Imagine your business and competitors racing toward customer loyalty, growth, and revenue. In this race, customer experience (CX) is the track that determines who reaches the finish line first. The stronger your CX, the faster you outpace the competition.
Customer experience management (CEM) tools keep your business on track by collecting, analyzing, and acting on customer feedback to ensure seamless interactions at every touchpoint. With so many CEM software options available, choosing the right one can feel overwhelming. Armed with the right information, though, the choice can be easier to make.
Let’s break down the top customer experience management software solutions for 2025, uncovering their strengths and ideal use cases, so you can confidently select the best fit for your business.
Customer experience management (CEM) software is designed to help businesses enhance customer interactions throughout the entire customer lifecycle, from initial contact to post-purchase. Whether through a contact center, omnichannel support, or real-time messaging, CEM software ensures seamless communication across all touchpoints. The core objective of CEM software is to improve customer experience (CX) by capturing insights, tracking key metrics, and meeting evolving customer expectations.
As service brands strive to build stronger relationships with their customers, CEM software empowers teams to make data-driven decisions that enhance loyalty, retention, and satisfaction while reducing churn. The ultimate goal of CEM software is to centralize and optimize every aspect of the customer experience, making it easier for businesses to track feedback, resolve issues quickly, and identify opportunities for growth.
CEM software provides a range of features that aim to manage and enhance customer experiences effectively.
Below are some of the key functionalities:
Another key feature of customer experience management tools — one that sets the best platforms apart — is the ability to take action on feedback. Collecting and analyzing data is only valuable if it leads to meaningful improvements. The most effective solutions go beyond surface-level insights, leveraging customer journey mapping to pinpoint pain points and ensure an end-to-end approach to enhancing interactions.
A robust CXM platform doesn’t just highlight challenges; it enables businesses to break down silos, automate follow-ups, and implement initiatives that drive a great customer experience. By turning insights into action, businesses can foster stronger relationships, increase customer loyalty, and drive long-term growth.
Improving CX used to mean getting more insights — but the challenge has always been with what happens next. With AskNicely, you have a CX copilot to make it easier than ever to see impact fast.
AskNicely is the leading customer experience management software designed to help organizations collect customer feedback, share insights with employees, and most importantly. drive customer experience improvements through action and gamification.
Businesses across industries, including healthcare, financial services, retail, and home services, use AskNicely to measure customer sentiment and take meaningful action.
Think of AskNicely as a personal trainer for customer experience, keeping your team on track, motivated, and driving measurable results
Key features:
Reviews:
AskNicely is highly rated on G2, with users praising its intuitive interface, automation capabilities, and ability to improve customer experience at scale.
Pros and cons:
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Who uses AskNicely?
AskNicely is a great fit for multi-location businesses, service-driven companies, and teams that want to align employee performance with customer satisfaction. Industries like home services, healthcare, financial services, and franchise businesses rely on AskNicely to optimize their customer experience.
How NZ Home Loans gained a 7x increase in referrals
How DUCA transformed its feedback strategy with AskNicely
How Schweiger Dermatology Group focused on NPS and improved their patient experience
Pricing:
Plans start at $449 per month. See our pricing page here.
Book a demo today to see how AskNicely can help you drive customer loyalty and team performance.
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UserGuiding is a customer experience management platform designed to help businesses create in-app user onboarding experiences and improve customer engagement. While it’s primarily known for its product adoption and onboarding features, UserGuiding also allows businesses to gather and act on user feedback. It is particularly valuable for companies looking to improve customer retention through personalized user guides and feedback-driven product improvements.
Key features
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What kind of companies use UserGuiding?
UserGuiding is particularly useful for SaaS companies and tech startups looking to streamline product onboarding and ensure high engagement and satisfaction from the get-go.
Pricing
UserGuiding offers a variety of pricing tiers, starting at $60 per month for small teams with limited features. Pricing scales for larger businesses with more advanced needs.
G2 ratings
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Zendesk is one of the most well-known customer service and engagement platforms, providing businesses with tools to manage customer support tickets, feedback, and communication across various channels. Its focus is on providing customer service teams with the tools they need to handle customer inquiries effectively and efficiently.
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What kind of companies use Zendesk?
Zendesk is ideal for mid-to-large-sized companies in various sectors such as retail, healthcare, tech, and education, looking for comprehensive customer service and support tools.
Pricing
Zendesk’s pricing starts from $20 per month for basic features, with more advanced plans and custom pricing available for larger teams and enterprises.
G2 ratings
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Qualtrics is an experience management platform that enables businesses to capture customer, employee, product, and brand insights through surveys and advanced analytics. It's ideal for companies that want to track customer feedback at every stage of the journey and use that data to drive business strategy.
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Qualtrics is suitable for large organizations and enterprises, particularly those with advanced needs in customer experience, employee experience, and brand management.
Pricing
Qualtrics offers custom pricing depending on the scale of the organization and the services required. The platform is generally considered a premium solution with a high cost of entry.
G2 ratings
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Birdeye is a customer experience platform that focuses on improving business reputation and managing customer reviews. The platform allows businesses to collect and monitor customer feedback while engaging with customers to improve satisfaction and brand image.
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What kind of companies use Birdeye?
Birdeye is typically used by businesses in industries like healthcare, retail, and hospitality that rely heavily on managing customer reviews and reputation.
Pricing
Birdeye offers a customized pricing model, with pricing based on the size and needs of the business. It is considered a premium platform with pricing starting at around $299/month.
G2 ratings
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Jotform is a versatile form-building tool that offers survey options, including net promoter score surveys. It is designed for users who need to create custom forms and surveys quickly without requiring advanced features. While Jotform is an easy-to-use platform with great customization options, its ability to provide actionable insights and advanced analytics is limited, making it a more basic choice for businesses looking to go beyond simple feedback collection.
Key features
Reviews
Jotform is favored for its flexibility and ease of use, particularly among small to medium-sized businesses that need quick, customizable surveys. However, users often report that while Jotform is great for building forms, its analytics capabilities fall short when compared to more advanced NPS solutions like AskNicely.
Pros and cons
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What kind of companies use Jotform?
Jotform is ideal for businesses or individuals who need a simple, low-cost solution for collecting NPS or other feedback. It’s great for teams that want a quick, customizable survey tool but may not have the resources to dive deeply into customer experience analysis.
G2 Ratings and case studies
Jotform receives praise on G2 for its ease of use and flexibility in creating forms. However, users often mention that while it excels in form-building, its survey reporting and analysis features are more basic and may not provide the depth of insights necessary for driving customer experience improvements.
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Freshdesk is a comprehensive customer support software that helps businesses manage customer inquiries, track support tickets, and measure customer satisfaction. It provides tools to automate workflows, manage multi-channel communication, and ensure a consistent experience across touchpoints, making it ideal for businesses looking to improve customer support and experience.
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G2 rating
Pricing
Freshdesk offers a free trial with paid plans starting from $30 per month, scaling up depending on the required features and business size.
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SurveySparrow offers a survey platform that includes NPS surveys along with other feedback solutions. Known for its attractive, user-friendly interface, SurveySparrow provides businesses with an easy way to gather customer insights. However, while it covers the basics, it falls short in providing the depth and actionable insights needed to truly drive customer experience improvements, making it less effective for businesses looking for more than just data collection.
Key features
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What kind of companies use SurveySparrow?
SurveySparrow is best suited for businesses that need a simple, easy-to-use survey tool with a focus on user engagement. It’s ideal for smaller teams or companies that are just beginning to explore NPS and customer feedback but may struggle to meet the demands of businesses aiming to drive significant customer experience improvements.
G2 Ratings and case studies
SurveySparrow has received positive reviews on G2 for its user interface and mobile-first design, but reviews often point out the limitations of its analytics capabilities, especially for businesses looking to derive actionable insights from feedback.
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SurveyMonkey is a popular online survey platform that helps businesses, researchers, and individuals create, distribute, and analyze surveys. It offers a range of customizable templates and question types, making it easy to gather customer feedback, conduct market research, or measure employee engagement. While it provides strong survey and data collection capabilities, it lacks the advanced customer experience management (CEM) features found in dedicated platforms like AskNicely, such as real-time feedback analysis, automated action workflows, and frontline coaching tools.
Key features
SurveyMonkey is one of the most well-known survey platforms, offering simple feedback collection methods for businesses of all sizes. Key features include:
Reviews
SurveyMonkey is valued for its ease of use and flexibility in survey design. It’s a great option for small businesses and teams looking for a quick and straightforward survey tool.
Pros and cons
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What kinds of companies use SurveyMonkey?
SurveyMonkey is commonly used by small businesses, market researchers, and nonprofits due to its affordability and easy-to-use interface.
Pricing
SurveyMonkey offers a free plan with basic features and paid plans starting at $25 per month for more advanced features like custom branding and additional analytics.
Case studies and G2 reviews
SurveyMonkey holds a 4.4/5 rating on G2, with users praising the simplicity and ease of use, though some report limited options
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Survicate is a customer feedback and survey platform designed to help businesses collect insights across multiple touchpoints. It offers in-app, email, and website surveys, making it easy to gather feedback at key moments in the customer journey. With features like NPS, CSAT, and CES surveys, Survicate enables businesses to measure customer satisfaction and identify areas for improvement.
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Reviews
Survicate is known for its easy integration and real-time feedback collection. Users appreciate its ability to quickly gather feedback and its user-friendly interface. However, some report that its reporting and analysis features are not as advanced as those offered by competitors.
Pros and cons
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What kinds of companies use Survicate?
Survicate is most commonly used by small to mid-sized businesses, particularly in e-commerce, SaaS, and digital marketing sectors, looking for quick and actionable feedback from customers.
Pricing
Plans start at $79 per month for advanced features like integrations, unlimited surveys, and reporting.
Case studies and G2 reviews
Survicate has a 4.6/5 rating on G2, with customers praising its ease of use and quick implementation, though some wish for more advanced analytics capabilities.
When choosing customer experience management software, it’s essential to ensure that it provides a central hub for customer interactions, tools to collect feedback, and robust analytics. However, to stay ahead of your competitors, certain additional features can set vendors apart and enhance the CX journey.
Below are key features that should be on your radar when evaluating CEM software:
CEM software should enable you to collect feedback across multiple channels, such as email, phone, social media, and live chat, to ensure you capture every customer touchpoint. This helps you get a comprehensive view of your customers’ experiences, no matter how they engage with your business.
With real-time feedback monitoring, you can instantly track customer sentiment and identify issues as they arise. This feature helps businesses take immediate action to address concerns and enhance the customer experience, ensuring no opportunity for improvement is missed.
Effective CEM software should offer advanced segmentation and personalization features to tailor customer interactions based on demographics, customer behavior, and feedback history. By doing so, you can provide relevant, targeted digital experiences that resonate with different customer groups and drive loyalty.
AI-powered features, such as predictive analytics, chatbots, and sentiment analysis, help businesses automate processes and gain deeper insights from customer feedback. By leveraging AI, CEM software can uncover patterns, forecast trends, and personalize experiences on a larger scale, improving decision-making and operational efficiency.
Closed-loop feedback management is the process of collecting, analyzing, and acting on feedback in a continuous cycle. This feature ensures that businesses not only gather insights but also follow up with customers to let them know their input has been valued and acted upon, driving continuous improvement and higher satisfaction.
To ensure seamless data flow across various systems, your CEM software should integrate with other tools such as CRM, helpdesk, marketing platforms, and analytics software. Integrations help centralize data, providing a holistic view of customer interactions and enabling better cross-functional collaboration to improve the customer experience.
Gamification strategies add an element of fun and competition to customer experience management. By incorporating rewards, leaderboards, and progress tracking, businesses can motivate employees and customers to engage more actively with surveys, feedback forms, and loyalty programs.
AskNicely stands out in the crowded customer experience management (CEM) space by offering a comprehensive suite of tools designed to help businesses at all stages of their CX journey. With a focus on real-time feedback, robust integrations, and team-driven analytics, AskNicely makes it easy for organizations to understand and improve the customer experience across all touchpoints.
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