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Zendesk Suite
Zendesk Suite
Zendesk is a cloud-based help desk management solution offering customizable tools to build customer service portal, knowledge base and online communities. The solution offers a customizable front-end portal, live chat features an...Read more about Zendesk Suite
SurveySparrow
SurveySparrow
SurveySparrow is a cloud-based customer experience solution that enables businesses of all sizes to create engaging feedback surveys. It comes with a centralized dashboard, which allows users to import contacts and organize them i...Read more about SurveySparrow
Canny
Canny
Canny is a feedback management platform designed to help businesses collect and analyze insights from customers and account holders, plan roadmaps and announce product updates. Administrators can automatically link feedback to exi...Read more about Canny
HappyOrNot
HappyOrNot
HappyOrNot is an easy-to-use, engaging customer feedback solution that helps companies optimize their operations based on real-time, high-volume data. Our solution is made up of three core elements: HappyOrNot Smileys, Analytics, ...Read more about HappyOrNot
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This allows us to provide comprehensive software lists and an advisor service at no cost to you.
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Mailchimp
Mailchimp
Mailchimp is a web-based marketing automation service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to...Read more about Mailchimp
SurveyMonkey
SurveyMonkey
FrontRunners 2023
SurveyMonkey is a cloud-based survey tool that helps users create, send and analyze surveys. Users can email surveys to respondents and post them on their websites and social media profiles to increase response rate. Users can run...Read more about SurveyMonkey
Zoho CRM
Zoho CRM
Zoho CRM is a cloud-based business management platform that caters to businesses of all sizes. It offers sales and marketing automation tools with helpdesk, analytics and customer support functions. Zoho CRM helps users respo...Read more about Zoho CRM
Vantage Circle
Vantage Circle
Vantage Circle is an award-winning employee engagement and recognition platform. We help HR professionals drive Holistic Employee Engagement through our products, namely, Rewards and Recognition, Feedback, Exclusive Perks, and Cor...Read more about Vantage Circle
Hootsuite
Hootsuite
Social media is a wild place to do business. That’s why thousands of brands rely on Hootsuite’s tools and expertise to bring order to the chaos. Launch brilliant social campaigns, deliver 5-star social commerce experiences, and ma...Read more about Hootsuite
Freshdesk
Freshdesk
Freshdesk is a cloud-based customer service software that helps businesses provide effortless service across every customer touchpoint. Freshdesk empowers businesses to monitor customer conversations across email, phone, chat, soc...Read more about Freshdesk
Pipedrive
Pipedrive
Pipedrive is a web-based Sales CRM and pipeline management solution that enables businesses to plan their sales activities and monitor deals. Built using activity-based selling methodology, Pipedrive streamlines every action invol...Read more about Pipedrive
Zoho Desk
Zoho Desk
FrontRunners 2023
Zoho Desk is a cloud-based help desk solution from Zoho Corporation, catering to businesses of all sizes. Key features include management of customer support tickets, a customer support portal, contract management and report creat...Read more about Zoho Desk
Jotform
Jotform
Jotform is a cloud-based form automation solution that enables users to publish online forms and record customer responses. It helps users to generate leads, collect order payments, conduct customer surveys, manage job application...Read more about Jotform
LiveAgent
LiveAgent
LiveAgent is an online Help Desk solution for e-commerce businesses at the small and midsize levels. The platform offers live chat application, ticket management, online self-service portals, and change and license management, all...Read more about LiveAgent
Miro
Miro
Miro is a visual workspace for innovation that enables distributed teams of any size to dream, design, and build the future together. Miro enables distributed teams to come together to synthesize information, clarify complex idea...Read more about Miro
FiveStars
FiveStars
Looking for a better way to acquire new customers and retain existing ones? Fivestars works with over 14,000 businesses across the United States and Canada to drive new shoppers into your storefront and returning 2x more than an a...Read more about FiveStars
Trustpilot
Trustpilot
Trustpilot is a customer experience management solution that helps businesses send review invitations, share reviews, manage ratings, track feedback and more on a centralized platform. It allows administrators to configure rules t...Read more about Trustpilot
Intercom
Intercom
Intercom is the only complete Customer Service solution that provides a seamless customer experience across automation and human support, delivering increased customer satisfaction while reducing costs. We're building a future whe...Read more about Intercom
SurveyLegend
SurveyLegend
SurveyLegend is a cloud-based survey solution for individuals and businesses of all sizes. The solution enables users to create mobile-friendly surveys, manage survey questionnaires, customize questions and track responses. S...Read more about SurveyLegend
TeamSupport
TeamSupport
Specifically designed for customer-centric businesses, TeamSupport's customer support software provides you with the tools needed to fully understand and meet your customers' needs. Expanding far beyond just ticketing management...Read more about TeamSupport
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Buyers Guide
Last Updated: March 16, 2023Every time your customer engages with your company in any way, they're having a customer experience. This includes every touch point and interaction across the full customer life cycle: digital encounters, product experiences, interactions with employees, and even word of mouth chatter from other customers.
Research and advisory firm Gartner defines customer experience (CX) as "the customer's perceptions and related feelings caused by the one-off and cumulative effect of interactions with a supplier's employees, systems, channels, or products." (Full article available to Gartner clients.)
The question is: how much control do you have over those experiences? And—crucially—do you understand your customers' needs and preferences well enough to cater to them?
Every customer has their own mix of expectations, needs, and tolerance levels. Customers reward businesses that deliver on their preferences and will abandon those who don't. Given these high stakes, businesses are turning to CX software to better understand their customers and how to deliver the experiences they want.
In this Buyer's Guide, we'll help you understand the following:
What is customer experience software?
Common features of customer experience software
Benefits of customer experience software
What is customer experience software?
Customer experience software is closely related to customer relationship management (CRM) software, as well as customer feedback and customer service solutions. Where CX software differs is its focus on leveraging customer insight to create actionable improvements in the customer journey. This CX transformation can happen at the individual or organizational levels.
At the individual level, CX software distinguishes individual customers from your amorphous group of “customers," defining them instead by their personal needs and preferences. In other words, it helps you define your customers as they want to be treated: as individuals.
CX software can track individual customer behavior and preferences, flag individual customers at risk of churning, leverage predictive analytics to anticipate behavior, and suggest more personalized experiences for a customer or segment of customers.
At the organizational level, CX software can track patterns at key touch points throughout the customer journey, identifying pain points or problem areas internally. This could include, for example, a comparison of customer satisfaction scores between service channels or departments. By identifying weak areas within the organization, CX professionals can work toward company procedure changes and improve the customer experience externally.
Net Promoter Score impact analysis in CloudCherry software (Source)
Common features of customer experience software
Customer experience software typically offers some or all of the following functionality:
Predictive analytics | Uses artificial intelligence, predictive modeling, or machine learning capabilities to provide deeper insights and/or suggested actions for how to improve the customer experience. |
Survey management | Allows users to design, schedule, and conduct surveys, polls, and questionnaires, as well as to collect and analyze survey data. |
Data analytics | Collects and presents data in order to analyze and report key findings on CX performance indicators. |
Text analytics | Extracts meaningful CX data from text-based interactions using natural language processing or sentiment analysis to automatically quantify and categorize text data. |
Multi-channel | A broad group of applications designed to monitor the performance of and/or communicate through various channels. This could email, live chat, social media, and more. |
Closed loop/ticketing | Tracks customer service interactions or flags customer issues and automates the issue resolution process. Creates tickets to assign agents to resolve customer issues. |
Journey mapping | Allows the user to visualize and customize customer journeys, or analyze customer satisfaction at specific touch points along the customer journey |
What type of buyer are you?
Different companies have different approaches to CX management. One of the most significant factors affecting a company's strategy is its size and organizational structure.
Enterprise businesses: Large institutions and multinational corporations are ideal candidates for the most robust and full-featured CX platforms, due in part to the complexity of their internal organizations and the scale of their customer bases. Full CX suites can monitor customer journey changes across the organization and facilitate personalized experiences for many customers simultaneously, but are fairly pricey compared to narrower software options.
Midsize corporations: Midsize businesses can usually get by with less comprehensive CX management tools, so long as they can clearly identify all business units that impact the customer experience. Many midsize companies are finding that a certain degree of cross-department cooperation is needed to support an improved CX. Management tools that monitor interactions by sales, marketing and service departments can quickly identify internal inefficiencies that lead to a poor CX.
Small businesses: Small businesses rarely need the comprehensive CX management suites used by enterprises. Instead, they often opt for channel-specific or function-specific applications. They might, for example, choose a text analytics tool to monitor their live chat and email interactions. Alternatively, they might choose a single survey tool to gather feedback from their customers on the phone, in follow-up emails or when browsing a self-service page online.
Benefits of customer experience software
While we've covered some benefits of CX software in the sections above, here are some of the most notable ones:
Better understand customers' journeys: CX software can collect and organize customer feedback at specific points throughout the customer journey, providing insight into moments that are going well and moments that need improvement.
Close the loop on customer issues: Some CX solutions offer "closed-loop" case management functionality. This means that when customers provide negative survey feedback or raise an issue, the software automates the issue resolution process, usually by creating a support ticket so staff can act quickly.
Break down silos by consolidating customer data: Most CX software is built with integrations in mind so that departments across an organization can get a deep, unified look into the customer experience. This could include operational, transactional, attitudinal, or experiential customer data.
Personalize the customer experience: Some CX solutions offer predictive analytics capabilities that facilitate individually personalized experiences, based on past customer feedback or behavior.
Explore qualitative customer feedback in-depth: Some CX software offer text analytics tools that can quickly analyze open-ended, qualitative customer comments, such as from surveys, reviews, social media, emails, or chat logs. These tools will generally code and group comments by topic, theme, or sentiment, giving you a big picture view of qualitative data.
Key considerations for purchasing customer experience software
When purchasing new software, it’s always important to take note of a few things during the buying process:
Your business’s needs: Before you decide to buy a customer experience software, you should assess your organization’s needs as well as your end goal for implementing such software. Do you want to monitor and improve the performance of your customer-facing systems? Or you want to find details on a specific area concerning customer satisfaction?
If you are looking to monitor the customer journey through your sales funnel and improve customer experiences by facilitating personalized experiences, then opt for a fully-featured CX suite with customizable surveys, customer feedback collection, and management capabilities. This will help you gain deeper insights into customers’ likes and dislikes. If you have concerns about your customers’ experience and need to dig in deeper to get more data regarding their experiences, purchase decisions, and interactions, then go for a software with narrower functionalities. This can include anomaly detection, built-in text analytics, and knowledge management.
Integration with other systems: In order to support you with information on prospective and existing customers, integration between your new software and your existing systems is important. Be sure to check with your prospective vendor to make sure that they integrate with the systems you already have in place, such as customer relationship management (CRM) software, marketing software, customer service and help desk software, and product analytics software.
Market trends to understand
As CX software fragments, know what you're looking for. The CX software market overlaps heavily with related software such as CRM, customer service, customer feedback, and customer engagement—this results in a fragmented landscape. According to Gartner, as the benefits of a customer-centric approach become more well known, some vendors from related software markets are branding their products as CX solutions, which may not have full-featured CX functionality (full content available to Gartner clients).
Businesses looking for a full-featured solution will be pleased with all that a CX suite has to offer. At the same time, CX is broad, as it encompasses any and all types of customer experiences. In this way, businesses that want to focus on a particular type of customer experience or that need a specific, narrow feature set should look at CX software as well the closest related market.