12 Customer Feedback Tools

15 Best Customer Feedback Tools Today

Looking for a customer feedback tool? Wondering which software would be ideal for you to collect customer feedback?

Cody Duval

Last updated: May 28, 2024

21 mins read

In this guide, I’ll show you 15 absolutely amazing tools that do just that – They help you gather insights and opinions from customers easily.

Before we get to those, though, let’s cover what those tools are, in general.

Simple CSAT for customer service
Keeping turns Gmail into an easy-to-use help desk. Use Satisfaction Ratings to measure happiness with your customer service team.
Best In Class - Keeping

What are customer feedback tools?

Customer feedback tools are digital platforms designed to gather insights and opinions from your customers. They act as a bridge between you and your customers, facilitating a two-way communication channel.

Here’s what they do..

  • Collect feedback through various methods like surveys, polls, in-app feedback widgets, and social media monitoring.
  • Analyze the collected data using features like sentiment analysis and text analytics to understand customer sentiment and identify key themes.
  • Organize and present feedback in a clear and actionable format, often with reports and dashboards.

The types of customer feedback tools..

  • Survey Tools: Create surveys with various question formats (multiple choice, open-ended) and distribute them via email, website pop-ups, or social media. (Ex: SurveyMonkey, Typeform)
  • In-App Feedback Tools: Integrate feedback widgets directly into your software or website for real-time customer input. (Ex: Hotjar, UserSnap)
  • Social Listening Tools: Monitor brand mentions and sentiment on social media platforms to understand customer perception. (Ex: Brandwatch, Sprout Social)
  • Customer Satisfaction (CSAT) Tools: Measure customer satisfaction with specific interactions or experiences. (Ex: Zendesk, AskNicely)

Best Customer Feedback Tools

SoftwareKey FeaturesMost Suitable For
Keeping• Shared Inbox & Help Desk for Gmail
• Satisfaction Ratings for rating customer service replies
• Use labels to track customer satisfaction
• Shared Knowledge base for easy replies
• Use private notes for internal discussions
Small to midsize businesses
Canny• Collect and prioritize user feedback easily
• Gather feedback from multiple sources in one place
• Tailor segments and filters for efficient analysis
• Highlight crucial information for users
SaaS companies that require regular product updates
Typeform• Typeform’s Formless AI: EmbeddableAdaptable form.
• Customizable with 28 question types
• Includes video forms and online poll maker
Marketing agencies
Google forms• Tailored surveys with diverse question formats
• Easy distribution via email, social media, or website
• Automatic response collection and organized analysis with visual insights
Small businesses with limited budget
Discourse• Facilitates organic discussions and feedback. 
• Users collaborate, offer support, and share insights.
• Features like upvotes and badges incentivize active participation for richer feedback
Complex products or services
Survey Sparrow• Simple survey builder for insightful feedback
• AI capabilities for easy survey creation
• Reputation management with review tracking and sentiment analysis
Businesses needing high customer engagement
Refiner• In-product, email, or link options available
• Behavioral targeting and advanced launch triggers for precise timing
• Highly customizable widget with industry-specific templates
• Follow-up feature and partial response capture for comprehensive feedback
SaaS companies
Podium• Text messaging for high response rates
• Real-time feedback across customer journeys
• Analyze trends and drive actionable insights
Mobile-first businesses
Zonka Feedback• Offline surveys on iOS and Android devices
• Create diverse surveys for customer journey
• Multiple reporting options including Snapshot, response insights, and text analytics
E-commerce or hospitality 
Chisel• Idea Box for centralized feedback repository
• Import from Zendesk or Intercom 
• Feedback portal for customer input on roadmap features
• In-built surveys, pre and post-launch, with audience filtration.
• Agile roadmaps in Feature Treeview, Kanban View, and more
Software and web/mobile app development companies
Forms.app• Easy drag-and-drop form creation, no coding needed
• Customizable themes, multiple sharing options
• Secure response storage with integration with Google Sheets and Trello for easy data management.
Nonprofits and educational institutes
SoGoSurvey• User-friendly interface with drag-and-drop survey creation
• Customizable themes for engaging surveys
• Generate insightful reports with visualization options
• Collaboration features for team efficiency
Global businesses focusing on brand consistency
Wootric• Tailored surveys for targeted feedback.
• Specializes in NPS, CSAT, and CES metrics
• Track NPS over time and identify areas for improvement
• Analytics and reporting tools for actionable insights.
Startups or customer service teams
Hubspot Customer Feedback• Customize surveys, distribute via email/web, automate based on triggers
• Analyze feedback with CSAT and NPS.
• Smart tags for categorization, built-in dashboards for visual insights
• Transform feedback into actionable improvements for better customer retention
Businesses already using HubSpot CRM
Survicate• Collect feedback via web, email, and mobile app surveys
• Precise targeting based on demographics and behavior
• Integrates with ActiveCampaign, MailChimp, Drip, Marketo, and more for seamless data transfer
E-commerce or market research firms

15 best customer feedback tools

1. Keeping

The first customer feedback tool we have for you is Keeping. While Keeping is a shared inbox and help desk first, many customers use it collect CSAT feedback from their customers when replying to their support messages.

Using Keeping for customer support feels like having Gmail with added functionality. Key features include 

  • Tagging tickets with labels
  • Satisfaction Ratings (CSAT) for measuring satisfaction with customer service replies
  • Shared knowledge bases
  • Private notes for internal discussions
  • Integrate with Shopify and Zapier for seamless connectivity with other platforms like Slack

Moreover, Keeping offers significant advantages over other customer feedback tools. It’s more cost-effective, making it accessible for small and medium businesses.

Its setup and usage are straightforward, leveraging the familiarity of Gmail. Overall, Keeping is a feature-rich solution for delivering exceptional customer service at an affordable price. Explore Keeping today to enhance your support operations!

How to add satisfaction ratings to your customer service replies with Keeping

Keeping’s Satisfaction Ratings feature allows you to easily calculate a CSAT score for your customer service. team. Once enabled for a mailbox, Keeping will automatically include a snippet of text with 3 links allowing your customers to rate the interactions as great, ok, or bad. The snippet will come immediately after your agents’ replies. Here’s what a CSAT report looks like in Keeping.

CSAT reporting in Keeping

For your customer, they will see a simple CSAT widget at the bottom of your agents’ replies.

CSAT widget in Keeping

Keeping includes a variety of CSAT widget styles. Choose the one that best suits your company, or customize your own.

Choose CSAT Style in Keeping

2. Canny

Canny is a popular feedback management tool that helps you collect and analyze feedback from your customers. It is built for B2B companies that want to build better products using customer feedback. With this tool, you can collect feedback from customers as well as teammates.


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You can collect user feedback by creating a dedicated public or private feedback board. Once enough feedback is collected, the most popular customer feedback gets collected on top. You can automatically group similar requests, pin important updates at the top of any post. 

Feedback can be collected from other sources apart from Canny as well. This tool lets you centralize feedback from user interviews, customer service sales calls, social media, review sites, contact forms and online surveys.

Analyzing the collected feedback is also efficient with Canny. To start with, you can build segments specifically tailored to your business. You can also include company data and custom fields. To order to avoid dilution of feedback from the most important customers, you can use the filters. 


  • Saves time with feedback collection automation
  • Support team is responsive
  • Focuses on product roadmaps
  • Canny prioritizes feedback (upvotes/roadmaps)


  • Limited free plan
  • Steep learning curve

Most suited for

SaaS companies continuously update and iterate on their products. Canny helps them capture customer feature requests, prioritize based on user demand, and integrate this feedback directly into product roadmaps.

Customer rating

4.5 out of 5 (G2)

4.8 out of 5 (Capterra)

Simple CSAT for customer service
Keeping turns Gmail into an easy-to-use help desk. Use Satisfaction Ratings to measure happiness with your customer service team.
Best In Class - Keeping

3. Typeform

Typeform is a customer feedback management tool that makes collecting customer feedback visually appealing. This platform makes it simple to design eye-catching forms, quizzes, and surveys that will grab your audience’s attention. 


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Typeform comes with a feature called Formless. This is an AI-driven form that can be trained to answer user questions. It can be embedded in different platforms. You can also create video forms that are code-free. 

Apart from this, these forms are highly customizable. It comes with 28 question types, custom branding and multiple sharing options. Plus, the template library also comes with 3000+ options to collect feedback.

This tool also comes with an online poll maker which helps you gather opinions, thoughts and ideas with a quick poll. 


  • User-friendly interface for creating surveys.
  • Creates personalized survey experiences.
  • Simplifies feedback collection through a user-friendly format.
  • Customizable to match your brand or product.


  • Limited customization for free plan
  • Limited data analysis for free plan

Most suited for

Typeform’s engaging design and ability to personalize experiences make it ideal for Marketing Agencies. They can use Typeform to create visually-appealing surveys and feedback forms to understand customer needs and preferences, leading to more effective marketing campaigns.

Customer rating

4.5 out of 5 (G2)

4.7 out of 5 (GetApp)

4. Google Forms

Google forms is a simple yet effective survey maker that helps in easy feedback collection. It offers a user-friendly interface that allows you to create custom surveys in minutes. 

Google Forms.

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You can design questions that target specific areas you want feedback on, like product satisfaction, customer service experience, or overall brand perception. Google Forms provides a variety of question formats to choose from, including multiple choice, Likert scale (for rating satisfaction), open ended text boxes, and even image or video uploads. This flexibility ensures you can tailor your survey to capture the most relevant information.

Another key feature of Google Forms is its ease of distribution. You can share the survey link through email, social media, or even embed it directly on your website. This allows you to reach a wide range of customers and get a diverse set of perspectives. 

Google Forms automatically collects and organizes all the responses, making it easy to analyze the data and identify trends. You can view results in charts and graphs, making it visually clear where improvements might be needed.


  • Simple for creating basic surveys and collecting feedback
  • Well integrated with other Google products like Sheets and Docs.
  • Facilitates rapid distribution and collection of responses
  • Accessible to anyone with a Google account


  • Limited design options
  • Fewer features compared to more specialized customer feedback tools

Most suited for

Google Forms is ideal for small businesses with limited budgets and customer bases. For instance, a bakery can use it to gather feedback on new pastries, while a yoga studio can assess customer satisfaction after classes. 

Customer rating

4.7 out of 5 (Capterra)

4.7 out of 5 (Software Advice)

5. Discourse

Discourse, originally designed as an open-source platform for online communities, can indeed serve as a powerful customer feedback tool. 


Discourse allows customers to engage in discussions with each other and with the company itself. This facilitates organic conversation around various aspects of a product or service.

Users can provide feedback directly within Discourse threads. This feedback can range from suggestions for improvement to reporting bugs or issues they encounter.

By fostering a community around a product or service, Discourse enables users to collaborate on solutions, offer support, and share best practices. This collective intelligence can uncover insights that might not be apparent through traditional feedback channels.

Features like upvotes, downvotes, and badges can keep users engaged and incentivize them to participate actively. This can lead to richer feedback and a more productive discussion.


  • Fosters discussions and builds a product community
  • Facilitates finding relevant information within discussions
  • Encourages natural discussions and user-generated feedback
  • Can enhance SEO through active discussions


  • Steeper learning curve
  • Can require more effort to moderate and manage discussions compared to surveys

Most suited for

Discourse is most suitable for complex products or services where users might benefit from in-depth discussions and knowledge sharing around the product.

Customer rating

4 out of 5 (G2)

8.8 out of 10 (TrustRadius)

6. Survey Sparrow

Survey Sparrow is another customer feedback management tool that stands out with its conversational surveys. With this tool, you can collect customer feedback by creating conversational forms that feel like chat. 


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Survey Sparrow comes with a simple survey builder. You can build, integrate, share and then see results for insightful user feedback. To capture customer feedback, you can pick from question types like opinion scale, matrix type, drag and drop, constant sum and rank order.

This customer feedback tool’s AI capabilities also make creating surveys easier. You just have to enter a prompt and AI will create a survey for you. It also comes with a ChatGPT plugin. In terms of reputation management, you can track your reviews and convert negative feedback into tickets. Sentimental analysis features will also help segment comment into different categories. 


  • Supports multiple question formats like multiple choice, open-ended, and Likert scale
  • Provides built-in tools for analyzing and visualizing survey data
  • Facilitates team collaboration throughout the survey process
  • Ensures secure data storage and access controls for large organizations


  • Costs can escalate for feature-rich or large-scale surveys.

Most suited for

SurveySparrow excels for businesses needing high customer engagement. E-commerce stores benefit with features like chat-like surveys for post-purchase feedback and visually appealing formats to showcase products.

Customer rating

4.4 out of 5 (G2)

4.4 out of 5 (GetApp)

7. Refiner

Refiner is a feedback collection tool that uses surveys, specifically microsurveys, to do so. It focuses on creating micro user segments from whom survey feedback can be collected. Refiner claims to have been built specifically for web and mobile product companies.

Refiner customer feedback tool.

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You can create in-product surveys, email surveys or simply generate a survey link. When building in-product surveys, you can target users based on their behavioral traits. This customer feedback tool also lets you launch your survey at the exact right time with advanced launch triggers. 

The tool is highly customizable as well. You can customize your widget and let it blend with your brand experience. This tool comes with several templates targeted for SaaS, Fintech, Edtech and Online marketplaces.

When users dismiss your survey the first time, you can use the follow-up feature to remind your user to fill up the survey. Moreover, if a customer leaves the survey halfway you can capture precious insights from the partial responses. 


  • Focuses on UX feedback with features like heatmaps and session recordings.
  • Visual feedback tools: Includes heatmaps, session recordings, and screenshots.
  • A/B testing capabilities: Tests different designs based on user feedback.
  • Integrations with other tools: Compatible with popular design and analytics tools.


  • Not suitable for general customer feedback beyond digital products.

Most suited for

Refiner’s focus on in-app surveys and user experience metrics makes it ideal for Software-as-a-Service (SaaS) companies. It helps them gather feedback within the application itself, leading to valuable insights on user satisfaction and product usability.

Customer rating

4.5 out of 5 (G2)

4.8 out of 5 (Capterra)

8. Podium

Podium positions itself as an all-in-one platform for managing customer interactions, but it shines particularly as a text message-based customer feedback tool.


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Podium leverages text messaging, a widely used and convenient communication channel, for feedback collection. Text messages boast high open rates, increasing the likelihood of customers responding to feedback requests.

Podium also facilitates gathering feedback throughout the customer journey, providing businesses with real-time insights into customer experiences. The platform helps analyze feedback and identify trends, allowing businesses to take action and improve customer satisfaction.

While Podium offers other features, its strength lies in utilizing text messaging for effortless customer feedback collection and driving actionable insights.


  • Focuses on local businesses and their reputation management
  • Manages reviews from various platforms in one place
  • Enables two-way communication with customers via text message
  • Provides insights on customer sentiment and feedback trends


  • Difficult onboarding which takes time
  • Pricy alternative

Most suited for

Podium excels in text message-based customer feedback, ideal for mobile-first businesses like local services, restaurants, or retailers with mobile apps.

Customer rating

4.5 out of 5 (G2)

4.3 out of 5 (GetApp)

9. Zonka Feedback

Zonka Feedback is a customer feedback and experience management tool. With this tool, you can  effortlessly collect feedback from customers, visitors, employees as well as take holders. Based on this feedback, you can create real time in depth insights and use CX automation to close the loop.

Zonka Feedback.

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The one place where this platform stands out is the offline surveys and kiosks. This simply means that you can measure customer satisfaction by running surveys on iOS and Android devices—without the need for WiFi.

With this feedback tool, you can make short or long surveys for different parts of your customer journey. You can use it to add ratings, multiple-choice questions, and open-ended questions to get different kinds of feedback.

Zonka also comes with various kinds of reporting abilities. You get an overview report called “Snapshot” that gives you a quick summary and analysis of responses and survey channels. 

Other types of reporting available are response insights, location insights, team performance report, response inbox, trends report, and text analytics.


  • Intuitive interface and user-friendly survey builder
  • Robust reporting features
  • Wide range of integrations with other business tools, streamlining workflows
  • Various question formats (multiple choice, open ended, etc.)


  • Lack of advanced design customization options for surveys
  • Occasional performance issues where the platform might slow down

Most suited for

Zonka Feedback excels in capturing real-time customer insights across touchpoints, ideal for businesses with high-volume interactions like e-commerce or hospitality.

Customer rating

4.8 out of 5 (GetApp)

4.7 out of 5 (G2)

10. Chisel

The tool to measure qualitative and quantitative data is Chisel. Chisel is a customer feedback management tool designed to help product managers streamline the process of collecting, analyzing, and prioritizing customer feedback.


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Chisel has a feature called the Idea Box. This is nothing but a centralized repository of all product feedback. You can capture, curate, organize and prioritize your ideas here. Not only can the idea be added manually but you can import it from tools like Zendesk or Intercom. 

The tool also comes with a feedback portal which can be used to seek feedback from customers on features in your product roadmap. Apart from this, you have also got in-built surveys.

You can create and embed surveys from this platform—both pre and post launch. A good thing is that if you don’t have an active set of customers to survey, you can filter them from your audience. Filtration can be done on the basis of country, age, gender, or income. 

Based on the feedback collected, Chisel can also be used to create agile and customizable roadmaps. These roadmaps are available in Feature Treeview, Kanban View, Release View and Timeline View.


  • Capture feedback directly on webpages and screenshots, pinpointing issues effortlessly.
  • Integrates with project management tools for smooth feedback incorporation.
  • Perfect for gathering feedback on website or app usability.
  • Provides clear visual cues to understand user experience pain points.


  • Focuses on visual feedback, not ideal for complex surveys.
  • Expensive for larger teams compared to some survey-focused tools.

Most suited for

Chisel bridges the gap between user feedback and development, making it ideal for software companies and web/mobile app development teams.

Customer rating

4.8 out of 5 (G2)

4.9 out of 5 (Capterra)

11. Forms.app

Just like the name says, forms.app is an online form builder. This tool can be used to make various types of forms including survey forms. The tool comes with a form builder, quiz maker, survey maker, AI survey tool, AI form generator and more.


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Drag-and-drop functionality makes adding different question types, from multiple-choice to open-ended, a breeze. No coding experience is required, making form creation accessible to all.

Forms.app also offers a variety of themes and customization options to create visually appealing forms that match your brand or project. You also get multiple sharing options, allowing you to embed forms directly on websites, share them via email or social media, or generate unique QR codes for easy access.

Responses are automatically stored securely within the platform, allowing you to easily access them for analysis. Integration with popular tools like Google Sheets and Trello further simplifies data management.


  • Create personalized surveys with conditional branching and logic jumps.
  • Generous free plan allows smaller businesses to get started with basic features.
  • Handles in-depth surveys with intricate question formats.
  • Supports various question types like multiple choice, Likert scale, and open ended.


  • Steep learning curve for non-technical users due to complex customization options.
  • Free plan offers basic reporting, advanced analytics require paid upgrades.

Most suited for

Forms.app’s affordability and flexible surveys make it ideal for non-profits and educational institutions to gather feedback efficiently.

Customer rating

4.6 out of 5 (GetApp)

4.5 out of 5 (G2)

12. SoGoSurvey

SoGoSurvey equips you with the tools to design professional surveys and gather actionable customer feedback. 


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SoGoSurvey comes with a user-friendly interface that simplifies survey creation. With drag-and-drop functionality, you can easily build surveys that include various question types, from multiple-choice and Likert scales to open-ended responses. 

SoGoSurvey offers a variety of themes and customization options to create visually appealing surveys that resonate with your audience. This can make the survey-taking experience more engaging, leading to higher completion rates and more reliable data.

You can also generate insightful reports, visualize results with customizable charts and graphs, and identify key trends within your data.

SoGoSurvey also fosters teamwork by offering collaboration features. Multiple users can work on the same survey project simultaneously, streamlining the survey creation and analysis process for teams. 


  • Maintain brand consistency with white labeled surveys for a professional look.
  • Supports multiple languages for international surveys, ideal for global businesses.
  • Offers features like skip logic and piping for dynamic question flows.
  • Creates responsive surveys that look good on any device.


  • Free plan offers limited features; most require paid subscriptions.
  • Primarily web-based; not ideal for desktop application users.

Most suited for

SoGoSurvey excels in multilingual surveys and white-labeling, making it ideal for global businesses or those focused on brand consistency.

Customer rating

4.7 out of 5 (Capterra)

4.7 out of 5 (Software Advice)

13. Wootric

Wootric is another customer feedback management tool that lets you collect feedback at critical points in the customer journey. 


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You can design surveys tailored to specific customer segments or touchpoints in the customer journey. This helps gather targeted feedback and pinpoint areas needing improvement.

Wootric specializes in NPS, a metric that gauges customer loyalty by asking a single question: “On a scale of 1-10, how likely are you to recommend our company to a friend or colleague?” Based on the score, customers are categorized as Promoters (likely to recommend), Passives (neutral), or Detractors (unlikely to recommend).

Beyond NPS, Wootric allows you to include Customer Satisfaction (CSAT) and Customer Effort Score (CES) questions in your surveys. CSAT measures satisfaction with a specific interaction, while CES gauges how easy it is for customers to get what they need.

This tool also provides analytics and reporting tools to help you understand your customer feedback and identify actionable insights.


  • Tracks employee engagement with a strong focus on Net Promoter Score.
  • Delivers clear suggestions for improvement based on feedback analysis.
  • Ideal for gathering frequent, short bursts of feedback to stay on top of trends.
  • Facilitates open communication and feedback exchange within teams.


  • Primarily for internal surveys; lacks comprehensive customer feedback features.
  • Geared towards short, frequent pulse surveys; may struggle with complex one-time surveys.

Most suited for

Wootric prioritizes employee engagement through NPS surveys and actionable insights, ideal for businesses like startups or customer service teams.

Customer rating

4.6 out of 5 (Capterra)

14. Hubspot Customer Feedback

HubSpot’s customer feedback tool empowers you to understand your customers do just that by providing a user-friendly platform to gather valuable insights.

Hubspot Customer Feedback.

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You can craft custom surveys with various question formats. Distribute these surveys through multiple channels, including email, web links, or by embedding them directly on your webpages. You can even automate survey distribution based on triggers, such as after a customer support interaction.

Once you’ve collected feedback, HubSpot helps you analyze and understand it. Measure overall customer satisfaction with a specific interaction using the Customer Satisfaction Score (CSAT). 

HubSpot also automatically categorizes feedback using smart tags, saving you time and effort during analysis. Finally, built-in dashboards present visual insights into customer sentiment, making it easy to identify trends and areas for improvement.

By leveraging HubSpot’s customer feedback tool, you can transform customer feedback into actionable insights. 


  • Streamlines workflow by seamlessly integrating with HubSpot CRM for a unified view of customer data and feedback.
  • User-friendly interface with drag-and-drop survey building and intuitive reporting.
  • Ideal for measuring customer satisfaction and identifying areas for improvement.
  • Enables quick and efficient feedback gathering through various channels.


  • Tightly integrated with HubSpot ecosystem; limited CRM integrations.
  • Free plan offers limited features; paid HubSpot subscriptions required for most functionalities.

Most suited for

HubSpot’s customer feedback tool shines for businesses already using HubSpot’s CRM, as it integrates seamlessly for a unified view of customer data and feedback.

Customer rating

4.4 out of 5 (G2)

4.4 out of 5 (Capterra)

15. Survicate

Survicate is another strong contender in the customer feedback tool arena, offering a 

comprehensive suite for gathering and analyzing customer insights. You can create email, link, website and in-product surveys.

Survicate for collecting customer feedback.

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Survicate goes beyond just surveys. It allows you to collect feedback through various channels, including website/web app integrations (in-product surveys), email, link distribution, and even mobile app surveys for Android and iOS.

Similar to Wootric, Survicate allows you to target surveys precisely. You can send them based on user demographics, behavior on your website/app, or specific points in the customer journey. This laser focus helps get the right feedback from the right people.

Once the feedback is collected, you can transfer the survey data into multiple apps with the integrations available. Survicate can be integrated with ActiveCampaign, MailChimp, Drip, Marketo and more. 


  • Reaches customers across different touchpoints with email, in-app, and website popup surveys.
  • Creates personalized survey experiences based on user responses with complex logic jumps.
  • Offers in-depth reporting tools for comprehensive data analysis.
  • Allows A/B testing of different survey versions to optimize for better response rates.


  • Limited free plan functionality; advanced features like logic branching require paid upgrades.
  • Technical understanding needed for optimal use of advanced features like logic jumps.

Most suited for

Survicate excels in multi-channel feedback and personalized surveys with logic branching, ideal for businesses like e-commerce or market research firms that need to gather targeted insights.

Customer rating

4.6 out of 5 (G2)

7.9 out of 10 (TrustRadius)

Why a customer feedback tool?

Here are five compelling reasons why using a customer feedback tool can empower your business:

  1. Making data driven decisions

Imagine a world where customer feedback goes beyond “good” or “bad.” Customer feedback tools provide a way to quantify responses and track trends over time. This translates to hard data you can use to make informed business decisions.

Here’s how:

  • Surveys: Tools can automatically calculate scores like Net Promoter Score (NPS) and Customer Satisfaction (CSAT), providing a clear numerical measure of customer sentiment.
  • Sentiment Analysis: Advanced tools can analyze open-ended feedback, identifying positive, negative, or neutral sentiment. This allows you to go beyond surface-level opinions and understand the emotional undercurrents of your customers’ experiences.
  • Trend Tracking: Tools can track feedback data over time, revealing patterns and changes in customer sentiment. This allows you to identify areas for improvement and measure the impact of changes you implement.

With this data in hand, you can prioritize features for development, allocate resources effectively, and ensure your business decisions are grounded in real customer insights.

  1. Improving customer experience 

Great customer experiences aren’t a coincidence – they’re built on understanding your customers’ needs and wants. Customer feedback tools help you bridge the gap between you and your customers by providing a direct line to their pain points and desired features.

  • Targeted Feedback: Tools allow you to target specific customer segments with relevant surveys or feedback requests. This helps you gather focused insights on specific aspects of your product or service.
  • Actionable Feedback: Many tools offer features like tagging and categorization, making it easy to organize and analyze feedback. This allows you to identify recurring themes and prioritize improvements that will have the biggest impact on your customers.

By actively listening to and acting on customer feedback, you can create a more user-friendly and satisfying experience, leading to increased customer retention and loyalty.

  1. Increase customer loyalty

Customers want to feel heard and valued. A customer feedback tool demonstrates your commitment to understanding their perspective.

  • Open Communication Channel: Feedback tools provide a dedicated platform for customers to share their thoughts and suggestions. This two-way communication fosters a sense of trust and builds stronger relationships with your customer base.
  • Closing the Feedback Loop: Don’t just collect feedback – use it! Acknowledge customer feedback and let them know you’re taking action. This shows customers you value their input and are working to improve based on their needs.

By actively engaging with your customers through feedback tools, you build trust and loyalty, turning them into long-term advocates for your brand.

  1. Identify promoters and detractors

Not all feedback is created equal. Customer feedback tools can help you differentiate between your biggest supporters (promoters) and those who are unhappy (detractors).

  • Net Promoter Score (NPS): This widely used metric categorizes customers based on their likelihood to recommend your product or service. Tools can calculate NPS scores automatically, helping you identify promoters and detractors.
  • Sentiment Analysis: Advanced features can identify negative sentiment in open-ended feedback, allowing you to proactively address potential customer dissatisfaction.

Once you’ve identified your promoters and detractors, you can tailor your approach:

  • Engage Promoters: Turn promoters into brand advocates by encouraging them to share positive word-of-mouth recommendations and reviews.
  • Win Back Detractors: Detractor feedback is a valuable opportunity to improve. Reach out to understand their concerns and take steps to address their issues.

By taking action based on promoter and detractor insights, you can strengthen relationships with your best customers and turn unhappy experiences into opportunities for growth.

How to select a customer feedback tool?

A series of steps/tips with detailed explanation for each. Will include things like questions to ask, mistakes to avoid etc.

#1 Understand your goal with feedback collection

Every business is different, so your goal for feedback collection would be different too. The first step is to understand what your goal with feedback collection is. 

  • What feedback do you want to collect? NPS (Net Promoter Score), customer satisfaction (CSAT), customer effort score (CES), or in-depth product feedback?
  • Who are your target respondents? Website visitors, in-app users, email subscribers, or post-purchase customers?
  • How will you collect feedback? Surveys, in-app widgets, email requests, social media monitoring, or a combination?

Ask Yourself:

  • Do we need a tool that integrates with our existing CRM or marketing automation platform?
  • How important are advanced features like sentiment analysis and text analytics?
  • What’s our budget for a customer feedback tool?

Mistake to Avoid: Don’t jump straight into features. Identify your specific needs first.

#2 Identify the type of tool you want

Customer feedback tools come in many shapes and sizes. Just like the ones we have mentioned above. This is how you can make a choice:

Survey Tools:

  • Great for: Businesses of all sizes that want to collect quantitative data and measure customer sentiment on specific aspects (e.g., product satisfaction, customer service experience).
  • Examples: Net Promoter Score (NPS) surveys, Customer Satisfaction (CSAT) surveys, Customer Effort Score (CES) surveys, product feedback surveys.
  • Best suited for: E-commerce businesses, SaaS companies, B2B organizations seeking feedback on specific features or services.

Customer Review Tools:

  • Great for: Businesses with a strong focus on online reputation management and customer acquisition.
  • Examples: Aggregating and responding to reviews from Google My Business, Yelp, Facebook, etc.
  • Best suited for: Restaurants, hotels, retail stores, service-based businesses that rely heavily on online visibility and customer reviews.

User Testing Tools:

  • Great for: Businesses developing new features or redesigning existing interfaces/products. User testing tools help identify usability issues and improve the user experience.
  • Examples: Recording user sessions while navigating websites or apps, collecting user feedback through on-screen surveys and comments.
  • Best suited for: Mobile app developers, e-commerce platforms, design agencies, any business launching a new product or website.

#3 Specify your budget

Customer feedback tools have varying pricing plans, often tiered based on features, user volume, and data storage. Many tools offer free trials or freemium plans with limited functionality. 

These can be great for testing the waters before committing. Consider how your feedback needs might evolve in the future. Choose a tool that scales with your business growth without breaking the bank.

Here’s what to keep in mind:

  • Prioritize features that align with your budget. Don’t get swayed by fancy features you might not need or use.
  • Explore open-source options. There are some open-source survey tools and feedback management platforms available, though they might require more technical expertise to set up.
  • Negotiate pricing. Many vendors offer flexible plans and discounts, especially for annual subscriptions.

Remember: The most expensive tool isn’t always the best. The best tool for you strikes a balance between features, functionality, and affordability.

#4 Assess their ease of support and ease

Many customer feedback tools can be complex, creating a hurdle for smaller businesses seeking quick solutions.  Here’s how to ensure a smooth experience:

  • Prioritize Intuitive Interfaces: Look for tools with user-friendly interfaces that are easy to navigate and don’t require extensive training for you or your team.
  • Seek Responsive Customer Support: Solid customer support is vital. Choose a vendor offering readily available support channels (e.g., live chat, email, phone) and a proven track record of assisting users with their needs.

#5 Additional factors to consider

Absolutely, here are some additional factors to consider when selecting a customer feedback tool:

  • Data Security and Privacy: Ensure the tool has robust security measures to protect your customer data. Look for features like encryption, access controls, and compliance with relevant data privacy regulations (e.g., GDPR, CCPA).
  • Integrations: Does the tool integrate with your existing CRM, marketing automation, or analytics platforms? Seamless integration can streamline your workflow and centralized customer data.
  • Mobile Compatibility: Is the tool accessible on mobile devices? This can be crucial for collecting feedback on-the-go or from mobile app users.
  • Scalability: Consider how your customer feedback needs might evolve in the future. Choose a tool that scales with your business growth without requiring a complete overhaul of your system.

Final thoughts

A customer feedback tool is a must. But the one you choose depends on your needs. What better than a tool that makes feedback easy to manage by creating actionable tickets? And further you can also work upon and analyze this feedback—completing closing the loop! Keeping does that for you. Check out Keeping today to find out how!

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Cody Duval

Cody is the Founder and CEO of Keeping. He's a self-professed nerd about processes and operations and loves helping others grow and build their businesses.

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