Products

SurveyMonkey is built to handle every use case and need. Explore our product to learn how SurveyMonkey can work for you.

Get data-driven insights from a global leader in online surveys.

Explore core features and advanced tools in one powerful platform.

Build and customise online forms to collect info and payments.

Integrate with 100+ apps and plug-ins to get more done.

Purpose-built solutions for all of your market research needs.

Create better surveys and spot insights quickly with built-in AI.

Templates

Measure customer satisfaction and loyalty for your business.

Learn what makes customers happy and turn them into advocates.

Get actionable insights to improve the user experience.

Collect contact information from prospects, invitees, and more.

Easily collect and track RSVPs for your next event.

Find out what attendees want so that you can improve your next event.

Uncover insights to boost engagement and drive better results.

Get feedback from your attendees so you can run better meetings.

Use peer feedback to help improve employee performance.

Create better courses and improve teaching methods.

Learn how students rate the course material and its presentation.

Find out what your customers think about your new product ideas.

Resources

Best practices for using surveys and survey data

Our blog about surveys, tips for business, and more.

Tutorials and how to guides for using SurveyMonkey.

How top brands drive growth with SurveyMonkey.

Contact SalesLog in
Contact SalesLog in
Surprised man next to Voice of the Customer analytics screenshot within SurveyMonkey


The customer experience (CX) is at the heart of your business. Around 91% of customers will recommend your business after a positive experience. Alongside word-of-mouth marketing, happier customers are more likely to repeat purchases and improve your bottom line.

Customer experience management (CEM), also commonly referred to as CXM, directly influences how customers perceive your brand. Beyond just streamlining your offerings, it can help you identify and address pain points in the customer journey.

Yet many businesses need help to launch a CEM programme. Some encounter budgetary limitations, while others don’t have the necessary support from executives. 

Let’s explore how we can get more from customer experience management and detail how CEM can improve the overall customer experience.

Customer experience management (CEM) is a system that companies use to track, oversee and respond accordingly to all customer and business interactions. CEM accounts for a company’s awareness and understanding of customer interactions at every touchpoint across the customer journey.

From the first review a customer sees of your business to messaging your customer support team after a purchase, everything falls into CEM. For modern businesses, positive customer interactions are vital. With a streamlined CEM programme, you can ensure that every touchpoint is supportive, helpful and beneficial to the customer.

A positive customer experience plays a pivotal role in the success of your business. Satisfied customers are significantly more likely to show brand loyalty, helping your company reduce churn and improve profits. 

CEM programmes streamline your journey towards always delivering a winning customer experience. 

Customer experience management software is an umbrella term that references all the tools, systems and technologies that allow you to monitor your customer experience.

Beyond just capturing data, leading CEM software produces analytical insights. Using these points of analysis, you can take action to improve your touchpoints and create a streamlined customer experience. Some CEM platforms also offer integration with other marketing tools, such as customer relationship management platforms (CRMs), for further accessibility.

A customer relationship management (CRM) platform provides businesses with an easy way to contact customers and build relationships with them. It holds customer contact information and data on the customer’s history with a company and their interactions. CRM platforms streamline customer communication, which factors into creating a positive user experience.

On the other hand, a customer experience management platform helps you gain the customer insights you need to manage the customer experience at every customer touchpoint.

Both CRM and CEM software are customer-facing, placing your audience at the centre of their tools. With an overlapping focus, there are numerous similarities between the tools:

  • Data usage: CRM and CEM systems use data and analytics to aid business decisions. Both pieces of software will help you gather, process and analyse customer data to point towards actionable insights.
  • Aligning with company goals: Both CRM and CEM software align their objectives with a business's wider goals. For example, they both help increase customer satisfaction and improve the customer experience.
  • Centralised data repositories: Both tools provide a centralised space where businesses can store customer information and analyse data.

Although CRM and CEM platforms are similar, they do not serve the same purpose within an organisation. Here are some important differences between CRM and CEM:

  • Focus: CRM platforms focus on building stronger relationships with customers. On the other hand, CEM platforms concentrate on refining the customer journey map to enhance CX.
  • Usage Department: Although all teams can dip into CRM and CEM platforms, they are more common in certain departments. For example, sales teams frequently use CRM platforms to streamline the sales process. On the other hand, marketing teams will use CEM platforms to holistically improve CX.

Understanding the differences between CRM and CEM will help businesses get more use out of all their connected platforms.

When your company invests in nurturing and managing the customer experience, that benefits your business externally and internally. Of course, your external benefits come in the form of positive word of mouth that generates customer loyalty (and profits). 

Since your CX strategy spans every department and team in your organisation, using a customer experience management platform encourages company-wide alignment on business objectives and provides your organisation with standard metrics that you can use to benchmark your progress.

When your customer experience team uses a CEM platform effectively, this can result in the following:

An investment in your customer experience offers positive returns for every aspect of your business.

Customer experience management can refine every touchpoint across the customer journey. Let’s explore the benefits of different aspects of CEM strategy and touch upon how they have a positive impact on the customer experience.

Data is at the heart of any effective business change. CEM platforms provide a centralised location where you can collect, process, analyse and draw insight from customer data.

  • Benefit: CEM platforms help companies capture customer data and organise it in a meaningful way.
  • Improvement: Collecting and utilising customer data helps companies find areas to improve the customer experience. Data-driven decision-making based on customer feedback can help optimise the entire customer journey.

SurveyMonkey research demonstrates that 72% of consumers say personalisation is important. CEM strategy allows us to offer a higher degree of personalisation when interacting with customers. 

  • Benefit: Using a customer experience management platform allows companies to personalise offers, recommendations and offers.
  • Improvement: Personalisation can improve customer loyalty and result in a more engaging user experience.

No two customers are the same. That said, all customers will follow a similar journey throughout the course of your business. CEM platforms measure experiences across the customer journey and help you improve it.

  • Benefit: Tailoring the customer journey with insights from CEM platforms helps companies build more engaging funnels for the customer to follow.
  • Improvement: Tailoring the customer journey using CEM software helps you enhance personalisation and provide a more satisfying experience with your business. 

A great brand experience is cohesive across all of its customer touchpoints. As software that actively monitors and shapes all touchpoints, CEM solutions help bring consistency to your brand.

  • Benefit: CEM software gives companies a comprehensive overview of customer touchpoints, helping them identify and remedy outliers.
  • Improvement: A streamlined and consistent customer experience leads to higher rates of satisfaction and reduced frustration.

An integral part of keeping your customers happy is planning for the future. A customer experience management strategy uses data-driven insights to predict future customer desires more effectively.

  • Benefit: CEM platforms offer analytics that can help companies understand, predict and anticipate future needs.
  • Improvement: Businesses that adapt ahead of time can address customer needs more precisely and provide a better CX.

Although there are several CEM solutions available on the market, not all of them are equal. Keep an eye out for the following factors when partnering with CEM software.

If you don’t already use CEM software, making the change doesn’t have to be a total overhaul. Your business should be able to integrate CEM platforms with your existing CRM, marketing software and reporting and analytics tools to streamline onboarding. 

Unifying all of the software in your toolbox will help you produce a single source of truth for customer insights. With a constant stream of reliable customer data, you can take action to improve your CX, deliver personalised customer support and obtain a 360-degree view of your customers. 

Although collecting customer experience data is useful, analysing it can offer a whole new outlook. Your CEM platform should turn the data you gather into actionable insights where possible. Depending on which touchpoints you pull data from, you can create personalised plans to improve CX across your business. 

When integrated with your other marketing tools, your company can rapidly bring these changes into effect. 

Surveys are a powerful method of getting information directly from your customers. However, for many businesses, the sheer number of surveys can become overwhelming. Make each survey detailed and specific to best serve your customers. 

Search for a CEM platform that offers a high degree of customisability. SurveyMonkey provides hundreds of customisable templates, plus advanced branding tools, so that you can create tailored experiences for survey-takers and ensure a consistent brand experience. And by using SurveyMonkey Genius®, you can build an entire survey from a single prompt to ask the right questions while saving time on survey design. 

The best CEM platforms help businesses manage and improve customer interactions across various touchpoints and channels. Some common use cases of CEM platforms are:

There are lots of moving parts involved when it comes to customer experience management. But with customer experience management software, you can focus on optimising the customer experience instead of worrying about how to standardise the customer relationship management process.

Learn how you can improve your customer experience with SurveyMonkey.

안경과 헤드폰을 끼고 태블릿을 스크롤하고 있는 여성

Explore our customer satisfaction survey templates to rapidly collect data, identify pain points and improve your customer experience.

노트북으로 기사를 보면서 스티커 메모에 정보를 쓰고 있는 남성과 여성

Refine your market research approach with our guide to identifying customer needs and what UK shoppers are looking for in 2024.

안경을 쓰고 미소를 지으며 노트북을 사용하고 있는 남성

How to combine the power of Salesforce customer data with the feedback capabilities of SurveyMonkey to improve CX.

노트북으로 정보를 살펴보고 있는 여성

Unlock the power of feedback with SurveyMonkey's online evaluation forms. Start with our form builder today!

Net Promoter, Net Promoter Score and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc. and Fred Reichheld.