Top 10: Customer Experience management platforms

Technology Magazine looks at 10 platforms helping organisations improve customer experience: building customer loyalty and bolstering brand reputation

In today’s world, good customer experience is more important than ever. 

With nearly 80% of American consumers telling a PwC report that speed, convenience, knowledgeable help and friendly service are the most important elements of a positive customer experience, CX platforms can help organisations improve customer experience, building customer loyalty and bolstering brand reputation.

Here are some of the benefits of improving customer experience:

  • Customer Loyalty: Enhanced CX leads to increased customer satisfaction, which in turn fosters loyalty. Satisfied customers are more likely to become repeat buyers and brand advocates, reducing customer churn and increasing customer retention rates.
  • Increased Revenue: Satisfied customers tend to spend more and are more likely to purchase additional products or services from the company. Positive word-of-mouth and referrals from happy customers can also drive new business.
  • Competitive Advantage: Exceptional CX sets a business apart from its competitors. In industries where products and services are similar, a superior customer experience can be the differentiating factor that attracts and retains customers.
  • Better Insights and Feedback: Close attention to CX allows businesses to gather valuable feedback and insights directly from customers. Understanding their preferences, pain points, and suggestions helps in refining products and services.

This week, Technology Magazine looks at 10 of the top CX platforms.

10: OpenText​​​​​​​

OpenText provides hundreds of products including enterprise content management, digital process automation, security and AI and analytics tools to a range of audiences, from small and medium businesses to enterprises and governments.

The OpenText Experience Platform for Customer Experience Management (CXM) seamlessly integrates customer communication capabilities, including batch communications, interactive and on-demand, messaging, voice mail and secure document delivery, such as output management and digital fax, to deliver personalised, relevant and consistent communications across all channels and touchpoints.

9: SAS

For more than four decades SAS’ innovative software and services have empowered organisations to transform complex data into valuable insights, enabling them to make informed decisions and drive success.

SAS Intelligent Decisioning enables organisations to make the best decisions when interacting with customers, partners, suppliers and employees.

Its tools deliver relevant, interactive, real-time decisions based on business rules and sophisticated analytics at scale to a limitless number of use cases. High data and decision volumes are easy to handle with a cloud-based architecture that can scale to meet the demands of customers.

8: IBM iX

The global experience design partner within IBM Consulting IBM iX helps the world’s most influential companies create experiences, products and services that reinvent their relationships with customers and employees. 

With experience capabilities and partnerships spanning strategy, design, development and operations across a global network of 60 studios, IBm’s human-centered approach to business design helps accelerate innovation and transformation at scale.

7: Salesforce

Salesforce is an American cloud-based software company headquartered in San Francisco, California, providing a suite of applications and cloud services for organisations. Its services include specialist analytics, application development, and marketing automation tools.

Currently, Salesforce has more than 150,000 business users, a share that renders it the most widely-used global CRM system.

Founded in 1999, Salesforce enables companies of every size and industry to digitally transform around their customers by harnessing the power of automation, AI, and real-time data.

6: Freshdesk​​​​​​​

Affordable, quick to implement and designed for the end user, more than 50,000 companies worldwide use Freshworks software to enable a better customer and employee experience.

Its Freshdesk platform provides businesses with everything they need to quickly resolve small issues, or effectively manage complex resolutions that span different teams and time. Whether it's managing tickets, automating workflows, or engaging with customers in real-time, Freshdesk provides the tools and flexibility to meet the evolving demands of modern customer service.

5: Oracle Cloud CX Platform​​​​​​​

Built on a cloud platform that incorporates best practices and applied emerging technologies, Oracle Cloud CX offers tools simple enough for business users to manage, yet powerful enough for developers to extend. Oracle CX applications are innovative and flexible, and provide consistent performance and security.

Oracle Cloud CX takes a data-first approach, connecting customer behaviors, transactions, and demographics across marketing, sales, service, and your back-office applications to create the next great experience for each individual. Oracle has been helping customers manage, secure, and drive business value from data for more than 40 years.

4: HubSpot Service Hub

HubSpot is a leading CRM platform that provides software and support to help businesses grow better. Its platform includes marketing, sales, service, and website management products that start free and scale to meet our customers’ needs at any stage of growth. Today, thousands of customers around the world use our powerful and easy-to-use tools and integrations to attract, engage, and delight customers.

3: Adobe Experience Manager​​​​​​​

Adobe Inc is an American multinational computer software company incorporated in Delaware and headquartered in San Jose, California. Its much-lauded Creative Cloud Software-as-a-Service offering gives users access to a collection of software for graphic design, video editing, web development, photography, and cloud services.

Adobe’s Experience Manager tool enables users to get personalised, content-led experiences, combining digital asset management with the power of a content management system.

The company was named a Leader in 2023 Gartner’s Magic Quadrant for Digital Experience Platforms, a position it has held for the past six years.

2: Zoho Desk​​​​​​​

With over 90 million users worldwide, Zoho's more than 55 products aid organisations’ sales and marketing, support and collaboration, finance, and recruitment needs.

Its Desk software helps simplify customer service operations, improve agent productivity, and deliver lasting customer experiences, helping organisations to build long-term customer relationships for a stronger, more sustainable, and healthier business. Desk helps organisations keep track of customers, understand their needs, and consistently deliver value. Zoho Desk integrates with over 200 of the most popular third-party app extensions, and more than 45 native apps.

1: Zendesk

Zendesk started the customer experience revolution in 2007 by enabling any business around the world to take their customer service online. Today, Zendesk is the champion of great service everywhere for everyone, and powers billions of conversations, connecting more than 100,000 brands with hundreds of millions of customers over telephony, chat, email, messaging, social channels, communities, review sites and help centers. Zendesk products are built with love to be loved. The company was conceived in Copenhagen, Denmark, built and grown in California, taken public in New York City, and today employs more than 4,000 people across the world.


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