Serve First CX

About Serve First CX

Serve First CX provides an AI-driven platform for customer experience and feedback management. The company was incorporated in April 2019 and officially launched in 2023. It is headquartered in Milton Keynes, with a presence in London. The founder and CEO is Erol Ayvaz, who has over two decades of experience in the technology sector, including roles at Asana and Market Force Information, focusing on customer experience strategies. In 2025, the company secured £4.6 million in a Series A funding round from investors including Pembroke VCT, the Midlands Engine Investment Fund II (managed by Mercia Ventures), Tiny VCT, and Techstars. This funding followed a period of significant growth where the company tripled its Annual Recurring Revenue (ARR).

The company's core offering is a software platform that collects and analyzes customer feedback from multiple sources, such as in-store surveys, online reviews, and mystery shopping reports. It utilizes artificial intelligence to process this data and deliver actionable insights and automated workflows to both frontline teams and management. The platform is designed to unify various customer experience functions, including compliance, brand audits, and sentiment analysis, into a single dashboard. This allows businesses to identify areas for improvement, reduce risks, and enhance customer loyalty. The system provides role-based, personalized insights to employees at all levels, from the C-suite to frontline staff, in a matter of minutes.

Serve First CX targets enterprise clients across several sectors, including retail, hospitality, wellness, facilities management, and franchise brands. Notable clients include Aramark, Elior Group, and Alphega Pharmacy. The business model is based on providing its platform as a service, helping companies to make data-driven decisions to improve customer experiences. By consolidating data from various touchpoints, the platform aims to give clients a competitive edge that standalone solutions for mystery shopping or surveys cannot match. The company has seen rapid growth, doubling its headcount and appointing James Dening, a former executive at Amazon and Google, as Chair of its Board.