19 Best Customer Feedback Tools: Assess and Improve Your Business

Reading time14 minutes
Jaqueline Corradi
Jaqueline Corradi
Content Manager

Customer feedback tools play an important role in evaluating your business. Knowing your customers' thoughts allows you to improve and adapt according to their needs. Their feedback is a key performance indicator.

You can create forms, apply surveys, analyze website heatmaps, and much more with the proper feedback tools. You will be able to know your target audience better and implement data-driven marketing and sales strategies. Learn how to make your business grow with the help of your customers.

The Importance of Customer Feedback

To get to your destination, when you are driving and don't know the path, it's necessary to use a map or a GPS, right? That's similar to managing a business, where customer feedback is the map to achieving your goals. It points in the right direction by showing how your target audience feels and their pain points.

Not knowing your customers' opinions, it's like driving without any direction, just taking guesses. This increases the chances of error, and you can lose money. After all, if you are taking a completely opposite direction to what your customers want, it's highly unlikely your business will thrive.

1. Identify What Needs Improvement

Customer feedback enables you to know their satisfaction levels. You can identify the services and products that are most successful, how customers feel about your service, and recognize the sales and marketing strategies that generate results.

You can also pinpoint the areas that need improvement, and change the plans based on customer feedback. Instead of spending money with failing tactics, you can redirect the investments to meet customer requirements.

2. Comprehend Customer Sentiments

Another benefit of getting customer feedback is understanding how your clients feel about your company. You can answer questions like what sentiments are connected to your brand, and if your efforts are effective in building the brand's image you want in your customers' minds.

3. Make Business Predictions

You can make business predictions by knowing what your customers feel through their feedback. For example by recognizing trends and behavior changes that will affect your company.

4. Use Reviews as Social Proofs

When you collect customer feedback by asking them to rate your products and services and writing reviews, you can use this as social proof of your company's qualities.

Have you ever noticed business websites that add a section with customer testimonials? This adds credibility to the company. But, remember always to ask permission to publish your customers' comments on your page.

5. Create Accurate Strategies

Customer feedback enables you to develop strategies based on your customers' desires. You can get valuable insights and boost your profits by listening to them. However, it's fundamental to know how to analyze data and determine key performance indicators (KPIs).

What are Customer Feedback Tools?

Customer feedback is every type of information customers provide regarding how they feel about a product, service, or company, Therefore, customer feedback tools are instruments created to collect, measure, and analyze customer satisfaction levels, preferences, feelings, and perspectives.

You can collect opinions through surveys, websites, and social media comments. It's possible to send forms via email, add a review section to your product pages, and much more.

Some customer feedback tools can help you categorize and analyze the feedback, usually powered by Artificial Intelligence, they have features like text and sentiment analysis. They provide useful insight, so you can enjoy all the benefits customer feedback has to offer to make your business thrive.

Types of customer feedback tools:

  • Voice of the Customer (VOC)
  • Online Survey
  • Online Review
  • User Testing
  • Visual Feedback
  • Community Feedback

How to Choose Customer Feedback Tools for Your Company

Identify Your Needs and Goals

The first step to selecting the customer feedback tools you will use is to define your company goals. Identify the types of insights you wish to collect and the information you are looking for to discover about your customers. You need to understand what type of feedback can guide you to draw effective tactics to reach the company objectives.

Analyze the Features Provided

Before choosing any customer feedback tool, check thoroughly the features it offers, and what they serve for. The main features it should have are:

  • Survey builder
  • Reporting and analytics
  • Targeting and segmentation
  • Customization
  • Automation
  • App integration
  • Follow-up capabilities

Set Up a Budget

How much are you willing to spend with customer feedback tools? Decide on a budget before starting looking for these tools, this will help you filter them, and determine the range of tools that you can select from. You will avoid wasting time analyzing tools that aren't affordable. Check the pricing models, and if free plans or trials are available.

Easy to Use

Analyzing usability is essential. The customer feedback tools of your choice must be easy to use, and count with a user-friendly interface. The onboarding process should occur smoothly. Your team must be able to enjoy all the features offered and quickly learn how to use them.

Evaluate the Customer Support Offered

A prerequisite to acquiring any customer feedback tool is to ensure the company is responsible for providing high-quality customer support. Check the customer support channels they have, and if there is 24/7 assistance. This is important so you can count on help in case of any error with the software you choose to use.

Check Reviews

Just as customer reviews are important to your clients to help convince them to buy from your company, the same works when choosing customer feedback tools. Reading the reviews will give you a better understanding of how effective the software is, and if there is any critical point.

Analyze Security Measures and Data Privacy Policy

Customer feedback tools deal directly with your company and clients' data, so it's imperative to know what security measures they use and the data privacy policy. Check if it complies with the main regulations.

19 Best Customer Feedback Tools

1. JivoChat

JivoChat customer feedback chart

JivoChat counts on several tools to collect customer feedback. With the JivoChat live chat app, you can ask for user reviews at the end of every conversation, and rate chat quality. The live agents' interactions with customers through the live chat are a way to collect customer opinions and analyze their satisfaction level.

With the AI assistant, you can track frequent queries to identify customer main issues. Also, the Jivo marketing tool allows you to perform NPS (Net Promoter Score) analysis by inserting a form on your website.

Key features:

  • Live chat for websites
  • Google Analytics integrations
  • Collect customer data
  • Collect customer feedback
  • AI assistant
  • Net Promoter Score

2. HubSpot Customer Feedback Platform

HubSpot Customer Feedback page

HubSpot Customer Feedback software helps you understand what your customers are thinking, and spot opportunities. You can create customer surveys, share customer insights with your whole team, and analyze the feedback data.

To evaluate customer loyalty, you will encounter pre-built net promoter score (NPS), customer effort score (CES), and customer satisfaction (CSAT) surveys. Use the built-in feedback dashboards to monitor customer happiness closely.

Key features:

  • Create Customized surveys
  • Pre-built NPS, CES, and CSAT surveys
  • Feedback dashboards
  • Customizable template

3. Zonka

Zonka page

Zonka is a customer feedback platform that provides multiple ways to keep track of and collect your customer's opinions. Create surveys and use feedback forms that can completely be tailored to your needs.

You also have the possibility to to run surveys on iOS and Android, and measure customer loyalty with NPS surveys, You can also use Zonka's tools to measure your employees' satisfaction.

Key features:

  • Survey and feedback forms
  • Personalize the surveys
  • Variables and pre-fill data
  • Microsurveys
  • Exit surveys
  • Feedback button


Hotjar home page

Trusted by more than 1,300,000 websites in over 180 countries, Hotjar offers another way to measure customer feedback through heatmaps. With them, you can analyze each page of your website to see the parts that get ignored and the ones that drive sales and engagement.

Through the recording feature, you can watch user sessions to identify issues. Hotjar also allows you to create surveys for your website, ask for feedback, and make video surveys by interviewing your customers.

Key features:

  • Heatmaps
  • Recordings
  • Feedback
  • Surveys
  • Interviews
  • App integrations

5. Feedbackify

Feedbackfy features page

Feedbackify allows you to create a feedback form through its editor where you can add your questions in different formats. The drag-and-drop tool makes it easier to edit the forms. You can upload your company logo to add your brand's identity to it.

After creating the form, all you have to do is copy the code and embed it to your website. Enjoy the feedback dashboard to follow up on the customer's answers in real time. You can view the full feedback context as well, including user location, operating system, and much more.

Key features:

  • Form editor
  • Drag-and-drop tool
  • Feedback dashboard
  • View full feedback context

6. Survey Monkey

Survey Monkey home page

With Survey Monkey, you can create personalized surveys aligned with your brand's tone of voice and visual identity. You have the option to pick fonts, and colors, add logos, create custom URLs, and choose among different survey formats.

Survey Monkey utilizes AI to analyze more than 25 million questions. You can also count on a team of experts to assist you in the survey creation process, so you can apply the best practices in this area.

Key features:

  • Create personalized surveys
  • AI-powered
  • Bias and error control
  • Survey score
  • More than 250 pre-built templates
  • Preset questions

7. Jotform

Jotform home page

Jotform is a free online form builder. You can enjoy its features to create surveys to gather customer and your employees' feedback, build performance reports, and automate workflows. You can also integrate Jotform with more than 150 apps, including MailChimp, and Salesforce.

With an intuitive interface, it's easy to use Jotform's tools. To build a customer feedback form, you hate to name the survey, add the questions, choose a template, and customize the details. After that, you can set up automated responders and notifications for emails, define conditions triggered by customer behavior, add a thank you page and much more.

Key features:

  • Free online form builder
  • More than 150 app integrations
  • Customization tools
  • Set up conditional logic
  • Over 10,000 free-form templates

8. AskNicely

AskNicely page

AskNicely allows you to use different types of customer feedback tools. You can collect customer feedback via SMS, email, embedded surveys on your website, mobile app, and even on in-store kiosks.

Enjoy the survey builder to customize the form design by adding your logo, and choosing the color palette, font, and size. Another option is to create conversational surveys, with a chat style. Use Ask Nicely TV, the software mobile app, or Slack to watch the feedback in real time.

Key features:

  • Multi-channel feedback collection
  • Survey builder
  • Automated follow-ups
  • Conversation surveys
  • Real-time feedback
  • App integrations

9. JustReview

JustReview home page

A free review collector, Just Review enables you to collect customer opinions from several apps, such as AliExpress, Facebook, and eBay. You can embed a survey on your website too, and add the JustReview badge that shows how your brand is rated on Facebook and Google, for instance.

Key features:

  • Custom surveys
  • Just Review badge
  • Counters
  • Customize your widget
  • App integrations

10. SurveySparrow

SurveySparrow home page

With Survey Sparrow, you can create a survey for every occasion. You can collect customer feedback using different formats such as conversational surveys, net promoter scores (NPS), and customer satisfaction score (CSAT), and make employee assessments too.

It's possible to translate the surveys with just one click, personalize the forms, and use smart dashboards to analyze the data collected. You will also count on AI assistance to enhance your surveys and automate tasks.

Key features:

  • Conversational surveys
  • NPS
  • CSAT
  • Employee assessment
  • Multilingual surveys
  • Smart dashboards
  • AI-powered

11. InMoment

InMoment home page

InMoment allows you to integrate customer data and use AI to help analyze and get insights from it. You have the opportunity to gather customer feedback at every step of the buyer journey, through different channels, and using multiple formats.

InMoment AI unifies omni-channel experience and predicts customer intent. It takes unstructured customer feedback and analyzes all of it for you. You can develop unique surveys too, and use multiple communication channels to send them, such as email, SMS, and website.

Key features:

  • Integrate customer experience
  • Capture and connect data
  • Identify insights
  • In Moment AI
  • App integrations
  • Create unique surveys

12. Survicate

Survicate home page

With Survicate, you build surveys in minutes by using an intuitive drag-and-drop editor. It allows you to automate feedback collection and integrate with your favorite apps too. You will be able to integrate surveys through all customer journeys. You have the option to create in-product, website, email, and mobile surveys.

Key features:

  • Drag-and-drop editor
  • Capture feedback through multiple channels
  • Customization tools
  • App integration
  • Automate surveys

13. Qualtrics

Qualtrics page

Qualtrics has more than 3 million frontline users and is present in over 100 countries, it offers you NPS software to engage with your customers. You can identify unsatisfied and at-risk customers, segment customers by loyalty, and monitor the results of product improvements. You will also have a role-based dashboard, and get pre-configured reports.

Key features:

  • NPS software
  • Role-based dashboards
  • Reports
  • Collect customer feedback through multiple channels
  • Pre-built expert designed research methodologies
  • Qualitative research tools
  • Ai-powered

14. UserReport

UserReport home page

The UserReport survey widget is free. You just need to create an account, add your website, and insert the code snippet on your website. You can integrate it with Google Analytics, and create net promoter score surveys.

The feedback widget is customizable. You can choose the color palette, and add your own text and your brand's logo. It's available in more than 6o languages,

Key features:

  • Survey widget
  • Net promoter score
  • App integrations
  • Customization tools
  • Feedback widget

15. FormStack

FormStack page

FormStack aims to simplify data collection by enabling you to create custom online forms. Use the drag-and-drop form builder to make personalized surveys based on your needs, and aligned with your brand's identity. You can set up conditional logic and build forms that react to user input.

Key features:

  • Drag-and-drop form builder
  • Set up conditional logic
  • Automate workflows
  • Share surveys on multiple channels
  • Over 300 survey templates
  • App integrations

16. Birdeye

Birdeye home page

With Birdeye, it's possible to collect reviews in real time. You can ask for customer feedback right before they leave your page, and send them straight to the review site of your preference. This way, they can rate your company, services, and products on Google, Facebook, and other platforms, which helps build your credibility/

Use AI to reply to the reviews. Another advantage is that you can monitor reviews on more than 200 sites.

Key features:

  • AI-powered
  • Collect reviews in real-time
  • Monitor reviews on more than 200 websites
  • Auto-reply to customer reviews
  • Translate reviews
  • Share reviews on your website

17. Canny

Canny home page

Canny is developed to manage customer feedback. You can create feedback forms and make them available in multiple channels. The data collected from user interviews, customer service sales, social media, review sites, contact forms, and others, will be centralized in a single place/

Key features:

  • Create forms
  • Centralize feedback
  • Feedback board
  • Automatically group similar requests
  • App integrations

18. Google Forms

Google Forms page

Google Forms is an online form creator where you can create surveys, and share and analyze the responses in real-time. You can select from multiple question types, and customize the questionnaires as it fits your needs. Google provides charts with response data updated in real-time.

Key features:

  • Create and share online forms
  • Customizations tools
  • Automatic summaries
  • Charts with response data updates in real-time

19. Usersnap

UserSnap page

Trusted by more than 20,000 websites, with Usernap you can collect customer feedback in multiple ways. You can create surveys, categorize feedback with labels into important topics, and integrate it with several apps. You will be able to analyze feedback trends and monitor customer health.

Key features:

  • Dedicated feedback button
  • Customization tools
  • Automate feedback assignment
  • Build single or multiple-question surveys
  • Target relevant users
  • AI suggested replies
  • Ai-based smart labeling
  • App integrations

Choose the Best Customer Feedback Tools for your Business

As you can see, there are several customer feedback tools for small, medium, and large businesses. They allow you to gather data through different types of surveys and integrate with platforms where customers can leave their opinions, such as Facebook, and Google.

To help monitor customer opinions and make the best use of their feedback, choose tools that will facilitate the processes of creating surveys, distributing them in multiple channels, and analyzing the answers to get valuable insights and build a customer-centric company.

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