Creating a great customer experience (CX) is simple in principle but difficult in practice. With customers interacting with your brand at so many touchpoints along their journey, it's tough to create something that delivers end-to-end, fosters customer loyalty, and improves customer retention rates.
While adopting a proactive, customer-centric mindset is key, customer experience software can further help you gather feedback, address customer pain points, provide a stellar onboarding experience, and create a deeper connection with your customers.
In this article, I've compiled a list of the best customer experience management software to help you create a competitive advantage through CX.
What is Customer Experience Management Software?
Customer experience management (CEM or CXM) software helps organizations improve their customer experience by collecting and analyzing customer feedback from various sources, mapping the customer journey, identifying areas for improvement, and implementing actions to enhance the overall customer experience. CEM software typically includes features such as customer feedback management, data analytics and reporting, workflow automation, collaboration tools, and integration capabilities.
UserGuiding is a product walkthrough and user onboarding software designed to facilitate the creation of interactive product walkthroughs and user onboarding processes. It stands out for its code-free approach, allowing companies to design and implement onboarding experiences without the need for technical programming skills, which is a significant advantage for businesses looking to onboard users efficiently.
UserGuiding provides a comprehensive suite of features that facilitate the collection of user insights through NPS surveys, micro-surveys and in-app surveys. These can collect feedback from the customer and display the resulting data in real time within the tool. An analytics page will display the resulting information and you can dig deep to find specific customer behaviors with the user-specific activity feed. Additionally, you can leverage its Slack integration to receive in-app notifications with responses.
You can select the ready-to-use templates or create the survey you need from scratch in under 5 minutes. Once you have collected enough information, you can download the data to your computer so you can manipulate it in other software.
Integrations include Mixpanel, Segment, Intercom, Slack, Google Analytics, Google Tag Manager, Woopra, and HubSpot.
Churn360 is a customer success platform that brings together user behavior data from your CRM, communication channels, and financial platforms. This provides your team members with a comprehensive overview of your customer journey, and each customer's individual history with your brand.
Why I picked Churn360: This platform made it onto my list because it provides you with data-driven insights about individual customers as well as your customer base as a whole. You get a 360-degree view of each customer's history of interactions with your brand, helping team members jump in and provide contextual support as needed. But this also gives you a broader overview of your customer journey, key success factors, and churn risks.
In addition to tracking customer journeys and behavior, you can also use the software to implement solutions for providing customer support and counteracting churn. You can segment your users to send out contextual, timely communications and build retention campaigns based on the data you collect. You can also automate specific actions in response to specific triggers.
Churn360 Standout Features & Integrations
Features include customer data profiles, shared dashboard, customer journey mapping, segmentation, campaign management, automated tasks, push notifications, and analytics and reporting tools.
Integrations include Intercom, Pipedrive, HubSpot, Chargebee, Freshdesk, Jira, Gmail, Outlook, Zoho CRM, Stripe, Zendesk, and Segment, among others.
- Consolidates customer data in one place
- Automates retention efforts
- Unlimited integrations with all plans
- Comes with a learning curve
- No free-forever plan available
Jotform Enterprise is a cloud-based form builder and automation platform that enables B2B organizations to create and share professional-looking forms and then record and analyze customer responses. The software helps sales and marketing teams generate leads for their pipeline, process order payments, and conduct customer surveys. Through customer surveys, sales teams can easily capture actionable insights based on customer satisfaction and overall experiences.
Thousands of templates are available and tailored for various use cases, from smart PDF forms with conditional logic to customer experience surveys and thank you page customizations. All forms created with Jotform are mobile-optimized, as the software utilizes mobile-first technology to ensure that all published forms look good on any device. Users can create and manage forms easily on their mobile devices too.
Advanced form options also help users add a different dimension to their customer feedback surveys, such as adding multilingual support, automation features, incorporating conditional logic, and creating offline forms. The software has dozens of in-built features tailored to improve customer interaction with different forms and surveys.
Jotform Enterprise also has a report builder that allows users to visualize and present their data to stakeholders within seconds. They can leverage the report builder to convert customer responses into detailed reports that are easy to understand. This will help them identify useful insights crucial to making future business decisions.
Pricing details are available upon request.
Sogolytics is a customer experience management software that's designed to help businesses understand their customers better. It's all about collecting and analyzing customer data to improve the overall customer experience.
Why I picked Sogolytics: The platform has a few features that really stand out. First off, there's the customer journey mapping feature that allows you to visualize the entire customer journey, from the first point of contact to the final purchase. It's a great way to identify potential pain points and areas for improvement. Then there's the sentiment analysis, which uses AI to gauge customer emotions based on their interactions with your business.
Sogolytics Standout Features and Integrations:
One standout feature for Sogolytics is their predictive analytics. This feature uses historical data to predict future customer behavior and is coupled with real-time alerts to notify you immediately whenever there's a significant change in customer behavior or sentiment.
Integrations include Delicious, Digg, Pinterest, Reddit, StumbleUpon, and Tumblr.
- Helpful step-by-step wizard
- Includes a large survey template bank
- Supports up to 40 languages
- Single sign-on and API access are limited to the Enterprise plan
- Free plan has limited features
Freshdesk is a customer service software that employs AI-powered support automation to deliver timely and consistent support across businesses of various sizes. It offers advanced ticketing, self-service options, and proactive AI-driven insights, positioning Freshdesk as a suitable choice for organizations looking to leverage generative AI for reducing redundancy, improving productivity, and providing accurate resolutions.
Freshdesk offers a comprehensive ticketing system that consolidates customer interactions from multiple channels into a unified view, enabling support agents to categorize, prioritize, and track customer issues efficiently. The platform includes a self-service knowledge base and community forums to help customers resolve common issues independently. It features AI-driven automation for sorting and assigning tickets, as well as scenario-based triggers for specific actions. Collaboration tools within Freshdesk allow agents to work together and consult experts across teams.
Freshdesk software offers a range of key features including ticketing, collaboration, automations, self service, reporting & analytics, customizations, and a secure helpdesk. These features are designed to enhance customer support and service management.
Freshdesk integrates with Freshchat for messaging, Freshservice for IT service management, and Freshmarketer for marketing automation. It also connects with Google Calendar, MailChimp, Segment, Zapier, Office 365, Google Apps, Slack, Facebook, LinkedIn, Jotform, Typeform, Calendly, Email Parser by Zapier, and ClickFunnels Classic to facilitate various business processes.
SurveySparrow is a customer engagement software that's designed to help businesses gather feedback and engage with their customers. It's all about making the process of collecting and analyzing customer feedback a whole lot easier.
Why I picked SurveySparrow: I included SurveySparrow because their survey software covers a wide range of use cases for CX teams. You can embed their survey bots on your website to extend support or solve common queries, or set up surveys to measure key customer metrics, such as your customer effort score (CES), customer satisfaction score (CSAT), or your transactional or relational net promoter score (NPS). To help you reduce your churn rate, you can also use it to set up a customer exit survey that runs after each customer churn event.
SurveySparrow Standout Features and Integrations:
One standout feature for SurveySparrow is its omnichannel approach to collecting customer feedback. SurveySparrow lets you automate closing the feedback loop with personalized workflows to instantly value customers’ responses and pacify your detractors. The omnichannel approach helps you reach your audience through any medium, including via weblink, in-app embedding, email, SMS, or QR code.
SurveySparrow’s simple UI makes the customer survey creation process enjoyable. You can also combine their survey tool with SurveySparrow’s case management feature to create tickets and efficiently address your customers’ feedback. As a software provider, SurveySparrow is also well-known for providing excellent customer support, too.
Integrations are available with 180+ software solutions, including Salesforce, Freshdesk, HubSpot, Power BI, Zendesk, MailChimp, Intercom, Slack, Stripe, Zapier, and others. They also offer several APIs, as well as webhooks, to support additional custom integrations as well.
- Offers mobile-first surveys purpose-built for mobile devices
- Over 180+ integrations
- Easy to automate recurring surveys
- Overlap between their various products is confusing
- Costly to add extra users ($49/extra user/month) for larger teams
Zoho CRM is a robust customer relationship management platform used by over 250,000 businesses in 180 countries. It offers tools to help you effectively manage your sales pipeline, marketing automation, and customer support activities, covering all areas of your revenue operations. The software can facilitate customer conversations via phone, email, live chat, and social media.
Why I picked Zoho CRM: I included Zoho CRM in this list because of its ability to use artificial intelligence for better CX interactions. For example, the software uses AI to learn from customer interactions in order to provide useful suggestions like the best time to contact customers or predict business trends. Zoho CRM also has an analytics feature that uses data across your entire organization to provide you with an impact analysis of business decisions, helping you minimize risks and increase your potential for success.
Zoho CRM Standout Features and Integrations:
The biggest standout feature for Zoho CRM is its omnichannel engagement coverage. When a customer interaction is initiated through any of your connected channels, your CX team will be notified. The software also stores detailed communication data and customer records, ensuring your agents have all the context they need to effectively handle requests. Teams can also manage their calendars, files, and emails through the system. Workflow automations help you easily respond to simple requests without adding to your team's workload.
Integrations include Microsoft Office 365, Microsoft Teams, Google Drive, Zapier, Zendesk, and ServiceNow.
- Helps analyze customer sentiments, trends, and engagement levels
- Feature-rich and affordable
- You can monitor social mentions in one inbox
- Many features creates a steep learning curve
- AI features are limited to their highest paid plan
Hiver is a customer experience and multi-channel helpdesk platform that's built around Google Workspace. It also includes tools to administer customer satisfaction surveys and monitor key metrics related to your customer support team, helping them improve their performance and response times.
Why I picked Hiver: I included Hiver because of its unique integration with Gmail. Your team can manage a shared inbox and assign, track, and respond to customer support requests right from their Gmail account. It's quick to set up and intuitive to use. Small businesses and startups can benefit from the fact that the software works natively in their Google products.
As your team scales, a manager or admin can use the delegation tool to assign emails to specific team members. You can also track the status of emails, to spot if a request goes unattended for too long or needs escalation. Service level agreements (SLAs) can be configured in the platform. This helps ensure timely and consistent responses to incoming tickets.
Hiver Standout Features and Integrations:
Standout features for Hiver include auto-assignment of incoming customer emails, email tags for better organization of queries, and email templates that allow for standardization of customer responses. Hiver also helps support teams monitor and improve performance by offering real-time analytics, custom SLAs, and customer satisfaction surveys.
Managers can use it to assign inbound messages to members of their support team and add notes to each contact record to provide further details. Managers can also use their team performance features to keep an eye on key metrics such as response time and resolution time to gauge the quality of their customer or IT support.
Integrations are available with Aircall, Asana, Jira, Okta, QuickBooks, Salesforce, Slack, WhatsApp, and Zapier.
- Sends automatic notifications of potential SLA breaches
- Customer support is available 24/7 via chat or email
- Includes knowledge base capabilities
- More focused on reactionary customer support and less focused on proactive CX management
- Only suitable for businesses using Google Workspace
Acquire is a comprehensive customer support platform that provides businesses with a unified view of customer interactions across various channels, including email, social media, live chat, video chat, voice calls, and text messages.
Why I picked Acquire: I included Acquire in this list because they offer a range of features all aimed at improving customer service efficiency and effectiveness. The platform's ability to integrate customer information, prioritize customers, set up routing configurations, and facilitate communication across different channels makes it an ideal tool for efficient customer service workflows.
Acquire Standout Features and Integrations:
Standout features for Acquire include its features focused on customer engagement, customer satisfaction, and streamlining the customer support process. By merging all customer communications into a unified agent inbox, you'll be able to improve the speed at which customer inquiries and complaints are responded to, thus improving your customer experience.
Other features that stand out are the tools for live chat, co-browsing, video chat, and chatbots, which are not commonly found in one package in other similar tools. It also provides data analytics that help with decisions that improve the customer experience.
Integrations are available with Amazon Lex Bot, Calendly, DocuSign, Google Analytics, HubSpot, Freshdesk, Magento, Mailchimp, Microsoft Dynamics CRM, Salesforce, Shopify, Stripe, WhatsApp, WooCommerce, Zapier, Zoom, and others.
- No-code implementation is quick and easy
- You can request tailored professional services for your exact business needs (extra charges apply)
- Easy to track individual agent performance to spot areas for improvement
- Additional usage charges may apply
- May be too expensive for small businesses
Oracle CX is a comprehensive customer experience management solution that integrates customer data across various business functions. It is particularly notable for its ability to consolidate data from advertising, marketing, sales, commerce, and service sectors, offering a holistic view of customer interactions.
Why I picked Oracle CX: I included Oracle CX in this list because they offer a full-feature CX platform that's suitable for enterprise organizations. Their software is used across a wide range of industries and covers the entire customer journey from end-to-end, giving you a 360-degree view of all your customer touchpoints.
Oracle CX Standout Features and Integrations:
One standout feature for Oracle CX is its cross-channel marketing capabilities, which allow you to create personalized marketing campaigns across all your different communication channels, including email, mobile, social media, and the web. Additionally, their integrated customer data platform helps businesses collect, unify, and action their customer data, allowing for targeted advertising campaigns.
Integrations are available with other Oracle products, as well as with third-party applications such as Salesforce, Microsoft Dynamics, Marketo, HubSpot, Shopify, and Magento.
- Suitable for personalizing B2B and B2C customer experiences
- Suitable for enterprise-level organizations
- Delivers rich customer intelligence
- Lengthy implementation process
- Steep learning curve
Need Expert Help Selecting The Right Customer Experience Software?
If you’re struggling to choose the right software, let us help you. Just share your needs in the form below and you’ll get free access to our dedicated software advisors who match and connect you with the best vendors for your needs.
Best for NPS surveys and microsurveys that collect customer's experiences
14-day free trial
|From $89/month (billed annually)||Website|
Best for monitoring customer behavior across multiple data sources
Free demo available
Best for collecting feedback using advanced surveys + forms
Free plan available
Best for enhancing customer experience through insightful data analytics and personalization strategies
10-day free trial + free plan available
|From $25/month (billed annually)||Website|
Best for AI-powered support automation
21-day free trial + free plan available
Best for refining your customer experience based on customer survey feedback
14-day free trial + free plan available
Best for CX management within a complete CRM
15-day free trial
Best for managing your customer experience within Google Workspace
7-day free trial
|From $15/user/month (billed annually)||Website|
Best for efficient customer service workflows
Free trial available
|From $25/user/month + $500/month base fee||Website|
Best for integrating customer data across business functions
Free demo available
Best for a holistic voice-of-the-customer (VOC) solution
- Adobe Experience Manager
Best for digital asset and content management features
Best for syncing CX + product development workflows
Best customer service chatbot + live chat software
Best for building a self-serve content hub
Best for multi-channel support
- Salesforce Service Cloud
Best for scaling CX with AI-driven automation
Best enterprise customer experience platform with speech analytics & transcript automation
- SAS Customer Intelligence 360
Best for personalizing customer experiences
- Qualtrics Customer Experience
Best for generating customer insights and segments users
Best for agile development
- Engage by ResponseTek
Best for closed-loop action tracking
Selection Criteria for the Best Customer Experience Management Software
If you're wondering how I selected the best customer experience management software, here's where I'll break it all down for you. First, I started with customer experience management tools that had high user reviews and satisfaction ratings. Then, using my experience in customer experience, I discerned what key criteria were most important for customer experience management software and compared how each of them stacked up against the rest.
I empathize with how much time it takes to source the right software for a job. I do this work so that you don't have to. I've been using and reviewing customer experience management software for years so you can trust me to do the heavy lifting and compile all the facts you need to make your final decision.
After careful consideration, I've determined that these are the most important criteria when selecting the best customer experience management software. Here's a brief list outlining the whats and whys of my selection:
Different customer experience management software options have various core functions, so you want to find one that best serves the main purpose you’re looking to support. You might want a ticketing system to respond to customer needs, or tracking tools to monitor the user experience and manage the customer lifecycle. I’ve explained the core functionality of each software in its overview.
Customer experience management software typically includes several key features to help organizations manage their customer experience initiatives. Here are some common CEM software features:
- Customer feedback management: Most software has feedback management tools that help you collect customer insights through surveys, social media, email, and other channels.
- Data collection and management: The ability to create and manage cloud-based customer profiles to facilitate easier communications and segmentation, such as for A/B testing.
- Omnichannel contact center: Many platforms help you manage customer queries from email, chat, social media messaging, SMS, and even your call center.
- Customer journey mapping: Any tools that help you map the customer journey or customer lifecycle across different stages, touchpoints, and channels.
- Workflow automation: Most software has features that help you streamline and automate certain tasks, like sending follow-up surveys or triggering alerts based on specific customer behavior.
- Templates: Some providers will have customizable templates for chatbots or knowledge base content to help you provide customer support more quickly and efficiently.
- Data analytics and reporting: Analytics dashboards and reporting tools are usually available to help you understand customer feedback and track customer satisfaction metrics.
Usability goes both ways when selecting customer experience management software. I looked for products that offer a user-friendly experience for both the support agents on your team and the customers on the other end. Ideally, it will be simple and straightforward to collect customer feedback, track customer journeys, and offer self-service customer support. I also looked for key features for feedback management and predictive analytics to help keep you organized and ahead of the game.
Your customer experience management software should easily connect with other CX software and apps. This could include SaaS tools like customer relationship management (CRM) software like HubSpot or Salesforce and help desk software like Freshdesk or Zendesk. But it can also include digital experience platforms, beta test management software, and customer sentiment analysis tools. Some software options also have APIs to build custom integrations. I’ve noted the available integrations with every product overview.
Pricing considerations should include not only the initial purchase or subscription costs of customer experience management software but also any ongoing costs such as maintenance, upgrades, and support. It's important to evaluate pricing in relation to the features and capabilities of the software, as well as the expected return on investment from using the software.
What is customer experience management?
Why is customer experience important?
What is the difference between customer experience management and customer service?
Are there other types of customer experience software?
Is there any open source customer experience management software?
2023 Customer Experience Management Trends
From burgeoning technologies to shifting consumer behaviors, the realm of customer experience is changing. And as such, product developers, designers, and support agents must learn to adapt to deliver compelling, efficient, and human-centric solutions.
Here are X trends I’m keeping an eye on through 2023 and beyond:
1. Balancing Automation with Empathy
Addressing the pain point of providing swift yet humanized service within budget is an ongoing challenge for CX teams. While AI chatbots have come a long way, users are still coming up against frustrations when seeking solutions to more complex problems.
This is where training customer success and support teams in empathy and complex problem-solving is essential. Not only does this improve their ability to provide live support to customers, it also helps them improve how artificial intelligence and machine learning are used in their operations.
2. Simplified, Unified SaaS Platforms
As CX professionals grapple with complex tech stacks, there's been a noticeable shift towards all-in-one platforms offering simplicity as a selling point. Providers are merging CRM, ticket management, and customer feedback systems into unified solutions. This not only helps reduce operational complexities and training requirements, but also supports more efficient workflows, and thereby an improved customer experience.
3. Advanced Customer Feedback Technologies
Capturing high-quality customer feedback has always been challenging. However, emerging technologies boast advanced analytics tools, Natural Language Processing (NLP) capabilities, and more. These allow you to derive tangible, actionable insights from unstructured feedback sources like social media, emails, and calls. These technologies enable brands to decipher customer sentiment accurately, honing in on issues and expectations without traditional, structured outreach methods.
4. Quantifying the ROI of CX Programs
Proving the ROI of CX initiatives is becoming more possible, thanks to advanced data analytics and customer success platforms. These technologies correlate customer satisfaction scores with retention rates and lifetime values, offering concrete data on the financial impact of CX investments. Gaining this clearer picture of the impact of customer experience helps solidify its importance.
It's imperative to integrate these actionable, data-driven trends into your strategic planning, fostering a culture that inherently values continuous learning and holistic growth. In doing so, the convergence of satisfied customers and business growth isn't just a goal; it becomes an inevitable reality.
Tips for Managing the Customer Experience
Here are some tips to help you manage your customer experience:
1. Seek Feedback
It would be impossible to manage customer experience without customer insights into what they are experiencing. Thus, you will need to create avenues through which customers can give you feedback, indicating the degree to which you satisfy them.
Support tickets are a great place to start looking for feedback. For example, similar inquiries or problems noted by several customers could indicate a challenge in a particular customer journey stage. Once you are clear about the areas where customers find pain points, you can determine how to best solve those challenges and help customers overcome them.
Customer data provides an additional channel for customer feedback and discovering customer issues. Customer data can be gathered through social media listening, surveys, text analytics tools, customer intelligence platforms, and more.
2. Connect with the Customer Emotionally
A brand must connect emotionally with its customers. This way, it can better understand customer challenges at the different stages of their interactions with the brand. The advent of social media platforms and review sites provide excellent places to connect with clients' emotions, empathize, and solve their challenges.
Those brands that can acknowledge and solve customer frustrations while sustaining an emotional connection are more likely to win customers' approval and foster customer engagement.
3. Use Multiple Channels and Platforms
Customers have their preferred channels and platforms for interacting with brands. For example, some customers may prefer speaking to a team member over a chatbot, and still others might prefer social media interactions. Thus, you should use different channels and platforms for contacting and interacting with clients to ensure you meet their needs.
4. Personalize the Experience
Creating a personalized experience for individual customers is great for improving customer experience. For example, memes may appeal to younger people, but they may not make sense to another generation. Therefore, it is crucial to personalize customer experiences so you can meet their needs as well as possible.
5. Focus on Usability and Onboarding
If customers don't know how to access or use your product or service, they will inevitably be frustrated. Invest in assisting your customers by providing in-depth customer onboarding, training, and resources to ease customer frustration. Have team members dedicated to answering customer inquiries and tickets.
To learn more, take a look at these other tips and best practices for creating a customer experience survey and how you can report on your findings like a pro.
Other CX Software and Resources
While we're on the topic of customer experience management, you might also appreciate:
- Net Promoter Score Software & NPS Survey Tools
- 6 Steps To Customer Experience Success During Crisis Times
- Want To Improve Customer Experience? Read This First.
- 4 Critical Changes To The Post-COVID Customer Experience
- 10 Best Customer Loyalty Software In 2023
- 3 Simple Ways To Improve Your Customer Experience
- 10 Best Customer Satisfaction Software
What Do You Think?
Writing for CMSWire.com, a publication for digital professionals, Dom Nicastro says that "A strong customer experience management is only as good as the software behind it.” Nicastro notes that good software helps brands “collect, track, manage, organize, analyze, personalize, and execute relevant interactions with customers and prospects."