KCM Group

What KCM Group does

KCM Group, operating as KCM Holding B.V. and headquartered in Loosdrecht, Netherlands, is a Dutch customer experience (CX) and employee experience (EX) measurement company. As of January 1, 2026, the company has rebranded to moveXM, consolidating its operations under the new brand. KCM's core offering is the KCM Next platform — a cloud-based survey and feedback management system with real-time dashboards, automated workflow routing for closed-loop feedback handling, a Strategic Analytics Module (SAM) for advanced reporting, and Single Sign-On integration. The platform supports multi-channel measurement across phone, email, WhatsApp, chat, and physical visits, and integrates with BI tools (Power BI, Tableau) and municipal appointment systems such as JCC.

The company monetizes through a mix of recurring SaaS subscriptions, professional research services (mystery calling, mystery emailing, quality and accessibility audits), training programs delivered via the KCM Academy subsidiary, and managed/hosted services. Pricing is quote-based, with annual billing cycles and minimum-commitment terms on e-learning licenses. Revenue mechanics combine predictable subscription income with project-based services revenue tied to mystery research and training engagements.

KCM's primary customer segment is Dutch municipalities, where it supports citizen satisfaction measurement across service counters, permit processing, public-space reporting, and the Wmo customer journey. Secondary segments include tax collection cooperatives, housing corporations, water companies (notably Vitens and WML), and commercial enterprises such as Schiphol, Nederlandse Loterij, Argenta, SIDN, and Van Wijnen. The company operates exclusively in the Netherlands through a direct sales-led GTM motion with dedicated account management, content marketing, and case-study-driven demand generation. It maintains ISO 27001 certification, BIO compliance for government information security, and WCAG 2.1 Level AA accessibility certification — credentials that function as procurement prerequisites in the Dutch public-sector market.

Name

KCM Group

Legal name

KCM Holding B.V.

Website

https://kcmgroup.eu

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

KCM Group (rebranded to moveXM in January 2026) is a Dutch customer and employee experience measurement company that sells a cloud survey platform (KCM Next) alongside mystery-research and training services primarily to Dutch municipalities and regulated enterprises.

Ownership category

akta.pro rank

Product category

Customer Experience (CX) Measurement Software

NAICS

Marketing Research and Public Opinion Polling (541910), Management Consulting Services (54161)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Management Services (8741)

akta.pro primary industry

B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)

Keywords

• Customer experience measurement
• Employee experience surveys
• Mystery research services
• Feedback analytics platform
• Municipal CX software

Headquarters

HQ city

Loosdrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Software Platform Subscription: SaaS-based survey and feedback management platform provided on a subscription basis, including dashboards, reporting, and workflow tools.
2. Research and Measurement Services: Mystery calling, mystery emailing, and quality & accessibility research conducted by trained auditors to assess service quality.
3. Training Services: E-learning licenses and training programs for customer contact staff, including writing training and calibration sessions.
4. Hosted/Managed Services: Hosted services including helpdesk support and SAAS delivery of the survey platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

KCM Group sells a cloud-based customer and employee experience measurement platform (KCM Next, now operating under the moveXM brand) for Dutch municipalities and commercial organizations. The platform is bundled with professional mystery-calling and mystery-email research, training, and analytics services that translate citizen and customer feedback into closed-loop improvement actions. Revenue is generated primarily through enterprise SaaS subscriptions combined with managed research, training, and consulting engagements.

Product overview

KCM Group offers a comprehensive customer and employee experience measurement platform with integrated modules and services. The core offering is the KCM Next Platform (now operating under the moveXM brand since January 2026), which provides survey management, dashboards, and workflow automation. Add-on modules include the Workflow Module for automated signal routing, Strategic Analytics Module (SAM) for advanced reporting, and Single Sign-On for enterprise authentication. The product suite is complemented by specialized services: Klantbeleving for customer satisfaction measurement, Kwaliteit & Bereikbaarheid for mystery research, Medewerkerbeleving for employee surveys, Training delivered through KCM Academy, and Inzicht for analytics. Sector-specific solutions include StembureauSucces for municipalities, alongside dedicated offerings for commercial organizations, tax authorities, housing corporations, and water companies.

Differentiator

Problem solved

Functional benefit

Brands

• StembureauSucces: Electoral bureau success platform for measuring and improving electoral processes

Products and services

• KCM Next Platform (now moveXM Next) Cloud-based customer and employee experience measurement platform providing surveys, real-time dashboards, workflow automation, and analytics for Dutch municipalities and commercial organizations across multiple channels.
• Klantbeleving (Customer Experience Service) Customer experience measurement service delivering satisfaction surveys, Net Promoter Score (NPS) tracking, and continuous monitoring of customer touchpoints for organizations.
• Kwaliteit & Bereikbaarheid (Quality & Accessibility Service) Quality and accessibility research service using mystery calling, mystery emailing, and mystery visiting methodologies to objectively assess service delivery across phone, email, WhatsApp, chat, and physical channels.
• Medewerkerbeleving (Employee Experience Service) Employee experience measurement service helping organizations understand and improve staff satisfaction and engagement through structured surveys and analytics.
• Training (via KCM Academy) E-learning licenses, writing skills training, coaching, calibration sessions, and professional development programs delivered through the KCM Academy division for customer contact staff.
• Inzicht (Insight / Analytics Service) Analytics and insight service providing reporting, dashboards, and data visualization to translate customer feedback into actionable improvement plans.
• StembureauSucces Specialized sub-brand solution for Dutch municipalities to measure and improve electoral bureau operations and voting processes.

Quantifiable outcome

• Increased service counter satisfaction from 7.6 to 8.6 through continuous measurement at Gemeente Beverwijk
• +2 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature6 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Qualtrics: SAP-owned global leader in experience management covering CX, EX, and research workflows at massive scale. Competes with KCM in any CX measurement deal but serves a far broader portfolio of use cases and geographies; an indirect threat as the default enterprise choice.
• Medallia: Enterprise CX platform with deep text and speech analytics, used by regulated industries and public-sector-adjacent organizations globally. Overlaps with KCM on AI-driven feedback analysis and workflow routing, with a much larger feature surface and sales footprint.

Direct peers

• Effectory: Dutch-headquartered employee and customer experience measurement firm with a comparable SaaS-plus-research model. Closest like-for-like competitor in the Benelux CX/EX market, competing for the same Dutch enterprise and government buyers.
• CustomerGauge: B2B-focused account and customer experience platform with NPS methodology and benchmark analytics. Comparable for its survey-driven CX measurement with workflow automation and account-level insights, targeting regulated and enterprise B2B segments similar to KCM's commercial clients.
• Forsta: Research-technology platform (formed from Confirmit and FocusVision) covering CX, EX, and market research with strong European presence. Comparable as a CX measurement vendor with both SaaS and professional research services, serving enterprise clients across multiple channels.
• Mopinion: Dutch-origin digital feedback platform for websites, apps, and email, with active presence across European regulated industries. Directly comparable as a Netherlands-based CX feedback SaaS vendor serving enterprise and government clients with similar GDPR-aware positioning.
• MaritzCX (Ignite): CX measurement and customer feedback platform with professional services for enterprise clients. Overlaps with KCM in combining survey technology with mystery-shopping-style research and analytics, targeting mid-market and enterprise B2B buyers.
• InMoment: Global CX platform combining survey software, text analytics, and professional services for enterprise clients. Comparable as a multi-vertical CX measurement vendor with AI-driven text analysis on open feedback, overlapping with KCM's Next platform + Strategic Analytics Module stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KCM Group