You know the importance of creating great customer experiences. Up to 74% of customers will switch to a competitor if your path to purchase is too difficult for them to navigate. Collecting feedback is the best way to discover the information you need to build top-notch CX products.
Gathering feedback can be as simple as sending customers a form and asking them to complete it.
But, specialist customer feedback tools have advanced features that improve the process. For example, they let you embed forms in your website, automate surveys, and provide in-depth analytics.
In this article, I’ll introduce some of the best customer feedback tools available. I'll also highlight what exactly makes each one great.
What do I look for when I select the best customer feedback system? Here’s a summary of my evaluation criteria:
- User Interface (UI): The tool’s UI should look great for customers and your team. If the tool has in-app feedback features, they should blend in with your product.
- Usability: I look for features that make creating and collecting feedback easy. Templates and drag-and-drop functionality will help.
- Integrations: I look for tools that integrate with other product analytics and customer service tools.
- Value for $: The tools on this list come at various price points. Make sure the one you choose offers value.
Customer Feedback Tool: Key Features
The best customer feedback tools make creating surveys and collecting and analyzing feedback easy. Here are some of the key features to look out for.
- In-app feedback: This lets customers provide feedback while interacting with your product. These surveys are typically short and specific, which can help decrease abandonment rates.
- Automated surveys: These let you collect feedback straight after service interactions without agent input.
- Workflows: Some tools let you set up workflows to ensure you act upon all feedback.
- Analytics: Analytics features help you understand your feedback and track it over time.
- Survey builders: These let you create surveys that collect the information you need. Look for templates and drag-and-drop builders.
- Feature requests: Some tools can help you track and prioritize feature requests.
- Segmentation: Look for tools that allow you to segment users and collect feedback based on different criteria such as location, role, or behavior.
- Added extras: Many of the tools on this list come with extra features—for example, product analytics or messaging.
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Overviews Of The 10 Best Customer Feedback Software Solution
Here’s a brief description of each customer feedback app to showcase each tool’s best use case, some noteworthy features, and screenshots to give a snapshot of the user interface.
SurveySparrow’s customer feedback survey platform allows you to create and share customer feedback surveys that are conversational in nature. One of its biggest selling points is the fact that it is the world’s first multi-UI platform that offers both chat-like surveys and conversational forms.
Another key feature of SurveySparrow’s customer feedback survey platform is conditional logic branching. It has display logic and skip logic features, which allow you to enable queries based on the respondent’s previous answers. This ensures that only the most relevant questions are given to the audience according to the way they answer questions. All other irrelevant or unnecessary questions will automatically be hidden away.
SurveySparrow supports recurring surveys as well. It is equipped with a feature that lets you share pulse surveys with your customers automatically, based on a predefined trigger and/or frequency. You can set up the platform as to when and how frequently the pulse surveys must be delivered to respondents. The customer feedback survey tool will take care of the rest automatically.
The diverse question types and the reporting module are features that make this customer feedback survey platform a reasonable option for CX teams. If you’re looking to improve customer experience, then having the ability to create surveys with diverse question types to suit your needs is an advantage.
SurveySparrow costs from $99/month and comes with a 14-day free trial.
Pendo is product experience software with analytics and feedback tools. This means you can identify how users interact with your app and then gain feedback to see what they think of the tool. This provides a more rounded understanding of the overall experience.
A cool feature is that you can segment your customers and see the type of feedback each one provides. This is useful because it lets you focus on the feedback provided by higher-value segments. There are also features that update customers to show you are taking their feedback seriously.
Tell them you heard their request and then provide updates about which features are being worked on and delivered. The tool has plenty of features beyond feedback. You can create in-app guides you can use to teach users about your tool. Use it for onboarding or to get customers up-to-date with new features.
Pendo also integrates with many tools used by customer service, success, and product teams such as Jira, Hubspot, and Zendesk.
The tool has a free version for up to 1,000 monthly active users.
Contact the team for information about paid plans.
Hotjar is a tool that provides insight into how users interact with your website. The tool’s standout feature is heatmaps. This visualizes user behavior on your site by showing where users click, move, and scroll on each page on your website. This is powerful insight you can use to optimize your website experience for the actions you want customers to take.
Hotjar is also effective feedback and survey software. Use the latter to collect feedback as people browse your website. You can even ask people to highlight which parts of the page they like or dislike. If a customer provides negative feedback, you can watch a visit recording to see what went wrong in their session and then optimize any pain points.
Survey features allow you to collect more information. You can use on-site surveys to collect answers from customers in real-time. Or you can create surveys and send them via a link. The tool has an easy-to-use survey builder and plenty of survey templates.
If you want survey and feedback features, pricing starts at $59 per month for 250 monthly responses.
Pricing starts at $178 per month if you need the heatmap and session recording tools.
Intercom is a business messaging app with features for collecting customer feedback. The main product is the chat widget you install on your website or app. You can customize this to provide resources relevant to the page the customer is on. You can also use the widget to collect feedback.
Create rules so that users are automatically asked a question at specific points in the customer journey. For example, if a customer uses a feature three times, you can ask them for their opinion of the feature.
All this happens within your product, so customers provide feedback while the experience is fresh. Another cool way to gather feedback via Intercom is with reactions. You can add these to your knowledge base or help articles to let customers quickly tell you how helpful the article was.
If people consistently say an article wasn’t helpful, consider updating it to provide more useful information. Feedback is just one small part of Intercom’s overall package, which contains a ton of features for sales marketing and customer support teams.
The company doesn’t publicize pricing, but you can ask for a demo on the website.
Qualaroo is user feedback software that allows you to collect quick feedback from within your website or app. Customers provide insight in real-time while using your product via an unobtrusive popup.
The tool also has features that allow you to target surveys based on how the customer behaves on your website. For example, you can set the tool up to collect feedback after the customer uses a particular feature. Or you also target people based on their location.
Using the tool is easy, and you can install it on websites, mobile apps, and SaaS platforms. Once set up, it’s easy for your team to create new questions without having to redo the installation process.
Pricing starts at $100 per month for up to 100,000 page views on a single domain.
Contact the company for a product demonstration.
Gainsight is a customer experience tool that provides insight into how customers use your product. This comes through features that track and analyze app usage, as well as the ability to gather customer feedback. You collect feedback from within your app so you can find out how customers feel about features as they use them.
Creating various customer survey types such as multiple-choice, star-ratings, or free text is easy. You can then deploy these surveys at key moments in the customer journey. It’s possible to target these surveys to segments of users based on product usage, location, or even role at the company.
The most powerful thing about Gainsight is that you can use customer feedback alongside product usage data to get a complete overview of the customer experience. You can identify your tool’s most used features and then create surveys to collect data to optimize these features.
Gainsight doesn’t publicize pricing, but you can contact the team for more information.
You can also sign up for a free trial on the website.
Usersnap is customer feedback software built specifically for SaaS tools. It lets you collect feedback from your app to see what customers think of your tool. Customers can add screenshots to their feedback to provide further information about an issue. For example, if a button doesn’t work, the person providing feedback can highlight it to offer context about the problem.
The feature request board is another useful feature. This lets you track what customers want and then focus your update efforts on these activities. Customers can also see your roadmap and upvote the features they want most. This ensures your dev team only focuses on high-impact activities.
The tool’s drag-and-drop interface makes building surveys easy. There’s also a dashboard that lets you assign feedback to team members to ensure you act on the feedback you receive.
Usersnap integrates with over 50 tools including Asana, Jira, and Intercom.
Pricing starts at $19 per month for the basic plan.
You can grab a free trial of the software via the website.
GatherUp is customer experience software with powerful review and feedback features. It aims to make it easy for businesses to gather customer reviews and maximize the benefit they get from each one.
A typical use case is that you send out a survey after a service interaction. If the customer says they had a positive experience, the tool will ask them to leave a review on one of the platforms that is important to your business. These features help you learn about the customer experience and generate more reviews to increase brand awareness.
The tool also monitors over 50 review platforms for new comments. It alerts you if your business receives a new review so you can use this in your marketing, share it on social media, or embed it on your website.
GatherUp starts at $99 per month per location for up to 3,500 new customers and 3,000 email requests.
You can try the tool for free for 14-days.
InputKit is a tool that allows you to automate customer satisfaction surveys via email or SMS. The tool sends out a survey after a service interaction.It’s easy to create surveys using the survey builder.
The tool also has templates for metrics like NPS or satisfaction. The analytics dashboard highlights all relevant information so you can easily see how your service teams perform and track this over time. You can also use this feature to measure employee performance.
See which agents provide experiences that consistently result in positive CSAT and NPS metrics.
InputKit offers over 1,000 integrations with business and customer service tools, including Slack, Salesforce, Zendesk, and Intercom.
The tool doesn’t publicize pricing, but you can request a demo via the website.
AskNicely is a tool that allows you to collect feedback after the customer receives service from your team. I like that you can automate surveys, so they go out without any input from your team. This ensures the service experience is fresh in the customer’s mind when they receive the form.
And you can send these surveys via email, SMS, or web. You can track various metrics such as Net Promoter Score (NPS), Customer Satisfaction (CSAT), and customer effort. This gives you a complete overview of your service experience. You can also set up workflows, so it’s easy to act on each piece of feedback.
For example, you can ask customers who provide a positive feedback score to review your service on a third-party platform. Or, you can ask for further information about what went wrong if someone provides negative feedback.
AskNicely integrates with plenty of tools, including Slack, Intercom, and Salesforce.
The company doesn’t promote pricing, but you can contact the team for a demo.
The Best Customer Feedback Software Solution Summary Table
14-day Free Trial
|From $79/subject for 2 users||Visit Website|
Free version available
|From $7,000/year||Visit Website|
15 days free trial
|From $31/user/month||Visit Website|
14 Days Free Trial
|From $74/month (billed annually)||Visit Website|
Free trial available
|From $100/month||Visit Website|
|From $19/month for the basic plan||Visit Website|
14 Days Free Trial
|From $99/month per location for up to 3,500 new customers and 3,000 email requests||Visit Website|
|Pricing Upon Request||Visit Website|
Free demo available
|Pricing Upon Request||Visit Website|
Need expert help selecting the right Customer Engagement Software?
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Here are a few more that didn’t make the top list.
- Affiniv - Collect NPS and feedback on multiple channels
- Customer Radar - Tool for generating feedback and customer reviews
- Confirmit Horizons - Powerful tool for measuring customer experience
- Idiomatic - Customer intelligence platform with AI
- Listen360 - Easy-to-use real-time feedback platform
- Trustmary - Tool for turning feedback into testimonials
- Lumoa - Customer feedback platform with automated insight generation
- Frill - Customer feedback with free version for small websites
- Chattermill - Customer feedback analytics platform
- VAIL Feedback - Collect and analyze customer and employee feedback
What Do You Think About This List?
This list contains some of the best options available for collecting feedback.
Some of the tools are dedicated to this single task, while others have more complex features. Choose the best one for you by considering what you need and then trying out a few of the tools that offer this functionality.
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