast variety of applications that deal with customer data like marketing analysis tools, customer service tools, database management systems, and other similar apps.
Value for $: How appropriate is the price for the features, capabilities, and use case? Is pricing clear, transparent, and flexible?
Customer Intelligence Platforms: Key Features
Customer Data Sources: Some CI solutions will do one form of intelligence collection really well (like forms and surveys), and others will offer a multi-faceted approach combining things like market research surveys, website behavioral data, CRM integration, interviews/focus groups, and so on. Both methods are okay!
Multichannel Data Reach: CIP solutions will need to speak to as many data sources as possible. Product websites, social media, product review sites, CRM databases, customer service tools, and anywhere else you can think of. In other words, a good customer intelligence platform has an omnichannel data reach.
Artificial Intelligence (AI) + Machine Learning (ML): Humans can only read and parse so much data at a time. So when you are working with colossal amounts of information, you would need AI/ML algorithms to translate raw data into actionable insights.
Audience Segmentation: Most companies will have products or services that speak to different audience populations for different reasons. It’s important to have a CIP system that is smart enough to segment your different audiences to provide specialized insights on each.
Data Lake Connections: Before you can interpret data, you have to pool it/collect it somewhere. CI platforms should have a built-in solution to pool all your customer intelligence data. Otherwise, they should easily connect to a third-party data lake system.
Digital Event Distribution: Did something happen, good or bad, along a customer’s journey that the whole CX team needs to know about? CIPs should be able to flag these events. They should also be able to share it across your network of customer service experts (from IT to sales to customer service to marketing) so that everyone can take action.
The CX Lead is reader-supported. We may earn a commission when you click through links on our site — learn more about how we aim to stay transparent.
Overviews Of The 10 Best CI Platforms
Here’s a brief description of each of the customer intelligence platforms on my list showing what it does best, plus screenshots to showcase some of the features.
SAS is an analytics powerhouse with over 40 years of experience in the field of embedded customer analytics and multi-channel marketing intelligence. They are experts in marketing planning and customer journey activation. They currently have customers in over 147 countries and are installed at more than 83,000 business, government, and university sites worldwide.
Features I love include the system’s ability to create an OLAP cube (a data structure in SQL Server Analysis Services) for uber-fast processing of large amounts of data for smart, fast insights. You may need a dedicated IT or dev team to take full advantage of this, which is why I recommend the tool for larger enterprise business users.
SAS has an open API and claims to integrate with your existing tech. However, it does not list specific integrations on its site.
Customer support is available via email, phone, and an extensive knowledge base.
SAS doesn’t list pricing on their website, but sources indicate their service can cost from $8,700/year. They offer a free demo.
Zylotech is a comparatively newer player in the game but has fast proven its excellence in the field of customer intelligence. It was founded in 2014 and has headquarters in Boston. They have some of the biggest names in the tech space as clients, like Google, Cisco, and Palo Alto Networks.
Zylotech is a specialist in providing customer contact intelligence to customer operations teams. They have features in data governance, account-based marketing enablement (to focus on decision-makers in target accounts that matter most), and AI-driven predictive analytics. It combines trusted data governance with your ideal customer profile (ICP) and then uses AI-driven predictive data analytics based on customer behavior to yield the best-prioritized leads. Using this combination of features, you will know who to target and when, and also how to target them in a more personalized way.
A Stand out feature is its AI-driven predictive analytics that lets you understand the behavior patterns in your contacts list. Based on that, you can identify and select the next best action for a streamlined experience.Taking the right action helps in better customer engagement, more cross-sell/upsell opportunities, and a highly optimized sales pipeline. Zylotech also gives you the ability to measure these results.
Zylotech does not list any integrations on its site.
Zylotech does not list pricing on their site and offers custom pricing available upon request. You can also request a demo.
Coglide helps marketers in building and managing buyer personas in automation so you can run high-performing campaigns. You can connect Coglide with all your apps and sync data to create a 360-degree profile of your customers.
The feature I love in this one is how it maps and matches your contacts to buyer personas in automation by using dynamic persona mapping, a process that quickly identifies who your customer is and where they are in the customer journey. This helps in determining the optimal level of touchpoints for more conversions in the sales funnel.
You can use their visual analytics to understand your customer behavior and thus improve customer loyalty and customer satisfaction. You can create super-targeted lists and segment them to boost your campaigns. Their AI recommendation engine helps you understand campaign insights and discover hidden opportunities.
Coglide works out of the box with apps like HubSpot, GSuite, Salesforce, and other similar apps.
Coglide pricing starts from $99 per month for 5000 contacts with an option for a free trial.
Dataforce lets you get the latest juicy intel on your competitors. I am talking about data like new product introductions, product renewal cycles, pricing, social media data, and key customer wins. It collects data of your competitors from thousands of web sources and gives you real-time alerts of updates and changes. You can use this data to identify sales opportunities and win them with the right messaging that is refined with the knowledge of your competitor’s approach.
You can combine this data with Dataforce’s prospecting features such as predictive sales alerts and buyer signals. This helps you in identifying the right sales opportunities at the right time.
Dataforce works with your existing CRMs like HubSpot, Marketo, and Salesforce.
Dataforce does not list pricing on its website, and it is available upon request. Currently, they do not offer a free trial or demo.
Alida helps in creating deep customer insights through using progressive profiling where your database is continuously updated with insights about customer preferences, priorities, and buyer behavior.
Alida Sparq operates with a relationship-based approach where it uses every customer interaction touchpoint to segment and profile the customer. Here customer truths like motivations, preferences, and beliefs are translated into actionable data that help customers make decisions, optimizing the customer journey for sales, and de-risking decision making.
Alida has a huge list of integrations. It integrates out of the box with Adobe Experience Cloud, Salesforce, Marketo, Zendesk, SAP CRM, Tableau, Marketo, Facebook, Twitter, Hubspot, Kronos, Amazon, Campaign Monitor, Qualtrics, Squarespace, Shopify, Zoho CRM, and dozens more.
Alida offers customized pricing based upon request. You can also book a free demo.
With YouGov, you have a proprietary panel of 15 million people worldwide in 50+ markets. You can leverage and survey this panel to generate thousands of accurate data points on consumer behavior, opinions, and attitudes. You can use this information to shape your market strategies that are up to speed with your current market demands and conditions.
A special feature I like about YouGov is its ability to connect the research data and deliver meaningful insights based on 250k variables. The YouGov profile feature helps you in building rich personas from these variables using the responses of YouGov panelists.
You can create depth and detail by accurately linking consumer tastes, perceptions, and habits. You can choose from thousands of variables refreshed every week including brand usage, social media consumption, hobbies, and interests. Your data sets are stored in a cloud-based data store and updated weekly.
With its audience profiling feature, you can reach respondents that reflect your target audience and segments across demographics and attitudes. There is also an ability to get rapid insights with live access to real consumer opinions and the latest industry trends within minutes of you launching your survey. You can use this to trial and test new product concepts and creatives, getting a real-world opinion rapidly.
Pricing is available upon request. Currently, there is no option for a free demo.
With Zeotap, you can onboard your company’s 1st party CRM data with high match rates to uncover customer insights. Zeotap features include customer data unification by merging offline CRM data with online worlds (digital IDs). This helps in customer profiling and an advanced level of segmentation leading to more targeted campaigns.
Zeotap’s privacy-first CDP allows you to customize user journeys while keeping consent as a priority (save yourself from the GDPR police!). Its AI-based predictive analytics use machine learning to proactively help customers make decisions (thus building powerful customer relationships!) and give them an optimized experience, leading them towards a sale.
Zeotap works out of the box with Google Marketing Platform, Salesforce, Adobe, Facebook, and other similar apps where your customer data is stored.
Zeotap does not list pricing but offers a custom quote based on request. You can also request a free demo.
Funnel.io curates data from all your top sources like Google Analytics, Google Sheets, Facebook Ads, and Google Ads. It systemizes it using data connectors (freedom from CSV files!) to create valuable customer insights. In other words, Funnel.io helps in centralizing data from multiple sources into one place, with fresh data being pulled from all these sources several times a day. This way, you have the most up-to-date data always at your fingertips, helping you make accurate marketing decisions.
Funnel.io also helps in visualizing your spending data alongside your revenue data, so you can derive key insights on your campaign performance. You can add or remove platforms without breaking your data model and send the data to any connected tool. It also stores raw historical data so you can access and extract insights without starting from scratch.
Ultimately you do not have to manually transform the data into insights. Funnel.io helps you in cleaning, mapping, and swinging it all together in one place. This unifying of data at one place plus an added feature of currency conversion makes it the right fit for ecommerce businesses.
Funnel.io integrates with over 500+ marketing data platforms like Google Analytics, Salesforce, Stripe, MailChimp, Facebook, and other similar apps.
The pricing starts with the essential plan, billed at $399 per month. You can also request a free demo.
9. ActionIQ – Best customer value calculation software
Action IQ helps in giving you a 360-degree view of user activity, pushing multi-channel customer behavioral data into your CRM. This helps you in delivering more personalized experiences and engagement to your customers.
The feature I like about ActionIQ is its ability to deliver personalized offer timing and segmented offer types to customers based on the calculation of customer value and likelihood to churn. This way, you can identify at-risk customers and deploy hyper-personalized retention campaigns across email and paid media, thus reducing churn.
You can also calculate your audience affinity to specific products and launch targeted campaigns based on their preferences. This ultimately leads to higher conversion rates and more revenue for your business as you are delivering offers the audience is interested in.
ActionIQ integrates with customer data and audience management tools like Adobe Analytics, Facebook Ads, Optimizely, Salesforce, Shopify, and other similar apps.
ActionIQ does not list pricing on its site but gives customized pricing available upon request. You can also request a free demo.
10. Amperity – Best audience segmentation software
With Amperity, you can pull various customer segments and study their predictive customer lifetime value, customer lifecycle, sensitivity to discounts and offers, and affinity to specific products. This way, you can launch specific targeted campaigns that appeal to various audience segments. All the messy data from a variety of sources are unified in clean tables for your marketing and reporting needs.
What I especially like about Amperity (and so do a lot of its customers) is its ability to segment high-value tiers. Basically, you can double-click into analysis and add the context of your high-value tiers. This helps in understanding your high-value tier customer and their behavior to every marketing action you commit. For example, you can measure whether your high-value tier customers were among the first to shop when you started a new seasonal offer. This helps in constantly measuring your engagement and conversion levels specific to high-value tiers or, in general, to any customer type of your choice.
Another special feature is Amperity’s stitch that uses AI to deliver human-level intuition at scale. It helps in finding the hidden connections across all your customer records, be it in point of sale, eCommerce, email, loyalty, mobile or more. This ultimately gives you the ability to build rich customer profiles.
Amperity works seamlessly with all the major marketing, analytics, customer service, and data management systems. It directly integrates with apps like Salesforce Commerce Cloud, Amazon Kinesis, Asana, AWS Cloud Trail, and similar software.
Customer support is available via phone, email, and a ticketing system.
Amperity does not list its pricing, and it is available upon a custom request. You can request a free demo.
Customer intelligence is the process of collecting customer information and data as it relates to how they use your products or interact with your services. This data may be collected from a variety of sources, from social sentiment analysis to direct questioning (online surveys, interviews, research groups) or digital platform usage reports (website or app heatmaps).
Collecting customer intelligence data is a key step to optimizing your customer experience. With this data, you can better understand how to engage with your customers and keep them coming back. Some types of customer data you should consider using include identity data (who/where are they), engagement data (what they are clicking or sharing), behavioral data (how they use your product/service), and attitudinal data (what they think about you).
A customer intelligence platform collects customer data from a variety of relevant data sources, unifies them at one place, and ultimately uses AI and machine learning to get actionable insights on customer behavior, opinions, and attitudes. It specifically involves identifying your audience across channels at each touchpoint, understanding their behavior, and using that data to launch timely campaigns that are relevant to their behavior and needs.
Marketers can use this data to build audiences and launch highly personalized customer journeys based on real-time data on consumer needs, wants, and preferences. You can leverage this information to launch the right customer-centric offers at the right time.
What Happened to Ignitionone’s Customer Intelligence Platform?
Ignition Customer Intelligence platform has shut down its SaaS service. But fret not. Just use the list in this article to find a suitable alternative based on your custom requirements.
What Do You Think About These Customer Intelligence Platforms?
These were my top selections for the best customer intelligence platforms. Now I want your opinion. Tell me what you think of these customer intelligence software solutions? Any customer intelligence platforms that I missed? Let me know in the comments section.
Also, if you liked this list, I would really appreciate it if you could hit the share button and share it with your network on your social media channels. Who knows who you might be helping with this tool list!
Want to stay ahead with all things related to customer experience, UX, and design thinking? Subscribe to The CX Lead newsletter and stay ahead with the latest insights from top thinkers in the CX industry.