Customer experience management (CXM) is software that runs customer surveys and reads everything customers say to a company, in tickets, reviews, calls and comments, to find out what customers want and how they feel. It is also called experience management, or customer feedback analytics. Customer experience, or CX, is the industry's name for every contact a customer has with a company.
CXM does two jobs. The first is surveys. After a purchase, a delivery or a support chat, the software sends the customer a short survey. Two common questions are "how satisfied were you, from 1 to 5?", which gives the customer satisfaction score, or CSAT, and "how likely are you to recommend us, from 0 to 10?", which gives the Net Promoter Score, or NPS. The software collects the answers, tracks the scores over time and alerts staff when a customer gives a very low score.
The second job is reading what customers have already said. A company receives thousands of comments every week, through survey comments, help desk tickets, app-store reviews and call transcripts from conversation intelligence. Nobody can read them all. A large language model (LLM) reads every comment. It sorts each one into a theme, such as "delivery delay" or "app crash on login". It also judges whether the customer is pleased or angry, which is called sentiment analysis. The company sees which themes are growing, and how angry customers are about each one.
Imagine an electric scooter maker in Hosur that receives about 1.2 lakh comments a quarter. Its CXM software reads all of them. It finds that 9,000 comments are about charging, and that their number has doubled since a software update in August. Inside that theme, most comments say that the charging time shown in the app is wrong. Customers plan their day around the time shown, so they are angry. The product team checks and finds a fault in how the update estimates the charging time. It fixes the fault in the next update. In the following month, comments about charging fall by half. No survey had asked about charging. The theme came only from what customers wrote by themselves.
This is the main change in this industry. A survey asks a few customers a few questions. Now a model reads everything that customers have already said, and finds the common themes without anyone asking. The product team, which decides what to build next, is now a large user of this software, not only the support team.
How is CXM different from plain survey software? Survey software lets anyone in a company build and send a questionnaire. CXM adds the reading of every other kind of feedback, the alerts and the themes across all of them. Some CXM platforms also survey a company's own staff, which is covered in employee engagement surveys.