When Feedback Meets the Cursor: InMoment and Contentsquare Team Up

Ask any customer experience team what they know, and you get two answers that never sit in the same room. One team can tell you exactly how a customer feels - the survey score, the one-star review, the angry line in a chat transcript. Another team can tell you exactly what that customer did - the pages, the clicks, the moment they abandoned the cart. Both are true. Neither, on its own, tells you what to fix.

On September 19, 2023, InMoment and Contentsquare announced a partnership aimed squarely at that gap. InMoment, a customer experience software company based in South Jordan, Utah, runs a platform that collects what customers say across surveys, reviews, calls, chat and social. Contentsquare, founded in Paris in 2012, runs a digital analytics platform that records what customers do - the click paths, the scroll depth, the hesitations, the rage-clicks. Put plainly: one company owns the words, the other owns the video.

The gap nobody was closing

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For years these two categories of data grew up side by side and almost never touched. Feedback tools got smarter at reading sentiment. Analytics tools got sharper at mapping behavior. But a survey that says "your checkout is confusing" still leaves you guessing which field, which button, which step. And a heatmap showing a drop-off at step three tells you where people leave, not why they were frustrated enough to go.

The partnership's pitch is simple enough to test in an afternoon: inside InMoment's XI Platform, filter for your detractors - the customers who rated you poorly - and then open the matching Contentsquare session replay to watch what actually happened. The complaint and the click path, on one screen.

What actually connects

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InMoment's side of the plumbing is its Experience Improvement (XI) Platform, which ingests signals from websites, mobile apps, surveys, social media, reviews and recorded conversations, then runs text analytics and AI over the pile to surface themes. Contentsquare's side is its digital experience analytics and Session Replay, which reconstruct a visitor's journey click by click.

The value shows up where the two overlap. A sentiment signal in InMoment gains behavioral context; a behavioral pattern in Contentsquare gains a reason. The result is meant for the people who usually argue past each other in a big company - marketers, product managers and IT - now looking at the same evidence.

The workflow worth stealing

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Strip away the category language and there is a small, repeatable loop underneath. Tag the unhappy customers. Jump to their session replays. Watch where the journey broke. Fix the page. It replaces the usual sequence - a survey score triggers a meeting, the meeting spawns a hypothesis, the hypothesis waits on data - with something a product manager can run on their own before lunch.

The point of joining feedback and behavior is speed of diagnosis. A sentiment score is a symptom - it tells you the temperature, not the cause. A session replay is closer to the diagnosis. Before this kind of integration, CX teams often held a thermometer with no way to find the fire. The stat that matters is not how many brands or interactions are involved; it is how many quarters of guessing get cut out of finding a fix.

Two companies, one honest admission

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There is something quietly grown-up about a partnership like this. Each company could have kept bolting features onto its own product and calling it a full picture. Instead, InMoment named the half it does not solve - behavior - and Contentsquare named its own - voice. The integration is the result of both sides admitting they only ever owned one side of the customer.

It also joins two fairly different worlds. Contentsquare started as Jonathan Cherki's student project in 2012, built around a single question about how people actually experience a web page, and grew into a French analytics company serving hundreds of brands. InMoment came up through the customer experience and voice-of-customer tradition in the United States. The partnership was formalized publicly in September 2023, with InMoment presenting at Contentsquare's CX Circle event on the 28th of that month.

None of this is an acquisition. The two remain separate companies; what changed is that their platforms now talk. For a customer already running both, that is the difference between switching tabs and switching context - between a complaint that floats free and a complaint with the receipt attached.

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