Product experience management is a field that’s still in its infancy, but it’s one that’s growing quickly as more companies recognize the need for this holistic approach to product development. By creating a unified system for capturing, analyzing, and communicating data across all departments—from design to engineering, marketing and sales—you can improve your end-to-end customer experience while also streamlining internal processes like marketing campaigns or product launches.
In this guide, we review the aspects of What is product experience management, Product Experience Management Software, experience management companies, and customer experience management tools.
What is product experience management
No, this is not the latest trend in online shopping. Product experience management (PEM) is a holistic approach to managing the entire lifecycle of your product or service. A PEM solution can help you understand both what customers are experiencing with your product and why they’re experiencing it that way.
Understanding of the end-to-end product experience
While a deep understanding of the end-to-end customer experience can be challenging to obtain, it’s essential for organizations trying to innovate. Here’s what you need to know:
- What is the end-to-end product experience? The end-to-end product experience is the path a customer takes from discovering your brand and product offerings, to deciding whether or not they’re interested in buying your products or services, to purchasing and using them—and then returning them (or not). Your job is to understand every step of that journey—including any interactions between people who may use your products as well as any others involved in their lives.
- Why does understanding this matter? Understanding how all these people interact with each other will help you create products that are more attractive, usable and valuable than anything else on the market today. This knowledge will also help you identify areas where customers struggle with how they interact with one another (which could lead them away from purchasing), which means more opportunities for innovation within those spaces.
A complete understanding of your customer
A complete understanding of your customer is one of the foundations of product experience management. The data you gather from customers can help you understand their end-to-end experience, which can then be used to improve the overall quality and value of your product.
Customer data is not only a way to understand your customers, but also a way to improve upon their experience with your brand or company. This type of data helps businesses better connect with their customers by providing them with meaningful information about the services or products they use, as well as what kind of person they are purchasing them for (e.g., children).
A comprehensive view of your product
Product experience management (PEM) is about having a comprehensive view of your product. It’s about knowing everything that can be known about its user experience and how to improve it—from the backend to the frontend, from marketing copy to customer service interactions.
PEM aims to create consistent experiences across all touch points, so users don’t have any surprises as they move from one interaction with your brand toward another. Achieving this consistency allows you to build trust with customers by giving them confidence that they’ll get what they expect every time they interact with your company, product or service. This enables you to create lasting relationships over time that yield higher income per customer lifetime value than competing companies without PEM capabilities will ever see
Product management is an essential part of product experience management. It’s the role of a product manager to understand customer needs and match them with business goals. The job is often compared to that of an orchestra conductor, who must bring together different teams and resources to create a harmonious end result. A good product manager will ensure that every team member understands what they need to do, when they need to do it and why it matters.
Product managers have responsibility for making sure their company meets its business objectives while providing a valuable service or product that customers want — they’re responsible for creating a vision for the product, then bringing that vision alive through collaboration with all departments: engineering, design and operations among others.
The product experience is the result of the design process. It’s what you see, hear and feel when you use a product or service, which includes all aspects of user interaction with that product or service.
Depending on what is being designed (a website, mobile app or wearable), this could include everything from how easy it is to find information on a website, through to how much fun your child has playing with an educational game app on their tablet device at home.
The aim of good UX design is to ensure that people can use your products without getting frustrated or confused because they don’t work as intended – whether it’s by accidently pressing buttons too many times in one go or requiring extra steps just to get something done (like adding friends on Facebook).
Product marketing is a key part of the product experience. It can be used to improve the customer journey, improve their understanding of your product and ultimately improve their experience.
Marketing teams have a great deal of influence over how customers perceive your business and its products or services. Whether you’re an enterprise-level B2B organization or a small startup, you need to be thinking about how marketing will impact your overall brand strategy.
Product engineering is the process of designing and building your product. It’s a critical part of the overall product experience, because it involves building all the components that will eventually make up your digital or physical product. In order to build an excellent user experience, you must have a strong foundation in place before starting to design your digital or physical products.
Product engineers are responsible for ensuring that their team has all the information they need to develop and test out new features before they’re released into production; this includes managing budgets, time estimates, timelines and more. They’ll usually work closely with designers and other teams within your organization who have different perspectives on what makes for an excellent user experience.
The best way to both understand your end-to-end experience and improve it, is through a unified, standardized approach to your customer data.
The best way to both understand your end-to-end product experience and improve it is through a unified, standardized approach to your customer data. Your customers are your product’s most valuable resource, so understanding how they feel about your product will help you build better products in the future.
Knowing what customers think about their experience with you will help you identify opportunities for improvement, keep track of key metrics that demonstrate progress or decline over time, and make informed decisions about where to allocate resources toward improving the overall user experience in order to increase loyalty and retention rates.
Product Experience Management Software
One place for product catalog management
Akeneo PXM Studio offers a centralized system of record for all your product information, for all your teams, for all your sales channels.
Collect Product Data
Access your raw, incomplete product data from its many sources through easy bulk data import using connectors to CSV, Excel, digital asset management systems, and more.
Enable your suppliers to upload product data in the format and structure you need for your catalogs.
Enrich Product Data
Combine your technical data, usage data, and emotional data in one place to create complete, accurate, and high-quality product descriptions and information.
Manage your images, videos, and documents along with products. Increase your team’s enrichment productivity and efficiency for fast time to market.
Publish Tailored Catalogs
Ensure your 100% complete catalogs are in front of your customers across all your channels. API-driven connectors make selling online and offline a breeze.
Deliver product information in context for each channel and each region. Share catalogs with your sales teams and in-store associates so they are armed with the most up to date product information.
The Akeneo PXM Studio
A PIM as a single source of truth
Our leading Product Information Management (PIM) software provides a set of flexible enrichment capabilities, powerful automation, and actionable insights for building and enriching contextualized product catalogs.
You and your team can be productive, collaborate without friction, and deliver those great product experiences to every channel.
Onboard supplier product data
Strengthen the relationship with suppliers and brand manufacturers by empowering them to provide the latest product information that you need in your Akeneo PIM product catalog via a secure and intuitive collaboration portal.
Share catalogs with everyone
People are sales channels too! Quickly create and share digital catalogs that internal and external stakeholders can use to access the most up-to-date product information via a secure, read-only portal.
Feed your unowned channels
Reach more buyers and expand your business by leveraging the rich product information you have in Akeneo PXM Studio to precisely target and distribute across multiple unowned channels and feeds.
experience management companies
Businesses with higher NPS (Net Promoter Score) grow faster than companies with lower loyalty metrics, which is why enterprise businesses utilise digital customer experience software platforms to measure, manage and improve digital customer experience, by collecting information about each customer’s interactions with the company, analysing it and interpreting outcomes and responses.
Improving and personalising the customer interaction is within reach now that CX solutions providers are focused on enterprises, who make it simple and easy to collect customer feedback in order to optimise sales, marketing and retention rates. Diverse capabilities like content management, contextual help, customer analytics and customer feedback bring actionable insights and feed content marketing plans too.
In recent years, the market options have grown significantly, so Technology looks a some of the main CX tools currently available.
Medallia is an AI-powered experience management platform for the cloud that utilises text analytics to help agents understand the ‘why’ behind scores, helping to uncover themes, sentiment and underlying satisfaction drivers across unstructured data. The Suggested Actions retrieve recommendations based on deep learning and automatic discovery of actionable suggestions aimed at driving the most impact. Risk Scoring technique identifies at-risk customers while helping to understand the drivers behind their behaviour.
An AI-backed tool that can capture interaction from any medium, Clarabridge is one of the best solutions for social listening, media analytics, media management, media reporting tools, speech analytics, surveys, and text analytics. The text analytics and customer experience management software allows feedback capture from channels such as voice recordings, agent notes, chat logs, or social media and it can work with both structured and unstructured customer data. Added features include advanced sentiment analysis and real-time email alerts flagging anomalies in customer experience.
8. Tealeaf by Acoustic
This AI-powered, cloud-based software helps track how users interact with mobile sites or apps. It offers advanced filtering, allowing retrieval of a specific mobile session based on the device parameters, HTTP or observed events. It comes with features that let you create dynamic content, connect with customers, improve collaboration and leverage analytics and it can help you improve customer value by creating behaviour-based marketing segments. A page-by-page, browser-level recording of the actual customer experience is a unique ‘replayability’ to quickly diagnose and fix the problems causing poor online experiences.
An all-in-one cloud contact center solution that connects phone, email, chat and social through one easy-to-use tool, Genesys Cloud places everything in one place and empowers agents with a 360-degree view of customers. The software can be deployed in minutes, meets compliance requirements and has features like Outbound Campaigns, which execute dial modes and campaign tactics to help agent productivity.
6. Hubspot Service Hub
Inbound marketers often love HubSpot for its usability. The enterprise edition offers tracking of every activity customers perform on the website. Allowing for a personalised customer experience based on their interaction. Hubspot for enterprises offers advanced reports that can be shared with and easily understood by team members or stakeholders. HubSpot’s blog is one of the best in the business.
All communications channels are filtered into one universal inbox, with each conversation enriched by the HubSpot CRM, that provides contextual information about the customer’s history with your company.
5. Salesforce Service Cloud
The Salesforce platform provides the ability to reach customers through Salesforce’s AI-powered chatbots, which are native to its platform, help to reduce reliance on human intervention. Salesforce describes its service platform as a “time-saving, joy-boosting, relationship-building machine”. A full suite of useful productivity tools gives agents a complete, shared view of every customer and interaction, helping to effective when it comes to give agents the insights to understand customers and their cases.
LiveAgent is frequently recognised as one of the most recommended customer engagement platforms, enablling its users to communicate with their customers across different communication channels including social media networks, live chat, email, and phone.
The software offers advanced engagement tools such as trigger-based pro-active chat invitations, integrations with Viber, Instagram, Facebook, and Twitter, as well as forums and feedback and suggestion boxes. With LiveAgent, users have endless possibilities when it comes to engaging both potential and existing customers.
Freshworks provides organisations with SaaS customer engagement solutions that make it easier for professionals to communicate effectively with customers. The company offers Freshworks 360 – the ultimate customer-for-life software suite – which allows engagement with customers at all steps of their journey. Freshworks solutions and experts can support, accelerate and improve inventory management efforts as your supply chain and business grows. It provides omnichannel customer engagement, in-context collaboration and integrated experience.
Technology Magazine cover stars, Qualtrics XM is a customer experience management software that delivers insights that can prompt (and lead to) action across an entire organisation. Suits businesses of all sizes and scales, the software aims to be the first being to hear and understand customers at every meaningful touch-point and conversations can be powered with email, SMS, web, mobile apps, wearables or IoT devices. The software is popular for its surveys, research and experience management and feedback is automatically analysed by Qualtrics iQ to uncover trends, patterns and make powerful predictions about customer behavior.
Trusted by businesses of all sizes, from start-ups to Fortune 500 companies, Zendesk is built on AWS, and lets you seamlessly connect and understand all of your customer data wherever it is stored. It lets you build a help desk, call center, and live chat software for better customer relationships. Build your own CX solution with Zendesk Sunshine, the company’s open and flexible CRM platform and use features including analytics, customer segmentation, feedback management, knowledge management, survey management, multi-channel data collection, predictive analytics, sentiment analysis and more along with a user-friendly dashboard for a unified view.
customer experience management tools
Measure, manage, and improve your customer’s experience with a modern CX platform.
What is customer experience software?
Customer experience (CX) software is technology that enables teams to manage customer interactions across the entire buyer journey from a unified workspace. Agents can seamlessly move across support channels, access customer data from any external source, and maintain the customer context they need to provide fast, personalized support. Keep reading to discover: CX software features Best platforms at a glance 9 best CX platform reviews How to choose FAQs Try a CX platform for free Top CX software features Here are a few critical customer experience software features: Self-service options, such as a knowledge base and community forum Automation and AI-powered chatbots Unified customer view, complete with key context to personalize the customer experience Analytics and reporting Ticketing software to track, prioritize, and respond to customers’ requests Integrations Collaboration tools that connect teams with internal and external partners Routing and intelligence Customer feedback collection and curation The ability to support customers across a variety of channels and keep the conversation connected With these features, customer experience management software helps businesses build better customer relationships by enabling fast, efficient, and personalized support. It also minimizes friction for agents.
Customer experience (CX) software is technology that enables teams to manage customer interactions across the entire buyer journey from a unified workspace. Agents can seamlessly move across support channels, access customer data from any external source, and maintain the customer context they need to provide fast, personalized support.
Keep reading to discover:
Top CX software features
Here are a few critical customer experience software features:
With these features, customer experience management software helps businesses build better customer relationships by enabling fast, efficient, and personalized support. It also minimizes friction for agents.
Best CX software at a glance
9 best customer experience platforms
Zendesk provides a complete customer service experience solution that’s easy to use and scales with your business. Customer experience is about more than the customer. It’s about your business and your teams, too. Zendesk not only makes things easy on your customers, but sets your teams up for success, and keeps your business in sync. It’s everything you need in one powerful package.
Make things easy for your customers
With Zendesk you can provide support over the most convenient channels for your customers, whether that’s messaging, email, voice, or live chat. The conversation stays connected no matter how, or when, a customer reaches out, so they never have to repeat themselves. Customers can also self-serve via a knowledge base or community forum. And our AI-powered chatbot, Answer Bot, ensures they can get immediate answers around the clock while giving agents time back for higher stakes issues.
Set your teams up for success
A good customer experience is next to impossible without a good employee experience. Zendesk empowers agents, admins, and internal teams with out-of-the-box tools that are quick to set up and easy to use. Teams can track, prioritize, and respond to customers with one unified agent workspace, complete with customer context and conversation history. Zendesk also equips agents with collaboration tools and prepared answers. Built-in routing and intelligence enable them to collect critical details, reduce data entry, and ensure customers are routed to the right agent for their inquiry.
Keep your business in sync
Zendesk’s open and flexible customer experience solution provides a holistic view of every interaction throughout the customer lifecycle. Personalize experiences across the entire customer journey by integrating relevant customer data across systems using Zendesk’s code and no-code integration options.
Zendesk also comes with a powerful reporting and analytics solution to measure and improve the entire customer experience. With it, managers can analyze hundreds of customer touchpoints for opportunities to improve based on their customers’ needs.
Free trial: 30 days
The Podium solution includes text marketing, payment processing, online review collection, live website chat, and a unified agent inbox. You can use Podium’s native integrations to pull your CRM data into the intuitive Podium interface.
Interestingly, Podium uses your customer’s phone numbers so you can continue messaging with them via text after they leave your site. This feature alone can help you establish closer connections with your prospective customers and avoid losing significant numbers of leads. If you’re curious about the software, you can try Podium for free for 14 days to get a feel for the software.
Just be aware that, compared to other solutions on this list, Podium is primarily designed for generating and converting leads and less so for managing the post-purchase customer experience. Of course, if you like the lead generation capabilities of Podium but also need broader CX capabilities, you can deploy a platform like Zendesk and build integrations between the tools.
Free trial: 14 days
HubSpot’s customer experience platform provided through the HubSpot Service Hub. This solution combines a ticketing system, customer service analytics, knowledge base publishing tools, workflow automation, a native CRM, a wide range of integrations, and many more useful features.
Also, because HubSpot provides a large selection of service packages, businesses of all sizes can find a HubSpot plan that suits their needs.
If you’re already a HubSpot user, you’ll benefit from the tight integration between HubSpot Service Hub and the familiar interface. And if you’re using HubSpot’s CRM, you don’t have to worry about importing customer data.
Try a paid version of HubSpot for free for fourteen days, or test drive HubSpot’s free plan. While the free plan has limited features, it does include a unified inbox, ticketing, and basic reporting functions. To top it all off, Zendesk’s free integration to HubSpot enables you to leverage what you like about HubSpot in your unified Zendesk workspace so you don’t have to choose.
Free trial: 14 days
At the center of the Genesys Cloud solution is its contact center, which is designed to host fluid, effortless conversations across all channels. Along with unified CX, Genesys features workforce engagement management (WEM) powered by artificial intelligence to outsource mundane, repetitive tasks to machines, so your agents can focus on high-value tasks. You can also customize the solution thanks to the Genesys API and its partner ecosystem.
In addition to handling customer experiences that originate from social media, your website, and live chat, Genesys can handle outbound and inbound calling.
It’s worth noting, though, that Genesys isn’t necessarily geared towards small businesses or service operations looking to start small. While their packages start at just $75 per user/month, the Genesys Cloud CX platform has a minimum commitment of $2,000 per month. The good news is that if you have Zendesk, you can use our free integration to expand on Zendesk’s impressive CX functionality with Genesys. This is an ideal option for users who may be already using Genesys’s call center functionality but prefer Zendesk for its broader set of CX tools.
Free trial: 30 days
Features Genesys Cloud
Service Dock was built for retailers with brick-and-mortar stores. The platform is centered around leveraging messaging apps like Facebook Messenger and WhatsApp to enable retailers to provide an experience that blends the best parts of e-commerce and physical stores. Using Service Dock, your physical stores can capture and respond to feedback in real- time. The real-time dashboard is always live and provides immediate notifications so your team can spot issues quickly and follow up before your customers have left the store.
You can also use Service Dock to capture customer emails, convert in-store customers, and collect more reviews from your happiest customers. Using Service Dock, you can aggregate reviews from physical survey kiosks, website popups, in-app messaging surveys, and more. Plus, Zendesk has an app for Service Dock which means you can leverage all the power of Service Dock without ever leaving your Zendesk workspace.
Pricing not available
Free trial: 60 days
Solvvy is a customer experience solution that focuses on using conversational artificial intelligence and automation to lighten the load on customer service agents. Solvvy’s software gets better over time by using historical ticket data to learn how to recognize your customer’s intent and direct their queries accordingly. The solution deals with simple requests, like FAQs, and directs more complicated issues to agents when needed.
For Zendesk users, the Solvvy app can be integrated in hours (not days) without the intervention of engineers. According to one review of the app, “With minimal maintenance, Solvvy is able to solve about the same amount of tickets each month as a full-time technical support representative.” In 2023, Zoom is expected to finalize its acquisition of Solvvy, further demonstrating the software’s attractive capabilities.
Pricing not available
Free trial: 14 days
Salesforce tends to be known for its customizable CRM, but it also has a customer experience solution, the Salesforce Service Cloud. Its CX platform arms your team with a suite of productivity tools, a unified dashboard, and omnichannel support. Customer 360, another Salesforce product, can enhance your Service Cloud deployment by providing a single view of your customers throughout their journey which includes their history, interests, and prior feedback.
Just keep in mind that Salesforce can be costly and complicated to implement depending on your customization requirements. However, if you’re already a Salesforce user, it will likely be easier to implement Service Cloud since (hopefully) most of your customer data is already integrated. In any case, you can expect all the basics of what you’d require in a CX platform from Salesforce—knowledge base management, workflow automations, ticketing management, and more.
Free trial: 30 days
Qualtrics can pull in feedback from service channels, such as your website, mobile app, SMS, and social media. You can use Qualtrics to build custom surveys specific to customer segments, buyer journey stages, and more. Or you can use its NPS software to gauge how likely customers are to promote your brand.
Qualtrics also helps teams measure and analyze customer feedback. And you can close the loop on customer feedback in real-time with automated inbound ticketing processes. Or, as with the other tools on this list, you can combine Qualtrics with Zendesk so you can do things like trigger customized surveys based on Zendesk events.
Pricing not available
Free trial not available
SAS provides a suite of solutions they call the SAS Adaptive Customer Experience. It’s geared towards marketers to collect important customer data and use it to construct complete customer profiles that can inform more effective, personalized marketing communications. Where SAS sets itself apart is in its unification of customer data across online and offline sources—data from your call center and point of sale device as well as your website and mobile applications can all be brought to bear within the SAS customer experience platform.
It’s also worth noting that you can extend upon the SAS CX platform through a full integration with the SAS Customer Intelligence Suite. This solution includes tools to help you put your insights into action and execute multi-channel, fully automated marketing campaigns. You can even leverage analytics from social media to segment real-time offers based on insights pulled from social channels.
Of course, with the SAS CX platform being marketer-focused, it’s important to have tools that also empower your service and support teams. Fortunately, you can integrate a tool like Zendesk to supplement the SAS CX solution so you can empower your team to deliver a top-notch customer experience from start to finish.
Pricing not available
Free trial not available
How to choose a CX platform
CX platforms come in wide varieties, so knowing how to choose the right customer experience platform for your business can be overwhelming. It’s not just a question of which solution has the best combination of features, cost, and interface. It’s also about what works best for your current team, fits in with your short and long-term goals, and is compatible with your existing tech stack. Plus, many CX platforms are geared toward certain industries—like retail—or business models—like SaaS.