CX Group
CX Group is a 2022-formed private holding company that operates Second To None, BestMark, and ShopperHub—mystery shopping and CX research brands serving enterprise clients across retail, healthcare, financial services, automotive, QSR, and telecom with a 1.2M-member shopper community and ~150 employees.
- Company typePrivate
- Founded2022
- HeadquartersAnn Arbor, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What CX Group does
CX Group is a privately held holding company formed in 2022 that consolidates three customer experience research and mystery shopping brands—Second To None, BestMark, and ShopperHub—under a single corporate structure. The group operates with approximately 150 team members across the United States and Canada and runs a 1.2 million-member shopper community that executes over 600,000 mystery shops and administers more than 18 million experience surveys each year. Its core product is enterprise CX measurement delivered through human-in-the-field evaluation, supplemented by what the company describes as its proprietary "HUMAN CX" framework for translating field observations into client-facing intelligence.
The operating model rests on three layers: ShopperHub provides the community management platform that recruits and dispatches the shopper workforce; Second To None and BestMark deliver branded mystery shopping, competitive intelligence, and CX research services; and the parent provides shared services, methodology, and enterprise go-to-market. CX Group holds MSPA membership, BBB accreditation, and Inc. Best Workplaces recognition, and is positioned as a B2B services firm rather than a software vendor.
The company generates revenue through multi-year managed service contracts with enterprise clients. Its named client roster spans ten Tier-1 brands across at least seven verticals—retail (Target, eBay), financial services (CitiBank), healthcare (United Healthcare, Quest Diagnostics), automotive (Ford), QSR/restaurant (Chipotle, Circle K), telecom/cable (Xfinity), and travel/lifestyle (Reef). Pricing is structured around per-shop, per-survey, and program-level engagements. No funding rounds, M&A transactions, or revenue figures are disclosed in the available data.
CX Group firmographics
Firmographics- Name
- CX Group
- Legal name
- CX Group, Inc.
- Website
- https://cxgroup.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- CX Group is a 2022-formed private holding company that operates Second To None, BestMark, and ShopperHub—mystery shopping and CX research brands serving enterprise clients across retail, healthcare, financial services, automotive, QSR, and telecom with a 1.2M-member shopper community and ~150 employees.
- Ownership category
- akta.pro rank
CX Group industry classification
Industry- Product category
- Customer Experience Measurement Services
- NAICS
- Management of Companies and Enterprises (551)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Customer Experience (CX) & Digital Experience (BPAHAEAC)
- akta.pro secondary industries
- Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK), Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)
Keywords
Where CX Group is headquartered
LocationHeadquarters
- HQ city
- Ann Arbor
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
CX Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Mystery Shopping Services: Large-scale mystery shopping and execution measurement services provided to major brands across multiple industries including retail, restaurants, automotive, financial services, and healthcare.
- Customer Experience Diagnostics: Objective assessment and prioritization of customer experience breakdowns tied to financial outcomes, helping organizations identify where experience issues carry real financial consequence.
- Compliance Auditing: Execution measurement and compliance auditing services for multi-location organizations to ensure consistency across brand standards and frontline operations.
- Experience Surveys: Large-scale survey operations conducting over 18 million experience surveys annually to provide customer feedback and insights.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise mystery shopping and CX evaluation services |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
CX Group product offering
Product offeringCore offering
CX Group is an operating holding company that provides customer experience intelligence services for multi-location enterprises. Through its operating brands Second To None and BestMark, and its ShopperHub community platform, the company delivers mystery shopping, compliance auditing, experience surveys, and CX diagnostics that diagnose and prioritize experience breakdowns tied to financial outcomes.
Product overview
CX Group is an operating holding company that offers a portfolio of customer experience intelligence solutions through two specialized operating brands: Second To None and BestMark. Second To None provides the HUMAN CX mystery shopping and survey framework focused on customer effort and loyalty metrics, while BestMark delivers large-scale mystery shopping and execution measurement services. The ShopperHub platform serves as the independent contractor community connecting over 1.2 million mystery shoppers with assignment opportunities across multiple industries. Together, these products enable multi-location organizations to diagnose experience breakdowns, prioritize issues by financial impact, and resolve performance gaps at scale.
Differentiator
Problem solved
Functional benefit
Products and services
- Second To None Operating brand focused on diagnosing and improving customer experiences through the proprietary HUMAN CX mystery shopping and survey framework, emphasizing customer effort, consistency, and moments that drive loyalty for multi-location enterprise clients.
- BestMark Operating brand specializing in large-scale mystery shopping and execution measurement, helping brands win critical customer experience moments through disciplined, repeatable intelligence.
- ShopperHub North America's leading mystery shopper, auditor, and evaluator community platform connecting 1.2M+ independent contractors with mystery shopping assignments across retail, restaurants, hotels, ecommerce, automotive, financial services, and home delivery industries.
- Compliance Auditing Services Execution measurement and compliance auditing services for multi-location organizations to ensure consistency across brand standards and frontline operations.
- Experience Surveys Large-scale survey operations conducting over 18 million experience surveys annually to provide customer feedback and insights to enterprise clients.
Quantifiable outcome
- De-risks revenue by diagnosing experience breakdowns before they compound
- +1 more outcomes
Companies that use CX Group
Customer profileNamed customers10 records
Segments7 records
Ideal customer profiles2 records
CX Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
CX Group partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Second To NonecoreSecond To None is one of CX Group's two specialized operating brands, focusing on diagnosing and improving customer experiences through the HUMAN CX mystery shopping and survey framework. It emphasizes customer effort, consistency, and moments that drive loyalty.
- BestMarkcoreBestMark is one of CX Group's two specialized operating brands, specializing in large-scale mystery shopping and execution measurement. It helps brands win the moments that matter through disciplined, repeatable intelligence.
- ShopperHubcoreShopperHub is the mystery shopping community platform operated by CX Group, containing 1.2M+ members who conduct mystery shops, audits, and evaluations. It serves as the primary vehicle for delivering large-scale mystery shopping assignments across North America.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
CX Group competitors and assessment
Company assessmentDirect peers
- Market Force Information: Market Force specializes in customer experience measurement for multi-location retailers and restaurants through mystery shopping and survey programs, directly comparable to CX Group's enterprise retail and QSR focus (Target, Chipotle, Circle-K).
- Decision Point: Decision Point is a CX measurement and mystery shopping provider focused on retail and restaurant verticals, directly comparable in customer base, service offering, and delivery model to CX Group's BestMark.
- BARE International: BARE International is a global mystery shopping and CX measurement provider with a large independent contractor evaluator network, directly comparable to CX Group's ShopperHub community and BestMark operating brand.
- Intouch Insight: Intouch Insight provides CX measurement, mystery shopping, and location-level analytics for multi-location enterprises, with overlapping service offerings, target buyers, and methodology to CX Group's portfolio.
- SMG (Service Management Group): SMG provides customer experience management, mystery shopping, and location-level analytics for multi-location brands, with directly comparable service lines, customer segments, and technology-enabled measurement platform.
- Coyle Hospitality: Coyle Hospitality is a hospitality-focused mystery shopping firm with global coverage, comparable to CX Group's hospitality vertical expertise and Reef/Walmart hospitality client work.
- MaritzCX: MaritzCX is one of the largest dedicated mystery shopping and customer experience research firms globally, competing head-to-head with CX Group's BestMark and Second To None brands on enterprise multi-location mystery shopping programs.
Broad incumbents
- Medallia: Medallia is an enterprise CX and VoC platform serving many of the same Fortune 500 verticals (financial services, retail, hospitality) as CX Group, with overlapping buyer personas but a fundamentally different SaaS delivery model.
- Qualtrics: Qualtrics is a leading enterprise experience management platform offering VoC, CX analytics, and survey capabilities that compete for the same enterprise budget as CX Group's mystery shopping and survey programs, though delivered as a SaaS platform rather than services.
- Ipsos: Ipsos is one of the world's largest market research firms with a dedicated CX and mystery shopping practice serving global enterprises, comparable as a broader incumbent competitor with deeper geographic reach than CX Group.
Market position
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
CX Group social profiles
Digital presenceCX Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
CX Group leadership team
Management profileNumber of profiles
CX Group subsidiaries and ownership
Company hierarchySubsidiaries3 records
CX Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CX Group 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 CX Group
What does CX Group do?
CX Group is an operating holding company that provides customer experience intelligence services for multi-location enterprises. Through its operating brands Second To None and BestMark, and its ShopperHub community platform, the company delivers mystery shopping, compliance auditing, experience surveys, and CX diagnostics that diagnose and prioritize experience breakdowns tied to financial outcomes.
Is CX Group a public or private company?
CX Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CX Group founded?
CX Group was founded in 2022. It employs 251 to 500 people.
Where is CX Group based?
CX Group is headquartered in Ann Arbor, United States, in the North America region.
How does CX Group make money?
Four revenue lines are on record. Mystery Shopping Services are the primary driver. The others are customer Experience Diagnostics, compliance Auditing and experience Surveys.
Who are CX Group's main competitors?
Direct peers on record are Market Force Information, Decision Point, BARE International, Intouch Insight, SMG (Service Management Group), Coyle Hospitality and MaritzCX. Broad incumbents are Medallia, Qualtrics and Ipsos.
Does CX Group have an API?
No public API is recorded for CX Group.
What industry is CX Group in?
CX Group's product category is Customer Experience Measurement Services. Its primary akta.pro industry code is BPAHAEAC, Customer Experience (CX) & Digital Experience, with a secondary code of BPAHALAK, Customer Experience (CX) & Voice-of-Customer Analytics. Its NAICS code is 551 and its SIC code is 7370.