You’ve heard it before but I’ll say it again… Listening to the Voice of the Customer (VoC) is crucial for businesses looking to compete based on customer experience. Research shows that 25-40% of the total revenue of the most stable businesses comes from returning customers. And getting customer feedback is the only real way of figuring out what makes your customers come back and what you could do to improve your customer journey. This is where VoC tools come into play. One that comes to mind is Usabilla.
Usabilla is known as a tool that collects feedback from websites, mobile apps and email. Since 2019, Usabilla has been part of GetFeedback, which in turn is part of parent company Momentive.ai (which is also the owner of Surveymonkey and recently announced to rebrand the parent name back to SurveyMonkey as well). As most of you still know the tool by Usabilla, that’s the name we will use for this comparison.
The software allows users to customise feedback surveys (to some extent), target specific visitors, take screenshots and add them to their feedback items. With Usabilla, you can collect metrics such as smileys and Net Promoter Score (NPS) as well as customer metadata.
What is Usabilla lacking?
As with any software, Usabilla has a few shortcomings. In terms of the collection stage, this feedback tool lacks features such as complex question routing that enables you to really zoom in on customer issues. It also misses some important analysis features including customisable dashboards and data visualisations, cross-tabbing/filtering feedback items, native text and sentiment analytics and more. And most importantly, if you’re looking for a tool that facilitates an effective action management programme, you may want to look further as Usabilla, unfortunately, does not offer much in terms of a task management solution.
Update: In May 2023, momentive.ai (the parent company) was acquired by a private equity firm and delisted from the stock market. The new owners appear to have shifted their focus away from prioritising Usabilla’s user feedback offering. While the Usabilla products probably won’t be discontinued, it does imply a potential slowdown in product updates and innovation. Additionally, customers may experience a reduction in the usual level of support and service they have come to expect.
Update 2: If you want to switch to Mopinion, good news, Mopinion has a Usabilla integration where we can pull all your feedback data.
Best alternatives to Usabilla
So let’s take a look at some of the competitors and alternatives to using a tool like Usabilla.
Mopinion takes your online VoC programme to the next level, giving you more than just feedback collection capabilities. This software collects and analyses both website, email and mobile customer feedback (using a mobile SDK) in real-time. It has an easy-to-use interface, with which users can build, design and configure feedback forms however they like as well as deploy forms in multiple different languages.
Like Usabilla, Mopinion users can also target specific groups of online visitors with feedback forms and gain insights into why they are struggling to convert. This is done using Mopinion’s advanced triggers that are set off based on digital visitor behaviour. However, the difference here is that Mopinion offers unlimited combinations of form triggering rules so that you can more target more specifically.
Once collected, feedback items can be visualised in customisable dashboards and charts for advanced analyses. Additionally, digital teams can share and take action on these feedback items in a timely manner with the help of smart alerts.
Key Mopinion features, which Usabilla is missing:
- Native text and sentiment analysis
- Fully customisable dashboard and data visualisation
- Advanced form design and question routing
- Unlimited form-triggering rules
- Conversational feedback
- Cross-tabbing and filtering
- Feedback form translations
- Regular updates, maintenance and new key features added
Want to learn more about the differences between Usabilla and Mopinion? Click here.
Qualaroo is a VoC software that analyses customer behaviour using (micro)surveys. These surveys are quite easy to build and design using Qualaroo’s library of questions and various customisation options. Users also have the ability to target particular audiences, make use of intelligent question branching, and review the results in an easy-to-handle dashboard. Having said that, it’s important to point out that Qualaroo’s strengths lie primarily in data collection rather than analysis. In other words, its reporting functionalities are somewhat limited. To compensate though, they do offer an integration with IBM Watson for analysis.
Feedbackify is an easy-to-setup online feedback tool for your website. With Feedbackify, you can create feedback forms with a drag-and-drop editor. Website visitors can leave ratings and comments, including compliments and suggestions. A real-time dashboard can be used to see and analyse all received feedback. Unfortunately, however, this tool doesn’t offer advanced reporting or text analysis capabilities, but if you’re going for cheap and simple this is a nice and basic tool for you.
Verint is a popular Voice of the Customer (VoC) platform that collects customer feedback via standard surveys. While this tool was initially focused on website feedback it is now positioned a lot broader. For example, surveys can be used to gather feedback from other (offline) channels such as contact centers and shops (hence its marking as a more traditional voice of the customer tool). However, this tool is quite limited in terms of customisation options. For example, feedback forms are always deployed as standard ‘popups’. And when it comes to reporting, there isn’t much flexibility in regards to customising reports or dashboards…
Qualtrics is a heavy CX solution that offers online survey software and questionnaire tool that somewhat pushes the boundaries of traditional surveys. It offers nearly 100+ question types, several readily made survey templates as well as features such as display logic, email triggers and logic branching. Included in its real-time web reports, users can choose from over 30 different graph types and export results to CSV or SPSS. However, this is somewhat limited in terms of customisation options (e.g. editing end of survey messages). Additionally, this tool is much better suited for those seeking traditional research solutions (e.g. questionnaires) as Qualtrics does not specialise in digital channels.
WebEngage is a customer feedback software that includes a feedback form and survey builder. This software can also be used to trigger the feedback forms depending on the visitor’s click behaviour. WebEngage also offers the possibility to send out notifications on the website or in a mobile app. Note: while very cost-effective, it’s important to mention that this tool is intended mainly for collection purposes and does not offer much in terms of analysis, e.g. text analysis.
7. Medallia for Digital
Medallia for Digital is an enterprise-grade software and key component of Medallia Experience Cloud. This software, which also includes Kampyle (VoC platform), captures customer feedback on websites, mobile websites and in-app and integrates it with offline data from contact centers, retail stores and several other touchpoints. The software also makes use of powerful AI-based text analytics, role-based reporting and real-time alerts. However, being an enterprise software, some might say it’s a rather expensive option.
ResponseTek provides customer experience software and service to its customers. Users can access targeted surveys and randomly select customers depending on their actions. It collects data by sending out email invites. Alternatively, the software can also collect it directly from your website and social media. ResponseTek creates detailed customer journey data reports such as the type of interaction, touchpoint, revenue, churn reduction, and more. As this is a 360-degree VoC software, its focus is not only digital.
9. NICE Satmetrix
NICE Satmetrix is a somewhat new VoC software solution that was created when Satmetrix was acquired by NICE in 2017. With a user-friendly interface and clear visuals, NICE Satmetrix offers advanced surveys with abilities such as location, industry or product segmentation. Users can also publish positive feedback (provided by clients) on social media. Keep in mind though that this solution is mainly focused on customer service.
10. Hubspot customer feedback software
Hubspot’s customer feedback software has a nice, clean inter-face that makes it easy to build surveys and forms. With their wide range of questions and templates, as well as a built-in feedback dashboard, Hubspot offer a good alternative to Usabilla’s software. Keep in mind, however, that Hubspot’s templates are not very customisable. This can make it hard to put your own touch on surveys and feedback forms.
I hope this article has helped you in your decision-making process. Sometimes it can be very difficult to find or to choose (alternative) tools that suit your wishes. Mainly because there are so many different types of tools out there to choose from.
My advice to you is therefore to just focus on the various techniques they offer for collecting, reporting or analysing online user feedback from your websites or mobile apps and see what works best with your needs!
Ready to see Mopinion in action?
Want to learn more about Mopinion’s all-in-1 user feedback platform? Don’t be shy and take our software for a spin! Do you prefer it a bit more personal? Just book a demo. One of our feedback pro’s will guide you through the software and answer any questions you may have.