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The Customer Experience Landscape Map: 2021 Edition

Welcome to the first edition of CXBuzz’s Customer Experience Landscape Map. This project is meant to be a snapshot of the CX industry, aimed at capturing the most relevant market segments and companies that operate in the field of customer experience. In this year’s list, we have included 60 companies divided between 10 market segments. To make this project as helpful and accessible as possible, we’ve created a landscape map of the customer experience industry, which visually summarizes our list.

The Top 10 Market Segments in Customer Experience

The most relevant market segments we have identified in the CX space in 2021 are the following:

  • Contact Centers Technologies
  • Customer Analytics
  • Customer Journey
  • Customer Loyalty
  • CXM (Customer Experience Management)
  • Digital Transformation
  • eCommerce Data Analytics 
  • Online Surveys
  • Personalization
  • Voice of Customer (VoC) Analytics

Contact Center Technologies

Contact Center Technologies — also known as customer interaction centers or e-contact centers — are instrumental in providing customers with technical support and sales assistance through multiple channels, such as phone, email, chats, and social media. Companies in this field aim to enhance the overall functionality of the contact centers through the use of technology.

Cisco. Among the industry leaders in this field, there is Cisco, the California-based public company, which offers multiple contact center solutions, including the Webex Contact Center, employed by Office Depot.

8×8. 8×8’s contact center solution operates with omnichannel routing and includes AI-powered self-service options. 8×8 is a California-based public company which has acquired 10 organizations to date.

Genesys. Genesys Cloud is a popular contact center solution, which allows companies to manage phone, email, chat and social media customer support in one platform. Gensys raised $900M in funding over two rounds of investments.

Five9. Five9 powers organizations with a cloud contact center that allows them to engage with their customers through various channels, centralize operations, and utilize AI and automation to boost business agility. 

Fuze. This Boston-based company raised $494M in funding over nine rounds, the latest of which ended in 2021. Fuze’s contact center solution is employed by high-profile customers like Qualtrics.

Dialpad. Dialpad’s cloud contact center uses CRM integrations, AI-coaching, and analytics to assist customer representatives. Dialpad is a San Francisco-based company which has raised a total of $230M in funding over seven rounds. The latest round of funding ended in 2020. The company was acquired by Highfive in 2020.

Talkdesk. Talkdesk CX Cloud is a single-platform cloud contact center solution. It incorporates customer engagement, workforce engagement, enterprise collaboration, AI and analytics. Talkdesk is a San Francisco-based company which has raised $267.5M in funding over seven rounds, the last of which ended in 2020.

Twilio. Twilio Flex is a cloud-based contact center used by companies like Allianz and Hubspot. Twilio is a San Francisco-based company which raised a total of $236.2M in funding over 10 rounds.

Zendesk. Zendesk is a customer service platform that connects over 100,000 brands with their customers through phone, chat, email, messaging, social channels, and help centers. The company was founded in 2007 in Copenhagen, Denmark. It has since expanded to several other countries, with headquarters in San Francisco, and employs over 4,000 people around the world.

Customer Analytics

Customer Analytics companies build solutions to help businesses gather and analyze customer-related data and actionable insights. The data helps better understand the market, customers’ needs and behavior, and is ultimately used to improve product development, sales, and customer service.

SAS. SAS is a large and well-known US-based analytics company which uses advanced business analytics to help companies optimize their operations. SAS offers many different products and has acquired 8 organizations to date. 

Amperity. Seattle-based Amperity offers multiple customer analytics solutions, including a customer intelligence hub and an AI-powered customer identity management platform. The company’s full suite solution, called DataGrid, is used by Patagonia, Crocs, and Shutterfly, among others. In 2019, Amperity acquired Custora, a customer analytics start-up.

Onovative. Onovative handles customer analytics for banks and credit unions. The company was acquired in 2020 by Main Street, Inc.

Segment. Segment is a customer data platform that helps companies collect first-party customer data and provides all teams in an organization with a data toolkit. Founded in 2011, it is used by more than 20,000 companies such as FOX, Instacart, and Levi’s. It was acquired by Twilio in November 2020.

Customer Journey

Customer Journey Analytics companies track and analyze customer experience across all touchpoints in the customer journey. Customer Journey tools monitor all of the different ways customers interact with a business.

BryterCX. BryterCX has developed IRIS, a journey intelligence platform that works through machine learning and helps companies identify insights and opportunities within their customers’ journeys. BryterCX is a US-based company that operates in the following industries: banking and finance, utilities and telecom, and insurance.

Glassbox. Headquartered in London, Glassbox is the developer of an analytics platform intended to help companies deliver “frictionless” digital journeys through digital experience analytics. The platform works in real time, and automatically records, indexes, and analyzes digital interactions to spur customer loyalty and business growth.

inQuba. inQuba is a California-based start-up that offers a journey analytics solution that allows companies to visualize end-to-end customer paths across multiple channels. The company’s Journey Cloud offers a toolbox of cloud-based apps to optimize customer journeys.

Woopra. Woopra is a San Francisco-based start-up that offers a customer journey analytics solution. Its journey reports “reveal obstacles and opportunities at every touchpoint.”

Customer Loyalty

Customer Loyalty Management tools help strategize and improve the processes of customer acquisition and retention. Loyalty can be built through reward and benefit programs or, more simply, through a positive customer experience. The goal is to improve the chances customers will choose to maintain a steady relationship with the business or brand.

Session M. Session M is a customer loyalty and engagement platform that offers a suite of loyalty marketing solutions. Session M was acquired by Mastercard in 2019.

Buzz Points. Buzz Points, a US-based start-up, provides loyalty solutions for financial organizations to engage customers, increase loyalty, and promote growth. The company has raised over $30M in funding.

The Loyalty People. This small consulting firm, based in London, helps brands enhance and accelerate customer loyalty.

Loyalty Consulting UK. LCUK is a UK-based firm that helps brands tackle the issue of consumer loyalty.

CXM (Customer Experience Management)

Customer Experience Management, often referred to as CXM or CEM, includes services and tools that help companies manage customer interactions across all touchpoints, allowing for greater personalization and customer satisfaction.

Qualtrics. Qualtrics Customer Experience is a CXM platform that helps companies monitor and improve every key moment along the customer journey. Qualtrics is a US public company which was acquired by SAS in 2018.

Medallia. The San Francisco-based company offers a software to analyze feedback from major social media sites. Medallia went public in 2019.

Salesforce. Salesforce is a large cloud-based software company that provides customer experience services, including customer relationship management. Salesforce is a US public company.

Contentsquare. Formerly ClickTale, Contentsquare offers a suite of customer experience and web analytics solutions. Founded as a start-up in Paris, France, it is now a large company with 700 employees and 8 locations around the world.

Oracle. The US company Oracle offers a suite of applications for companies to manage customer relationships. Oracle is a US public company.

Adobe. Adobe Experience Manager combines digital asset management with a content management system to provide personalized, content-led experiences. Adobe is a US public company.

Nice. Nice aims to help customers optimize and centralize computing and visualization resources. Nice was acquired by Amazon Web Services back in 2016.

Experience.com. Experience.com, formerly SocialSurvey, is a California-based start-up that provides an experience management platform to improve CX in real-time.

Verint Systems. Verint Systems, a large public company, offers a customer experience management solution to capture customer feedback, analyze it, and predict future behaviors.

Clarabridge. This US company offers one of the most popular Customer Experience Management platforms on the market. With the use of AI, Clarabridge analyzes data from social media, call center notes, emails, chats, and surveys.

Digital Transformation

Deloitte defines digital transformation as “how to futureproof a business.” These solutions help companies use technology to evolve in all aspects of their business models. In addition to changing the business, this process is also about transforming the way the organization operates, making it more efficient and innovative.

Accenture, Deloitte, and McKinsey & Company. These big players in the consultancy sphere offer a range of digital transformation solutions. Accenture’s solution is called Industry X. While these products may be excellent, they are also some of the priciest.

DXC Technology. This end-to-end IT services company serves 6,000 clients all over the world, reporting $20 billion in annual revenues. The company helps clients deliver better business outcomes with the use of innovative technologies.

Weever Apps. Weever Apps is a Canadian start-up that develops a digital transformation software. Among its most notable customers are Ben & Jerry’s, Kellogg’s, and Unilever.

Gigster. San-Francisco based Gigster is an innovation management solution that helps companies recruit talent and build teams to develop innovative technologies. Gigster defines itself as “the first team intelligence engine.”

Trianz. Trianz is a large California-based company that offers a full range of digital transformation services through a data-driven approach.

eCommerce Data Analytics

eCommerce Data Analytics include solutions that help ecommerce businesses gather data and metrics related to the entire customer journey, from discovery, to acquisition, conversation, and retention. Businesses can use these analytics to improve their management of the different phases of production and retail, detecting changes in customer behavior and making data-driven decisions.

Revuze. The Israel-based start-up Revuze has developed an automated product intelligence solution that collects, analyzes, and organizes online customer reviews. eCommerce companies can use the data to monitor the market, analyze emerging trends, and identify product weaknesses. The company recently completed a Series A of investments, during which it raised over $5 million.

AbsolutData. This California-based company offers multiple data analytics solutions, including market research, marketing analytics, customer analytics, and data integration. Among its clients, there are high-profile brands like Adidas, Asahi, Kellogg’s, LG, and Uber.

Fractal Analytics. This large California-based company offers image and video analytics, text analytics, and other AI-powered solutions. It has 15 global locations, including the U.S., U.K., and India.

Looker. Looker is an enterprise platform for business intelligence and embedded analytics. It is based in California and, among its customers, are Moderna, Fox, and Wix. 

Shopify. This Canadian public company offers an eCommerce platform that allows users to track and analyze transactions and visitor insights.

Heap. Heap is a San Francisco-based scale-up company which has developed an analytics platform to help product, marketing, and customer success teams craft digital experiences that convert and retain users. It has over 6,000 customers and has raised over $100 million in investments. 

Omnichannel CX

Omnichannel customer experience is the strategy to deliver a cohesive and unified type of CX across multiple touchpoints. Regardless of what type of channels are used for sales, customer support, and marketing, omnichannel CX ensures that all interactions with customers are handled in a unified and consistent manner.

Genesys. The California-based company offers an omnichannel approach to the customer journey, helping companies deliver a better customer experience.

Walkbase. Walkbase is an in-store analytics and marketing platform used to personalize omnichannel customer experience. Walkbase is a Finland-based company and was acquired by STRATACACHE in 2017.

Vocalcom. Vocalcom is a French company based in Paris. Founded in 1995, it is one of the most renowned companies in the omnichannel customer experience sphere, operating also in sales acceleration technology and cloud-based contact centers.

LiveVox. LiveVox is a San Francisco-based company that combines omnichannel communications, CRM and WFO in the CX field. It was acquired by Golden Gate Capital back in 2014.

Cyara. Cyara is a customer experience start-up company that provides omnichannel CX and cloud-based test automation & monitoring for IVR (Interactive Voice Response). It has raised a total of $25M.

Online Surveys

These companies help businesses gain insights and feedback from current or potential customers through the use of online surveys. Respondents are usually sent the survey questions via email, social media, or a link; other companies, such as Voxpopome, offer a video-based survey solution.

SurveyMonkey. SurveyMonkey is one of the world’s most renowned survey softwares. The platform helps users measure and understand feedback. The company went public in 2018.

Qualtrics. The major public experience marketing company Qualtrics offers an online survey software used by companies to design, send and analyze surveys. It is used by 11,000 companies worldwide. Qualtrics is based in the US and was acquired by SAS in 2018.

Medallia. This large San Francisco-based company offers, among its many customer experience solutions, a survey software that helps companies manage feedback. Medallia has raised $325 million over multiple rounds of funding; it went public in 2019.

Birdeye. Birdeye offers a top-rated customer survey solution, which allows users to build surveys, analyze responses, and interact with responders. Birdeye is a start-up that has raised $33 million in two rounds of funding.

Typeform. This Barcelona-based start-up offers a slick survey maker with multiple templates. 

Voxpopme. This US-based start-up has developed a video survey solution used by Shell, Alaska Airlines, and Clorox.

Personalization

Personalization solutions help eCommerce businesses tailor their marketing efforts for specific segments of their target audience. Using customer analytics and customer behavior, these solutions try to make the experience as relevant as possible for each customer.

Clerk.io. This Copenhagen-based company offers an AI-powered personalization platform used by Carlsberg, Jeep, and several other brands. The platform helps brands offer a personalized omnichannel shopping experience. 

Dynamic Yield. Acquired by McDonald’s for $300 million in 2019, Dynamic Yield helps companies deliver personalized customer interactions. The company, headquartered in New York, offers an omnichannel personalization and experimentation solution.

Voice of Customer (VoC) Analytics

Voice of Customer (VoC) includes the customers’ opinions, comments, critiques, and expectations regarding a product or service. VoC Analytics solutions are fundamental in understanding VoC and turning it into actionable insights, as they take the data and automatically analyze it, dividing it into topics and sentiments.

Concentrix. Concentrix is a large California-based company acquired in 2006 by Synnex. Its solution ConcentrixCX is a Voice of the Customer (VoC) platform that helps companies improve customer experience; this technology captures customer feedback, analyses with AI, and provides solutions for instant and targeted responsive actions.

Wonderflow. This Amsterdam-based start-up has raised $4.8 million in funding over several rounds. Wonderflow provides customer feedback analytics to help companies succeed in the most competitive markets.

About CXBuzz

Established in 2020 and headquartered in New York City, CXBuzz is a fast-growing online publication that covers news, consumer trends, industry insights, and customer experience topics that are related to retail and eCommerce industries from all around the world.

Do you want to be included in next year’s edition of the Customer Experience Landscape Map? Contact us and tell us about your company!

Anna Burneika, Larissa Gao, Jackie Lai, and Kelly Lawlor contributed to this report.

About the author

Efrat Vulfsonshttps://www.prsoprano.com/
Efrat Vulfsons is the CEO & Co-Founder of PR Soprano and the editor of CXBuzz parallel to her soprano opera singing career. Efrat holds a B.F.A from the Jerusalem Music Academy in Opera Performance.

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