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The Ultimate Guide to the 20 Best CX Platforms

12 Best CX Platforms

After a thorough evaluation, I've handpicked the top 12 CX platforms best suited to solve customer experience challenges:

  1. Adobe Experience Cloud - Best for data-driven customer engagement
  2. SAP Customer Experience - Best for comprehensive CRM functionality
  3. HubSpot CRM Platform - Best for integrated marketing automation
  4. Oracle CX Cloud - Best for large-scale customer data management
  5. Salesforce Customer 360 - Best for complete customer journey mapping
  6. Microsoft Dynamics 365 Customer Service - Best for compatibility with other Microsoft solutions
  7. Zoho CRM - Best for small to midsize businesses
  8. Freshworks CRM - Best for AI-driven customer insights
  9. ServiceNow Customer Service Management - Best for ITSM-oriented customer service
  10. Kustomer - Best for omnichannel customer support
  11. Clarabridge CX Suite - Best for social media customer engagement
  12. Sitecore Experience Platform - Best for content management integration

In my experience as a customer experience management professional, I know that finding the best customer experience tools is crucial. A robust CX platform can transform your approach to customer experience management, providing functionalities that are often customizable to your specific needs. From an integrated help desk to real-time NPS or Net Promoter Score tracking, these software options are designed to mitigate customer churn, streamline follow-up processes, and provide meaningful metrics.

Take a mobile app feature, for example. It gives your team members the agility to stay connected with customers on the go. SMS capabilities, too, allow for immediate, personal touchpoints with your customer base. These platforms often have templates to simplify customer interactions, keeping them consistent yet personalized.

Imagine a customer experience management platform as your toolkit. It offers a system to monitor and enhance your customer experience and provides valuable insights to understand customer behavior better. I've dived deep into these CX software options, picking out ones that, in my opinion, stand out. So, take a moment to explore these recommendations. I'm confident they can help you shape the best customer experience for your business.

What is a CX Platform?

A CX platform, CEM, or Customer Experience platform, serves as a comprehensive software suite that enables businesses to manage, analyze, and improve all aspects of customer interaction. It is commonly employed by organizations across industries that prioritize customer-centricity, aiming to enhance customer satisfaction and loyalty.

Such a platform integrates various functionalities, including customer data management, analytics, and customer journey mapping, to provide businesses with a holistic view of their customer's journey. The insights derived from these platforms allow businesses to tailor their products, services, and interactions to meet their customers' expectations, ultimately driving customer retention and business growth.

Overviews of the 12 Best CX Platforms

1. Adobe Experience Cloud - Best for data-driven customer engagement

A photo focused on the services tab of the tool Adobe Experience Cloud.
Take a look at the main interface of Adobe Experience Cloud. This is its services tab.

Adobe Experience Cloud is a comprehensive suite of solutions designed to manage customer experiences across touchpoints. It facilitates businesses to gather, analyze, and act on customer data, making it a compelling choice for those looking to drive decisions based on customer insights.

Why I Picked Adobe Experience Cloud:

I chose Adobe Experience Cloud because of its robust data-driven capabilities that set it apart from other platforms. Its capacity to effectively collect, manage, and analyze customer data makes it a solid contender in the market. Given its powerful analytics feature, I firmly believe it stands as the best platform for data-driven customer engagement, enabling organizations to gain a competitive edge through comprehensive insights into the right customer behavior.

Standout features & integrations:

Adobe Experience Cloud's features are extensive, ranging from audience segmentation to predictive analytics. Its real-time analytics, coupled with artificial intelligence (AI) capabilities, allow for precision in customer profiling. It integrates effortlessly with other Adobe products like Adobe Experience Manager and Adobe Document Cloud, allowing a streamlined workflow.


Pricing starts at $50/user/month (min 10 seats)


  • Comprehensive analytics and insights
  • Effective audience segmentation
  • Seamless integration with Adobe ecosystem


  • Can be complex for beginners
  • Higher starting price point compared to competitors
  • May be overwhelming due to extensive features

2. SAP Customer Experience - Best for comprehensive CRM functionality

A screenshot of the analytics tab of the tool SAP Customer Experience.
SAP Customer Experience provides analytics fit for your CRM needs.

SAP Customer Experience is a powerful suite that consolidates all customer touchpoints under a single platform. It provides a complete set of tools to manage customer relationships, making it a robust solution for businesses seeking comprehensive CRM functionality.

Why I Picked SAP Customer Experience:

I picked SAP Customer Experience due to its extensive CRM capabilities. Unlike other platforms, it encompasses a wide array of CRM functions, from sales and customer service to marketing and commerce, making it stand out. I stand by the opinion that SAP Customer Experience is best for comprehensive CRM functionality, as it effectively caters to all aspects of customer relationship management in one place.

Standout features & integrations:

SAP Customer Experience boasts a multitude of features, from lead and contact management to customer segmentation and analytics. One particularly impressive feature is its commerce cloud, providing businesses with tools to manage e-commerce efficiently. SAP Customer Experience integrates with other SAP offerings, including SAP S/4HANA, SAP SuccessFactors, and various third-party apps through SAP API Business Hub.


Pricing starts from $58/user/month (billed annually)


  • All-encompassing CRM solution
  • Efficient e-commerce management
  • Seamless integration with SAP ecosystem


  • Higher learning curve for beginners
  • Pricing can be expensive for small businesses
  • UI can seem dated compared to competitors

3. HubSpot CRM Platform - Best for integrated marketing automation

A photo of the services tab found in the tool HubSpot CRM Platform.
HubSpot CRM's ticketing system provides a robust customer engagement solution.

HubSpot CRM Platform is a renowned solution empowering businesses with tools to manage their customer relationships seamlessly. What sets it apart is its integrated marketing automation capabilities, providing businesses with tools to streamline their marketing efforts effectively.

Why I Picked HubSpot CRM Platform:

I chose HubSpot CRM Platform due to its strong marketing automation features. What differentiates it from other platforms is its ability to integrate CRM and marketing automation in a way that few platforms can match. I am confident that HubSpot is the best for integrated marketing automation because it allows businesses to manage customer relationships while automating marketing tasks within the same platform.

Standout features & integrations:

HubSpot's standout features include its intuitive contact management, lead scoring and nurturing, and robust marketing automation capabilities. Its marketing automation feature stands out with its visual workflow builder that simplifies the creation of complex marketing campaigns. HubSpot also integrates with a vast array of third-party applications, including Salesforce, G Suite, Microsoft Dynamics, Shopify, and Slack.


Pricing starts from $45/user/month (min 2 seats, billed annually)


  • Powerful marketing automation
  • Comprehensive CRM capabilities
  • Extensive third-party integrations


  • Advanced features require higher tiers
  • Pricing can become steep as business grows
  • Learning curve for advanced features

4. Oracle CX Cloud - Best for large-scale customer data management

A photo of Oracle CX Cloud's main page.
Here's a screenshot of the main page for Oracle CX Cloud.

Oracle CX Cloud is a robust solution designed to handle vast amounts of customer data. It's an enterprise-grade platform, ideal for businesses looking for expansive customer data management capabilities.

Why I Picked Oracle CX Cloud:

I selected Oracle CX Cloud because of its powerful capabilities in handling customer data on a large scale. It stands apart in managing and making sense of enormous quantities of data, which is crucial for businesses with a vast customer base. The tool's suitability to serve large organizations with complex customer data requirements, in my view, makes it the best for large-scale customer data management.

Standout features & integrations:

Key features include its unified customer data platform, sophisticated AI-driven insights, and robust data privacy controls. Oracle CX Cloud also shines with its customer data enrichment feature, offering businesses a clear and comprehensive view of their customers. Oracle CX Cloud integrates with a variety of key enterprise software solutions such as ERP systems, business analytics tools, and other Oracle products.


Oracle CX Cloud offers pricing upon request.


  • Large-scale data management
  • Unified customer data platform
  • AI-driven insights


  • Pricing transparency is limited
  • Requires technical expertise for setup
  • May be overwhelming for smaller businesses

5. Salesforce Customer 360 - Best for complete customer journey mapping

A photo focused on the home page of the tool Salesforce Customer 360.
Salesforce Customer 360, coming from its name, aims to provide a 360-degree view of CRM. Take a look at its roadmap found on its home page.

Salesforce Customer 360 is a comprehensive customer relationship management platform designed to map and manage the complete customer journey. The tool aims to provide businesses with a 360-degree view of their customers, enabling personalized engagement and more effective marketing strategies.

Why I Picked Salesforce Customer 360:

In my assessment, Salesforce Customer 360 stands out due to its emphasis on complete customer journey mapping. I chose this tool because it provides businesses with a comprehensive view of their customers across multiple channels and touchpoints. This holistic approach to customer engagement and management distinguishes it and, in my judgment, makes it the best for complete customer journey mapping.

Standout features & integrations:

Salesforce Customer 360 offers a wide array of features, including contact management, opportunity management, lead management, and email integration. Its customer journey mapping feature is particularly robust, allowing businesses to track customer interactions across multiple touchpoints. In terms of integrations, Salesforce Customer 360 has robust connections with a wide array of tools, including email platforms, social media tools, analytics platforms, and more.


Salesforce Customer 360 starts from $25/user/month (billed annually).


  • Comprehensive customer journey mapping
  • Wide array of features
  • Extensive integration possibilities


  • Can be complex for beginners
  • Requires investment in training
  • Additional costs for premium support

6. Microsoft Dynamics 365 Customer Service - Best for compatibility with other Microsoft solutions

A photo of the Microsoft Dynamics CRM overview.
Microsoft Dynamics 365 Customer Service works with other Microsoft entities to provide excellent customer service interactions.

Microsoft Dynamics 365 Customer Service is a comprehensive CRM tool designed to streamline and optimize customer service interactions. Being a part of the Microsoft ecosystem, it works seamlessly with other Microsoft solutions, allowing businesses to leverage their existing tech stack effectively.

Why I Picked Microsoft Dynamics 365 Customer Service:

In my comparison of numerous CRM tools, I selected Microsoft Dynamics 365 Customer Service because of its tight integration and compatibility with other Microsoft solutions. Given the widespread use of Microsoft products in business, this CRM tool has a competitive edge in offering a harmonious and efficient user experience. Hence, I've concluded that it's the best for compatibility with other Microsoft solutions.

Standout features & integrations:

Microsoft Dynamics 365 Customer Service provides robust features like case management, omnichannel capabilities, and AI-driven insights to enhance the customer service experience. A key highlight is its seamless integration with other Microsoft solutions like Office 365, SharePoint, Teams, and Power BI. This provides an interconnected ecosystem that enhances workflow and productivity.


The pricing for Microsoft Dynamics 365 Customer Service starts from $20/user/month.


  • High compatibility with other Microsoft solutions
  • AI-driven insights for improved decision-making
  • Robust case management feature


  • Can be too complex for small businesses
  • Training may be required for full utilization
  • Pricing can escalate with added features

7. Zoho CRM - Best for small to midsize businesses

A screenshot of the different platforms offered by Zoho CRM.
Zoho CRM provides multiple channels for customer engagement, such as email, social media, phone calls, and even live chat channels.

Zoho CRM is a customer relationship management solution designed to cater to businesses of all sizes, with a particular focus on small to midsize companies. It offers an array of features to manage, analyze and streamline sales, customer service, and marketing activities.

Why I Picked Zoho CRM:

I chose Zoho CRM for this list due to its affordability and the breadth of its feature set. The tool provides a perfect blend of versatility, a user-friendly interface, and robust features that cater well to the needs of small to midsize businesses. Therefore, I judge it as best for this particular category.

Standout features & integrations:

Zoho CRM includes significant features like sales force automation, marketing automation, customer support and service, and inventory management. Integration with other Zoho products, such as Zoho Campaigns, Zoho Reports, and Zoho Projects, adds to its utility. Besides Zoho's own suite, it integrates well with popular third-party apps like Google Workspace and Microsoft Office.


Pricing for Zoho CRM starts from $14/user/month (billed annually).


  • Affordability makes it accessible for smaller businesses
  • Versatility across multiple business functions
  • Strong integration with Zoho suite and other third-party apps


  • Might lack some advanced features present in higher-priced tools
  • Customization can be complex for some users
  • Customer support team could be improved

8. Freshworks CRM - Best for AI-driven customer insights

A screenshot focused on the tickets tab of Freshdesk.
Freshdesk lets you easily monitor open tickets. Take a look at its tickets tab.

Freshworks CRM is a dynamic customer relationship management tool that brings together various aspects of the customer journey. It leverages artificial intelligence to provide valuable insights into customer behavior, enabling businesses to engage with their customers more effectively.

Why I Picked Freshworks CRM:

I selected Freshworks CRM for its strong emphasis on AI-driven customer insights. In my assessment, the use of AI sets it apart, as it allows companies to understand their customers better and make more informed business decisions. Given this, I regard Freshworks CRM as best for providing AI-driven customer insights.

Standout features & integrations:

Freshworks CRM offers features like AI-powered contact scoring, visual sales pipelines, and intuitive deal tracking. In addition, its AI assistant, Freddy AI, delivers actionable insights and automates repetitive tasks. As for integrations, it seamlessly links with numerous other applications, including Mailchimp, Slack, and Zapier.


Freshworks CRM starts from $29/user/month (billed annually).


  • Effective AI-driven insights
  • Comprehensive feature set for sales and marketing
  • Wide range of integrations


  • The user interface can be complex for beginners
  • Advanced features are in higher-priced plans
  • Limited customization options for reports

9. ServiceNow Customer Service Management - Best for ITSM-oriented customer service

A photo focused on the inbound chat feature of the tool ServiceNow Customer Service Management.
Take a look at ServiceNow Customer Service Management's inbound chat feature, a channel for providing support to customers' issues.

ServiceNow Customer Service Management is a comprehensive solution designed to optimize customer service by focusing on resolving root-cause issues. By integrating with other IT Service Management (ITSM) systems, it offers a unified approach to managing, connecting, and automating customer service processes.

Why I Picked ServiceNow Customer Service Management:

In determining my selection, the ITSM-oriented nature of ServiceNow stood out. This emphasis aligns with the need to streamline complex IT processes for improved customer service. Therefore, I consider ServiceNow the best tool for ITSM-oriented customer service due to its specialized capabilities and seamless integration with existing IT systems.

Standout features & integrations:

Key features of ServiceNow include an omnichannel platform, proactive service operations, and incident and problem management. It is also recognized for its predictive intelligence, which uses AI to categorize, route, and assign customer requests. ServiceNow integrates with a wide array of IT and business software, enhancing its functionality.


ServiceNow's pricing starts from $100/user/month. They offer a three-tiered pricing model with different features available at each level.


  • Strong focus on ITSM-oriented customer service
  • Capable of handling complex customer service scenarios
  • Comprehensive AI and machine learning capabilities


  • Higher starting price compared to other CRM solutions
  • Requires a significant learning curve
  • Customization can be complex and require professional services

10. Kustomer - Best for omnichannel customer support

A screenshot of the inbox tab found in Kustomer.
The inbox of Kustomer is organized based on a timeline, providing a chronological order of all customer interactions and conversations.

Kustomer is a customer service tool that stands out for its omnichannel capabilities, consolidating customer interactions and data from multiple sources into a single platform. It aims to provide a holistic view of customers, enhancing personalized service, which justifies its place as the best option for omnichannel customer support.

Why I Picked Kustomer:

When selecting Kustomer, the integrated, omnichannel approach this tool offers truly stood out. I judged that it's particularly fitting for businesses looking to provide customer support through various channels without losing context or continuity. This makes it my pick for the "Best for omnichannel customer support."

Standout features & integrations:

Kustomer, similar to Zendesk, offers features like automated workflows, integrated voice, and chat, as well as real-time insights and reports. One of its most distinctive attributes is the ability to follow customer journeys across channels from a single dashboard. In terms of integrations, Kustomer works well with platforms like Shopify, WooCommerce, and Magento, helping businesses to unify their customer service and e-commerce efforts.


Pricing for Kustomer starts from $89/user/month. This is the entry-level cost and offers access to a robust set of customer service and support features.


  • Excellent omnichannel support capabilities
  • Provides a holistic view of the customer journey
  • Strong integrations with e-commerce platforms


  • Starts at a relatively high price point
  • Limited advanced features in the basic plan
  • May be too complex for small businesses

11. Clarabridge CX Suite - Best for social media customer engagement

A screenshot of Clarabridge CX Suite's overview and KPI tab.
Get a closer look at the overview and KPI monitoring tab of Clarabridge CX Suite.

Clarabridge CX Suite is a customer service software designed to optimize customer interactions across all communication channels, including social media. The tool is particularly strong in analyzing and engaging with social media interactions, making it the top choice for businesses focusing on social media customer engagement.

Why I Picked Clarabridge CX Suite:

When it comes to customer service tools, I picked Clarabridge CX Suite because of its powerful social media engagement capabilities. It is distinct in its ability to analyze, respond to, and even predict social media interactions, which is an essential feature in today's digital landscape. This tool is "best for social media customer engagement" because it enables businesses to manage, understand, and respond to their customers in real-time on their frequently used platforms.

Standout features & integrations:

Clarabridge CX Suite's standout features include sentiment analysis, text analytics, and predictive analytics, which are essential for understanding and improving social media customer interactions. The tool offers an integrated suite that works smoothly with social media platforms like Twitter, Facebook, Instagram, and LinkedIn, providing businesses with a unified and organized view of customer feedback management across these platforms.


Clarabridge CX Suite's pricing is upon request, as the cost varies depending on the specific needs and size of the business.


  • Exceptional social media engagement capabilities
  • Powerful analytics for understanding customer sentiment
  • Strong integration with major social media platforms


  • Pricing is not transparent
  • Might be overwhelming for small businesses
  • Has a steep learning curve for new users

12. Sitecore Experience Platform - Best for content management integration

A photo of the main page of the tool Sitecore Experience Platform.
Sitecore Experience Platform offers features such as marketing applications and content creation.

Sitecore Experience Platform is a robust customer service tool that specializes in seamlessly integrating with various content management systems. Its efficient interaction with content management systems makes it stand out, especially for businesses that rely heavily on content to engage their customers.

Why I Picked Sitecore Experience Platform:

I chose Sitecore Experience Platform for its unique strength in integrating customer service with content management systems. Among other tools, it stands out due to its content management capabilities, which add a distinct dimension to its customer service functions. Given its integrated approach to content and customer service, it clearly fits the bill for "best for content management integration."

Standout features & integrations:

Sitecore's standout features include its powerful AI-driven personalization, comprehensive customer data platform, and marketing automation capabilities, all designed to enhance customer interactions. In terms of integrations, it works smoothly with many content management systems, such as WordPress, Drupal, and Joomla, providing a seamless customer service experience across these platforms.


Pricing for the Sitecore Experience Platform is upon request. Sitecore tailors its costs based on the specific requirements of a business, including the number of users and the level of service needed.


  • Robust content management system integration
  • Advanced AI-driven personalization features
  • Seamless data handling across different platforms


  • Pricing is not directly available
  • May be too complex for smaller businesses
  • Requires a certain level of technical proficiency to use effectively

Other Noteworthy CX Platform Tools

Below is a list of additional CX Platform tools that I shortlisted but did not make it to the top 12. Definitely worth checking them out.

  1. Genesys Cloud - Good for integrating AI technology into customer interactions
  2. LivePerson - Good for businesses seeking advanced messaging and chatbot functionalities
  3. Alvaria - Good for large-scale call center operations with robust outbound capabilities
  4. Thrio - Good for businesses needing efficient omnichannel routing
  5. Five9 - Good for integrating customer service operations with CRM platforms
  6. Dialpad - Good for businesses seeking a cloud-based telephony solution
  7. UJET - Good for businesses wanting to leverage smartphone technology for customer service
  8. Talkdesk - Good for businesses requiring a comprehensive, scalable contact center solution

Selection Criteria for Choosing CX Platforms

In my journey of evaluating dozens of customer service management tools, I zeroed in on specific functionalities that significantly impact a customer service team's overall performance and efficiency. These considerations formed the basis of my selection and should be kept in mind when choosing such software.

Core Functionality:

  • Streamlined Ticket Management: The software should efficiently track, manage, and resolve customer tickets.
  • Multichannel Support: The ability to integrate multiple customer touchpoints like email, live chat, social media, and phone calls into a unified platform.
  • Automation: The tool should provide automation of repetitive tasks to save time and increase efficiency.

Key Features:

  • Knowledge Base: A comprehensive database of information that assists customers in finding answers to their queries independently.
  • Analytics and Reporting: To gain insights into customer interactions, identify patterns, and drive decision-making.
  • Customer Self-Service: Features that empower customers to solve their own problems, such as interactive guides or community forums.


  • Intuitive Interface: For a customer service tool, a clean, clutter-free dashboard that presents crucial information at a glance is important. The tool should offer an easy-to-navigate interface that reduces the learning curve for new users.
  • Easy Integration: The tool should seamlessly blend with other software like CRM or email clients to consolidate customer information and streamline operations.
  • Reliable Customer Support: As these tools form the backbone of customer service, the software provider must offer quick and efficient customer support for troubleshooting and resolving issues.

Most Common Questions Regarding CX Platform (FAQs)

What are the benefits of using a customer experience platform?

A customer experience platform can offer several benefits. These include:

  1. Centralized Customer Data Collection: The tool consolidates customer interactions from various channels into a single platform, making managing and tracking these interactions easier.
  2. Improved Customer Satisfaction (CSAT): The tool enables faster resolution of customer issues, leading to improved customer satisfaction and loyalty.
  3. Enhanced Productivity: With the automation of repetitive tasks, the platform increases the productivity of your customer service team.
  4. Insightful Analytics: You get access to detailed analytics and reporting that help you understand customer behavior and needs better.
  5. Seamless Integration: The platform can integrate with your existing software tools, ensuring smooth and efficient workflow.

How much do these customer experience platforms typically cost?

Pricing for customer experience management software platforms can vary greatly depending on the functionality, size of the business, and number of users. Some platforms may have a pricing model that starts as low as $20/user/month, while others may cost several hundred dollars per user per month. Most vendors offer tiered pricing based on the features included.

What are the typical pricing models for customer experience platforms?

Typically, customer experience platforms follow a per-user, per-month pricing model. There may also be tiered pricing levels, with each level offering additional features. Some platforms may offer annual billing that can come at a discounted rate.

Which are the cheapest and most expensive customer experience platforms?

The cost of these platforms can vary widely. For instance, Dialpad offers plans starting from $15 per user per month, while tools like Genesys Cloud might have more premium pricing. It's essential to consider the features and functionality provided when evaluating the cost.

Are there any free customer experience platforms?

While most customer experience platforms do not offer a completely free plan, many do provide a free trial period. This trial period allows potential users to evaluate the features and usability of the platform before committing to a paid plan. It's always a good idea to take advantage of these trials to ensure the platform fits your business needs.


In conclusion, choosing the right CX platform is vital for any organization aiming to improve its customer experience. These platforms offer varied functionalities, features, and pricing models, and determining the one that best suits your organization's needs can seem challenging. Here are the key takeaways from this guide:

  1. Evaluate your needs: Assess the unique needs of your business before settling on a platform. This includes understanding the size of your customer base, the channels you wish to reach them on, and the kind of engagement you aim to establish.
  2. Features are crucial: The right set of features can make a significant difference. Look out for capabilities like real-time analytics, multichannel support, scalability, and integration with other systems. The best CX platforms often provide customization options that align with your specific business processes.
  3. Pricing Matters: CX platforms come with diverse pricing structures. While some offer a simple per-user monthly pricing, others may have setup fees or base fees. Be sure to clarify all cost aspects before finalizing a platform, including any additional charges for premium features or integrations.

Remember, the best platform for your organization is the one that meets your unique personalized experience needs and fits within your budget.

What Do You Think?

As I aim to provide a comprehensive guide for the best CX platforms, I understand that some great CX tools might not make this list. If you're using a CX platform that you believe should be featured here, please feel free to share it with me. I always appreciate insights from our readers and am open to exploring new tools that can benefit businesses.

Let's continue this conversation and collectively enhance our understanding of the best resources available in the customer experience domain!

By Hannah Clark

Hannah Clark is the Editor of The CX Lead. After serving over 12 years working in front-line customer experience for major brands, Hannah pivoted to a career in digital publishing and media production. Having gained a holistic view of the challenges and intricacies of delivering exceptional experiences, Hannah aims to help CX practitioners 'level up' their skills by amplifying the voices of today's thought leaders in the space.

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