Obtaining customer feedback is just one part of the puzzle. You also need to turn it into actionable insights.
Online survey software can help you with all of the following:
building feedback surveys and forms
reporting on the data you find
measuring customer sentiment and satisfaction as a follow-up action
engaging in market research
employee satisfaction strategies
testing the user-friendliness of your mobile app
planning what to do with the final data collection
Microsoft reported that 54% of customers actually have increased their expectations for modern customer service, meaning that your “tried and true” methods may not be enough as products and customers continue to evolve.
However, you don’t want to willy-nilly make a survey and stick in your customers’ faces. In fact, 72% of consumers warn that intrusive or poorly designed surveys can actually hinder their experience with a website or product.
So what is a CX manager to do? You need some sort of survey system but it has to be the right one so that respondents aren’t turned off by the process.
Luckily, there are plenty of online survey software options available so anyone can find the perfect fit. That’s why I wrote this article: to quickly compare and evaluate the best online survey software of 2020.
Not being able to pay doesn’t mean you can’t collect valuable feedback from your team and/or customers. Free software survey options available for those who have a lean project budget. These survey software apps are either free forever or have a freemium plan that you can use:
Google Forms, Survicate, and SurveyLegend all made our “best of” list so keep reading for a brief comparison of these free online survey tools.
If you’ve already completed some surveys, you might be looking for sentiment analysis tools to help you properly analyze and extract insights from the data you’ve collected.
Survey Software Comparison Criteria
What do I look for when I do a survey software comparison? Here’s a summary of my evaluation criteria:
User Interface (UI): Is it clean and attractive? Can you personalize the survey design to suit the brand style? Is adding images, changing colors, and adjusting fonts easy to do? Does the interface support various data-gathering options, like multiple choice, numerical ratings, and short answer? Is it optimized for mobile devices?
Usability: Is survey creation easy to learn and master? Does the company offer good tech support, user support, tutorials, and training? Would customers with minimal tech experience be able to navigate completing a survey with minimal assistance? Is the support team responsive?
Integrations: Is it easy to connect with other tools? Any pre-built integrations, like Salesforce or G Suite? Does it work with the standards of NPS surveys? Can survey data be easily exported to popular formats (Excel, PDF, etc.)?
Value for $: How appropriate is the price for the features, capabilities, and use case? Is pricing clear, transparent, and flexible? Are there price-based limitations of the number of responses you can collect, the type of feedback you can track, or the number of survey questions you can ask?
Survey Software Key Features
Here are some of the key features that I looked for in the survey software that I reviewed.
Question design tools (ie. question library)
Questionnaire & interview options (ie. different question types)
Qualtrics — Best for using advanced text and voice analytics in responses
Satmetrix — Best for CX certification & training resources
SurveyGizmo — Best for enterprise-level survey requirements
Zoho Survey — Best for helping narrow a target audience
What Do You Think About These Survey Software Tools?
If this article helped you find a survey platform, then I have done my job. Which survey tool was your favorite from this list? Is there an online survey software tool that you would add here? Let us know in the comment section. For more customer experience insights, be sure to sign up for our newsletter.