The best customer feedback tools give you valuable insights to boost customer satisfaction, loyalty, and, ultimately, revenue. Compare customer feedback software and try the top solution today.
Customer feedback software provides crucial insights into your customers' perspectives, enabling you to refine your processes proactively. Look for a user-friendly tool that leverages AI for maximum efficiency, ensures security, and remains cost-effective.
In this guide, you’ll find everything you need to know about selecting the right tools to get customer feedback and using those insights to your advantage.
Customer feedback tools are software applications that help you collect, analyze, and manage customer opinions, pain points, and experiences. They provide insights into customer sentiment so businesses can improve products and services. These tools are essential for understanding customer needs and preventing churn.
The 29 best customer feedback tools
Customer feedback tools can help businesses collect feedback across channels, create customer surveys, manage CX data, and more. We compare different solutions so you can see how they differ.
Zendesk provides AI-powered customer feedback tools to help you track and manage the entire customer experience.
With Zendesk QA, you can leverage AI to analyze 100 percent of your customer interactions, including those between your AI agents and customers. The AI-powered Spotlight feature highlights conversations where a customer has expressed a potential risk for attrition, detects parts of the conversation where the customer showed dissatisfaction, and more.
Additionally, Zendesk AI gives agents insights into customer sentiment and intent (what customers feel and think) so they’re prepared for interactions with as much context as possible to minimize negative feedback proactively. AI can even suggest ways to address feedback customers share over your support channels, allowing agents to reply faster. Furthermore, workflow optimization tools automatically send customers surveys after each service interaction to gather feedback.
Thanks to omnichannel support, customers can share feedback over any channel. Our robust analytics and reporting tools enable you to see real-time and historical trends in customer complaints across channels and seamlessly share those insights with stakeholders. That cross-channel functionality is also supported by enterprise-level security, giving you peace of mind that your customer data is protected.
SurveyMonkey is a survey and feedback collection tool that reports results using data analysis. It can create survey templates for particular use cases, such as customer service, HR, and marketing, and offers customizable surveys. The tool also uses AI to generate survey question recommendations.
The software is structured so that users are prompted to organize customers into segmented lists that can be tagged and categorized for targeted surveys. When combined with Zendesk, you can trigger SurveyMonkey surveys based on Zendesk events.
Features:
Analytics and reporting
Multichannel functionality
Customer feedback surveys
Customer segmentation
Customizable platform
Pricing: Plans start at $25 per user/month (billed annually).
Qualaroo provides client feedback tools, including NPS, CSAT, and CES surveys. The software also has an in-app survey for targeting customers and identifying how many visitors saw it and whether they filled it out.
Businesses can conduct A/B testing to measure the success of different surveys. Plus, Qualaroo AI features can gauge customer sentiment by analyzing results. If there’s a negative response, a trigger can notify an agent to contact the customer.
Features:
Analytics and reporting
AI sentiment analysis
Advanced user targeting
Customer segmentation
Customizable platform
Pricing: Paid plans start at $19.99 per 100 responses/month, billed annually. A free plan is available.
GetFeedback is a customer feedback service that businesses can use to administer surveys via email and SMS. It also allows users to gather customer feedback across various channels, including mobile apps. Agents can see feedback in real time and address customer queries as they come in.
Users can build dashboards that filter data by a customer’s attributes, the products they use, or the region they live in. GetFeedback's analytics use machine learning (ML) to track key phrases and sentiments and collect insights into reports to help teams identify trends.
Surveypal is a survey management tool for measuring customer feedback. Businesses can use it to generate automatic reports, export survey data, and organize surveys.
Surveypal users can conduct root cause analysis on issues like a decrease in NPS in email channels or an increase in average handle time. Plus, Surveypal integrates with Zendesk, so you can pull in and act on customer insights throughout the entire customer journey.
Features:
Analytics and reporting
Intelligent feedback routing
Customer feedback surveys
Customer segmentation
Customizable platform
Pricing: Plans start at €249 per month for one touchpoint.
Nicereply allows users to survey customers within its customer service software. Businesses can publish feedback to associated tickets, measure customer satisfaction and NPS, and trigger surveys after resolving a chat or a ticket. When integrated with Zendesk, Nicereply can publish survey responses in Zendesk as comments and custom ticket field values.
Nicereply can organize performance data by agent, team, and department. And businesses can use it to create analytic dashboards with trend analysis, bar charts, leaderboards, and more.
Features:
Analytics and reporting
Centralized feedback view
Automated negative feedback flags
Customer feedback surveys
Customizable platform
Pricing: Plans start at $59 per month (billed annually). A 14-day free trial is available.
Typeform is a feedback management tool for creating surveys. The software presents one survey question at a time and allows owners to analyze incomplete surveys.
Businesses can add survey questions that adapt to the respondent’s previous answers. Aside from surveys, users can also access templates for quizzes, polls, and general forms.
Features:
Analytics and reporting
Feedback forms
Customer feedback surveys
Customizable platform
Third-party integrations
Pricing: Plans start at $25 per month (billed annually).
InMoment provides digital customer experience software that includes feedback tools. Users can send surveys via email, mobile, SMS, and apps. Businesses can set up automations to survey small segments of their customer base with customizable parameters.
Analytics and reporting features enable InMoment users to package feedback information for delivery to other teams. Email notifications or triggers in the customer relationship management (CRM) dashboard can direct agents to those packaged results based on keywords, allowing them to review the feedback for context. Furthermore, generative AI prompts provide automated recommended actions to agents.
Features:
Analytics and reporting
Generative AI prompts
Customer behavior predictions
Customer segmentation
Customizable platform
Pricing: Contact InMoment for pricing. A 10-day free trial is available.
Feedier is a customer experience management platform. It allows agents to segment customers by demographic and assess customer sentiment as positive, neutral, or negative.
Feedier lets businesses create automated feedback campaigns with different types of questions, images, and answer options. Users can also generate reports in real time.
Features:
Analytics and reporting
Automated SMS or email campaigns
Customer sentiment analysis
Customer segmentation
Customizable platform
Pricing: Contact Feedier for pricing. A 10-day free trial is available.
Playvox is primarily a workforce management system but includes a feedback management system. Instead of relying on surveys to generate feedback data, Playvox uses AI to analyze user sentiment and intent to tag tickets.
With that information, Playvox auto-populates ticket fields based on its analysis to get tickets to the right person. Playvox also analyzes user replies and updates fields with the discussed topics to ensure comprehensive reporting. It tags reviews and NPS feedback to populate reports.
Idiomatic is software that uses sentiment analysis to identify insights from customer feedback. It analyzes business data to help teams create a Voice of the Customer program, filling in gaps between customer comments and how agents interpret them.
Idiomatic has a native Zendesk integration that pulls and organizes tickets by sentiment in real time. Businesses can use Idiomatic to map out and prioritize product, messaging, or service improvements by analyzing customer sentiment based on product and customer type or preset Zendesk tags.
Features:
Analytics and reporting
Sentiment analysis models
Ticket group summaries
Customer segmentation
Customizable platform
Pricing: Plans start at $399 per month plus $0.05 per comment.
Chatdesk aggregates and analyzes feedback from various communication channels, including online reviews, customer surveys, email conversations, live chats, and social media. It organizes fragmented feedback and adds segmentation tags to help users filter the data.
Chatdesk also has a Voice of the Customer Analysis feature for customer sentiment information. As a native integration with Zendesk, Chatdesk seamlessly integrates and extends your Zendesk customer service software.
Features:
Analytics and reporting
Multichannel functionality
Natural language search
Customer segmentation
Customizable platform
Pricing: Plans start at $1,500 per month for 500 conversations.
Hotjar is customer behavior analytics software that helps businesses understand how customers interact with their site. It features heatmaps that show which aspects of your pages get the most attention, including click and scroll activity. Event triggering can target users with surveys based on specific events, like if they reach a particular milestone using your product.
Hotjar also offers more traditional feedback tools, such as customer surveys, which can collect and translate feedback in different languages for the support team.
Businesses can embed a feedback widget on web pages so customers can provide their perspectives without being prompted.
Features:
Analytics and reporting
Customizable platform
Event triggering
Multilingual feedback collection
Third-party integrations
Pricing: Paid plans start at $32 per month, billed annually. A free plan with limited features is available.
Jira is primarily known for project management and issue tracking, but it also provides businesses with user feedback tools. By leveraging customizable issue types and workflows, users can create dedicated feedback channels where customers can report suggestions, concerns, or feature requests.
The Jira dashboard and reporting features visually represent feedback trends, enabling businesses to monitor and analyze customer sentiments over time. Businesses can then prioritize, categorize, and assign feedback items to relevant teams for action.
Features:
Analytics and reporting
Customer segmentation
Customer feedback surveys
Multichannel support
3,000+ integrations
Pricing: Paid plans start at $850 per year for one to three agents. A free plan and a seven-day free trial are available.
Qualtrics XM offers businesses tools to collect and analyze customer feedback. Its survey creation software allows teams to design different feedback mechanisms, capturing insights across various customer touchpoints, from post-purchase evaluations to long-term satisfaction assessments.
Qualtrics XM has feedback analysis features that employ analytics to identify patterns, sentiments, and trends in a company’s data. Its closed-loop feedback system also helps agents address individual customer issues in real time.
Features:
Analytics and reporting
Customer journey optimization
Targeted agent coaching
Customer feedback surveys
Customizable platform
Pricing: Speak to the Qualtrics XM sales team or request an estimate for pricing.
HubSpot Service Hub acts, in part, as the feedback management tool within the larger HubSpot suite. It lets businesses collect customer feedback through features like CSAT and NPS surveys.
HubSpot Service Hub includes reporting and analytics capabilities that allow businesses to track basic metrics like response time and support volume. The software also monitors product usage to gauge how (and how frequently) customers engage with your offering.
Features:
Analytics and reporting
Help desk
Knowledge base
Customer health scores
Product usage monitoring
Pricing: Paid plans start at $15 per seat/month billed annually. A free plan with limited features is available.
Feedbackify! is a survey creation tool that allows users to create custom feedback categories (like problems or suggestions) to organize responses. It offers multichannel functionality to capture feedback across different customer channels from one dashboard.
That dashboard collects data in real time, including contextual information like the page the response came from or the customer’s location. Users can then categorize the feedback and view the contextual details.
Features:
Customer feedback surveys
Customer segmentation
Multichannel functionality
Feedback dashboard
Pricing: Plans start at $19 per month. A 15-day free trial is available.
Podium is a customer communication management platform. It offers a central hub for managing all customer interactions, including phone calls, texts, chats, social media messages, and online reviews.
Podium allows businesses to request customer reviews via text and customize targeted messages using a marketing tool. It also provides businesses with a dedicated phone number and integrates payment processing through text.
Zonka is a CX and customer survey software. Users can create various surveys from templates, including polls, quizzes, and more.
Zonka uses interactive surveys to measure customer sentiment, including CX metrics like customer effort and satisfaction. It has multichannel functionality to share surveys over email, SMS, social media, and more. It also enables real-time reporting across those channels.
Features:
Automated workflows
Conditional redirects
Auto feedback tagging
Analytics and reports
Third-party integrations
Pricing: Plans start at $49 per month, billed annually. A 14-day free trial is available.
Canny is a feedback management tool that allows companies to monitor customer product suggestions. Users can collect feedback via public or private channels.
Feedback in those channels gets tagged with the respondent’s name. If any suggestions or tags are used repeatedly, Canny can flag the topic so agents can start discussions with customers about implementing those suggestions. Users can then analyze the information, share it with team members for comments, and develop an action plan to address the suggestions.
Features:
Feedback tagging
Analytics and reporting
Customer segmentation
Automated workflows
Third-party integrations
Pricing: Paid plans start at $79 per month, billed annually. A free plan and a 14-day free trial are available.
Pendo is a customer feedback collection and analysis tool. The app enables software companies to embed feedback tools in their products and collect insights for CX, IT, product, and marketing teams.
AI collects customer inputs and behaviors, analyzes them, and summarizes the input so users can interpret them. It allows teams to pinpoint moments in the customer journey to ask specific questions that assess sentiment.
Survicate is a survey software with a drag-and-drop builder for customer feedback surveys. It has a visual editor and custom Cascading Style Sheets (CSS) elements for users to customize surveys to their branding.
Survicate users can create surveys from introductory prompts or generate their own from scratch. Survicate also includes reporting and analytics tools. This allows businesses to track metrics like CSAT and CES from survey results.
Features:
Survey creator and template library
Automated insights with AI analysis
Customer segmentation
Customizable platform
Third-party integrations
Pricing: Paid plans start at $99 per month. A free plan and a 10-day free trial are available.
AskNicely is a CX survey creation and feedback management tool that collects input across channels like email, SMS, websites, mobile apps, or in-store kiosks. It allows users to target customers after interactions like purchases and follow up with them if they don’t respond.
AskNicely leverages automations to create surveys that engage with users over a back-and-forth interaction. It gives data based on each response without requiring 100 percent completion.
Jotform is a form creation application with a drag-and-drop builder. It has templates for users to start with and allows them to create and publish forms, embed them on a site, and receive responses via email.
Users can then organize and form data to analyze results. Data management with Jotform includes form responses, imported data, or manually entered data. It can share this data with team members through customizable access settings.
Features:
No-code form builder
Priority real-time support
User access control
150+ integrations
Online payment collection
Pricing: Paid plans start at $34 per month, billed annually. A free plan is available.
Forms is Google’s survey creation and management tool. It uses Google Sheets to gather, display, and analyze survey data. Users can create surveys from scratch by choosing from different question formats and adding images, videos, and custom logic to personalize them.
Whether a survey is complete or ongoing, users can access survey response data in real time and analyze it with Google Sheets or any other software that integrates with Google Forms.
Features:
No-code form builder
Automatic survey summaries
Smart forms with data validation
Customizable survey layouts
Reporting and analytics
Pricing: Google Forms is free with 15 GB of storage for all users. Google Workspace plans, which include Forms, start at $6 per month for 30GB of storage.
Formstack is a data collection and feedback management tool. Its drag-and-drop form builder features conditional surveys that rely on user input to direct the next question or feedback input request.
Formstack features automated workflows that make customer data accessible to team members in different departments. The tool also enables widgets and embedded forms for business websites, email links, and social media shares.
Features:
No-code form builder
Email confirmations and notifications
Field bottlenecks
Campaign tracking
Reporting and analytics
Pricing: Plans start at $50 per month for one user, billed annually. A 14-day free trial is available.
SurveySparrow is a survey creation and management platform as well as a customer experience tool. It has customizable survey templates for marketing, education, and healthcare industries.
SurveySparrow features executive dashboards that allow users to organize, view, and share survey data. Survey responses can be turned into tickets viewable via the dashboard, allowing users to follow up from a central location.
Features:
Survey creation
Executive dashboards for reporting
Multilingual surveys
Visual workflow
Ticket management
Pricing: Plans start at $19 per month for one user, billed annually. A 14-day free trial is available.
Sogolytics is a survey creation platform with customer feedback features for small businesses and enterprises. It has pre-made templates for building and sending surveys to target audiences. Users can also access insights for feedback analysis via real-time and historical reporting.
The web and mobile apps from Sogolytics enable team members to collect and monitor feedback. Account owners can also grant sub-user permissions to team members for collaboration.
Features:
Survey creation
Multilingual surveys
Survey template bank
Customizable review invitations
Analytics and insights
Pricing: Paid plans start at $25 per month (billed annually). A free plan and a 10-day free trial are available.
Trustpilot is a review management platform primarily for online shopping. It allows users to search for reviews by product, service, or company and filter them by criteria like location, date, or star rating.
Trustpilot also enables users to search for and discover new businesses and share experiences. Users can browse top-ranked companies by category and contact businesses directly through the platform. Additionally, Trustpilot verifies companies, reviewers, and experiences and offers warnings and alerts to protect users from scams.
Features:
Customer review responses
Customizable review invitations
Intelligent fraud detection
Analytics and insights
Competitor mode
Pricing: Paid plans start at $259 per domain/month. A free plan is also available.
The term “customer feedback tool” can refer to many different types of systems, and the right option will depend on your goals. However, there are some universal criteria to consider when selecting one.
Determine your use case
Not all feedback requirements are the same. For instance, a B2B enterprise might prioritize integration capabilities with CRM systems, while a B2C company may emphasize omnichannel feedback collection. Defining your use case—product development, CX enhancement, or market research—can help you pinpoint the features most relevant to your needs.
Determining your use case ensures optimal software utilization, avoiding unnecessary features that inflate costs without adding value. Additionally, aligning feedback software with your intended use case can help maximize ROI and streamline feedback processes.
Use a tool with AI power
AI enhances feedback analysis by automating manual tasks. For instance, it can automatically send surveys to customers after each support interaction. Additionally, AI can evaluate all customer interactions, a task nearly impossible to accomplish manually.
Prioritize ease of use
Ease of use directly impacts the tool’s efficiency, adoption rate, and overall effectiveness. A user-friendly interface ensures that employees across various departments can seamlessly navigate, collect, and analyze feedback without facing steep learning curves that require extensive training. And with fewer learning curves to tackle, you can more quickly identify trends and make data-driven decisions based on customer feedback.
Consider data security
Customer feedback often includes sensitive information like demographics or purchase history. A data breach can expose this info and wreak havoc on your reputation, leading customers to believe they can’t trust you with their data. Prioritizing security shows you value customer data privacy and builds trust in your brand.
Adherence to privacy rules and regulations is paramount. In addition to making your company look bad, a breach can create potential liability around the loss. A secure feedback tool like Zendesk helps ensure compliance with regulations and prioritizes customer data privacy throughout the process.
Assess the total cost of ownership
When evaluating customer feedback software, businesses must look beyond the upfront purchase or subscription price and consider the total cost of ownership (TCO). TCO encompasses the initial acquisition cost and ongoing expenses such as maintenance, add-ons, and training.
Hidden costs like downtime due to system outages, inefficiencies from poorly suited software, or expenses related to scaling as the business grows can significantly impact the overall cost. For example, Zendesk boasts a low TCO because it doesn’t require technical teams for implementation and scales with your organization, maximizing your investment in the long term.
Frequently asked questions
There’s no single correct way to capture customer feedback, but some popular feedback collection methods include:
Email follow-ups
In-app surveys after a support interaction
Focus groups
Businesses should employ multiple methods to ensure they understand the entire customer experience.
Businesses can automate processes for collecting customer feedback by setting up triggers within the software. For example, after a support ticket is closed, the trigger can automatically send a survey to the customer asking how they felt about the interaction. When the customer submits their feedback, another trigger can add the results to the company database and send a thank-you message to the customer.
The precise steps for automating this process will vary depending on the software, and providers like Zendesk have customizable options for automating customer support.
Real-time feedback collection gives businesses the most accurate data regarding customer sentiment.
Real-time feedback collection provides businesses with the most accurate data on customer sentiment. AI enables the capture of this data instantly. For example, Zendesk AI delivers real-time insights into customer sentiment and intent to agents.
Omnichannel customer feedback software lets businesses capture feedback wherever they interact with their customers. Customers can receive surveys via social media, email, communication apps, and the business’s website without leaving their current support channel.
Customer feedback in CRM refers to information gathered from customers about their experience with your product or service. This feedback, whether positive or negative, is stored within your CRM system alongside customer data. By analyzing this feedback, businesses can understand customer satisfaction, identify areas for improvement, and ultimately strengthen customer relationships.
Net Promoter, Net Promoter Score, and NPS are trademarks of NICE Satmetrix, Inc., Bain & Company, Inc., and Fred Reichheld.
Try our customer feedback tools for free
Customer feedback software gives businesses the tools to collect and understand feedback, empowering support teams to deliver better service and consistent customer experiences. Using an AI-powered customer service solution like Zendesk, you gain the insights needed to improve service quality, build stronger customer relationships, and drive revenue.
Zendesk QA leverages AI to automatically analyze 100 percent of customer conversations—including those with AI agents—so you can pull data from every interaction. Meanwhile, Zendesk AI provides insights into customer sentiment and intent, giving agents context to proactively minimize negative feedback. If agents aren’t sure how to respond, Zendesk AI has their back—it will offer suggestions on ways to address feedback effectively.
Thanks to omnichannel support, customers can share feedback on any channel. Our robust reporting and analytics tools reveal real-time and historical trends in customer complaints across channels, helping your team make informed decisions. With enterprise-level security safeguarding your customer data, your team can confidently handle it all. Try Zendesk today.
Mozhdeh Rastegar-Panah is a seasoned customer experience leader and the Senior Director of Product Marketing at Zendesk. With over 12 years at the forefront of customer service innovation, Mozhdeh specializes in translating complex AI and CX technologies into impactful, scalable solutions for global businesses. Her work focuses on elevating customer support through messaging, automation, and omnichannel strategies. She brings a unique blend of strategic vision and hands-on expertise to the future of customer service.
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