Listening to the customer has evolved into the cornerstone of modern business operations. Understanding your customers’ needs and preferences is no longer a luxury but a necessity. To do this properly, you must have the right customer feedback tools in place.
In an era where customers have more choices than ever, prioritizing their voices through effective listening tools is not just a smart move — it’s essential for long-term success. In this article, we have compiled a list of 16 customer feedback tools that you should try out before deciding on your customer listening strategy in 2024.
The importance of customer feedback tools
Customer feedback tools allow you to collect, analyze, and respond to feedback from your customers. They can take various forms, such as surveys, comment boxes, or online review platforms.
This type of tool is crucial for several reasons.
- Insight into customer needs: Actively gathering customer feedback allows you to identify areas where you can improve your products or services to better meet your customers’ expectations.
- Improved customer satisfaction: When customers see that you listen to their feedback and take action based on it, they are more likely to feel valued and satisfied. This can lead to increased loyalty and positive word-of-mouth.
- Faster issue resolution: Customer feedback tools enable you to promptly identify and address issues. This can help prevent negative experiences from escalating and potentially damaging your reputation.
- Competitive edge: Businesses that actively seek and act upon customer feedback often gain a competitive edge. They can adapt quickly to changing customer preferences and market conditions.
- Enhanced customer retention: Happy customers stay with your brand. Customer feedback tools allow you to spot issues early on and take steps to retain customers.
Features to look for in a customer feedback tool
Let’s see which key features you should look for when selecting your ideal customer feedback tool.
Survey creation and customization
- An intuitive customer feedback tool allows you to create surveys tailored to your specific needs.
- The tool should include capabilities for crafting questions, selecting question types (e.g., multiple choice, open-ended), and designing the survey layout.
Multichannel feedback collection and integration
- Feedback collection should be enabled on various sources or channels, such as websites, emails, social media, and more.
- Customer feedback should be linked with customer profiles, support interactions, and other customer-related data in customer relationship management (CRM) and support systems.
Feedback routing and ticketing
- The tool should send immediate notifications or alerts to relevant teams or individuals when critical feedback is received.
- It should also route feedback to the appropriate teams or individuals for action. Feedback should also be organized into tickets or tasks.
Data analytics and benchmarking
- An ideal customer feedback tool should include capabilities for analyzing and visualizing feedback data, generating reports, and identifying trends or patterns.
- The feedback tool should automatically categorize customer feedback as positive, negative, or neutral based on the sentiment expressed in the text.
- The customer feedback tool should be able to compare feedback and performance data collected against industry standards and competitors.
Julia Lozanov, chief editor at Verpex, explains her criteria for choosing the ideal customer feedback tool:
Customer feedback tool comparison
Best customer feedback tools in 2024
We’ve hand-picked the best customer feedback tools available on the market this year, breaking them down by type.
Voice of the customer (VoC) tools
When it comes to improving customer satisfaction, VoC tools provide a structured way to gather and analyze feedback.
1. Textmagic
Textmagic, our flagship product, is a business texting platform that you can leverage as a customer feedback tool to capture insights from clients.
Image source: Textmagic app
👍 Best suited for: Businesses looking to gather customer feedback through SMS surveys.
Pricing
- A free trial is available
- Paid plans start from $24.5 per 500 texts
What makes it stand out:
- Provides data export options for better feedback analysis
- Allows for a high degree of personalization via editable SMS survey templates
Limitations:
- Large-scale SMS campaigns may prove costly to small businesses
- May not offer in-depth analytics compared to larger customer feedback platforms
Reviews
- G2 users praise its straightforward setup process and reliable performance
- Some Capterra users reported some technical issues with the desktop app, preferring to use the web browser instead
2. Zendesk
Zendesk is primarily known for its customer support and ticketing system. It also offers customer feedback and survey features.
Image source: support.zendesk.com
👍 Best suited for: Businesses seeking an all-in-one customer support and feedback management solution.
Pricing
- The first three pricing plans automatically include a free trial
- Their paid versions start from $55 per user per month or $3,300 per year for five users
What makes it stand out:
- Allows you to close the loop on customer issues
- Integrates seamlessly with customer support tools
Limitations:
- Cannot measure customer loyalty via net promoter score surveys
- The full suite of Zendesk features may be more than some businesses need
Reviews
- Seamless integrations with third-party applications streamline workflows, according to G2 users
- Some Trustadius users find its features overwhelming
3. Medallia
Medallia is an experience management platform that helps you capture customer feedback, analyze it, and then take action based on it.
Image source: medallia.com
👍 Best suited for: Large enterprises looking for a complete feedback and experience management platform.
Pricing
- A free trial is available
- Custom pricing based on business needs — with a focus on enterprise solutions
What makes it stand out:
- Includes predictive analytics
- Offers advanced AI and machine learning capabilities for deeper insights
Limitations:
- New users may require extra training to use it effectively
- It may be cost-prohibitive for small-to-medium businesses
Reviews
- Integrates customer journey stages with surveys, according to G2 users
- Concerns about the inflexible online survey formats from Gartner users have led to requests for more innovative features
4. Alchemer
Alchemer is a customer feedback tool focused on VoC surveys. You can tailor your surveys using various templates.
Image source: alchemer.com
👍 Best suited for: Small businesses seeking customizable survey options.
Pricing
- If billed monthly, paid plans start at $55 per month
- If billed annually, the cost is $315 per user per year
- Has advanced analytics capabilities
- Offers multiple survey distribution options across channels
- Data access is limited to the last 12 hours
- The free version restricts users from downloading historical data
Reviews
- GetApp users claim it’s versatile for various feedback types, including customer and employee surveys
- Some features require higher-tier plans, according to G2 users
Online survey tools
Online survey tools include customizable surveys, data analysis, and reporting features that provide actionable insights into customer behavior.
5. Survicate
Survicate is a platform designed to help you get feedback from customers by sending out surveys on your website and mobile devices.
Image source: getapp.za.com
👍 Best suited for: Companies looking for an easy-to-use customer feedback platform.
Pricing
- A free trial is available
- Paid plans start from €89 per month
- Its reporting features provide visual data representations
- Provides seamless integration with popular CRM and analytics tools
- The design options for surveys may be somewhat restrictive
- The free plan may impose limitations on the number of responses or surveys that you can create
Reviews
- GetApp users appreciate its targeted survey creation for customer segments
- Inability to prioritize survey delivery based on event triggers, according to Capterra users
6. Typeform
As a user-friendly customer feedback solution, Typeform can help you craft interactive surveys to gather valuable customer insights.
Image source: Typeform dashboard
👍 Best suited for: Businesses of all sizes looking to gather customer feedback, leads, and data.
Pricing
- A free plan is available
- Paid plans start at €21 per month
- Has analytics features to track responses and performance in real time
- Provides integrations with popular tools like Google Sheets, Slack, and HubSpot
- The absence of an auto-save feature can lead to potential data loss if users exit the form-building process unexpectedly
- While it excels in creating visually appealing forms, it can be somewhat limited in functionality compared to other customer feedback management software
Reviews
- Respondents can view and complete surveys without needing to create an account, according to G2 users
- There have been reports of technical glitches where Trustpilot users experienced failed submissions or lost entries
7. SurveyMonkey
SurveyMonkey is a versatile customer survey tool that allows you to create and distribute surveys, collect feedback, and analyze results.
Image source: SurveyMonkey dashboard
👍 Best suited for: Small to large businesses looking for a user-friendly survey tool to gather feedback and insights.
Pricing
- The Basic plan is free
- Paid plans start from $39 a month (if billed annually)
- Offers a wide range of survey templates
- Incorporates robust analytics tools for in-depth data analysis
- Some advanced features are only available in paid plans
- The free plan has limitations on the number of questions and responses
Reviews
- G2 users like the availability of advanced features such as branching logic and A/B testing
- Trustpilot users claim the user interface can be challenging to navigate, especially when filtering data
8. Zonka Feedback
Zonka Feedback is a user-friendly platform for collecting customer insights. It features a drag-and-drop survey builder for easy customization.
Image source: zonkafeedback.com
👍 Best suited for: Businesses of all sizes looking to manage surveys and measure customer satisfaction levels.
Pricing
- A free plan is available
- Paid plan starts from $49 per month
- Gathers feedback from multiple channels like email or SMS
- Offers customizable survey templates to suit various business needs
- The tier-based pricing can become expensive when upgrading to higher plans
- While Zonka Feedback offers integrations, some users feel the selection is too small compared to other customer feedback systems
Reviews
- Integration with software like Zendesk and Twilio makes it easier to combine customer feedback efforts with existing systems, according to GetApp users
- Some Trustpilot users feel restricted by the design options when creating surveys, wishing for more flexibility and customization capabilities
Online review tools
Online review tools monitor customer feedback in real time, alerting you when new reviews are posted.
9. G2
G2 is a peer-to-peer review platform focused on software and services, offering user reviews and ratings.
Image source: g2.com
👍 Best suited for: Businesses in the software and technology space looking for reviews and ratings to aid software purchasing decisions.
Pricing
- A free plan is available for software buyers
- Vendors need to request pricing information
What makes it stand out:
- Offers data-driven insights that make it easier to compare different software options
- G2’s Grid® reports help buyers understand the positioning of software products in various markets
- Reviews on G2 are often short and may lack context
- Vendors need to contact G2 for pricing details, which may not be transparent
Reviews
- G2’s reward system, including gift cards, motivates people to leave detailed reviews, according to Trustpilot users
- There are reports from Capterra users of delays in receiving notifications when customers post reviews or inquiries
10. TrustRadius
TrustRadius is a customer review platform for software and technology products. It allows you to collect and showcase user reviews.
Image source: solutions.trustradius.com
👍 Best suited for: Software and technology companies seeking to collect and promote product reviews from users.
Pricing
- A free plan is available for vendors
- The TrustRadius for Vendors plan starts at $30,000 (multi-year discount available)
- Provides detailed, in-depth reviews
- Generates valuable tech industry insights
- It may not be suitable for businesses in other industries than tech
- Reviews tend to be shorter and less detailed compared to other platforms
Reviews
- GetApp reviewers appreciate that the platform showcases a diverse range of user experiences, not just positive feedback
- According to G2 users, the review process is time-consuming (up to 30 minutes), which can feel tedious compared to other customer feedback collection tools
11. Trustpilot
Trustpilot is a customer review platform that showcases business reviews and ratings. Consumers who’ve had an experience with a business can write unsolicited reviews, and businesses can also ask their customers to leave reviews.
Image source: support.trustpilot.com
👍 Best suited for: Online retailers and service providers of all sizes that want to gather and display customer reviews and ratings.
Pricing
- A free plan is available
- Paid plans start from $259 per domain per month
- It is known for its vast community of users
- Offers integration with e-commerce platforms
Limitations:
- By primarily focusing on written reviews, it makes it difficult to gain a comprehensive understanding of customer experience
- Some businesses have been known to manipulate Trustpilot by posting fake positive reviews or reporting negative reviews as spam
Reviews
- Some Capterra users have reported issues with aggressive renewal terms and high pricing
- Trustpilot’s features, like widgets and review requests, can be quickly integrated into any site, according to G2 users
12. Yotpo
Yotpo is a customer content marketing platform that specializes in collecting, curating, and leveraging customer reviews and user-generated content.
Image source: support.yotpo.com
👍 Best suited for: E-commerce businesses and brands that want to harness user-generated content and customer reviews.
Pricing
- A free plan is available
- Paid plan starts from $15 per month
- Delivers user-generated content to boost online visibility
- Uses AI-driven technology to help you generate more reviews
- Some advanced features may require higher-tier plans
- It may not integrate seamlessly with all business software types
Reviews
- G2 users have pointed out that they cannot manually import business reviews
- Acts as feedback analytics software to reveal patterns — a benefit Capterra users frequently mention
User testing tools
User testing tools help you identify customer pain points in the user experience, making it easier to address customer concerns.
13. UserVoice
UserVoice is a customer feedback management platform that helps businesses collect, prioritize, and act on customer feedback and feature requests.
Image source: uservoice.com
👍 Best suited for: Businesses of all sizes looking to engage with customers for feedback and product improvement.
Pricing
- A free trial is available
- If billed quarterly, paid plans start from $899 per month (annual agreement)
- If billed annually, the cheapest plan starts from $999 per month (annual agreement)
What makes it stand out:
- Integrates with popular project management tools
- Emphasizes feedback-driven product development
- Some integrations are only available in higher-tier plans
- The free plan has limitations on the number of users and features
Reviews
- G2 users often point out the value of tailored forums for different products or services
- Capterra users noticed restrictions in the filtering option
14. Qualtrics
Qualtrics is an enterprise-grade experience management platform that includes customer feedback management as one of its features.
Image source: qualtrics.com
👍 Best suited for: Large organizations seeking a comprehensive feedback and experience management solution.
Pricing
- A free plan is available
- Buyers need to request pricing information
- Has powerful built-in analytics
- Provides advanced survey customization
- Boasts integration capabilities with other business systems
- The advanced features may be too complex
- The tool may prove too costly for smaller businesses
Reviews
- Access to a wide range of templates for quick survey setup, according to G2 users
- Some limitations in report layout and aesthetic clarity, as noted by Capterra users
Community feedback tools
With community feedback tools, you can collect insights from your most loyal users and make improvements based on their experiences.
15. Bazaarvoice
Bazaarvoice is a customer-generated content and ratings platform that empowers you to gather and amplify customer reviews.
Image source: knowledge.bazaarvoice.com
👍 Best suited for: Brands and retailers looking to collect and leverage customer reviews and ratings across various digital touchpoints.
Pricing
- No free trial available
- Bazaarvoice offers customized pricing tailored to business needs
- Increases product visibility on the web
- Offers syndication of reviews to major retail websites
- It is prone to scalability issues if your business experiences rapid growth
- The pricing model may not be transparent upfront, requiring you to inquire directly
Reviews
- G2 users highlight the easy-to-use dashboard for review moderation
- According to some G2 users, there is sometimes a delay in receiving notifications for customer reviews and questions
16. UserReport
As a customer feedback analysis tool, UserReport assists you in collecting and evaluating user insights to enhance product development.
Image source: userreport.com
👍 Best suited for: Businesses wanting to create a user-centric environment by collecting actionable insights from their community.
Pricing
- You can access all current features of UserReport for free
- Targeted survey distribution
- Automated follow-up surveys
- Integration capabilities with popular CRMs and marketing tools
- Limited features compared to some competitors
- Integration capabilities may be somewhat restricted
Reviews
- Capterra users note that customizable survey templates cater to various industry requirements
- GetApp users report that the analytics dashboard can be less intuitive
Discover what truly feeds your business
Collecting customer feedback is just the first step in the process. Tracking it is equally crucial, as it allows you to identify trends, measure improvements, and make informed decisions for continuous enhancement.
Adopt a thoughtful approach to enhancing customer touchpoints today. After all, stronger customer connections pave the way for business growth.
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