New Listings: Smaply, Survicate, and Hay Join cx.tools

Three new tools join the cx.tools directory this week: Smaply, Survicate, and Hay. Each brings something distinct to the CX stack, covering enterprise journey mapping, lightweight feedback collection, and open-source AI support automation.

Here's what each tool does and who it's built for.

Journey Mapping & Experience Management

Smaply is a customer journey mapping and experience management platform built on service design methodology. It was founded by Marc Stickdorn, author of This is Service Design Thinking. The platform is designed for organisations that want to move beyond workshop artifacts and one-off maps toward a continuous, structured approach to journey work.

The core distinction versus lighter journey tools is the integration depth. Smaply connects directly to Google Analytics, Power BI, and Excel 365 to bring live quantitative data into journey maps, so a touchpoint's performance data lives alongside the qualitative narrative about it. The Research Hub uses AI to synthesise interview transcripts and survey verbatims into quotes and themes, reducing the time between raw research and usable insights.

Linked journey hierarchies let teams navigate between high-level lifecycle maps and detailed sub-flows without losing context. Delivery integrations (Jira, Asana, Trello, Linear, Azure DevOps, Monday.com) connect journey pain points directly to backlogs. Security credentials include ISO 27001:2022 and SOC 2 Type I and II, with SSO and dedicated hosting for enterprise deployments.

Feedback & Survey

Survicate has been running feedback and survey infrastructure for over a decade, competing directly with the established players in the NPS, CSAT, and in-product survey space. The platform covers multi-channel feedback collection (in-app, email, and web) with advanced survey logic including skip logic, conditional routing, piping, and AI-generated follow-up questions based on previous answers.

On the analysis side, Survicate automatically AI-analyzes open text responses and groups them into topics. The Insights Hub extends this further, pulling data in real time from all connected feedback sources (surveys, app reviews, support tickets, user interviews) and organizing it into topics, insights, and sentiment. For CX and product teams already embedded in HubSpot or Salesforce, feedback flowing directly into existing customer records reduces the manual work of connecting responses to individual accounts.

AI Customer Support Automation

Hay is open-source AI customer support automation built for ecommerce and B2B SaaS teams. The model is straightforward: AI handles frontline conversations across chat and messaging autonomously, escalates to humans when it can't resolve, and you can self-host the whole thing.

The open-source and self-hostable positioning makes Hay interesting for teams with data sovereignty requirements or engineering capacity who don't want to be on the vendor dependency path of the major support platforms. For early-stage teams, the cost structure is also different: self-hosting removes per-seat or per-resolution pricing from the equation at a stage when volume is predictable and teams are small.

About cx.tools listings

cx.tools is an independent CX software directory. We add tools we judge useful to buyers as free editorial listings; vendors can optionally buy a Rich Listing (€99 one-time) to publish their own description, logo and features. Placement in search results and category pages reflects the tool's fit for the query, not budget.

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