Serve First CX

Serve First CX provides an AI-driven platform for managing customer experience and feedback. Founded in 2023 by CEO Erol Ayvaz, the Milton Keynes-based company aims to help businesses learn and adapt faster by making customer feedback data actionable. Ayvaz has over two decades of experience in the tech industry, with a focus on improving customer service strategies.

The company's platform collects and analyzes customer feedback from various sources, including in-store surveys, online reviews, and mystery shoppers. It utilizes artificial intelligence to generate insights and action plans, delivering them to frontline teams to facilitate rapid improvements in customer experience and loyalty. The service targets sectors such as retail, hospitality, wellness, and facilities management. Its business model is based on providing its platform to enterprise clients to optimize their customer experience operations.

In mid-2025, Serve First secured £4.6 million in a funding round involving Pembroke VCT, the Midlands Engine Investment Fund II (managed by Mercia Ventures), Tiny VCT, and Techstars, along with angel investors. This investment is intended to support the company's expansion in the UK, Europe, and the US, as well as further product innovation. The company has reported tripling its Annual Recurring Revenue in the 12 months leading up to the funding announcement and has doubled its UK headcount. Notable clients include Aramark, Elior Group, and Alphega Pharmacy.

Keywords: customer experience management, AI feedback analysis, customer insights platform, retail CX, hospitality feedback, employee engagement tools, real-time customer feedback, automated action plans, customer loyalty, experience improvement, mystery shopping analysis, online review analytics, frontline team empowerment, facilities management CX, wellness industry feedback