K.p.a.m.

What K.p.a.m. does

KPAM (legal entity SARL KPAM) is a Paris-headquartered consulting and research firm founded in 2004 that diagnoses and improves customer, employee, patient, citizen, and CSR experiences for large French and international enterprises. Its core offering is built on proprietary verbatim linguistic analysis software combined with senior human expertise, which converts open-ended feedback into structured emotional intensity scores, themes, and moments of truth. The product portfolio is anchored by the registered Tracker® family of diagnostic tools (Experience Client, Experience Collaborateur, Experience RSE, and the Mirror variants comparing customer/employee and manager/team perspectives), the trademarked Empreinte émotionnelle© methodology that maps 100+ emotional drivers against 12 fundamental emotional needs, and the 5 Pillars of Customer Enchantment framework. The firm maintains approximately 11-50 employees and operates through sub-brands: KPAM Next for customer culture transformation, KPAM RH for employee experience, and KPAM IMPACT for sustainability studies.

KPAM sells exclusively through bespoke direct consulting engagements to enterprise clients across banking, retail, telecom, healthcare, transport, energy, and hospitality, with named clients including Accor, Carrefour, Decathlon, SNCF Gares & Connexions, Orange, Michelin, BNP Paribas, Crédit Agricole, Air France, Renault, MAIF, Engie, La Poste, RATP, Leroy Merlin, Fnac Darty, Roche, Dyson, Nespresso, L'Occitane, Best Western France, Burger King France, Hospices Civils de Lyon, Cofidis, and Zeiss. Over its history the firm has completed 850+ experience modeling projects across 32 countries and built an archive of 1,000+ experience cartographies feeding its proprietary emotional intensity benchmarks.

Revenue mechanics are professional services-only: no SaaS, no product licensing, and no disclosed public pricing; engagements are scoped per mandate. KPAM's go-to-market relies on thought leadership (the 'Sens du client' blog, the annual 170-page Customer Trends White Paper, the Panorama de la culture client, the E-enchantement 2025 study covering 3,500 consumers in four countries), industry conferences (All-4-Customer Paris 2025, CRM Meetings Cannes, Salon Solutions RH, Produrable), co-hosted client Masterclasses, and a stated 40% inbound share of first-time-journey clients. The company is privately held with no disclosed external investors, sponsors, M&A activity, or funding rounds.

Name

K.p.a.m.

Legal name

SARL KPAM

Website

https://kpam.fr

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

KPAM is a Paris-based consulting and research firm founded in 2004 that diagnoses and improves customer, employee, patient, citizen, and CSR experiences for large enterprises through proprietary verbatim linguistic analysis, Tracker® diagnostic tools, and the trademarked Empreinte émotionnelle© emotional strategy methodology.

Ownership category

akta.pro rank

Product category

Management Consulting Services

NAICS

Marketing Research and Public Opinion Polling (541910), Management Consulting Services (54161), Human Resources Consulting Services (541612)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Patient Feedback, Surveys, Reputation & Experience Measurement (VoC) (HLACAEAH)

akta.pro secondary industries

Dashboarding & KPI/Performance Management (HDAEAMAF), Public Relations Measurement, Analytics & Monitoring (BPAFADAL)

Keywords

• Experience consulting services
• Customer journey mapping
• Employee experience diagnostics
• Verbatim analysis methodology
• CSR experience measurement

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting & Advisory Services: KPAM provides expert consulting engagements for experience diagnosis, journey mapping, and organizational transformation. Services include Tracker® diagnostics, Mirror studies comparing customer and employee perspectives, culture client programs, and sensitivity workshops. Engagement models include conferences, workshops, and bespoke advisory mandates. KPAM also operates KPAM Next as a consulting division focused on culture client and signature relationnelle.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

KPAM is a Paris-based consulting firm that diagnoses and maps customer, employee, patient, citizen and CSR/RSE experiences using a proprietary verbatim linguistic analysis methodology. It sells its Tracker® diagnostics, Empreinte émotionnelle© emotional strategy framework, and Mirror (client vs. employee) studies as bespoke engagements to large enterprises across France and internationally. Complementary advisory practices (KPAM Next, KPAM RH, KPAM IMPACT) deliver transformation programs, workshops, conferences, and national perception studies.

Product overview

KPAM is a customer, employee, patient, citizen, and CSR experience consulting firm founded in 2004. The company offers a unified methodology centered on proprietary Tracker® tools and the Empreinte émotionnelle© framework. The core portfolio consists of five Tracker® products: Experience Client (Customer), Experience Collaborateur (Employee), Experience RSE (CSR), and two Mirror Trackers—one comparing customer/employee perspectives and another focused on management culture. These are complemented by specialized consulting practices: KPAM Next for customer culture transformation, KPAM RH for HR/management consulting, and KPAM IMPACT for sustainability studies. All offerings are built on verbatim-based linguistic analysis using a proprietary software tool combined with human expertise, spanning five experience domains: Customer, Employee, Patient, Citizen, and CSR.

Differentiator

Problem solved

Functional benefit

Products and services

• Tracker® de l'Expérience Client Proprietary diagnostic that visualizes the key moments of truth in a customer journey, their impact on overall satisfaction, and the company's performance at each touchpoint, built on KPAM's verbatim linguistic analysis methodology. Sold to large enterprises across B2C and B2B sectors.
• Tracker® de l'Expérience Collaborateur Diagnostic tool that maps the key moments and topics that matter most to employees, measures their impact on engagement, and shows company performance at each touchpoint. Used by HR and management teams in large enterprises.
• Tracker® de l'Expérience RSE Diagnostic that identifies, for each stakeholder, the visible CSR actions that drive engagement, the perceived gaps and misalignments, and emerging signals about corporate social responsibility performance.
• Tracker® Miroir de l'Expérience Client | Collaborateur Mirror diagnostic that highlights the key interactions between customers and employees, identifies which interactions impact both sides most significantly, and enables concrete relationship management to create value.
• Tracker® Miroir Managers vs Equipes Mirror diagnostic that compares manager experience with their teams' experience to optimize management culture, identifying high-value interactions, friction points, and root causes of tension.
• Tracker® Miroir Culture Client Extended Mirror diagnostic that compares front-office (customer-facing) and back-office employee perspectives to identify internal customer culture gaps and action levers for culture transformation.
• Empreinte émotionnelle© Proprietary emotional footprint methodology that identifies the most powerful emotional drivers and translates them into actionable gestures, rituals, and concrete solutions. Built on 20 years of analysis and 1,000+ experience mappings.
• KPAM Next Consulting division of KPAM focused on customer culture transformation, signature relationnelle, conferences, diagnostics, workshops, and action planning. Led by co-founder Thierry Spencer.
• KPAM RH HR-focused consulting practice specializing in employee experience, management culture, and Mirror methodologies between managers and teams.
• KPAM IMPACT CSR and sustainability practice conducting national surveys of French citizens on perceptions of corporate social responsibility actions in customer and employee experiences.

Quantifiable outcome

• SNCF Gares & Connexions mobilized 10,000+ people including agents, vendors, and merchants around 5 service attitudes (HOTES) with measurable quality improvements and CX Award 2025 recognition
• +3 more outcomes

Named customers25 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• LuciliuscoreImplementation/ SI/ Consulting PartnerLucilius partnered with KPAM on the SNCF Gares & Connexions 'Tous Hôtes' hospitality program (CX Award 2025). Lucilius was responsible for the communication and pedagogical content side, creating 10 inspiring films on service attitudes (HÔTES), integrated into e-learning, manager kits, and break room screens. KPAM provided the methodological diagnostic foundation (Tracker Miroir).
• Smart TribuneminorStrategic or Co-development PartnerSmart Tribune is one of four partners behind the Sens du client blog and the annual Customer Trends White Paper 'Les Tendances Client', co-created with KPAM, SVP, and Yampa.
• SVPminorStrategic or Co-development PartnerSVP is one of four partners behind the Sens du client blog and the annual Customer Trends White Paper 'Les Tendances Client', co-created with KPAM, Smart Tribune, and Yampa.
• YampaminorStrategic or Co-development PartnerYampa is one of four partners behind the Sens du client blog and the annual Customer Trends White Paper 'Les Tendances Client', co-created with KPAM, Smart Tribune, and SVP.
• KPAM NextcoreStrategic or Co-development PartnerKPAM Next is the advisory/consulting division of KPAM led by co-founder Thierry Spencer. It focuses on culture client, signature relationnelle, customer trends, sensitization programs, and conference presentations. It operates as a distinct brand entity with shared ownership and expertise, producing thought leadership content and delivering transformation programs for clients like Best Western France.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Medallia: Medallia is an enterprise experience management platform for customer, employee, and citizen experience. It directly overlaps with KPAM's Tracker® experience mapping and verbatim analytics offerings, competing for the same enterprise CX budgets through a SaaS delivery model.
• Verint: Verint provides customer experience analytics, voice of customer, and workforce engagement solutions. It is comparable to KPAM in the experience measurement and analytics space, though Verint focuses on software and AI-driven analytics rather than bespoke consulting.
• Qualtrics: Qualtrics is a global leader in experience management software, offering Voice of Customer, employee experience, and journey analytics platforms. It is directly comparable to KPAM as both compete for CX/EX measurement and improvement budgets, although Qualtrics is a software platform while KPAM delivers bespoke consulting engagements.
• IPSOS: IPSOS is a global market research and public opinion polling firm headquartered in Paris. Like KPAM, IPSOS designs survey instruments, analyzes verbatim responses, and delivers insights on customer, citizen, and brand perception across multiple geographies.
• Customer Insight Consulting: Customer Insight is a French customer experience consultancy focused on customer journey mapping, satisfaction measurement, and CX strategy. It is a direct French-market peer to KPAM with comparable B2B research and advisory services to enterprise clients.
• BVA Group: BVA is a French market research and customer insights firm offering brand tracking, customer experience studies, and opinion polling. It is comparable to KPAM as a French-headquartered research firm with similar customer experience and verbatim-style methodology.
• InMoment: InMoment is an experience intelligence platform combining VoC, employee experience, and advanced text analytics. It directly parallels KPAM's verbatim analysis and customer experience measurement focus, with overlapping enterprise target customers.

Broad incumbents

• McKinsey & Company: McKinsey operates a global management consulting practice that includes customer experience and organizational culture transformation. It is comparable to KPAM at the high end of CX advisory work but competes at vastly greater scale and with broader strategic mandates.
• BearingPoint: BearingPoint is a major European management and technology consulting firm with established customer experience and transformation practices. It competes with KPAM for enterprise CX mandates but operates at much larger scale across multiple consulting domains.
• Capgemini Invent: Capgemini Invent is the digital innovation and consulting arm of Capgemini, offering large-scale customer experience transformation programs. It is comparable to KPAM in CX consulting but competes at significantly greater scale and as part of a broader technology services portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCdwEOax4yYrBBh7UC-glKaQ
• LinkedInlinkedin.com/company/kpam

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 K.p.a.m.