10 best customer experience tools for 2025

The future of customer experience (CX) is here, and it’s shaping up to be more intuitive, personalized, and data-driven than ever before. As customer expectations continue to rise, businesses must leverage the right tools to create meaningful, personalized, and seamless interactions at every touchpoint. But with an overwhelming array of customer experience tools flooding the market, it can be tough to determine which ones will truly make a difference.

The right CX tools do more than collect data, they empower businesses to understand their customers on a deeper level, respond with agility, and build stronger relationships that drive loyalty and growth. In 2025, the landscape is shifting with new, advanced features that offer unparalleled insights and automation, making it easier than ever to enhance the customer journey.

In this guide, we’ll explore the top 10 customer experience tools set to define the future of CX in 2025. From advanced feedback systems to AI-driven personalization, we’ll break down the tools you need to not just keep up, but to lead in delivering exceptional customer experiences in your industry.

What are customer experience tools?

Customer experience tools are software solutions designed to help businesses understand, manage, and enhance the customer journey across multiple touchpoints, including support, marketing, sales, and feedback. These tools enable companies to gather valuable insights and provide seamless, personalized experiences to their customers.

The key objectives of CX tools are to:

• Streamline customer interactions: Simplifying and improving the quality of interactions across various channels, ensuring customers receive quick and effective responses.
  
  
• Gather real-time feedback: Collecting valuable input from customers instantly, enabling businesses to make informed decisions and address issues as they arise.
  
  
• Offer analytics to optimize the overall experience: Analyzing customer data and trends to identify pain points, opportunities for improvement, and areas where customers are satisfied.

By using CX tools, teams can track essential metrics like customer satisfaction (CSAT), net promoter score (NPS), and customer effort score (CES), which help measure the effectiveness of their customer experience strategies and identify growth opportunities.

Types of customer experience tools

The term "CX tools" encompasses a wide range of software solutions, each designed to serve a specific function within the customer journey. These tools help businesses optimize customer interactions, drive satisfaction, and improve overall experiences. Here are some of the key types of customer experience tools:

• Feedback and survey tools: These tools are designed to collect customer opinions, suggestions, and ratings through surveys, polls, and feedback forms. They allow businesses to measure satisfaction, identify issues, and track customer sentiment through metrics like CSAT, NPS, and CES.
  
  
• Customer support tools: These tools help businesses manage customer inquiries, provide assistance, and resolve issues through various channels such as live chat, email, or help desks. They streamline customer support processes, making it easier for teams to track interactions and respond promptly. Popular tools include Zendesk and Freshdesk.
  
  
• Analytics and behavior tracking tools: These tools track and analyze customer behavior across digital platforms, providing businesses with insights into how customers interact with websites, apps, or products. They help teams identify patterns, optimize the user experience, and predict customer actions. Google Analytics and Hotjar are popular examples.
  
  
• CRM tools: Customer relationship management (CRM) tools store and organize customer data to improve relationships and interactions. They enable businesses to manage customer information, track touchpoints, and provide personalized experiences. Well-known CRM tools include Salesforce and HubSpot.
  
  
• Engagement and communication tools: These tools help businesses engage with customers through personalized messages, notifications, and outreach across various communication channels such as email, SMS, social media, or mobile apps. Tools like Intercom and Drift are great examples that help maintain ongoing customer engagement.

Key features of effective customer experience tools

Customer experience tools come in many different shapes and sizes, tailored to various business needs, industries, and target audiences. Whether it's a cloud-based platform or a solution integrated with Adobe tools, these CX solutions are designed to enhance every stage of the customer journey, from onboarding to long-term customer retention. Regardless of the tool type or its focus, there are several key features that any effective CX solution should offer.

These features ensure that businesses can gather meaningful insights, respond to customer needs across multiple touchpoints, and continuously improve their overall customer experience. From advanced customer journey mapping to leveraging chatbots for real-time support, these tools empower your contact center teams to provide seamless digital experiences, drive customer success, and reduce churn. Here are the essential features to look for:

• Multichannel feedback collection: Effective CX tools should allow businesses to collect feedback across multiple channels such as email, web, social media, and SMS. This ensures businesses can reach customers where they are and gather insights from a variety of touchpoints for a more comprehensive view of the customer experience.
  
  
• NPS tracking: Net promoter score is a critical metric for measuring customer loyalty and satisfaction. Good CX tools should include the ability to track and measure NPS, giving businesses insights into how their customers feel about their brand, products, or services, and identifying areas for improvement.
  
  
• Integration with existing systems: To make the most of customer data, CX tools should integrate seamlessly with a business's existing systems, such as CRM, marketing automation, or support platforms. This creates a centralized approach to customer interactions, streamlines workflows, and ensures that no valuable insights are lost.
  
  
• Automation and AI: Automation and artificial intelligence (AI) can greatly enhance the customer experience by automating routine tasks such as survey distribution, follow-up reminders, and data analysis. AI-powered tools can also help businesses personalize customer interactions and predict customer needs based on past behaviors.
  
  
• Real-time analytics: The ability to track and analyze customer data in real-time is a must for any CX tool. Real-time analytics help businesses stay agile, enabling them to quickly identify trends, spot issues, and take immediate action to improve the customer experience before small problems escalate.
  
  
• Feedback management: CX tools should not only collect feedback but also provide ways to manage it effectively. This includes features for organizing responses, segmenting data, and routing feedback to the right teams for action. With effective feedback management, businesses can close the loop on customer comments and show customers that their opinions matter.
  
  
• Employee empowerment: Empowering employees to act on customer feedback is key to improving the overall customer experience. Effective CX tools should provide features that allow employees at all levels to access customer insights, track progress, and take action, whether through gamified dashboards, team analytics, or feedback-driven initiatives.

10 best customer experience tools

1. AskNicely

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:

• Short AI-powered customer feedback surveys
• Instant trends and recommendations 
• Real-time CX goals and tracking 
• Reinforcement of daily improvements to customer-facing teams 
• Impact noticeable in less than 1 month 

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:
‍
Pros:

• Easy-to-use interface with impact created in less than a month 
• Easy to scale across large enterprises with multiple branches and locations  
• Helps frontline teams take immediate action on feedback
• Strong integration with existing software tools
• Generative AI that delivers deeper insights and drives real-world improvements.

Cons:

• Some advanced analytics require additional setup

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.

2. Zendesk‍

Key featuresZendesk is a customer service platform that helps businesses manage customer interactions across multiple channels, including email, chat, phone, and social media.

Key features include:

• Multi-channel support: Integrates with email, chat, social media, and voice to provide a unified customer support system.
  
  
• Help center & knowledge base: Offers a self-service portal to help customers find answers independently.
  
  
• Automated ticketing & workflow: Automates ticket routing and prioritization to optimize response times.
  
  
• Analytics & reporting: Advanced reporting capabilities allow businesses to track support performance and customer satisfaction metrics.
  
  
• Integrations: Easily integrates with CRMs, e-commerce platforms, and marketing tools.

Reviews

Zendesk is praised for its versatility and extensive integration options. Customers appreciate its ability to centralize all support communications and streamline workflows. Users often mention that Zendesk provides detailed reporting and analytics, which helps in improving customer support operations.

Pros and cons:

Pros:

• Multi-channel support for seamless communication
• Extensive integrations with other business tools
• Robust reporting and analytics

Cons:

• Focuses on customer service, instead of the entire customer experience. 
• Some users report poor customer support and a lack of robust features. 
• Can be complex for new users to navigate
• Higher pricing tiers may be expensive for small businesses

What kinds of companies use Zendesk?

Zendesk is used by businesses of all sizes, particularly those in the tech, e-commerce, and customer service sectors. It’s particularly effective for companies that have a high volume of support requests and require an integrated help desk solution.

Pricing

Zendesk offers tiered pricing, starting with a free trial for 30 days. Paid plans begin at $19 per agent/month, with advanced plans available for larger teams.

Case studies and G2 reviews

Zendesk has earned a 4.3/5 rating on G2. 

3. Hotjar

Key features:

Hotjar is an analytics and feedback tool that focuses on understanding user behavior and improving website performance. Key features include:

• Heatmaps: Visual representations of where users click, scroll, and move their mouse on your website.
  
  
• Session recordings: Tracks individual user journeys and interactions on your site.
  
  
• Surveys & polls: Collects real-time feedback directly from visitors to understand their needs.
  
  
• Conversion funnels: Monitors drop-off points to identify areas where users leave your site.
  
  
• Feedback tools: Includes on-site pop-up surveys and feedback widgets for real-time insights.

Reviews

Hotjar is lauded for its ability to provide visual insights into user behavior, helping businesses identify and fix website issues. Its heatmaps and session recordings are especially popular for UX/UI designers and digital marketers.

Pros and cons

Pros:

• Provides detailed insights into user behavior
• Simple, easy-to-use interface
• Affordable pricing compared to some competitors

Cons:

• Limited to website-based feedback
• Doesn’t offer multi-channel support

What kinds of companies use Hotjar?

Hotjar is popular among digital marketers, UX/UI designers, and e-commerce businesses looking to optimize their website experience and improve conversion rates.

Pricing

Hotjar offers a free plan with basic features and paid plans starting at $39 per month, depending on the scale of your website.

Case studies and G2 reviews

Hotjar holds a 4.3/5 rating on G2, with users appreciating its easy-to-understand heatmaps and session recordings.

4. Qualtrics

Key features

Qualtrics is an experience management platform designed for large enterprises to gather feedback across multiple touchpoints. Key features include:

• Multi-experience feedback: Collects feedback across various channels such as surveys, social media, and website interactions.
• Advanced analytics: Uses AI to analyze sentiment and detect trends from customer feedback.
  
  
• Survey customization: Offers fully customizable surveys and feedback collection methods.
  
  
• Employee engagement: Includes tools for gathering employee feedback and improving engagement.
  
  
• Benchmarking: Allows you to compare your data to industry standards.

Reviews

Qualtrics is widely regarded as an enterprise-level solution that excels in comprehensive survey management and advanced analytics. Users appreciate the depth of customization available but mention that the platform can be complex and expensive for smaller companies.

Pros and cons

Pros:

• Extensive customization options
• Highly advanced analytics tools
• Enterprise-grade solution with scalable feature

Cons:

• Fewer capabilities for turning feedback into action compared to competitors.
• Steep learning curve for new users. 
• Expensive for small to mid-sized businesses
• Limited customization

What kinds of companies use Qualtrics?

Qualtrics is ideal for large enterprises across various industries that need to gather complex feedback. 

Pricing

By request. 

Case studies and G2 reviews

Qualtrics has a 4.4/5 rating on G2, with users praising its powerful survey tools and data analysis features but noting its steep pricing for smaller organizations.

5. SurveyMonkey

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:

• Customizable surveys: Fully customizable surveys with a variety of question types.
  
  
• Data analysis: Includes basic analytics and reporting tools.
  
  
• Multiple response formats: Supports multiple question formats such as multiple-choice, rating scales, and open-ended.
  
  
• Survey templates: Ready-to-use templates for various use cases, including customer satisfaction, employee engagement, and market research.

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

Pros:

• User-friendly and easy to navigate
• A large selection of pre-built templates
• Good value for small to mid-sized businesses

Cons:

• Focuses solely on feedback collection, with no support for action 
• Limited analytics features 
• Doesn't engage frontline teams 

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.

6. Typeform

Key features

Typeform focuses on providing an engaging and interactive survey experience, with an emphasis on user experience (UX). Key features include:

• Interactive forms & surveys: Customizable, conversational surveys that are designed to be engaging and fun for users.
  
  
• Conditional logic: Allows for dynamic surveys that adapt based on user responses.
  
  
• Custom branding: Fully customizable branding and design options.
  
  
• Integration Capabilities: Integrates with other platforms like Zapier, Google Sheets, and Slack for a streamlined workflow.

Reviews

Typeform is loved for its interactive and visually appealing surveys that create a more engaging experience for users. Many businesses find it especially useful for gathering higher-quality responses due to its user-friendly interface.

Pros and cons

Pros:

• Highly engaging survey experience
• Excellent customization and design options
• Easy to integrate with other tools

Cons:

• Limited capabilities for improving the customer experience
• Limited advanced analytics features
• Focuses solely on feedback collection, with no support for action 

What kinds of companies use Typeform?

Typeform is popular among marketing teams, e-commerce businesses, and any company looking for an engaging survey tool that enhances the customer experience.

Pricing

Typeform offers a free plan with basic features, with paid plans starting at $35 per month for advanced customization and reporting.

Case studies and G2 reviews

Typeform boasts a 4.5/5 rating on G2, with users praising its visual appeal and user engagement but noting the lack of advanced features.

7. Medallia

Key features

Medallia is an experience management platform designed to capture, analyze, and act on feedback from multiple sources. Key features include:

• Multi-channel feedback collection: Gathers feedback across web, mobile, in-store, and social media platforms.
  
  
• Advanced Analytics: Utilizes AI and machine learning to detect trends, analyze sentiment, and provide predictive insights.
  
  
• Survey design: Provides customizable surveys with advanced question types.
  
  
• Employee engagement: Collects employee feedback to gauge internal engagement and alignment with CX goals.
  
  
• Actionable dashboards: Real-time insights delivered via dashboards. 

Reviews

Medallia is praised for its comprehensive and enterprise-level experience management capabilities. It’s especially well-regarded for its data analysis and predictive analytics. However, some users note the platform’s complexity and the need for training to maximize its potential.

Pros and cons

Pros:

• Powerful analytics with AI-driven insights
• Multi-channel feedback collection across all touchpoints
• Scalable for enterprise-level organizations

Cons:

• Complex interface and steep learning curve
• Expensive for small businesses and startups
• Limitations for acting on customer feedback
• Difficult reporting 

What kinds of companies use Medallia?

Medallia is primarily used by large enterprises across a variety of industries, including hospitality, retail, finance, and healthcare, particularly by organizations seeking to integrate customer and employee experience data.

Pricing
Pricing tends to be premium, suited for large enterprises and high-volume feedback collection. By request.

Case studies and G2 reviews
Medallia holds a 4.5/5 rating on G2, with just over 100 reviews. 

8. Survicate

Key features

Survicate is a survey and feedback tool that integrates seamlessly into websites and mobile apps. Key features include:

• Website & mobile surveys: Capture feedback through pop-up surveys on your website and mobile app.
  
  
• Survey templates: Ready-to-use templates for NPS, CSAT, and product feedback.
  
  
• Real-time feedback: Collect feedback as it happens, enabling immediate response and action.
  
  
• Advanced reporting: Provides detailed reporting and segmentation based on feedback, along with actionable insights.
  
  
• Integrations: Integrates with CRM, email marketing tools, and other platforms to create a seamless feedback loop.

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

Pros:

• Simple and easy-to-use interface
• Real-time feedback collection
• Seamless integrations with popular platforms

Cons:

• Limited advanced analytics features
• Reporting tools can be less customizable than competitors
• Some users report poor customer support 

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.

8. Nicereply

Key features

Nicereply is a customer satisfaction feedback tool designed to measure and improve customer experience. Key features include:

• CSAT, NPS, and CES surveys: Offers multiple survey types to measure customer satisfaction, loyalty, and effort.
  
  
• Real-time reporting: Displays survey results in real-time for immediate action.
  
  
• Email integration: Easily integrates with email platforms to collect feedback from customers after interactions.
  
  
• Customizable surveys: Provides customizable survey templates to match your brand’s voice and style.
  
  
• Employee performance tracking: Allows businesses to track employee performance based on customer feedback.

Reviews

Nicereply is appreciated for its simplicity and ease of use, making it a favorite among businesses with smaller teams. It’s particularly valued for its quick implementation and straightforward reporting. However, some users note that it lacks advanced analytics and features.

Pros and cons

Pros:

• Quick and easy setup
• Focused on CSAT, NPS, and CES feedback
• Simple and intuitive interface

Cons:

• Lacks advanced reporting and analytics features
• Lacks action-oriented features. 
• Limited survey customization options compared to competitors.

What kinds of companies use Nicereply?

Nicereply is favored by small businesses and customer service teams, especially those in tech, SaaS, and e-commerce sectors that are looking for straightforward and actionable feedback.

Pricing
Paid plans start at $59 per month for up to 5 agents. Larger teams can opt for custom pricing based on their needs.

Case studies and G2 reviews
Nicereply holds a 4.5/5 rating on G2, with users praising its ease of use and fast results but wishing for more advanced reporting tools.

9. Usersnap

Key features

Usersnap is a feedback tool focused on gathering visual feedback from users, particularly useful for improving product and website UX. Key features include:

• Visual feedback tools: Allows customers to leave feedback directly on your website or app by capturing screenshots with annotations.
  
  
• Bug tracking: Tracks bugs and issues with visual feedback, making it easier for developers to understand user issues.
  
  
• Survey & poll integration: Collects user feedback via in-app surveys and polls.
  
  
• Analytics: Provides feedback analytics to help businesses understand customer pain points.
  
  
• Integrations: Integrates with project management tools like Jira, Slack, and Trello for streamlined workflows.

Reviews
Usersnap is particularly appreciated for its ability to collect visual feedback and track bugs, making it a favorite among product development teams. Its integration with project management tools is also a significant advantage. However, some users feel that its survey features are limited.

Pros and cons

Pros:

• Visual feedback helps with bug tracking and UX improvement
• Integrates with popular project management tools
• Great for product teams and developers

Cons:

• Lacks advanced survey options
• Can be more focused on product feedback than overall customer satisfaction

What kinds of companies use Usersnap?

Usersnap is popular among product development teams, UX/UI designers, and tech companies looking for detailed feedback on websites, apps, and digital products.

Pricing

Usersnap offers a 14-day free trial, with paid plans starting at $39 per month. 

Case studies and G2 reviews

Usersnap has a 4.5/5 rating on G2, but only has 89 reviews. 

10. Delighted

Key features

Delighted is a customer feedback platform known for its simplicity and quick implementation. Key features include:

• CSAT, NPS, and CES Surveys: Collects feedback via a variety of survey types.
• Automated feedback requests: Sends automated survey requests after customer interactions or purchases.
  
  
• Customizable surveys: Offers customizable surveys to suit different use cases.
  
  
• Real-time analytics: Provides instant insights from feedback, enabling teams to act quickly.
  
  
• Multi-channel feedback: Collects feedback through email, SMS, and mobile apps.

Reviews

Delighted is praised for its ease of use and simple implementation process. Users appreciate the real-time feedback and quick setup. However, some users feel it lacks advanced features like in-depth analytics and reporting.

Pros and cons

Pros:

• Simple and quick to set up
• Focused on core feedback metrics (CSAT, NPS, CES)
• Affordable for small businesses

Cons:

• Limited advanced reporting features compared to more complex platforms
• Customization of survey templates and survey logic is somewhat restricted
• Lacks some in-depth analytics and segmentation capabilities for larger businesses
• Not as suitable for companies needing multi-channel feedback collection (beyond surveys)
• May lack some advanced features required for enterprise-scale operations
• Some customers report survey issues and bugs 

What kinds of companies use Delighted?

Delighted is widely used by small to mid-sized businesses across various industries, including SaaS, e-commerce, healthcare, and hospitality. It’s particularly appealing to businesses that need a straightforward and easy-to-use tool to measure customer satisfaction and track feedback without the need for complex setups.

Pricing
Delighted offers a free plan for one person with up to 25 responses per month, making it an attractive choice for individuals, startups, or smaller businesses. Paid plans start at $17 per month and scale up depending on the number of responses and features needed, such as advanced reporting, custom branding, and integrations.

Case studies and G2 reviews

Delighted holds a 4.7/5 rating on G2, but has less than 100 reviews. 

Understand your customers better with AskNicely - the leading customer experience software

AskNicely is an intuitive customer experience platform that helps people operate businesses effortlessly gather and act on real-time customer feedback. With features like NPS tracking, actionable insights, and seamless integration with your existing systems, AskNicely empowers your team members to measure customer satisfaction across multiple omnichannel touchpoints, enhancing the digital and physical experience for your customers. Our CX software streamlines customer communication, builds a customer-centric culture, and helps reduce churn by providing valuable data that drives personalized actions.

Don’t just take it from us! See how our customers are delivering world-class customer experiences, and reaping the financial rewards here.