If you haven’t noticed, it’s all about the customer these days. According to Zendesk, 80% of consumers say they will leave a company if they have more than one disappointing customer experience. This proves that the moment you put the customer at the core of your business and focus on improving their experiences, you’re already one step closer to success. And that is precisely why businesses are looking to customer feedback tools as a foundation for this success.
Knowing how to choose the right tool(s) for your business, however, is still somewhat of a tricky game for many organisations. This is because customer feedback tools are very diverse in purpose. They use various collection techniques, gather different forms of customer feedback, report differently and provide different kinds of insights for the user.
To make the choice easier for you, we’ve compiled a list of the six different categories of customer feedback tools into one article. Together with your business goals, these categories should help to solidify your decision:
- Voice of the Customer (VoC) Tools
- Online Survey Tools
- Online Review Tools
- User Testing Tools
- Visual Feedback Tools
- Community Feedback tools
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But first let’s start with addressing what customer feedback is.
What is customer feedback?
Customer feedback is data collected from customers. It typically expresses their reaction to a product/service/brand, or their overall experience on a digital channel. These insights are then used by various roles – such as marketers, UX designers, web analysts, and more – to improve an organisation’s customer experience.
What is a customer feedback tool?
A customer feedback tool is a software or service that helps you collect insights from your customers. This is typically done digitally and there are a bunch of different tools to choose between. Which one suits you best, depends on your own business goals.
How do you get customer feedback?
There are different ways of obtaining customer feedback. As we mentioned, today it is usually done via a digital channel. Common sources for collecting feedback are:
- Within email campaigns
- Pop-up forms on websites
- Feedback widgets
- Social media
Ideally, organisations will leverage customer feedback by way of three phases: collecting, analysing and closing the loop. Managing feedback in this way, makes it easier for you to bring it ‘full circle’ and optimise the online experience. Learn more in our in-depth post about Customer Feedback Management.
The 29 best customer feedback tools of 2023
Without further ado: Here’s our list of the top 29 feedback tools on the market in 2023, grouped by their different categories.
Voice of the Customer (VoC) tools
Voice of the Customer (VoC) tools are a top priority among online companies, as these have become a critical element in customer experience initiatives.
These customer feedback tools make it easy for visitors to communicate about their customer experience directly, without interrupting the online journey. They are also great for collecting ‘in-the-moment’ feedback. Ready to get your voice of the customer program started? Try one of these tools.
Mopinion is an all-in-one user feedback software for all your digital channels. This customer feedback tool collects and analyses feedback from websites, mobile apps and email campaigns in real-time. With its easy-to-use interface, users can build, design, and configure feedback forms however they like.
A new and rather notable feature this software provides is conversational feedback, as seen in the video above. It makes feedback casual, fun and non-invasive. Users can also target these feedback forms to specific groups of online visitors and gain insights into why they are not converting. Incoming feedback can be visualised in customisable dashboards and charts for advanced analyses. To take it one step further, digital teams can share and take action on these feedback items in a timely manner with the help of smart alerts. Mopinion offers a variety of pricing packages.
- Easy-to-use interface
- Build customisable forms with drag-and-drop functionality
- Conversational, chat-like feedback forms
- Automated charts are generated as soon as you build your feedback form
- Customisable data dashboards
- Forms and feedback data can be shared with your team
- Control who has access to your feedback reports and in what way (i.e. viewing, editing, etc.)
- Single Sign-On for Microsoft Azure
- Native SDK (Android and iOS): Fully native feedback on your app. No redirection is needed.
- AI-powered, automated categorisation for open questions to help you read your qualitative data.
- Integrates seamlessly with applications such as Slack, Google Analytics, Jira, Hubspot, Salesforce, etc.
Feedier (IXM) is an experience management solution that allows you to really listen to the Voice of the Customer. Collect in real-time direct and indirect feedback through gamified forms, analyze your data with an intuitive and visual dashboard via features such as analysis of the most used keywords in your responses, correlation matrix, User Stories, NPS and many others.
- Easy-to-use, intuitive dashboard
- Collects feedback and business data in one platform
- Gives actionable insights from business and feedback data
- Visual analytics that are easy to understand
By way of a drag-and-drop editor, Feedbackify allows users to easily create website feedback forms themselves. Installation is also very easy. All you have to do is copy and paste the code they provide you with into your website’s HTML and it’s ready to go. Your visitors can provide a rating as well as submit comments, including compliments and suggestions. Within this customer feedback tool, you can view all feedback received in a dashboard in real-time as well as filter by category and sub-category.
- Drag-and-drop designs
- Launches feedback forms with a simple link
- Specialised in website feedback
- For those who want something quick and easy to implement, but with limited options
InMoment is a cloud-based customer experience optimisation platform that offers multiple solutions. This includes Social Reviews and Advocacy and Employee Engagement solutions, as well as a Voice of the Customer (VoC) platform. The VoC platform allows for feedback collection, online reporting, real-time alerts, and occurrence management. It also offers unique features such as data exploration, an active listening studio, and action planning. The platform combines the survey data it collects with customer data from other sources such as CRM, socials, and financials.
- Active Listening Studio, which collects customer feedback via an AI-powered, conversational form
- XI Platform that manages and processes data for you
- Integrates with many other programs (i.e. Slack, Salesforce, etc.)
5. Qualtrics (& Clarabridge)
Qualtrics is an Experience Management software with solutions available for customer experience and employee experience as well as experience and research.
They recently strengthened their Voice of the customer feedback tool by acquiring the popular software Clarabridge. This AI-powered solution offers a lot of listening insights and is able to detect both emotion and intent.
- Text and sentiment analytics
- AI-fueled insights
- Linguistic categorisation
- Emotion and intent detection
- Summarises data from all digital platforms
6. Verint Experience Management
Source: Verint ForeSee
Verint Experience Management is a CX Management software that allows you to track customer experience analytics over time in an automated way. The Verint Experience Cloud offers various VoC features including customer-initiated surveys, heat maps, text analytics, alerts and product reviews. This software is also great for benchmarking and competitor data.
- Customer-initiated, embedded surveys
- Customer experience visualisation heat map
- Alerts and product reviews
Wootric (an InMoment company) is a customer experience management software that makes use of single-question microsurveys. Most of these surveys include metrics such as Net Promoter Score (NPS), Customer Satisfaction (CSAT) and Customer Effort Score (CES). This tool is installed quickly and easily, which makes the process of getting started pain-free. All feedback (once collected) is sent to your live dashboard for review. Wootric’s analytics platform is available to users but also as a stand-alone product to companies that want to enhance their VoC program with text and sentiment analytics.
- Quick and easy to implement
Online Survey Tools
An alternative way of collecting customer feedback is via traditional online survey tools. Online survey tools often come in the form of a feedback button email invite and have become quite popular since the emergence of website feedback. Some of these tools are focused on particular niches whereas others hone in on user experience (UX). In the past, this type of customer feedback tool was well-known for their tendency to include a long list of questions. Nowadays, they are, however, becoming shorter and shorter – which certainly makes them less of a hassle for respondents who simply don’t have the time or energy to fill in an entire survey.
8. HubSpot Customer Feedback
HubSpot’s out-of-the-box feedback tools make it easy to capture qualitative and quantitative feedback so you can understand your customers better. With HubSpot, you can create and deliver surveys via email and on your website, and track all of your customer feedback on a single dashboard accessible to the whole team. Use a Net Promoter Score (NPS) survey to measure customer loyalty over time, send Customer Effort Score (CES) surveys to understand how easy it is for customers to get the support they need, or distribute customer satisfaction (CSAT) surveys to understand how satisfied customers are after different points in the customer journey.
- Automated follow-up workflows
- Intuitive UI and feedback analytics
- Analytics available for both qualitative and quantitative data
Survicate is a great customer feedback tool that enables its users to trigger targeted surveys at different locations on their website or send out questionnaires via email to different customers. They also offer chat surveys. There is also a library of predefined surveys that users can choose from. In terms of analysis, this customer feedback tool has dashboarding capabilities, CSV and XLS exporting options and NPS analysis.
- Drag-and-drop to create surveys
- Options for automated feedback collection
- Allows you to capture insights from even partially completed surveys
SurveyMonkey is probably one of the most well-known survey tools as it used by millions of businesses across the world. It offers 15 different types of questions (such as multiple choice, Likert scales, and open comments), making it a flexible survey software. This customer feedback tool is perfect for one-off surveys but because of this focus, it’s not suitable for measuring overall satisfaction or for surveying customers again after a certain period of time.
- Has a “freemium” version, but more advanced tools need to be paid for
- Templates that let you build surveys quickly
11. ProProfs’ Survey Maker
ProProfs is a versatile online survey tool used by marketers, trainers, and businesses. It offers a number of different products including the Survey Maker which is used to capture customer feedback. You can choose from 100+ templates and 1,000,000+ survey question types. The question bank consists of 20 categories of questions: Net Promoter Score question, rating scale, checkbox type questions, and scored questions being the prominent ones. The advanced features like survey scheduling, advanced reporting, analytics feature, maximum survey sharing options, integration with API like Zendesk, MailChimp, etc., make ProProfs’ Survey Maker an ideal choice for all your survey needs. ProProfs also comes with a basic free plan, enabling you to create unlimited surveys.
- 100+ pre-made online survey templates
- A wide range of question types to choose from
- Reporting and analytics in real-time
Typeform is an online survey software with a very user-friendly interface that allows users to put surveys together themselves. As a respondent, the process of filling in a survey goes quite smoothly. The free version of Typeform includes features such as unlimited questions and answers, data export options, custom-designed themes as well as readily-made templates and basic reporting features.
- Option for video interaction within the forms
- Easy-to-create forms and surveys
- Offers a free version
Online Review Tools
Wildly different from online survey tools, you also have online review tools. Online Review Tools are a great way of building trust among your visitors online. Used quite frequently by digital marketers because of the well-known Google Stars, these tools can have a positive effect on Google Rankings. This kind of customer feedback tool also influences purchasing behaviour seeing as how more than half of customers look at reviews before purchasing a product or service. One of the hindrances of online review tools, however, is that all reviews (positive or negative) are shared publicly with your visitors.
TrustPilot is a well-known online review tool used by many businesses to build up trust with customers. Using this customer feedback tool, users can upload their mailing lists into the tool and send out an email inviting customers to review them. This can also be set up so that it’s sent out right after a customer has made a purchase. Reviews are fed to search engines (e.g. Google or Microsoft) which updates your Google Seller Rating – therefore improving visibility in both search engines and online ads.
In a protected environment, users can check the progress of their reviews, e.g. the number of reviews they’ve collected. You can also respond to assessments in this environment.
- Let’s you display your TrustPilot rating on your website
- Advanced review analysis
- Personalised profile and review invitations
KiyOh is another online review tool that is somewhat smaller than Trustpilot. This is a favorable customer feedback tool, however, as it offers competitive prices and features that are similar to the more expensive alternatives such as TrustPilot. KiyOh focuses on ratings and reviews and includes a Review Alarm that notifies you of any new, incoming reviews – both good and bad. You can also respond to the reviews of your customers with this KiyOh.
- Review Alarm that notifies you of new reviews
- Personalised review invitations
- Showcase your rating with a widget
Feefo is a customer feedback tool that works almost the same as TrustPilot. This online review tool sends out emails inviting customers to provide reviews. Do you like having customisation options at your fingertips? You can choose to customise the display of these reviews on your website with the following options: rating percentage display, text display and star rating display. Additionally, the dashboard provides integration tools such as an API and a Facebook app for social sharing. Feefo has also acquired former competitor Reevo, to build a larger development team and combine the best from both solutions.
- AI and human moderation protects from fake reviews
- Offers a sustainability and accreditation service
- Customised options
Bazaarvoice Ratings & Reviews is one of the products in the Bazaarvoice Suite that enables businesses to collect user-generated content (UGC) from their customers. This customer feedback tool collects and publishes ratings and reviews, videos and photos of customer experiences with products and also allows them to ask questions.
- Mobile SDK
- Multi-product submission forms
- Analytics in the form of a word cloud to give you instant feedback and insights on messaging
User Testing Tools
User Testing Tools involve all aspects of user interaction – whether that is with your company, products and/or services. For many businesses, supplying a good user experience is only achievable by making use of user testing tools. These kinds of customer feedback tools do a great job of measuring interactions for the user. However, these insights are limited to the amount of pageviews users are allotted and they also often lack in the analysis and action management area.
Hotjar is a user testing and behaviour analytics software that combines multiple UX tools in one. This focus however means that it lacks a solid CX solution. Feedback analysis and reporting are not available (aside from exporting data to XLS or CSV. However, users can create heatmaps, user recordings (e.g. tracking sessions) and customisable surveys and feedback polls with this software. Online surveys and polls can be triggered immediately after the page loads, after x amount of seconds, when the visitor wants to abandon the page or when they scroll halfway down the page.
- Allows you to see frustration and confusion signals
- Console tracking can spot errors and bugs in real-time
Mouseflow also uses heatmaps and session replay as well as visitor recordings on the website. Additionally, this user testing and customer feedback tool offers Form Analytics, which is a feature that enables users to see why visitors abandon forms online. Users can track various funnels specifically as well as as see what visitors from different traffic sources do differently on your site.
- Session replay lets you see user frustrations
- Measures your friction score for you
CrazyEgg is another customer feedback tool that uses heatmaps to analyse visitor behaviour for website optimisation purposes. It looks at where your visitors are clicking, if they scroll to the end of a webpage and lets you know what they’re looking at. Implementation is very simple with this tool. It also offers various A/B testing features.
- A/B testing
- Session recordings to discover user-friction
- Traffic analytics for campaigns and landing pages
FullStory offers a wide variety of services including session playback and funnel analytics, and an interesting feature called ‘Omnisearch’. This allows you to search for any element on your website and see what kinds of interactions have taken place with that element. This customer feedback tool also has a feature called ‘rage clicks’ which enables users to see which elements visitors are clicking on multiple times.
- Alerts for user frustrations like rage clicks, error clicks, and thrashed cursors
- Validate issues in real-time with session replay
- Omnisearch, which allows you to search for website elements and see visitor interactions
Visual Feedback Tools
Looking to capture more visual input regarding your website performance? Then perhaps a visual feedback tool is something you should consider. These customer feedback tools work in many different ways. Some provide the option to submit a screenshot while others involve virtual sticky notes that highlight certain elements on the page such as text, images or buttons. While these provide a lot of support in terms of design (where are all my web designers out there?) they are somewhat basic in terms of extracting deep customer experience insights.
- Users can send screenshots or screen recordings in your product
- Bug tracking widget for a visual report
- Multilingual custom translation
Userback enables you to collect real-time feedback with screenshots and instant notifications. Users can articulate which content needs to be altered by drawing and writing on your webpage. This tool can be integrated with various bug tracking tools and project management tools such as HipChat, Jira, Trello, WordPress and Campaign Monitor. There is a free version but if you want to upgrade with more users and projects, pricing can range anywhere between $59 to $289/month.
- Visual bug tracking with session information
- Feature portal where you can collect feedback on your product from your users
- Session replay for a deeper understanding of user behaviour
Bugherd is primarily an issue-tracking and project management tool for developers and designers. However, this tool also has an in-page feedback option, which allows customers to report bugs straight from the website. The visual task board makes it easy to manage, assign and prioritise tasks quickly. Bugherd can also be integrated with several apps like Zapier, Slack and Basecamp. The prices vary from $33 to $229 a month depending on the package you select.
- Integration with several apps like Zapier, Slack and Basecamp
- Users can give video feedback by recording their screen
- No coding or technical knowledge is needed to give feedback – they can simply point and click
24. Saber Feedback
Saber Feedback is very similar to UserSnap in that users can highlight issues on your website. The major difference is that the notes you take in this customer feedback tool are based more on highlighted elements and not using drawings or arrows. All notes created are saved as a screenshot which can be sent to you by email. Great for bugs and UX issues!
- Option to screenshot an issue
- Built-in translations for 13 countries
- 13 native integrations like Jira, Trello and Slack
Filestage is a visual feedback tool that helps teams get their work reviewed and approved faster. It enables colleagues and clients to leave comments and visual feedback on text, image, design, and video files in real-time. Filestage streamlines, organizes, and automates the proofing process for files while reducing errors and ensuring compliance guides are met. The tool can be tested for free and offers a free trial.
- Control who has access to your files and what they can do with them
- Automates manual tasks like changing review statuses and moving files
Also referred to as online forums, community feedback is a type of customer feedback tool that collects insights via your website or mobile app and publishes it either in your community or on a public forum. Visitors are usually able to comment on feedback that has been published, which often turns into discussions. They can also provide suggestions or notify you of problems they’re experiencing on your website. Thanks to their transparency and social effect, these tools have become quite popular in recent years.
UserReport is a visitor opinion platform that enables users to create customisable online surveys as well as provide feedback forums for their website visitors. This customer feedback tool can also generate reports that show user details like demographics and location. Additionally, UserReport allows enables users to assign items so that different roles within their team can handle the responses.
- Free survey widget with Google Analytics integration
- Users can vote on each other’s ideas, making it easy for companies to prioritise features
Technically an idea management and innovation management tool, IdeaScale is another solution with which you can create a community of feedback and discussions among website visitors. This particular customer feedback tool can be integrated with Facebook and includes a profanity filter. Users can also conduct short polls and the design is customisable. IdeaScale offers both a free variant and packages for SMB and Enterprise.
- Multimedia attachments – add video, powerpoint, or images to any idea
- Localise user-generated content into multiple languages in real-time
UserEcho is a software solution that offers a number of different tools including feedback, knowledge base, forum, helpdesk and livechat. Similar to GetSatisfaction, UserEcho also offers a voting system that enables you to determine what your customers like and don’t like. With this customer feedback tool, there is also the option for your visitors to send private requests via a ticketing system.
- Lets your users log in via a social media account
- Automatic search for user questions
UseResponse is a less expensive version of GetSatisfaction. However, this customer feedback tool provides you with a version that you can host yourself using open-sourced code. In addition to feedback and a forum, you also receive access to a live chat client.
- Track customer feature requests by segmented categories
- Custom workflows allow you to create rules for incoming tickets
Choosing the right customer feedback tool for your business
And that’s a wrap! We hope this overview has given you some good insight into which customer feedback tool(s) will help you create a more customer-centric approach – whether that may be through building trust, improving the customer experience or focusing on usability.
As with many improvement programs, it is critical that you carry out your customer feedback management program from start to finish and do so continuously. This means continuously collecting feedback on all the relevant digital channels, evaluating this feedback in your charts and dashboards and circling back to your customers. Keep in mind, however, that not all customer feedback tools enable you to easily analyse and take action on your feedback within their software. So make sure you have selected a software that brings your feedback full circle, like Mopinion.
Mopinion is an all-in-one customer feedback solution that helps organisations collect and analyse website, mobile, and email campaign customer feedback. It has an easy-to-use interface, with which users can build, design and configure feedback forms however they like. Mopinion users can also target specific groups of visitors with feedback forms and gain insights into why they are struggling to convert. 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.
Our ‘one-stop shop’ offers:
- Feedback forms (passive and active) for all your digital channels
- Visual Feedback
- Advanced surveys that include question routing
- Conversational feedback
- In-depth analysis, including text analytics, sentiment analysis, smart labeling, etc.
- Advanced data visualisation with in-chart filtering and customisable dashboards
- Seamless data exploration
- Advanced action management
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.