If you haven’t noticed, it’s all about the customer these days. According to Oracle, 77% of consumers say inefficient customer experiences detract from their quality of life. This proves that the moment you put the customer at the core of your business and focus on improving these 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, collect different forms of customer feedback, report differently and provide different kinds of insights for the user.
To make it easier for you, we’ve compiled of a list of the six different categories of customer feedback tools into one article. Based on these categories and your business’ goals, this should help 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 online visitors – whether that’s via websites, mobile apps or within email campaigns – which expresses the visitor’s reaction to a product, service, or their overall experience on the digital channel. These insights are then used by various digital roles – such as digital marketers, UX designers, web analysts, mobile marketers, and more – to improve the experience.
Ideally, organisations will leverage customer feedback by way of three phases: collecting, analysing and closing the loop. By managing your feedback through all three phases, you’ll be better off bringing feedback ‘full circle’ and optimising the online experience. Learn more in our in-depth post about Customer Feedback Management.
Voice of the Customer (VoC) tools
Voice of the Customer (VoC) tools are a top priority among online companies, as these customer feedback tools 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 and help avoid 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 it’s 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.
Interested? Start your free trial today or request a demo.
Feedier (IXM) is the most intuitive experience management solution that allows you to listen carefully to the Voice of the Customer in order to improve your customer experience. 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.
By way of a drag-and-drop editor, Feedbackify allows users to easily create 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.
InMoment is a cloud-based customer experience optimisation platform which offers multiple solutions including Social Reviews and Advocacy and Employee Engagement solutions as well as a Voice of the Customer (VoC) platform. It’s 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, social and financials.
Clarabridge is a Customer Experience Management (CEM) Platform that pulls data from various feedback sources. This data can easily be filtered within the platform, enabling users to optimise their website accordingly. This customer feedback tool has the following capabilities: text analytics, sentiment analysis, AI-fueled insights, linguistic categorisation, emotion detection, and intent detection.
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.
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). What’s especially great about this tool is that it can be installed quickly and easily. All feedback (once collected) is sent to your live dashboard for review. Wootric’s analytics platform is available to users, but then as a stand-alone product to companies that want to enhance their VoC program with text and sentiment analytics.
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 or 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, however nowadays, they are 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.
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.
SurveyMonkey is probably one of the most well-known survey tools as it used by millions of businesses across the world. It is very flexible considering that are about 15 different types of questions (such as multiple choice, Likert scales and open comments). This customer feedback tool is perfect for one-off surveys but because of this focus, it’s not suitable for measuring overall satisfaction or surveying customers again after a certain period of time.
11. ProProfs’ Survey Maker
ProProfs is a versatile 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. The best part is that ProProfs comes with a basic free plan, enabling you to create unlimited surveys.
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 free features such as unlimited questions and answers, data export options, custom-designed themes as well as readily-made templates and basic reporting features.
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.
KiyOh is another online review tool, that is somewhat smaller scale 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. This tool 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.
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. 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.
In addition to the self-service tools in this overview, there are also more high-end review tools such as ReeVoo. And important difference is that these often also offer assessments at a product level, instead of just generic webshop reviews. This software runs on-site on product pages in order to show several reviews at product level. Your visitors can choose to filter on the most relevant reviews for a product. If they still have a question about a review, they can ‘Ask an Owner’.
Bazaarvoice Ratings & Reviews is one of the productss 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.
User Testing Tools
User Testing Tools, on ther other hand, 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 these 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. With this software however, users can create heatmaps, user recordings (e.g. tracking sessions) and customisable surveys and feedback polls. 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.
Mouseflow also uses heatmaps and session replay as well as visitor recordings on the website. This user testing and customer feedback tool also 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.
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. Implemention is very simple with this tool. It also offers various A/B testing features.
FullStory offers a wide variety of services including session playback and funnel analytics, and an interesting feature called ‘Omnisearch’, which 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 feature called ‘rage clicks’ which enables users to see which elements visitors are clicking on multiple times.
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 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.
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 $16 to $59/month.
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 $39 to $109 a month depending on the package you select.
25. Saber Feedback
Saber Feedback is very similar to UserSnap in that users can highlights 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 isses!
Filestage is a visual feedback tool that helps teams to 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.
Also referred to as online forums, community feedback is a type of customer feedback tool that is collected via your website or mobile app and published either in your community or on a public forum. Visitors are usually able to comment on feedback that has been published which often turn 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. Reports can be generated from this customer feedback tool which show the user details such as demographics and location. UserReport allows enables users to assign items so that different roles within their team can handle the responses.
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.
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 which 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.
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.
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
- More complex 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.