Insights · 11 min read

Customer experience analytics software: The best of the best

The Fullstory Education Team
Posted August 02, 2023
Customer experience analytics software: The best of the best

In the era of customer-centric business, understanding and improving customer experience is paramount. It is the cornerstone that can define the success or downfall of a brand.

Diving into the realm of customer experience analytics software, we unveil the powerful tools businesses can leverage to optimize their customer journeys, understand nuanced behavior, and ultimately enhance their customer satisfaction and loyalty. Join us as we explore the best platforms in this domain and check out tools to take your customer experience to the next level.

What is customer experience analytics?

Customer experience analytics helps to dissect, understand, and optimize the customer journey. This involves analyzing customer behavior, tracking metrics at every touchpoint, and gaining insights into customers' needs and satisfaction levels. In essence, it's about leveraging data and AI to understand what your customers want, need, and expect from your brand.

The central premise of customer experience analytics is collecting and interpreting customer data in real-time. This data can include social media activity, purchases, customer service interactions, and other engagements on your platform. Understanding these interactions allows businesses to improve their offerings, streamline the customer journey, and reduce frictions that might hamper customer satisfaction.

Customer experience analytics is all about turning data into actionable insights. It enables companies to form a holistic profile of their customers, understanding their behavior, preferences, and expectations. These insights are crucial in shaping your brand's customer experience management strategies and drive customer loyalty.

Why is customer experience analytics important?

Customer experience is a defining factor in a company's success. Here's where customer experience analytics plays a pivotal role.

Customer experience analytics provide a window into your customers' journey across various touchpoints. It lets you see what works and what doesn't in real time. By understanding customer behavior, companies can refine their services and products to meet customer needs more effectively.

Also, it enhances customer satisfaction and loyalty. By providing insights into customer feedback and their experiences, businesses can address issues proactively, thereby improving customer satisfaction rates. When customers see that a company is responsive and proactive in addressing their concerns, they are more likely to remain loyal to the brand.

It allows for better decision-making. With the valuable insights gleaned from customer experience analytics, businesses can make data-driven decisions. These decisions can encompass everything from product development to marketing strategies, each fine-tuned based on customer data.

Lastly, customer experience analytics is a goldmine of actionable insights that can drive revenue growth. Understanding your customers' needs, behaviors, and preferences can help you tailor your offerings in a way that appeals to them, leading to increased sales and profitability.

Customer analytics is a crucial element in the overall customer experience management strategy. It provides the detailed metrics and insights needed to understand, improve, and optimize every customer interaction.

What is the difference between customer experience management and customer service?

While the terms Customer Experience Management (CEM) and Customer Service are often used interchangeably, they represent distinct concepts within the sphere of customer relations. Understanding the difference between them is essential for businesses aiming to achieve superior customer engagement and loyalty.

Customer Service focuses on individual interactions between the customer and the company. These could be conversations with a sales representative, a service request lodged, or any other direct communication where the company addresses immediate customer needs or issues. Customer service is reactive; it is primarily concerned with resolving customer problems as they arise.

CEM, on the other hand, is a broader, more strategic concept. It represents a company's holistic effort to manage and enhance all customer interactions across different touchpoints, from the initial discovery phase right through to post-purchase support.

The objective is to foster a positive customer journey and create consistent experiences that drive customer satisfaction and loyalty.

Unlike customer service, which is reactive, CEM is proactive, anticipating customer needs, and seeking to exceed customer expectations at every touchpoint.

In essence, while customer service represents a single touchpoint in the customer journey, CEM encapsulates the entire customer journey.

Both are vital to maintaining high customer satisfaction, but CEM offers a more comprehensive and proactive approach to improving customer relationships and loyalty. By leveraging customer experience analytics, businesses can optimize their CEM strategies and differentiate themselves from competitors, thereby ensuring better customer retention and business growth.

What does customer experience software do?

Customer Experience (CX) software is a robust technological solution designed to help businesses track, analyze, and improve all aspects of their customer interactions. It serves as a comprehensive platform that centralizes customer data, allowing businesses to create a cohesive and optimized customer journey.

  1. Data aggregation: CX software gathers customer data from various sources such as socials, website visits, customer service interactions, and purchase history. By unifying this data on a single platform, businesses gain a 360-degree view of their customers.

  2. Real-time analytics: CX software offers real-time analytics capabilities, tracking customer behavior as it happens. This allows businesses to respond to customer needs, concerns, and feedback promptly, reducing friction and enhancing customer satisfaction.

  3. Customer journey mapping: The software helps businesses visualize the customer journey across multiple touchpoints. This feature aids in identifying areas of friction, opportunities for improvement, and steps that contribute most to customer satisfaction and loyalty.

  4. Customer segmentation: CX software enables businesses to segment their customers based on various criteria like demographics, behavior, purchase history, etc. This is crucial for personalized marketing and tailored customer engagement strategies.

  5. AI-powered insights: Many CX software solutions employ AI to analyze vast amounts of customer data. These AI-powered insights can help identify trends, forecast customer behavior, and suggest actionable strategies to improve customer engagement and retention.

  6. Integration: CX software can integrate with other systems like CRM, marketing automation, and social media platforms. This seamless integration ensures consistent and coordinated customer experiences across all channels.

At its core, customer experience software provides the tools businesses need to understand their customers better and tailor their strategies accordingly. It turns raw data into actionable insights, aiding businesses in not just meeting but exceeding customer expectations, thus fostering customer loyalty and driving growth.

What are the 3 main components of customer experience?

Understanding the core components of customer experience is crucial for businesses looking to enhance their relationship with customers and improve overall satisfaction. Here are the three primary components of every customer experience.

Customer journey

The customer journey encompasses the total experience a customer has with a brand from their initial awareness or discovery to their continued engagement. It maps out all the touchpoints a customer interacts with, providing a complete narrative of a customer's experiences with a company. This includes all the stages: awareness, consideration, purchase, and post-purchase.

Analyzing the customer journey is about understanding how customers interact with your brand, what prompts them to make purchases, and what factors can lead to customer loyalty. Customer experience analytics can reveal the highs and lows of this journey, helping businesses identify potential pain points or moments of friction, and pinpoint opportunities for enhancing the overall experience.

Business touchpoints

Touchpoints refer to all the points of contact between your business and your customers. This includes not just direct interactions such as sales calls or customer service interactions, but also indirect touchpoints like social media posts, emails, and your website. Each of these touchpoints shapes the customer's perception of your brand.

Touchpoints are opportunities for businesses to engage customers, shape their experiences, and build strong relationships. Effective management of these touchpoints requires businesses to maintain a consistent and high-quality level of service across all channels.

Customer feedback and insights

Customer feedback and insights are the voice of your customers. They include all forms of customer feedback, from formal surveys and Net Promoter Score (NPS) to informal feedback on social media and review sites. These insights give you direct information about customer satisfaction, needs, and expectations.

Feedback is invaluable for shaping the customer experience. It can reveal gaps in your service, highlight areas of success, and provide direction for future strategies. It's also a critical resource for understanding customer needs and identifying trends.

Best customer experience analytics tools

FullStory logo over a blue background


Fullstory is a top-tier behavioral data platform that supports customer experience analytics with in-depth insights into their customer's interactions and behaviors. With Fullstory, you can track customer journeys in real-time, identify key touchpoints, and observe how customers interact with your platform. Here are some of the features Fullstory offers:

  • Session replay: Fullstory's signature feature allows you to visualize user interactions, recreating their on-site experience, which can be crucial in identifying friction points.

  • OmniSearch: This feature allows you to search for specific user interactions or events, enabling targeted analysis and actions.

  • Error clicks and Rage Clicks: Fullstory captures moments of customer frustration, which can provide invaluable insights into potential improvements.

  • Real-time analytics: Fullstory tracks and analyzes user data in real time, ensuring you have the most up-to-date insights at your disposal.


  • Detailed, real-time insights

  • Comprehensive user session replays

  • Advanced search capabilities


  • The learning curve for new users

  • Less budget-friendly than some competitors

Fullstory offers several plans, starting with the free tier, up to the Enterprise plan, which offers custom solutions based on the company's needs.

Netomi logo


Netomi is an AI-driven platform known for its customer service automation capabilities. It helps businesses automate customer service inquiries, reducing response time and increasing customer satisfaction.


  • AI-driven customer service automation

  • Integration with popular platforms


  • Limited to customer service functions

Netomi offers custom pricing plans based on business needs.

Zendesk logo


Zendesk is a popular customer service tool that also offers customer experience analytics. It provides businesses with the tools to manage and optimize their customer service touchpoints.


  • Strong customer service capabilities

  • Good integration with other platforms


  • Limited advanced analytics

Zendesk's pricing starts at $55 per agent per month.

Adobe Experience Manager logo

Adobe Experience Manager

Adobe Experience Manager is a comprehensive content management solution that helps businesses manage and deliver personalized customer experiences across multiple channels.


  • Strong content management capabilities

  • Scalable for large businesses


  • May be overwhelming for smaller businesses

Adobe Experience Manager's pricing is based on custom quotes.

Zoho logo

Zoho Desk

Zoho Desk is a customer service tool that focuses on supporting customer service teams. It features a variety of tools for ticket management, agent productivity, and contextual AI.


  • Good for customer service teams

  • Contextual AI for service improvement


  • Limited analytics features

Zoho Desk offers free and paid plans starting at $7 per agent per month.

Sprinklr logo


Sprinklr is a customer experience management platform that excels in managing customer experiences across various social media platforms.


  • Excellent for social media management

  • A broad range of integrated platforms


  • More focus on social media than other touchpoints

Sprinklr operates on a quote-based pricing system.

Genesys logo


Genesys is a customer experience and contact center solution offering voice, messaging, and social media support to businesses.


  • Multi-channel customer support

  • Good for large businesses


  • May be complex for small businesses

Genesys provides custom pricing based on your business needs.

Usertesting logo


UserZoom is a UX research and testing platform offering insights into user behavior and interactions.


  • Strong UX research capabilities

  • Good for user testing


  • Limited in non-UX areas

UserZoom provides custom pricing based on business requirements.

Delighted logo


Delighted is a customer feedback tool that simplifies the collection and analysis of customer feedback using NPS, CSAT, and other metrics.


  • Simplified customer feedback collection

  • Supports multiple feedback types


  • Limited beyond feedback functions

Pricing for Delighted starts at $224 per month for the Premium plan.

Ways to improve CX with experience analytics insights

Define your ideal customer segment

Every business has an ideal customer, or the type of person who finds the most value in what the business offers. Experience analytics can help you identify this segment by analyzing demographic data, customer behavior, purchase history, and more. Once you know your ideal customer, you can tailor your products, services, and marketing strategies to better appeal to this segment, thereby boosting customer satisfaction and loyalty.

Create personalized customer experiences

Today's customers expect personalized experiences. With experience analytics, you can segment your customers based on various criteria and tailor your interactions accordingly. For example, you can send personalized emails, recommend products based on past purchases, and offer targeted discounts. This level of personalization can greatly enhance the customer experience and increase customer engagement.

Identify customer needs

Experience analytics can uncover hidden customer needs. By analyzing customer interactions, feedback, and behavior, you can identify what your customers truly want and need from your brand. Once you understand these needs, you can adjust your product development, marketing strategies, and customer service to better meet them, thereby increasing customer satisfaction and loyalty.

Differentiate yourself from your competitors

In today's competitive business landscape, differentiating yourself from your competitors is key. Experience analytics can provide insights into what your customers value most about your brand, as well as areas where you outperform your competitors. Leveraging these insights can help you emphasize your unique selling points, making your brand more attractive to current and potential customers.

Continuously monitor experiences

By continuously monitoring customer experiences using experience analytics, you can keep up with these changes and adjust your strategies accordingly. This proactive approach can help you stay ahead of customer expectations, thereby maintaining high levels of customer satisfaction and loyalty.

The Fullstory Education TeamExperts

About the author

Our team of experts is committed to introducing people to important topics surrounding analytics, digital experience intelligence, product development, and more.

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