CustomerGauge
CustomerGauge is a B2B Account Experience SaaS platform that connects account-level NPS feedback directly to revenue outcomes for enterprise organizations. Serving 200+ employee companies across CPG, beverage, logistics, manufacturing, technology, and services, it monetizes via subscriptions plus usage-based AI credits for its Gaige AI features.
- Company typePrivate
- Founded2008
- HeadquartersAmsterdam, Netherlands
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What CustomerGauge does
CustomerGauge is a privately held B2B Account Experience software company founded in 2007/2008 by Adam Dorrell (CEO) and Camilla Scholten (COO), headquartered in Boston with origins in Amsterdam. The company operates a SaaS platform purpose-built for B2B customer experience management, differentiating from B2C-focused competitors such as Qualtrics and Medallia by connecting account-level feedback directly to revenue outcomes. Core platform capabilities include Surveys & Feedback (supporting 198+ languages), Dashboards & Analytics (including a Geographical View tool), and Acting on Feedback modules, anchored by trademarked Account-Centric NPS and Revenue-Based NPS methodologies.
The platform is powered by Gaige AI, an AI layer introduced as the company's strategic centerpiece and reflected in the September 2025 rebrand to 'CustomerGAIge.' Gaige AI combines 18+ years of B2B-specific best practices with the industry's largest B2B benchmark database (1M+ B2B responses, 3M+ surveys) to deliver conversational AI, predictive churn analytics, autonomous AX Agents, and prescriptive recommendations. Adjacent AI features include the Voice Interview Bot (Feb 2026, 140+ languages), Signal Intelligence Agents (June 2026), Close the Loop AI Assistant, and Feedback AI Assistant. The product integrates natively with Salesforce, Microsoft Dynamics 365, and SugarCRM, with OAuth 2.0 extensibility for other systems.
CustomerGauge generates revenue through a quote-based enterprise SaaS subscription model priced on users, features, and support level, supplemented by usage-based AI Credits for AI-powered features such as Voice Interviews (approximately €0.70-€2.50 per interaction). The company targets mid-to-large B2B organizations with 200+ employees across six primary verticals: Consumer Packaged Goods, Beverage, Logistics, Manufacturing, Technology, and Services. Named enterprise customers include Coca-Cola HBC, Heineken, AB InBev, DHL, Trivium Packaging, SmartBear, and Engro Polymer & Chemicals. Go-to-market is enterprise field sales with quote-based pricing, multi-year contracts, dedicated account management, and customer success teams. Distribution is exclusively direct, with no channel partner or marketplace presence. Marketing relies on content, NPS benchmark reports, the CustomerGauge Academy, the annual Monetize! conference, and a recognized Account Experience Awards program.
CustomerGauge firmographics
Firmographics- Name
- CustomerGauge
- Legal name
- CustomerGauge
- Website
- https://customergauge.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- CustomerGauge is a B2B Account Experience SaaS platform that connects account-level NPS feedback directly to revenue outcomes for enterprise organizations. Serving 200+ employee companies across CPG, beverage, logistics, manufacturing, technology, and services, it monetizes via subscriptions plus usage-based AI credits for its Gaige AI features.
- Ownership category
- akta.pro rank
CustomerGauge industry classification
Industry- Product category
- Customer Experience Management Software
- NAICS
- Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)
Keywords
Where CustomerGauge is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
CustomerGauge business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- SaaS Platform Subscription: Pricing based on business needs including number of users, features, and level of support required. Subscription model with comprehensive onboarding, training, and technical support included. Higher-tier plans available with dedicated Account Services and priority support.
- AI Credits: AI-powered features like Voice Interviews consume AI credits. A typical relationship survey runs 2-3 AI credits (about €0.70), with longer conversations topping out around €2-€2.50.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Custom Enterprise Tier |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels8 records
CustomerGauge product offering
Product offeringCore offering
CustomerGauge provides a B2B Account Experience platform that captures NPS and sentiment at the account level and connects that feedback directly to revenue, risk, and expansion outcomes. The product is delivered as a SaaS subscription covering surveys, dashboards, closed-loop workflows, and AI-powered capabilities, sold to medium-to-large B2B enterprises on a quote-based pricing model.
Product overview
CustomerGauge offers a unified B2B Account Experience Platform purpose-built to connect account-level feedback directly to revenue. The platform consists of core modules including Surveys & Feedback (real-time feedback capture at account level), Dashboards & Analytics (revenue risk visualization with Geographical View), and Acting on Feedback (intelligent routing). Key differentiators are Account-Centric NPS and Revenue-Based NPS, which tie feedback to financial outcomes. The platform is powered by Gaige AI — an AI layer providing autonomous agents, predictive analytics, NLP, and knowledge retrieval. Additional AI features include the Voice Interview Bot, Signal Intelligence Agents, Close the Loop AI Assistant, and Feedback AI Assistant. The Frontline Suite extends capabilities to customer-facing teams. The platform integrates natively with Salesforce, Microsoft Dynamics 365, and SugarCRM, with OAuth 2.0 for other CRMs.
Differentiator
Problem solved
Functional benefit
Brands
- Gaige AI: AI brain that unifies B2B Account Experience data, 18+ years of proven best practices, and the industry's largest benchmark database into a single chat interface.
- Interview Bot
- Account-Centric NPS
- Revenue-Based NPS
- AX Agents
Products and services
- Account Experience Platform The B2B experience platform purpose-built to connect account-level feedback directly to revenue. Captures NPS and sentiment across key accounts to reveal growth, churn, and upsell opportunities, powered by Gaige AI, and integrates natively with Salesforce, Microsoft Dynamics 365, and SugarCRM. Sold to enterprise B2B clients on a subscription basis with quote-based pricing.
- Gaige AI AI solution unifying B2B Account Experience data, 18+ years of proven best practices, and the industry's largest B2B benchmark database into a single chat interface. Generates intelligent response recommendations, flags churn risk, and provides prescriptive next actions for enterprise B2B customers.
- Frontline Suite AI-powered software suite that empowers customer-facing teams at B2B organizations to capture insights, close the loop, and improve customer relationships in real time. Sold as an add-on module to the core Account Experience Platform.
- CustomerGauge Academy Online education platform offering 30+ hours of content for B2B experience practitioners. Includes courses on measuring, analyzing, acting, and growing using NPS programs, supporting CX teams in building and scaling their customer feedback programs.
Quantifiable outcome
- 5x the avg. industry response rate
- +6 more outcomes
Companies that use CustomerGauge
Customer profileNamed customers17 records
Segments7 records
Ideal customer profiles1 record
CustomerGauge technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability10 records
Feature9 records
CustomerGauge partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, strategic and minor.
- SalesforcecoreCRM integration allowing account and contact syncing for complete reporting and survey management. Customers can easily connect their Salesforce instance to CustomerGauge for seamless data flow.
- Microsoft Dynamics 365coreCRM integration with Microsoft Dynamics 365 enabling customers to sync accounts and contacts for reporting and survey management within the Microsoft ecosystem.
- SugarCRMcoreCRM integration with SugarCRM platform for account management and survey data synchronization.
- CPG Experience CouncilstrategicCustomerGauge CEO Adam Dorrell participates in CPG Experience Council alongside Chair Nigel Tordoff, providing industry leadership and benchmarking collaboration for CPG companies.
- TechleapminorCustomerGauge engaged with Techleap's exclusive U.S. initiative, participating in Times Square showcase alongside top industry leaders, investors, and AI pioneers.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
CustomerGauge competitors and assessment
Company assessmentDirect peers
- Qualtrics: Qualtrics is the largest enterprise VoC/CX platform and the canonical B2C-built competitor that CustomerGauge explicitly calls out. Both sell NPS and survey-driven experience management to enterprise buyers, with overlap in key accounts and procurement categories. CustomerGauge differentiates by B2B-specific account/revenue linkage, but they compete head-to-head on most RFPs.
- Medallia: Medallia is a major enterprise experience management platform covering VoC, CX, and employee experience. CustomerGauge runs a direct 'Medallia vs. CustomerGauge' comparison page, signaling head-to-head competition. Both target large enterprise CX programs and compete on text/speech analytics, dashboards, and closed-loop workflows.
- Delighted: Delighted is a focused NPS and customer feedback platform (now part of Qualtrics) that targets SMB and mid-market customers. CustomerGauge runs a direct comparison against Delighted, positioning itself as the revenue-tied B2B alternative. Overlap is strongest in mid-market NPS deployments.
- GetFeedback: GetFeedback (acquired by SurveyMonkey) is a customer feedback platform tightly integrated with Salesforce. It overlaps with CustomerGauge on B2B NPS collection and Salesforce-driven workflows, making it a direct substitute particularly for Salesforce-centric buyers.
Broad incumbents
- Gainsight: Gainsight is the leading B2B Customer Success platform covering health scoring, renewals, and expansion. While not a survey-first platform, Gainsight increasingly covers account-level feedback and NPS use cases that overlap with CustomerGauge's Account Experience positioning, often as part of broader CS suites.
- InMoment: InMoment is a multi-product experience management platform combining VoC, analytics, and contact center intelligence. It competes with CustomerGauge in enterprise CX programs but serves a wider portfolio beyond B2B, giving it broader procurement leverage while lacking CustomerGauge's B2B-specific account-revenue focus.
Emerging players
- ClientSuccess: ClientSuccess is a B2B customer success management platform focused on account health, NPS, and renewals for mid-market SaaS companies. It competes with CustomerGauge's account-centric NPS and revenue-linked feedback modules in the B2B SaaS vertical where CS teams drive platform selection.
- Vitally: Vitally is a modern Customer Success platform for B2B SaaS that bundles NPS surveys, account health, and customer journey analytics. It overlaps with CustomerGauge's Account Experience platform primarily in mid-market and tech-vertical deployments where teams want unified CS tooling.
- Wonderflow: Wonderflow is a feedback analytics platform that uses AI/NLP to unify customer feedback across channels for B2B and consumer brands. It overlaps with CustomerGauge's AI-driven feedback analysis (Gaige AI, Signal Intelligence) particularly for European customers seeking an alternative to US-headquartered incumbents.
- SentiSum: SentiSum is an AI-native voice of customer analytics platform using NLP to tag and analyze support and survey text. It overlaps with the Signal Intelligence Agents and AI Interview Bot capabilities CustomerGauge is launching, particularly for B2B support-driven feedback use cases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
CustomerGauge social profiles
Digital presenceCustomerGauge financial estimates
Financial estimateRevenue estimate
Valuation estimate
CustomerGauge leadership team
Management profileNumber of profiles
Profiles6 records
CustomerGauge funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CustomerGauge M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CustomerGauge
What does CustomerGauge do?
CustomerGauge provides a B2B Account Experience platform that captures NPS and sentiment at the account level and connects that feedback directly to revenue, risk, and expansion outcomes. The product is delivered as a SaaS subscription covering surveys, dashboards, closed-loop workflows, and AI-powered capabilities, sold to medium-to-large B2B enterprises on a quote-based pricing model.
Is CustomerGauge a public or private company?
CustomerGauge is a private company. It is classified as venture growth investor backed and is currently operating.
When was CustomerGauge founded?
CustomerGauge was founded in 2008. It employs 51 to 100 people.
Where is CustomerGauge based?
CustomerGauge is headquartered in Amsterdam, Netherlands, in the Europe region.
How does CustomerGauge make money?
Two revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are AI Credits.
Who are CustomerGauge's main competitors?
Direct peers on record are Qualtrics, Medallia, Delighted and GetFeedback. Broad incumbents are Gainsight and InMoment. Emerging players are ClientSuccess, Vitally, Wonderflow and SentiSum.
Does CustomerGauge have an API?
Yes. CustomerGauge provides OAuth 2.0 connectivity for CRM integrations. The platform enables syncing accounts and contacts for reporting and survey management. No public API documentation URL or developer portal was identified in the source material.
What industry is CustomerGauge in?
CustomerGauge's product category is Customer Experience Management Software. Its primary akta.pro industry code is HDAAAGAJ, B2B SaaS & Enterprise Personalization (CRM, Sales, Support). Its NAICS code is 541511 and its SIC code is 7372.