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24 Best Customer Experience Management Software & Tools in 2023

A positive and memorable customer experience has a huge impact on whether your customers will keep using your service in the long term or move onto your competitors. 

Such customer experience encompasses a wide range of factors, from customer service interactions to personalization and user journey optimization.

According to Gartner’s customer experience study, two-thirds of companies compete primarily based on customer experience. And for almost 50% of businesses, customer experience is the number one priority to drive success for the next five years.

To do that, businesses need a robust system to monitor and improve the customers’ journey and experience. That is where customer experience management (CEM) software comes into play.

But with so many options available in the market, choosing the right software becomes a challenge, which is why we have compiled the list of best customer experience management tools based on their features and pricing to help you select the ones that suit your needs.

What Is Customer Experience Management Software & Why Do You Need It?

As the name implies, CEM software helps you measure and optimize customers’ experiences along their journey from discovery to post-purchase interactions with the brand. 

Different tools cover different aspects of customer experience mapping. So it’s possible you may require more than one tool at your disposal depending on your requirements.

For example:

  • Qualaroo, a feedback management tool, helps to collect customer experience insights through targeted, in-context surveys. You can gauge overall or transactional customer experience by surveying your audience at the right time, like after a purchase or after interacting with the support.
  • UserTesting, a usability testing tool, lets you gather data on how easy it is to use your website or app by conducting usability tests. The test participants perform a given set of tasks on the product or website and leave their feedback on the issues and problems with ease of use. You can then use this data to optimize your product to deliver an effortless experience.
  • A customer support tool like ProProfs Live Chat smoothens the customer’s journey towards conversion by providing real-time assistance and resolution to their queries.

List of 24 Best Customer Experience Management Software Solutions

Different types of CEM software offer very different features to each other; however, they can easily be grouped into the four main categories:

Many of these apps offer some crossover between categories, such as combining helpdesk and self-service features; however, most focus primarily on one of the four categories.

Customer Feedback analysis software is vital for understanding customer sentiments in a quantifiable way. Depending on the platform, these apps can combine surveying with analysis of text, speech, and user behavior to tell you more about how customers respond to processes and features. 

In the same way, engagement tools let you target customer behavior to personalize their experience and solicit desired actions like clicking on an offer, signing up for the newsletter, etc.

1. Qualaroo


Qualaroo is a great customer experience management software offering a unique method of gathering feedback contextually in addition to a powerful AI analysis of responses. 

This SaaS-based CX tool focuses on delivering surveys to users in specific contexts to get their immediate feedback on a page or process. 

Unlike other feedback collection methods that contact users later and ask them to remember their experience, its survey Nudges ask questions in real-time as customers interact with the site. 

On the analysis side, Qualaroo uses IBM Watson AI to understand customer sentiment and emotional responses from open-ended feedback. Besides identifying struggling users and helping them in real-time, this can help you spot flaws in your design or a particular process causing negative feedback.

Choose for: Real-time behavioral insights, customer sentiment, surveying, and feedback 

Suitable for: Small to large businesses 

Integration: Yes 

Price: Starts from $69 per month.


  • Easy to deploy within a few minutes without help from developers.
  • Offers professional templates for different surveys like CSAT, NPS, CES, Exit-intent, and more.
  • Helps you gather qualitative, quantitative, and contextual feedback using survey Nudges™.
  • Customize the templates as per your branding.
  • Advanced targeting options and survey triggers to ask the right questions to the right people at the right time.
  • Branching and skip logic help you collect contextual feedback.
  • Great integrations like HubSpot, MailChimp, Salesforce, Google Analytics, and more. 


  • 6+ channels to share surveys
  • Non-intrusive feedback collection
  • Supports 100+ languages


  • Can add more industry-specific templates
  • Could introduce more diverse pricing tiers

Sign up to Give Qualaroo a Test Drive

2. ProProfs Survey Maker

ProProfs Survey Maker

ProProfs Survey Maker is a CX management software that offers multiple interactive means of collecting customer feedback, such as surveys, scored quizzes, polls, tests, web forms, and assessments. You can even add a feedback sidebar on your website to elicit unprompted feedback about the visitors’ experience. 

You can launch survey campaigns in minutes with the power to deploy surveys & quizzes across multiple channels at once. 

This customer experience software also provides a detailed reporting section to track survey performance in real time. You can analyze each response, monitor completion rate, and track quiz scores, among other metrics.

Choose for: Automatic analytics, presentation-ready reports, Scored quizzes, & feedback sidebar

Suitable for: Small to large business 

Integration: Yes 

Price: Starts from $19 per month.


  • Has a very simple UI that makes survey creation easy.
  • Comes with a built-in drag-and-drop builder to create interactive questionnaires, quizzes, polls, surveys, etc.
  • Comes with 100+ templates to support faster survey deployment. 
  • 100k+ ready-to-use questions for you to use in surveys to collect rich feedback.
  • Comes with 15+ question types.
  • Lets you publish surveys on mobile apps and websites.
  • Offers a feedback sidebar that collects feedback without disrupting the user experience.
  • Comes with integrations like MailChimp, Salesforce, and more. 


  • Drag-and-drop editor
  • Clean and intuitive UI


  • Survey templates can use more customization 

3. Picreel


One of the most reliable customer experience tools is Picreel which offers on-site retargeting features to help improve the visitor experience on your website. The tool can be used to show exclusive deals, limited sales, discount offers, and other promotions using professionally designed popup overlays. Plus, you can create short pulse survey popups to collect customer feedback.

You can target different customer types and actions to trigger the overlay at the right moment along their journey. Leverage the inbuilt advanced targeting options to show the popup to repeat visitors, exiting visitors, people on a specific device or location, and more.

The platform is a perfect tool to build your email list, increase conversions and enhance customer experience.

Choose for: Exit-intent and popup surveys, Improving engagement, pulse surveys 

Suitable for: Small to large organizations 

Integration: Yes 

Price: Starts from $14/month 


  • Set custom conditional triggers for leaving visitors, sending targeted discounts and offers, etc.
  • Comes with real-time cursor tracking.
  • Supports list building and advanced lead capture. 
  • Offers customizable exit-intent popups to help improve conversions.
  • Multiple types of overlays, link forms, and surveys.
  • Customizable templates to deploy popups faster on the channel of your choice.
  • Comes with advanced targeting, on-site retargeting, and segmentation. 
  • Supports A/B testing to test different variations of popups.
  • Integrates well with Zapier, Wix, and other 700+ products.


  • Great customer support
  • No learning curve
  • Customizable templates


  • The dashboard may glitch sometimes
  • The dashboard may glitch sometimes

4. Medallia

medallia customer experience tool

Medallia is one of the top customer experience survey tools that analyses feedback from multiple channels to predict customer behavior and needs, detect unhappy customers at churn risk, and suggest appropriate actions to act on those insights. 

It can be a useful tool to support live agents, as it can automate assigning accountability and escalating tickets to optimize how your business responds to feedback.

Choose for: Predicting customer needs, Automating customer service workflows, Multi-channel deployment, NPS surveys 

Suitable for: Mid-sized to large business 

Integration: Yes 

Price: Available on request 


  • Intuitive and easy-to-navigate dashboard. 
  • Helps you flag reviews based on CX scores, timings, keywords, etc. 
  • Facilitates performance benchmarking and competitive analysis.
  • Has an intuitive dashboard that monitors and analyzes reviews on Google.
  • Text analytics helps review comments and feedback from open-ended survey responses.
  • Provides access to manage controls in the reporting section.


  • Word-cloud engine for feedback analysis
  • Track customer complaints easily


  • Word-cloud may provide inconsistent results


  • Word-cloud may provide inconsistent results

5. TextMagic

textmagic for customer experience

TextMagic is a trustworthy SMS service provider and one of the top digital customer experience software. It has tools for in-depth branching surveys to get detailed insights from individual customers. 

SMS surveys have the benefit of getting more personal feedback at a much higher response rate than many other channels, allowing a large amount of data to be collected quickly.

Choose for: Large-scale feedback gathering, SMS marketing, fast responses 

Suitable for: Small to large business 

Integration: Yes 

Price: Starts from $0.068/text


  • Comes with predefined SMS survey templates and flows.
  • Configures auto-responder polls.
  • Sends scheduled text surveys to collect feedback.
  • Comes with SMS survey analytics to study the collected feedback and export the responses.
  • SMS survey preview to ensure you send out perfect surveys.
  • SMS survey flow ensures users have full control over the process.
  • Integrates with Lucid Meeting, Calendly, and Google Calendar.


  • Easy to work with templates and import contacts
  • Loads of API tools and integrations


  • Gets pricey as the responses from the surveys increase
  • Lacks flexible pricing tiers

6. Qualtrics

Another top customer experience software on our list, Qualtrics, offers the tools to gather feedback and analyze user behavior throughout customer journeys. These features are combined with automated content and promotion delivery to boost conversions as well as the customer experience. Qualtrics promises to help you listen to your customer’s voice to fix any broken experience so that you can work on increasing spends and improving customer loyalty. 

Choose for: Text analytics, real-time service alerts, natural language processing, automated content, and ad delivery 

Suitable for: Mid-sized to large business 

Integration: Yes 

Price: Available on request 


  • Lets you create multiple types of surveys like CSAT, NPS, CES, etc.
  • Qualtrics Connect provides conversation analytics to monitor and analyze customer interactions and activities.
  • XM Discover sends alerts when specific nuances are detected in the feedback.
  • Has pre-designed and customizable templates to help with faster deployment.
  • Comes with an ExpertReview tool that suggests questions and design recommendations.
  • Analyzes customer emotions using Sentiment Analysis. 
  • Predictive Intelligence monitors and analyzes data reports.
  • Supports visualization of data using 30 types of graphs.
  • Creates sharable reports in different formats like PDF and CSV.
  • Integrates with Thematic, Canvas AI, MaestroQA, Canvas, and more.


  • Excellent reporting
  • Supports crosstab


  • Needs a more interactive UI
  • Responses do not attach to individual threads

7. ProProfs Help Desk

ProProfs Help Desk

ProProfs Help Desk is a SaaS-based customer experience management software that also supports ticketing and a knowledge base to provide quick support to your customers. It provides a shared inbox to handle tickets for different departments, such as billing, support, sales, etc., under one screen. You can also create a full-fledged knowledge base with FAQs, help tips, and guides to help customers find the required information.

Other features include setting SLAs for tickets, monitoring overdue alerts, creating child tickets, and sending surveys to collect feedback to assess the performance of your support channels. Plus, you can integrate it with the live chat system to automatically convert chatbot-driven interactions into tickets for proper follow-ups and boost customer experience.

Choose for: Streamlining ticket management and improving agent efficiency

Suitable for: Small to large businesses

Integration: Yes 

Price: Starts from $10/user/month 


  • Track incoming support tickets and manage all of them through a unified dashboard.
  • Customize agent availability settings and calculate your staff’s response time.
  • Define permissions and assign roles to agents such as admin, manager, and staff.
  • Add private notes to tickets to relay additional information to agents.
  • Connect your social media channels to seamlessly manage customer requests.
  • Simplify query resolution by sending automated responses to customer tickets.
  • Track agent performance and customer satisfaction with advanced reports and analytics. 


  • Highly intuitive interface
  • Share CSAT and NPS surveys


  • No asset management feature
  • Can have more integration options

[Related Read – 15+ Best Help Desk Software Solutions]

8. BIGContacts


BigContacts is the perfect customer experience management platform for small businesses to manage prospect lists and sales pipelines. You can import all customer communication in one place and track contacts by activity, opportunity, stage, last contact, and other custom fields. It also lets you automate tasks, create marketing campaigns, identify opportunities, and create detailed reports to nurture prospects into customers.

Choose for: Organizing customers and prospects, automating marketing campaigns

Suitable for: Small to large businesses 

Integration: Yes 

Price: Starts from $5/user/month 


  • Track and manage sales opportunities through a detailed sales pipeline.
  • Pull in support tickets from your help desk tool to effectively manage customer complaints.
  • Segment and prioritize higher-value customers and elevate their experience. 
  • Design and manage personalized email marketing campaigns to delight your customers. 
  • Set up activity reminders, automate tasks, and create diverse workflows.
  • Track team members and business performance through powerful analytics and reports.


  • Create and store email templates
  • Automatically populate contact profiles


  • The search feature can be improved
  • No AI-based lead scoring

9. ProProfs Chat

ProProfs Chat

ProProfs Live Chat lets you provide instant help to the customers and enhance their experience. Just add the live chat widget to your website or app, and you are good to go. Offer real-time support, instantly transfer chats to the correct department, and use canned responses to provide a quick resolution to your visitors. You can also set chat invitational pop-ups and product announcement pop-ups to improve engagement.

Another major feature of this customer experience software is the AI chatbot integration option. You can build conversation flows for the AI chatbot using the drag-&-drop builder to assist the visitors and customers even during odd hours.

Choose for: Quick customer responses, sharing files, and filtering chats 

Suitable for: Small to large businesses 

Integration: Yes 

Price: Starts from $20/month 


  • Reduce the overall response time using canned responses.
  • Offer 24×7 support and auto-book appointments through AI-powered chatbots. 
  • Reduce customer tickets and improve the experience using a self-help knowledge base.
  • Route visitors to correct departments through automatic chat routing. 
  • Set up automatic greetings based on user behavior.
  • Get a summary of key stats through built-in analytics and improve efficiency. 


  • Visitors can choose their own operator
  • Works on both iOS and Android devices


  • Could use more customizations for the chat button
  • Needs more chatbot templates

10. ProProfs Knowledge Base

For a smoother and easier experience, most customers prefer self-help touchpoints over calling the support services, which is why ProProfs Knowledge Base makes it to the list of best customer experience management software. With over 100 design templates and flexible customization options, you can easily create help guides, user manuals, FAQ sections, a dedicated help center, and other resources to provide 24/7 self-help to customers. 

The tool helps save both resources and time by relieving the pressure on your support staff. Other features include guided tooltips, mobile responsive design, comment & feedback section, and accessibility control.

It is simple to use and highly efficient in improving the overall digital customer experience.

Choose for: Scaling customer support and enhancing team collaboration 

Suitable for: Small to large businesses 

Integration: Yes 

Price: Starts from $30/author/month 


  • Create beautiful pages for your audience to engage with using 25+ page templates.
  • Add videos and images to your knowledge base to make your articles more interactive.
  • Guide users on complicated features and explain technical terms with tooltips and popups. 
  • Provide a Google-like search experience to your visitors to help them scan better. 
  • Assign multiple authors and eliminate duplication by showing everyone’s inputs. 
  • Cater to a global audience with the support of 90+ languages.
  • Redirect users to the correct URL through the URL redirection feature.


  • Multiple platform support
  • In-depth knowledge base statistics


  • Co-editing feature needs more work

11. NICE Satmetrix

Satmetrix uses voice and text analytics to gather feedback across channels, including support interactions as well as surveys and feedback requests. 

This customer experience management software can highlight trends and patterns to pay attention to, giving you more information to reduce churn and save at-risk customers. It can also help design automated workflows for support agents to address any issues on time.

Choose for: Discovering customer trends, contextual surveys, real-time feedback, voice and text analytics, automated workflows

Suitable for: Small to large business 

Integration: Yes 

Price: Available on request 


  • Monitors and highlights high-risk interactions.
  • Facilitates trend discovery with real-time and hyper-personalized surveys.
  • Manages omnichannel feedback and unifies customer experience using holistic solutions.
  • Leverages AI to analyze feedback.
  • Offers custom dashboards.
  • Captures voice insights through call transcripts. 
  • Integrates with tools like Salesforce.


  • User-friendly UI
  • Analytics graphs and charts


  • Limited integrations and customization

12. Adobe Experience Manager

Adobe Experience Manager tool

Adobe Experience Manager is primarily a content management platform; however, it has several useful AI-driven customer experience tools. 

These include automated insights into feedback and sentiment and automated segmentation of your audiences according to their behavior and history. It also includes the tools to automate content delivery and support recommendations based on those insights.

Choose for: Feedback and sentiment analysis 

Suitable for: Small to large business 

Integration: Yes 

Price: Available on request 


  • The survey add-on lets users create web apps to design and manage online forms and surveys. 
  • Lets you store collected insights in a database or local variables.
  • Helps filter responses.
  • Shows results in real-time.
  • Offers dedicated charts to help analyze the data.
  • Supports managing multilingual forms that come with an integrated translation tool.
  • Has condition display as per answers added in the fields.
  • Lets users add images, videos, hyperlinks, captcha, etc., in the forms.
  • Integrates with other Adobe products, Salesforce, Livefyre, etc.


  • Provides a platform for customers to share feedback
  • Has drag-and-dropping information fields


  • Implementation can be tricky

13. ResponseTek

Responsetek customer experience management tool

The unique selling point of ResponseTek is that its voice and text analysis packages provide insights into the support agent’s side of a conversation as well as the customer. 

This has a number of uses in helping to train and improve the efficiency of your support agents, as well as flag negative interactions in a contact center environment. 

Besides helping you spot training opportunities for your agents, this can also be useful for supporting agents after challenging interactions.

Choose for: Sentiment analysis, text analysis, customer experience management 

Suitable for: Mid-sized to large business 

Integration: Yes 

Price: Available on request 


  • Create personalized surveys to collect contextual feedback.
  • Automates survey campaigns using survey triggers and advanced reporting.
  • Facilitates support agent training, feedback, and automated interaction flagging.
  • Provides robust integration with POS, ERP, CRM tools, and billing systems.
  • Automates response alerts and actions.
  • Supports real-time feedback data analysis.
  • Listing Lab helps you create surveys and track results easily.


  • End-to-end CEM workflows


  • Basic AI Suite with limited functionality

[Related Read – Best Customer Feedback Tools]

14. UserTesting

Usertesting customer experience tool

UserTesting is an ideal platform for getting first impressions and accessibility feedback before your site launches or as you prepare to roll out an update. 

You can define the demographics you want feedback from and give them some tasks to complete with a few questions to answer at the end of the process. They record their thoughts in real-time, as well as on their screen, giving you their honest and unfiltered impression.

This is great for digging deeper into individual feedback but lacks the automated tools to analyze that feedback, which will require the use of third-party voice analytics.

Choose for: Software and website testing, usability feedback

Suitable for: Large businesses 

Integration: Yes 

Price: Available on request


  • Helps design NPS surveys to collect real-time and contextual feedback.
  • Track the time it takes to complete an action.
  • Collects feedback from different stages of the business process like discovery, creation, iteration, designing, etc.
  • Provides its users with participants to conduct research, surveys, usability testing, etc., to gauge your product’s usability.
  • Lets you create custom tests.
  • Integrates with Slack, Adobe X, Trello, and Jira.
  • Tracks performance of campaigns, ads, and content published on different channels.
  • Offers mobile testing to test the UI experience on mobile apps.


  • Supports qualitative and unmoderated testing
  • Great flexibility of questions to ask


  • Lacks filters and sorting options

15. SAS Customer Intelligence 360

SAS Customer Intelligence 360 for customer experience

Although primarily a tool for optimizing marketing campaigns, SAS Customer Intelligence 360 offers in-depth tools for automated testing and optimization of customer journeys and processes of any kind, along with built-in visualization of the data it analyses.

Choose for: Automated customer journey testing and optimization 

Suitable for: Small to large business 

Integration: No 

Price: Available on request 


  • Helps automate and streamline marketing planning activities to boost accountability.
  • Supports creating personalized customer journeys that enhance response rate and lead generation
  • Comes with advanced AI capabilities that help decipher customer feedback and act on it.
  • Facilitates in-calendar management, data contextualization, etc.


  • High-level reporting
  • Shows information based on the criteria selected


  • Crashes sometimes 
  • Not enough documentation and resources

[Also read: Best Customer Feedback Tools]

16. UserZoom

Userzoom for experience management

UserZoom is designed to let you quickly create and distribute usability tests for in-development apps and sites. Feedback data and analysis are presented to enable rapid iteration and streamline development workflows based on real user insights.

Your customer support teams, and by extension, the tools they use, are one of the most obvious aspects of the customer experience. 

There is a huge variety of helpdesk and support platforms, with budget, scalability, and the level of automation on offer being the main differences between them.

Choose for: Usability testing, feedback collection, and analysis 

Suitable for: Mid-sized to large business 

Integration: Yes 

Price: Available on request 


  • Intuitive dashboard to compile reports on click data, user actions, unique views, heatmaps, and more.
  • Helps interview users while using the app.
  • Remote moderated and unmoderated user testing enabled.
  • Enables users to watch interviews and sessions.
  • Comes with analytics features like benchmarking, tree testing, surveys, and card testing.
  • Supports testing wireframes, websites, mobile apps, prototypes, etc.
  • Helps perform market research and competitor analysis.


  • A huge database of qualified participants
  • Great customer support
  • Impressive range of tests to choose from


  • No multi-language support
  • Limited customization

17. ZenDesk

Zendesk Customer experience management tool

ZenDesk is one of the most popular customer experience tools and a helpdesk platform, thanks in no small part to the wide range of integrations available for the platform. It includes native features for automated responses and analytics. And any purpose-specific apps you use for these functions likely offer a ZenDesk integration.

Choose for: Multi-channel communication and easy response management 

Suitable for: Mid-sized to large businesses 

Integration: Yes 

Price: Starts from $49/agent/month 


  • Reduce incoming service requests by building a knowledge base.
  • Improve customer experience by analyzing how they interact with your business.
  • Lets customers get together and participate by creating community forums. 
  • Make data-driven decisions by leveraging built-in analytics and reports. 
  • Create personalized and interactive messages using built-in conversation tools.
  • Integrate with popular third-party applications and elevate your customer support experience.


  • Extremely user-friendly and easy to use
  • Automatic alerts for ticket management


  • Requires individual licenses to add new agents
  • The dashboard can be slightly intimidating for the new users

[Related Read – 60 Best Lead Generation Software & Tools (Paid & Free)]

18. Oracle Service

Oracle Service is a CX management software and a helpdesk platform with a focus on AI-powered automation and prediction. It helps to remove the unskilled busywork from support agents’ day while using machine learning to deliver a highly personalized service to each customer. By helping your business predict the needs of the customers, it helps you deliver positive service experiences.

Choose for: Additional CRM and telephony integration solutions

Suitable for: Mid-sized to large businesses 

Integration: Yes 

Price: Available on request 


  • Easily manage your data with the help of flexible data lifecycle management.
  • Gather specific and contextual insights into your Oracle B2C service deployments.
  • Offers a reliable, secure, and scalable cloud-based environment for customer transactions.
  • Protect your customer’s data with third-party data attested privacy and data security.
  • Build extensive customer integrations with the backward compatible Rest APIs.
  • Deploy extensive integrations even faster with the integration accelerator. 


  • Agent scripting
  • Loads of customizations


  • You can only create limited fields 
  • Most useful PHP libraries are disabled by default

19. Acquire

Acquire is a top customer experience software that provides a unified helpdesk for all customer communication channels but stands out for its dedicated analysis package for self-service effectiveness. 

This makes it great for assessing and improving the impact of self-service resources and related systems such as chatbots and automated messaging. To make it easier to provide a seamless customer experience, it offers a unified view of all the digital channels, including video, voice, chat and more.

Choose for: Audio, video, voice chat, and co-browsing in a unified view 

Suitable for: Mid-sized to large businesses 

Integration: Yes 

Price: Available on request 


  • Modify the look of chatbots like colors, messages, and more with the built-in customizations.
  • Send targeted messages from the chatbot based on user behavior using triggers.
  • Send users the link to your knowledge base directly from chatbots using custom shortcuts. 
  • Assist users while they are browsing to improve the experience. 
  • Send automated emails based on the user’s interaction.


  • Import images and other graphics
  • Native web messaging and analytics


  • Delay in chat notifications and alerts
  • Slow agent interface

20. LiveAgent

Liveagent CX management tool

LiveAgent is a general-use helpdesk platform that enables live support across a range of channels, including voice, text, and social media, as well as provides the tools to easily create customer portals, ticketing systems, and self-service resources. 

LiveAgent supports a wide range of integrations enabling you to bring these functionalities into the tool. The tool can be used to invite your customers to chat depending on various factors, such as the time they’ve spent on your site, their location, pages visited and more.

Choose for: Creating forums, internal and multi knowledge base 

Suitable for: Small to large businesses 

Integration: Yes 

Price: Starts from $15/agent/month 


  • Automatically distribute tickets to your agents for optimal workloads. 
  • Copy and paste images into your tickets for better engagement.
  • Invite website visitors to chat with you while they browse through your website. 
  • Let your customers request automatic callbacks whenever they want.
  • Route customer calls based on priority through call routing. 
  • Respond to Instagram comments and mentions from your dashboard.


  • Language adaptable widgets
  • Ban spam IPs


  • Cannot use multiple canned messages in one ticket
  • Cannot move the filters up or down

21. OpenText Experience Cloud

OpenText Digital Experience combines contact center, content management, and analytics tools into one platform to offer amazing digital customer experiences. The tool enables advanced AI assistance for support agents, allowing for more personalized recommendations based on individual user insights.

Self-service options and AI-driven support are an increasingly central pillar of the customer experiences, as consumers show a growing preference for being able to resolve more issues by themselves, with 40% of consumers trying self-service before any other option.

Choose for: Content management and customer inquiry 

Suitable for: Mid-sized to large businesses 

Integration: Yes 

Price: Available on request 


  • Respond quickly to customer needs and improve customer satisfaction KPIs.
  • Shorten resolution times with real-time access to customer-related content.
  • Eliminate information silos with simplified system architecture. 
  • Leverage customer information during interactions to increase loyalty and revenue.
  • Give your agents secure and unified access to improve their productivity. 


  • Easy document management 
  • SAP archiving


  • Inconsistent roadmap
  • Requires an early-stage tutorial for new users 

[Related Read – 25 Best A/B Testing Tools to Help You Convert]

22. Genesys

Genesys is an amazing customer experience software with a contact center package that includes advanced AI bots that are able to understand and converse in natural language via text and voice. Besides the usual help desk features, Genesys also includes machine learning-powered agent coaching by providing them with real-time feedback and insights.

Choose for: Digital customer engagement and customer self-service 

Suitable for: Mid-sized to large businesses 

Integration: Yes 

Price: Starts from $75/month 


  • Host fluid conversations across all platforms with the help of intuitive design. 
  • Resolve customer issues much faster with speech-enabled IVR.
  • Simplify your customer journeys with the help of conversational voice bots that work on all channels. 
  • Help your customers 24×7 and handle complaints effectively with AI-powered chatbots.
  • Lets your customers opt-in for callbacks when they need support. 
  • Route your customers’ interaction to the best possible agent with predictive routing. 


  • Inbound voice routing
  • Supports agent collaboration


  • The mobile version of Genesys Cloud needs major improvements
  • Cannot sort agent statuses

23. Sprinklr

In addition to providing AI chatbots, Sprinklr uses AI to help agents analyze real-time interactions to predict intent and needs, providing resources to the agent as required. Recommendations and actions are taken based on analysis of past interactions and user activity to provide a highly personalized service through every channel.

Choose for: Conversational AI bots and call center automation

Suitable for: Mid-sized to large businesses 

Integration: Yes 

Price: Available on request 


  • Serve customers faster with automatic call distribution and voice bots.
  • Deliver faster and more personalized customer service with AI and support automation. 
  • Route global calls to automated systems and serve customers from anywhere in the world.
  • Get a 360-degree view of customers by accessing real-time customer data from previous cases. 
  • Detect customer emotions and their sentiment with the help of AI-powered speech recognition.


  • Contact center analytics
  • Smart routing and workforce management


  • Difficult to reinstate a column 
  • Requires some time to learn for new users

24. Contentsquare

Contentsquare is another one of many customer experience tools that offer a range of tools to analyze customer journeys and visualize the results. It has the benefit of providing insights in a way that designers and developers can understand. The zone-based heat maps to indicate how users click on-page elements and reach conversion earns are a standout feature for understanding where to prioritize.

Choose for: Struggle analysis, merchandising analysis, APIs & integrations 

Suitable for: Mid-sized to large businesses 

Integration: Yes 

Price: Available on request 


  • Identify unexpected looping behaviors and detect bottlenecks through customer journey mapping. 
  • Easily track experience metrics using heatmaps with one click and compare them side-by-side.
  • Reconstruct your visitor sessions accurately with the help of session recordings. 
  • Pinpoint issues with the customer experience and other anomalies through AI-based insights. 
  • Get comprehensive insights into your mobile app experience with the help of mobile app analytics. 


  • Prioritize issues with impact quantification
  • Find friction through struggle analysis
  • Merchandising analysis


  • Bigger time frame to store data
  • Complicated mapping

Importance of CEM Software

Irrespective of your industry, customer experience management tools play an essential role in creating a customer-centric culture. There are plenty of reasons why you need one in your organization:

1. Uncover Customers’ Pain Points & Expectations

The most crucial function of customer experience management software is understanding user behavior. It gives you an opportunity to hear directly from your customers and address their grievances and delights. It lets you know what is and isn’t working for them, so you make well-informed decisions.

Not only that, you can quantify their experiences using various metrics like the net promoter score (NPS), customer satisfaction score (CSAT), customer effort score (CES), and usability test score.

Turn those experiences into measurable numbers so you can compare past and present scores and see if your optimization efforts were fruitful or not.

2. Optimize Your Website, Product, or App

Once you hone in on the points of friction that hinder a seamless experience, you can use the data from the CEM tools like usability test results, customer insights from surveys, and feedback from support tickets to optimize your website, app, or product.

Today, many CEM tools also provide advanced techniques such as AI-based sentiment analysis, text analytics, centralized message center, and others to reduce the time to mine the data.

3. Provide Smooth Customer Support & Assistance

As mentioned in the previous sections, CEM tools also let you place help aids on your website or product. These involve live chat widgets, help centers, FAQ sections, ticket assistance, forums, etc.

It’s also a good idea to have call routing set up, in case your customers prefer to speak to someone over the phone. This could help you manage large call volumes while still keeping customer support relatively smooth. 

This way you can have calls routed to another location when they’re after office hours. Remember when it comes to customer support, even a single negative experience can make you lose customers so it’s worth investing in making your support as smooth and professional as possible.

4. Improve Engagement and Conversions

A little bit obvious but crucial point nonetheless, mapping customer experience boosts user engagement and conversions. 

Think about it, when you know what customers are looking for and how they interact with your website, you can design optimal solutions and process flows to create a streamlined experience. 

For example, adding a one-click checkout button to your mobile app or a 360-degree product view on the product pages.

And with increased engagement comes higher chances of conversions.

Now that you have an idea of how such tools help, let’s have a look at the top tools in the market so that you can choose the one that’s best for your business. 

Types of CXM Software Tools

CXM platforms today offer different approaches to online customer experience management, and this is what sets them apart from each other. However, they share a common goal which is to improve the customer experience at large. 

Here are the four main types of CXM tools:

1. A/B Testing

A/B testing, also known as split testing, is one of the most important testing tools that help businesses drive conversions through detailed insights. This is done by splitting the traffic between two different versions of a webpage to determine which one performs best and is liked more. 

A/B testing effectively highlights what’s working and what elements on the website are disliked by the users, which can be changed post-testing. 

Developers can also easily determine if a certain feature or design element is worth investing in from the responses that they get from users. 

A/B testing also allows users to voice their opinions. They can let the developers know what information is missing from the website, which can be added to elevate the customer experience. 

2. Content Management 

Content management is a practice that will never go out of fashion.

It gives you insights into the kind of content your customers are willing to see across all the channels. You can continue delivering that type of content with consistency and a personalized experience.

Your efforts towards outbound communication tremendously impact customer experience. That’s why companies have approached customer experience from the domain of content management. 

Content Management Systems are designed specifically to serve these functions as they specialize in creating, editing, and publishing content.

These tools also offer built-in SEO and powerful analytics to give you an accurate idea about the performance of your content on the web. You can even integrate them with CRM tools like BigContacts for a more seamless workflow.

3. Survey and Form Builder

Survey and form builder tools are quite versatile, and these tools have long been used for feedback collection, lead generation, market research, and more. 

Some of the best CXM solutions like Qualaroo are packed with robust survey and form-building capabilities that allow you to customize and schedule your surveys and send them to your target audience for actionable insights. 

Net Promoter Score (NPS), Customer Satisfaction (CSAT), Customer Effort Score (CES) are some of the most common survey types offered by these tools. 

These tools also come with a powerful analytics dashboard that will give you an overview of the level of customer satisfaction that you work upon to elevate even further. 

Watch: How to Create a Customer Satisfaction Survey

Case Study: Belron

One of the world’s biggest automotive windshield repair businesses, Belron, values its owners more than anything. The company says that collecting user feedback is the key to improving their client experience management strategies and overall business.

“Every customer that comes to us must have the best, easiest experience that they can possibly have. The only way that we can continually provide [the easiest possible] experience is by understanding and internalizing what previous customers have told us.” -Jamie Carter, Voice of the Customer Manager 

Even though broken windshields are once-in-a-blue-moon scenarios, the customers are often quite frustrated when this happens. This is the reason why giving them a pleasant experience is a top priority for Belron executives. 

It is done in several ways:

  1. Analysis of open-ended responses with Qualaroo’s sentiment analysis engine. 

Belron deploys Qualaroo for survey data collection and analysis of data. According to them, surveys are helpful, but open-ended responses hold richer insights. 

“Using sentiment analysis with Qualaroo,” Carter said, “it took no time to view themes and patterns from customer responses. Fantastic!” 

Qualaroo was extremely easy to implement for Belron, and the IBM Watson Sentiment Analysis integration just made things way simpler for them. 

  1. NPS data is valuable, but you have to dig deeper

Sentiment analysis was one thing, but Belron also does a remarkable job of maintaining their incredible NPS score of over 80 using Qualaroo.

However, such high scores do present some challenges as well. For instance, the recency effect is one of the problems that Belron faces. It tends to overshadow the previous problems by the most recent experience or achievement and falsely shapes the overall perception of the service. 

This is where the company conducts surveys on a timely basis to store the data that is collected, which can be revisited again to fully understand the problems that may have been forgotten or overlooked previously. 

“Qualaroo allows us to look at where the red flags are at the beginning and middle of the process, where we may get a lot of bounces. Surveying customers allows us to understand why they may be experiencing an issue, which in turn allows us to be more surgical in our approach to improve the process.” -Stephen Payne, Customer Journey Team Manager

3. Learning from those who leave

Belron aims to learn the most from people who came to their website and then left without availing any service. It is quite difficult to understand for the organization why someone would browse the windshields but end up not buying them. 

To get to the bottom of such incidents, Belron uses Qualaroo’s Exit Intent Surveys to immediately poll them and uncover the key reasons as to why customers would leave without making a purchase.

The exit-intent surveys helped Belron uncover that people who landed on the website were not looking for what they eventually found, which is why they ended up leaving. 

Survey maker tools are what Belron highly appreciates, especially Qualaroo, because collecting information with ease and getting tangible benefits is quite appreciable. Belron also says that “better answers are within easy reach” if you deploy the correct set of tools. 

4. Help Desk

Improving your customer support operations is another great way of managing customer experience, and this is the forte for help desk tools. 

Help desk tools like BigContacts offer omnichannel support and act as a contact center for your organization by integrating all of your communication channels like email, phone, social media, live chat to collect and respond to customer complaints and grievances. 

Help desk tools also have a self-help feature for customers to instantly provide answers to some of the common queries. 

These self-help features normally include a knowledge base that acts as a repository for helpful articles and FAQs.

With 24×7 support and the ability to collect and analyze customer feedback, help desk tools are perfect for optimizing engagement to ensure that you do not miss an opportunity to interact and follow up with every customer. 

Related Read- If you want a more comprehensive list of CX tools, take a look at 20+ Best Customer Experience (CX) Management Software

Knowing the types of software is not everything, though. You should also know what you are looking for if you want to find a perfect solution for your business. Finally, let’s talk about what to look for in a client experience management tool. 

What to Look for in Customer Experience Management Tools? 

Your customer experience management software is responsible for storing all the customer information in one place. 

But that’s just the beginning; there are several things that your CX management tool should ideally be capable of doing. It includes:

  1. Survey engine

A good customer experience management software should always be able to collect customer feedback whenever possible. 

This is usually done through a survey engine that presents customer surveys at different touchpoints to extract customer experience feedback. 

A survey engine should also be flexible enough to send surveys through a number of different channels. 

The customization ability is also necessary because some surveys need not be longer than a couple of questions to determine customer satisfaction.

  1. CX Dashboard

Data collected through surveys is stored in the CXM tool, and it surfaces through the built-in dashboard on the home screen. It gives you an overview of everything that is happening.

Some of the more advanced tools even offer customizable and role-based dashboards, which are great for organizational teams as everyone needs different data to process. For instance- your design teams do not require feedback data about the after-sales service as it is redundant to them. 

The customization ability allows you to only show the data to people that matter most to them. 

  1. Customer response management

Successful organizations don’t just collect and analyze data. Instead, they go even further and take time to respond to every customer. 

This is called a closed-loop system, and it has proven to be quite effective in building stronger relationships with customers. It even prevents customer issues from escalating further by taking care of them in the early stage. 

A customer experience platform should always be able to close the loop by responding to the customers because you can only do so much by just collecting feedback and not following up with it. 

  1. Analytics

Having data is great, but analyzing and giving it meaning is even greater. 

That’s why analytics is one of the most important features of customer experience management tools. 

Most customer experience platforms today include some level of analytics because the data is almost useless if you can’t analyze it. Most organizations also deploy data scientists to analyze and make sense of the data collected. 

A CX tool can ideally conduct quite a few types of analysis, including:

  • Statistical analysis- Data relating one variable to another. For instance- Impact of long queues on NPS.
  • Text analysis- Analysis of open-text responses to analyze sentiments.
  • Key driver analysis- Identify key drivers of a specific metric like revenue or turnover to highlight focus areas.
  1. Integrations

Customer feedback is not the only data that your organization will have. You will also have tons of other data like website analytics, HR and finance data, CRM systems and much more. 

The integration of customer experience management systems allows you to send your data to other tools that specialize in different domains for better visibility, impact on business and overall customer experience. For instance, you can integrate your survey tool with a CRM tool to transfer your customer information which you can use to send targeted ads to your respondents. 

With CRM systems specifically, you can tie feedback to contact records and understand how the customer experience is impacting your bottom line. 

Bring in Your A-Game With the Right Customer Experience Tools

Choosing the right Customer Experience Management software is paramount when you think about the type of feedback and insights you are looking to gather from your customers. A single tool might not be able to uncover all aspects of your customer experience, but a good combination of tools will surely do. 

For instance- you can pick Qualaroo for conducting feedback surveys and real-time behavioral insights, Satmetrix to discover customer trends, and ProProfs Live Chat to directly provide support to your customers. 

With the right customer experience tool stack, you can quickly uncover problems with your CX strategies and optimize your products and services, so they fit your customers’ needs. 

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