12 Customer Feedback Tools

12 Customer Feedback Tools

The best businesses consistently learn from their customers how they can improve their products and services using these popular feedback tools.
Guest Contributor
14 min read
14 min read

In a Nutshell

The right customer feedback tools enable you to gather, manage and analyze your customer feedback efficiently and effectively. 

Table of Contents

Customer-centric companies understand the importance of collecting feedback from customers. Without knowing what your customers think, your business has no way to improve or appreciate how well it is performing in customer service. 

Customers now expect companies to ask for their feedback. Customer feedback tools allow you to improve the customer experience, and please customers in ways they might never have expected. Businesses must ask their customers for their thoughts and opinions as well as find ways to act on their input. 

Collecting customer feedback means closing the loop between what your business assumes your customer wants and the reality of customer expectations. 

The most high-performing companies are close to their customers and have their finger on the pulse of customer sentiment. In order to gather this feedback, businesses are thinking about adopting a customer feedback tool to help. In this article, we’ve shared a list of the best customer feedback tools on the market. 

What is customer feedback software?

Customer feedback software is a system that enables your business to gather, measure and analyze customer feedback. It provides you with the necessary tools to reach out to customers, integrate their feedback into a single dashboard and offers reporting capabilities so businesses can easily understand their feedback. 

Customer feedback tools open up the channels of communication between businesses and customers. It builds the bridge between the customer experience and internal teams such as customer service, customer success and product teams. 

The benefits of having a customer feedback tool

Without knowing what your customers think, your business is sailing without a rudder. Customer feedback software provides an organized way for businesses to reach out to customers and systematically collect their input. 

With a formalized way of gathering customer feedback, your customer feedback tool becomes a vital resource for ongoing improvement. 

The main advantage of a customer feedback tool is that your business has somewhere to collate and manage the feedback, improving your ability to spot patterns and trends. Without an integrated system, the business will be overwhelmed by the sheer volume of feedback. At first you may be able to ask customers to give feedback manually, but soon a more formal customer feedback tool will be required. 

Some customer feedback tools also give you insight into the behaviors of customers. They can be used to track user actions and tell you how a user is interacting with your website or app. You don’t necessarily need to reach out to customers to obtain this kind of information. 

When you gain a perspective on your customers using a customer feedback tool, you can then implement those changes to improve the overall customer experience. Customer experience is vital for attracting and retaining customers, impacting how customer loyalty and their overall levels of customer satisfaction. 

See for yourself

Keeping is the fastest, simplest way to manage customer support right inside Gmail.

6 ways to collect feedback from customers

1. Email customer feedback surveys

Sending out customer email surveys is one of the most popular methods of gathering customer feedback. Using a customer feedback tool, you can ask several questions in your email using a range of question styles, from multiple choice questions to answering on a scale of one to ten. There are some targeted forms of email surveys such as CSAT (Customer satisfaction) or NPS (Net Promoter Score). 

2. In-app customer surveys

Surveys that appear on your website or inside your app is a good way of capturing customer feedback in context. It can be triggered directly after your user has finished interacting with a feature or visiting a page, gathering their immediate feedback before they have had time to forget. Installing a feedback widget on your website is a great way to close the feedback loop. 

3. On-site activities

Analytics can tell you how customers are interacting with your website or app. You can gain deeper insights into customer behavior with customer feedback tools that show you how much time customers spend on a page, what buttons they click on, mouse movements and rage clicks. This kind of data answers questions about how customers are using your products without you having to ask customers directly. 

4. Customer reviews

Customer reviews are a powerful way of understanding how customers feel about your company. Both positive and negative reviews are a rich source of insight into what customers like and dislike about your service and levels of customer satisfaction. You can prompt customers to leave reviews using customer feedback software which are open to the public, making them a valuable source of referrals. 

5. Social media

Customers are always leaving their feedback on social media, and you can take advantage of customer feedback tools that gather and analyze their comments. Direct comments and mentions on social media from customers often tell you exactly how they feel about your service and you can conduct polls to collect answers to specific questions. 

6. Customer interviews

Sometimes talking directly to your customers over the phone is the best way to gather feedback. You’ll be able to ask follow-up questions and really dig deep into how they feel about your products and services. You can record these calls so you can look back at them later. 

12 of the best customer feedback tools

We’ve come up with a list of the best customer feedback tools your business can try that allow you to collect customer feedback. 

1. Typeform

Typeform Question

Typeform allows you to create forms, surveys, and quizzes that customers genuinely enjoy answering due to the thoughtful and engaging designs available. Customers are asked one question at a time in the style of a conversation to generate more thoughtful responses and higher completion rates. 

Built-in photo and video libraries enable you to add interest to your questions, while custom layouts and themes enable you to create experiences that appeal to your customers. 

Conditional logic embedded in your forms lets you include appropriate follow-up questions that make sense to your customers. With Typeform, surveys feel less like interrogations, and more like conversations.

Typeform has analytics to help you collect results, showing you responses and completion rates. You can generate shareable reports and export data to your most-used tools for in-depth analysis.

2. Hotjar

hotjar incoming feedback widget

Hotjar is an intuitive, visual way to uncover, aggregate, and communicate user needs with regards to your product, service or website. Hotjar’s software uses heatmaps to show where users click on your site, how they move through your pages, and where they scroll on your site. 

It’s possible to learn how users really behave because you’re seeing your site through your users’ perspective. Hotjar’s recordings are playbacks of how users behave on your site. You can watch full recordings of each customer’s session, including the clicks, mouse movements, u-turns, and rage clicks. You’ll be able to discover problems and uncover solutions very quickly.

You can hear directly from your customers using a real-time suggestion box on your site. This type of feedback enables users to share their frustration or happiness with regards to individual parts of your site, narrowed down to the page, form, or image they’re interacting with.

3. TrustPilot

Trustpilot Widget

Even though TrustPilot is primarily known as a customer review site, this company also offers a business review management service that allows companies to use consumer feedback on their websites. They can use these reviews to boost conversions, enhance their reputation, and understand more about their customers.

When you subscribe to TrustPilot, you can install widgets on your site to display recent customer reviews. You can also send customer reviews to search engines to increase your presence in the search results.

Display your reviews everywhere you engage with customers to attract more customers and make the buying decision easy. Uncover real-time customer insights and take action on trends from feedback in your reviews to increase customer retention and maximize lifetime value. 

4. Feedbackify


Feedbackify is a tool for installing feedback forms on your website to directly capture customer feedback. It’s a simple task of using the drag-and-drop editor and pasting the resulting code into your website’s HTML. The advantage of Feedbackify is your customers don’t have to leave your site in order to share their comments. 

Customers don’t have to register before they can leave their feedback. You can use Feedbackify’s simple form editor to tailor your feedback form, including adding a rating question. It allows you to organize your feedback into categories to more easily manage the comments you receive. 

Feedbackify has a unified dashboard to display your customer feedback, allowing you to filter by category and subcategory. Feedback is displayed in real-time as your customers submit it. And that’s not all – you can view the entire feedback context, including which page the feedback was submitted from, your customer’s geographic area, type of browser, operating system, screen size, and more.

5. Nicereply


Nicereply enables you to grab every opportunity to develop and improve by gathering direct feedback. You can take advantage of straightforward one-click feedback surveys to increase the volume of insights you receive. 

Answers are recorded as soon as customers click the survey, even if they don’t finish it. You can easily change how your survey is phrased, or add further questions if you want to extend your survey. 

Nicereply is most known for its post-resolution email surveys that you can send after a customer has a support interaction with your company. Nicereply has targeted templates for particular surveys such as Customer Satisfaction Score, Net Promoter Score, and Customer Effort Score. 

You can also use in-signature email surveys that allow customers to quickly rate support interactions. You can solicit customers for feedback at the bottom of every email, and respond quickly in order to salvage a conversation, when it starts to deteriorate.

6. GetFeedback


GetFeedback gives you the flexibility you need to create enhanced experiences across the customer journey. You can use the software to gather targeted feedback and combine it with customer data to quickly develop your digital experiences and improve customer interactions.

You can customize survey templates for NPS, CES, CSAT, Digital and Purchase Experience, and more. GetFeedback makes it easy to collect feedback from customers from anywhere, on any device with mobile-optimized, fully branded surveys. 

You can always stay on top of your feedback with real-time alerts and automatically push feedback into the tools you already use, including an integration with Zendesk. With this integration, you can capture feedback across your most important channels and make sense of it with your customer data in Zendesk. This enables you to build a fully rounded view of customer feedback to swiftly respond and train your frontline agents to improve every support conversation.

See for yourself

Keeping is the fastest, simplest way to manage customer support right inside Gmail.

7. SurveyMonkey


SurveyMonkey is survey software for gathering feedback from your customers. Use insights to provide your customers with what they want, need, and expect with surveys that tell you how to make your products and website better, winning you more vocal advocates in the process. 

With SurveyMonkey, you can quickly create surveys, quizzes, and polls for your customers. You have a variety of options for gathering feedback, including weblink, email, mobile chat, social media, and more.

SurveyMonkey’s dashboard automatically analyzes your results and offers robust analysis features.You can export your data or integrate with your favorite apps, using your insights to make more accurate, data-backed decisions.

8. ProProfs Survey Maker

proprofs survey maker

With ProProfs online survey maker you can create NPS surveys in a few clicks and schedule them to automatically send to customers, enabling you to consistently collect feedback. It’s simple to start creating surveys with more than 100 professionally designed survey templates. 

To make your surveys more appealing for customers to complete, ProProfs allows you to implement various question types such as multiple-choice, NPS, checkbox, rating scale, text box, and more. You can customize your surveys and make them on-brand by adding logos, themes, and images.

Obtain helpful insights from ProProfs using advanced reports and intelligent analytics. When viewing your results, you can simply view who took your survey and when, how they answered, and more. 

ProProfs offers powerful integrations. You can integrate Survey Maker with your chosen CRM and marketing automation software so that responding to customer survey submissions is easy.

9. Crazy Egg

crazy egg

Crazy Egg is a behavioral analytics software that shows you what’s working and not working with your website, and gives you insight into what your web visitors are up to with tools such as heatmaps, recordings, A/B testing & more. Crazy Egg allows you to gather direct feedback from your customers in order to optimize your website. 

For example, Crazy Egg records a snapshot-in-time of your webpages and generates five simple reports that display your users’ click behavior. This enables you to learn about your web design and how your customers behave with your page elements and layout. You can use these insights to uncover page improvements to boost conversions and revenue.

Recordings allow you to watch actual visitors using your website to understand the reality of behavior and what drives them or makes them stuck. It’s like standing over your user’s shoulder to see exactly where your user’s mouse goes. 

Crazy Egg also enables you to create customer surveys to embed on your website to capture user sentiment. You can build surveys asking customers to rate their service, or multiple choice questions. Crazy Egg supports NPS surveys, asking how to improve an existing product or feature, and improve purchasing conversions. 

10. Qualaroo


Qualaroo is user research and customer feedback software. Using Qualaroo, you can survey specific users in context while they are looking at your product, service and brand. The advantage of Qualaroo is you survey your customers while they are in the middle of an interaction, rather than emailing them after the fact. 

You can decide exactly when and for whom the survey is triggered. You can select your customers depending on particular actions, behavioral patterns, events, locations, browser cookies, or data collected from your applications.

AI-powered analytics and reports give you insight into the feedback that your customers are providing. Backed by IBM WATSON, Qualaroo’s sentiment analysis enables you to turn free-form text into organized data that generates actionable observations. You can track mood metrics and keywords across all customer responses.

11. Bazaarvoice


Bazaarvoice allows businesses to collect user generated content (UGC) from their customers to promote their products and services. You can use Bazaarvoice to gather and publish ratings and reviews, videos and images of customers using products and provide a platform for customers to ask questions.

Bazaarvoice takes neutral browsers and turns them into active consumers. With ratings and reviews, your product pages become more engaging. Conversion rates rise and consequently increase revenue. The solutions of Bazaarvoice fires up the whole customer experience, enabling you to vastly improve product performance.

The advantage of Bazaarvoice is that it allows customers to use images to tell the story of your products. You can engage potential consumers with social and visual content that turns product discovery into conversion. Your potential customers can see how others really use your products through sharing their visual stories. 

12. Retently


Retently allows you to send NPS, CSAT and CES surveys to your customers and start collecting, evaluating, and taking action on the customer feedback. Retently enables you to send out your surveys on a variety of channels, including email, web pop-ups and messengers to reach your customers where they’re most likely to submit a response.

The advantage of Retently is the ability to enhance your survey response rate through using reliable software tools and A/B testing different versions. You can make your surveys more effective by connecting Retently with integrations, from Slack to Salesforce, leading to the creation of more tailored experiences and sharing the data across different platforms.

It’s easy to automate follow-up on your surveys so customers are never left in the lurch. You can segment your audiences and personalize their survey experiences. 

How to choose the best customer feedback tool for you

Evaluate the price point

Customer feedback software with lots of functionality is naturally going to be on the more expensive side. Make sure you will actually use all of a product’s features before investing in a solution that costs hundreds or even thousands of dollars a month. Set a reasonable budget and hunt for a solution that meets your needs. 

Look for customization support

When soliciting feedback from your customers, it’s important that your communications appear to be coming from your own brand. If you’re sending out surveys for example, you should customize them with your company’s brand colors and logo. 

Should offer robust integrations

Your customer feedback tool works best when it integrates with other platforms that your business is already using. You might want to connect with your CRM platform, help desk software, or business communication tool. Integrations should be easy to set up. 

Good user experience

Yoru customer feedback software should be easy to learn and configure, or you won’t get value from your solution. Ideally it should take minutes to set up rather than days or weeks, and should offer excellent support and self-service resources. 

See for yourself

Keeping is the fastest, simplest way to manage customer support right inside Gmail.

Wrapping up

Opening up the channels of communication with customers is vital for businesses that want to learn and improve. When you gather customer feedback you gain insight into how customers actually feel about your products and services, and uncovers danger points where your business is failing to deliver to customers. 

The right customer feedback tools enable you to gather, manage and analyze your customer feedback efficiently and effectively. 

The fact is, most customers won’t actually complain when they are unhappy – they’ll simply leave your business and turn to your competitors. Feedback allows you to save customers before they abandon your business by offering excellent customer service

When you take the time to ask customers for their feedback, this increases customer loyalty and satisfaction because they know your business cares. While you shouldn’t spam customers with lots of requests for feedback, timely communications are key to improving the customer experience. 

Catherine Heath
Catherine Heath
Catherine is a content writer and community builder for creative and ethical companies. She is often writing case studies, help documentation, and articles about customer support. Her writing has helped businesses to attract curious audiences and transform them into loyal advocates. You can find more of her work at https://awaywithwords.co.