Backbase CXP platform lead.jpg

Backbase is a small company with big plans for customer experience management (CXM). The company markets a CXM platform that puts control in the hands of the business users, explained Jelmer de Jong, the company's global head of marketing.

"It's lean and agile," he said. "It lets users access all enterprise content from a single place and adapt it for optimal omnichannel experiences."

Rather than offer a unified platform, many customer experience management vendors offer a number of different applications that are only loosely tied together — and leave it to the customers to pull everything together. Backbase claims to be an exception.

"Many of our competitors, including IBM, Oracle and Adobe, grew by acquisition. They have big, bloated customer experience suites that take a one-size-fits-all approach.. We started with one integrated portal and grew on the basis of market research and client feedback to create a flexible platform that really empowers our customers," de Jong said.

Tell Me More

Founded in Amsterdam, the Netherlands in 2003, Backbase offers a comprehensive suite of applications that help companies create, manage and deliver online applications so they can interact and connect with their customers. Its Customer Experience Platform (CXP) is "designed to create a totally customer-centric online environment, populated with powerful widgets that provide unlimited flexibility and functionality," the company maintains. 

"The platform is so easy to learn and use that we can have your business online within weeks instead of months," de Jong told CMSWire. Backbase claims user experience (UX) is in its DNA. According to its marketing slogan, "the customer is at the heart of everything we do."

But marketing aside, some leading enterprises apparently agree that Backbase offers an interesting technology. Global organizations such as GE, ABN AMRO, AIG, Al Rajhi Bank, KPN, Bank of America, Barclays, ING, UBS and Visa are already using it. And the company is growing, de Jong said.

It opened a US office in San Francisco in 2005, relocated that office to New York City in 2010 and now considers it the North American headquarters. As de Jong said, North America is a key market for companies in the CXM space.

While the company counts many banks and financial institutions among its clients, it also has customers in other verticals, including retail, de Jong added.

Honors and Achievements

In the recent months, announced a strengthened focus on social capabilities within its flagship product, released a new version of its CXP, and earned some significant market recognition.

In January, Ovum named Backbase a market leader (.pdf) for next-gen, digital banking platforms and a must-have for banks' vendor shortlists. Ovum defines the Market Leader category as representing "the leading solutions that we believe are worthy of a place on most technology selection shortlists. The vendor has established a commanding market position with a product that is widely accepted as best-of-breed."

In early February, the Gartner MarketScope for User Experience Platforms listed Backbase as leading front-runner in the user experience platform (UXP) market. These platforms are important, Garner maintains, because they "supply consistent, high-fidelity user experiences across a breadth of services, and the sites and apps created by a UXP can be deployed across multiple channels and devices."

It was the second recognition from Gartner in five months: Last September, Backbase earned a place in Gartner’s Visionary Quadrant for Horizontal Portals last September for the third year running.