Best Customer Experience Analytics Tools in 2024

Customer Experience (CX) is a crucial element that greatly influences the success of any business. A single bad experience can make one out of every three customers leave your company. So, businesses need to understand and handle CX well. Using customer experience analytics tools plays a key role in this process.

In this article, I have listed the top customer experience analytics tools for 2024. These tools provide you with real-time insights and sentiment analysis capabilities, helping you optimize your CX strategy.

The best customer experience analytics tools are:

Best Customer Experience Analytics Tools


  • Capterra rating: 4.9/5

Plerdy is a robust platform that helps businesses improve online effectiveness by understanding user behavior and making data-driven decisions.

It serves marketers, UX designers, and SEO specialists from businesses of various sizes who want to gain more customer insights and improve the online experience.

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This is what you can expect

    • Heatmap analysis that allow you to visually track where users click, hover, and scroll throughout their site.
    • Detailed conversion tracking helps you pinpoint exactly where in the funnel potential customers drop off or convert.
    • Data from recorded replay sessions that assists in website troubleshooting, enhancing UX design and conversion rate.


  • UX&CRO paid plans start at $26 a month, but Plerdy also has a free forever plan with all functionalities.

HubSpot Service Hub

  • Capterra rating: 4.5/5

HubSpot’s Service Hub combines conversational tools, help desk automation, and customer feedback surveys into one platform. These features, powered by HubSpot CRM, provide businesses with a holistic overview of every customer interaction.

Additionally, Service Hub offers comprehensive reports that can be easily shared with team members and stakeholders.

What you can expect

  • Collect customer feedback through various methods like NPS, CSAT, CES, and tailored surveys.
  • Monitor client health by assigning scores to contacts and prioritize outreach and follow-ups.
  • Capture call details by automated conversation analysis that captures to understand the reasons behind their behavior.


  • HubSpot Service Hub starts at $20 a month, but you can try HubSpot for free.


  • Capterra rating: 4.8/5

Contentsquare captures all in-page interactions and micro-gestures to provide businesses with insights into customer behavior.

The zone-based heat maps, which display user clicks on-page elements and conversions, are a valuable feature for understanding and prioritization.

This is what you can expect

  • Get valuable insights on key opportunities and challenges by AI technology.
  • Uncover unexpected behaviors and looping patterns with customer journey analytics as visitors progress through the website
  • Observe root causes of issues with the Session Replay event stream.
  • Contentsquare’s frustration scoring identifies points of friction in the customer journey and explains why customers become frustrated.


  • Pricing is custom. You can sign up for a free demo.


  • Capterra rating: 4.6/5

UXCam provides a distinct approach to analyzing customer experience by concentrating on user experience (UX) insights. 

This tool is a bit different because it adds to the traditional customer experience analytics tools by paying more attention to visual user behavior and app performance. This gives a more complete picture of customer engagement in online environments.

With features like screen recording and touch heatmaps, UXCam shows exactly where users are struggling, so product managers and UX designers can quickly make improvements.

This is what you can expect

  • See exactly how users interact with your digital products through recorded user sessions
  • Find usability issues that may not be obvious through quantitative data alone.
  • Keeps track of things like crash reports, loading times, and screen flow to assess how stable and efficient your apps are.


  • Pricing is custom. But UXCam offers a free 14-day trial with up to 3,000 sessions a month.


  • Capterra rating: 4.8/5

Qualtrics is a perfect solution for larger brands, offering a comprehensive customer experience analytics platform. With features like product design, brand tracking, market research, and employee experience, brands can gain a holistic view of customer needs.

Qualtrics’ CustomerXM product focuses on the entire customer lifecycle, supporting an omnichannel strategy that includes surveys, social media, and contact centers.

By analyzing customer interactions for nuanced details like emotion and intent, businesses can identify common concerns, monitor sentiment trends, and refine their strategies to better meet customer expectations.

With its listening engine, predictive intelligence and analytics, and closed-loop actioning capabilities, Qualtrics helps businesses obtain a complete picture of customer experiences.

This is what you can expect

  • Advanced AI, machine learning, and natural language processing to analyze data and identify areas of improvement.
  • Automated actions recommend to team members
  • Real-time feedback from various sources such as social media, email surveys, and devices.


  • Pricing is custom. You can sign up for a free demo.

Adobe Experience Manager

  • Capterra rating: 4.3/5

Adobe Experience Manager combines digital asset management with the capabilities of a content management system to assist businesses in generating, overseeing, distributing, and enhancing personalized content for customers.

The tool’s AI features accelerate content creation, facilitating rapid expansion across multiple channels.

This is what you can expect

  • Be able to make informed content decisions by getting performance information for every page created, using web analytics and SEO recommendations.
  • Unified customer profiles for delivering personalized experiences utilized by AI and machine learning.
  • Streamlined content across devices, providing a consistent web experience on multiple devices.
  • Seamless connection, creation, and collaboration for teams without the need to switch applications by using Adobe Creative Cloud apps and services.


  • Pricing is custom. You can sign up for a free consultancy call.

Choosing the Right Customer Experience Analytics Tool

When choosing from various customer experience analytics tools, it is important to carefully consider your specific business needs and goals. Here are some factors to keep in mind:

1. Business Goals

The first step is to define clear, measurable objectives for your customer experience strategy. These goals will guide your selection process, helping you identify tools that offer features relevant to your desired outcomes.

2. Budget

Cost is an inevitable factor. It’s essential to evaluate the pricing models of different platforms, considering both initial investment and potential return on investment (ROI). Look for scalable solutions that can grow with your business without breaking the bank.

3. Scalability

Your chosen tool should be future-proof, capable of scaling as your business grows and your customer base expands. This includes the ability to handle increasing data volumes and integrate with other systems as needed.

When evaluating these tools, it’s useful to consider:

  • Identify what specific functionalities are crucial for your CX strategy. This could include real-time analytics, AI capabilities, digital asset management, or seamless integration with existing CRM systems.
  • A tool’s usability directly impacts its effectiveness. Opt for platforms that are intuitive and user-friendly, simplifying the process of gathering and analyzing customer data.
  • User feedback can provide valuable insights into a tool’s performance in real-world scenarios. Look at reviews from businesses similar to yours for a balanced view of a platform’s strengths and weaknesses.

Implementing a Successful Customer Experience Analytics Strategy

Succeeding with a customer experience analytics strategy begins with integrating data analysis and actionable insights. Businesses thrive when they break down silos, encouraging teams across sales, service, and marketing to collaborate.

Key Steps for Leveraging Customer Experience Analytics Tools:

  1. Set Clear Objectives: Define what success looks like for your business. Are you aiming to increase customer retention, improve service response times, or enhance product features? Your objectives will guide the kind of data you collect and analyze.
  2. Integrate Data Sources: Combine data from various touchpoints – social media interactions, purchase history, and customer service inquiries – to create a unified view of the customer journey. This holistic approach allows for deeper insights into customer behavior and preferences.
  3. Analyze and Act: Utilize the analytics capabilities of your chosen tool to uncover patterns in the data. Prioritize changes that will have the most significant impact on customer satisfaction. For instance, if data shows high drop-off rates at a certain point in the digital journey, focus on smoothing out that area.
  4. Encourage Cross-Functional Collaboration: Ensure that insights are shared across departments. The marketing team’s campaigns should be informed by the latest service interactions; likewise, the product development team can use customer feedback to refine future offerings.
  5. Monitor and Iterate: Customer preferences evolve, and so should your strategy. Regularly review the effectiveness of implemented changes and continue to refine your approach based on fresh data.

Important Metrics to Measure for Customer Experience Analytics

In the realm of customer experience analytics, several metrics play a pivotal role in gauging the effectiveness of your strategies. Here’s a look at some key metrics:

1. Customer Satisfaction Score (CSAT)

  • It measures the short-term happiness of your customers.
  • Ask customers to rate their satisfaction with your business, product, or service.
  • Use this feedback to make immediate improvements.

2. Net Promoter Score (NPS)

  • This metric helps you understand customer loyalty.
  • It asks customers how likely they are to recommend your business to others.
  • A high NPS indicates that your customers are not only satisfied but also will act as brand advocates.

3. Customer Effort Score (CES)

  • CES measures how easy it is for customers to use your product or interact with your service.
  • The lower the score, the better ease of use your product/service offers

4. Customer Lifetime Value (CLV)

  • It indicates the total revenue a business can expect from a single customer account throughout its relationship with the business.
  • Higher CLV suggests customers are satisfied and loyal.

5. Customer Retention Rate

  • This rate shows what percentage of your customers continue to buy over time.
  • High retention rates signify customer loyalty and satisfaction.

6. User Retention Rate

  • Similar to customer retention but focuses on active users in app-based businesses.

7. Customer Churn

  • The flip side of retention, churn represents the percentage of customers who stop buying or using your product over a given period.


Customer experience analytics tools help businesses understand their customers’ needs and wants and can use that knowledge to create better experiences.

The power of these tools comes from their ability to turn data into insights and digital transformation strategies. They can help to understand how customers are interacting across different points of contact and identify areas for improvement.


What are the tools for customer analytics?

Plerdy, Adobe Experience Manager, Contentsquare, Qualtrics, and Hubspot are powerful customer analytics tools that offer real-time analytics and sentiment analysis to enhance your customer experience strategy.

How is analytics used in customer experience?

One of the most common ways to improve customer experience is through analyzing customer feedback and mapping customer journeys.

Metrics such as Customer Satisfaction Score (CSAT), Customer Effort Score (CES), Net Promoter Score (NPS), Customer Lifetime Value (CLV), Customer Retention Rate, and Customer Churn Rate are used to measure customer experience.

Real-time analytics aid in understanding customer behavior.

How do you analyze customer experience?

You can use various metrics to measure the effectiveness of your customer experience strategies, including CSAT, CES, NPS, CLV, Customer Retention Rate, and Customer Churn Rate.

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