Finding out what your customers think has never been more critical. Customer feedback provides valuable insights into customer preferences, experiences, and satisfaction levels, helping businesses identify areas for improvement and make informed decisions. In a competitive market, businesses prioritizing customer feedback gain a competitive edge by continuously adapting and enhancing their products, services, and customer experiences based on consumer insights.

In this blog, we’ll highlight how a customer feedback tool can help a business flourish in 2024 and list the top 10 tools you can choose from.

What is a Customer Feedback Tool?

A customer feedback tool is a software or platform that allows businesses to gather and organize customer feedback. These tools can collect feedback through various channels such as surveys, online forms, social media, and review websites. 

Once the feedback is collected, the tool typically provides features to analyze the data, identify trends and patterns, and generate reports. Some customer feedback tools also offer functionalities for responding to feedback, engaging with customers, and implementing changes based on the insights gathered. 

What Is the Importance of Gathering Customer Feedback?

Customer feedback is a goldmine of information for businesses. By actively listening and taking action on what you learn, you can continuously improve your products and services, build stronger customer relationships, and make data-driven decisions that keep your business thriving.

Here's a breakdown of the importance of gathering customer feedback:

1. Improves products and services

If you run a bakery shop, feedback might be that customers love your cupcakes but find the cookies too dry. This allows you to tweak your cookie recipe or explore different ingredients based on customers' suggestions. Feedback helps you ensure your offerings meet customer expectations and exceed them whenever possible.

2. Boosts customer satisfaction

A customer mentioned that your checkout process is overly complicated. Acknowledging their feedback and simplifying the checkout shows you care about their experience. This makes them feel valued and more likely to return for future purchases. Customer feedback allows you to identify areas where you can improve satisfaction and build stronger customer relationships.

3. Uncovers hidden issues

You may need to realize the dressing rooms need better lighting to run a clothing store. Customer feedback can reveal such hidden issues. By proactively addressing these concerns, you can prevent frustration and negative experiences for future customers.  Feedback acts as an early warning system, allowing you to nip problems in the bud before they impact your business.

4. Informs business decisions

If you are planning to gather feedback about a new marketing campaign, the data might reveal the messaging doesn't resonate with your target audience. This valuable insight allows you to adjust the campaign or plan future ones more effectively. Customer feedback provides real-world data to guide business decisions, leading to more strategic and successful outcomes.

5. Keeps you competitive

Understanding what makes your customers tick is crucial in a crowded market.  Feedback can highlight features your competitors might lack, allowing you to capitalize on those strengths. By staying attuned to customer preferences through feedback, you can adapt your offerings to stay ahead of the curve and win over new customers.

Top 10 Customer Feedback Tools in 2024

1. Decode

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Decode is an integrated consumer research platform that leverages Insights AI for consumer insights. To get customer feedback, you can use a range of question blocks available in Decode that will help you enrich your studies. Gather the respondents' feedback and analyze the results through charts, enhancing your understanding of customer preferences and opinions.

Decode is more than just a customer feedback tool. We provide an easy-to-use consumer research experience with features such as a quantitative and qualitative research repository, Emotional and Behavioral analytics, transcription and translation for 52 and 110 languages, respectively, and a unique research assistant called Decode Copilot.

With more than 90% accuracy and computer-vision-based methods, Emotion Insights is helping brands to humanize their experiences at scale by unlocking real customer feedback.

Features:

• Conduct numerical and exploratory research to gather diverse insights from your audience. Create tailored surveys with ease using customizable templates for efficient data collection.
• Real-time discussions with your audience for in-depth understanding.
• Study consumer behavior within their natural online environments - Instagram, TikTok & websites for authentic insights.
• Utilize cutting-edge eye-tracking technology to analyze user behavior and attention patterns.
• Organize and spotlight key information in media and documents for streamlined analysis.
• Centralize your research activities, from uploading data to conducting analysis, in a unified platform.
• Enhance research efficiency with an AI-powered assistant guiding you through the process.
• Effortlessly transcribe and translate content in multiple languages for comprehensive analysis.
• Choose between leveraging your existing panel or tap into a vast global panel of 80 million+ across 120 countries for diverse perspectives.
• Opt for a do-it-yourself approach or collaborate with professional services for tailored research support.

Pros:

• Get customized consumer insights at pre- and post-live stages, powered by Insights AI
• Gain richer insights beyond traditional surveys and focus groups
• User-friendly platform

Cons:

• There is no free trial

​​Pricing

Decode offers a simple SaaS pricing model with no platform fee. We operate on an annual commitment to research sessions, each lasting up to 60 minutes. Discounts are offered for larger volumes of sessions purchased. Users can also opt for additional features like Live Technical Support for Moderators and Discussion Guides.

You can book a demo for a customized research solution and expert insights.

2. Qualaroo

Qualaroo is an advanced customer feedback tool designed to gather actionable feedback from your website users. It allows you to ask your customers relevant questions based on their browsing behavior, such as the page they are on, the time they spend, or their actions. 

Using advanced triggers, you can tailor questions to specific customer segments and employ conditional logic to skip or branch questions based on their answers. With features like exit popups, sentiment analysis, and analytics reports, Qualaroo helps refine feedback collection and analysis. 

By gaining insights into customer pain points, Qualaroo enables you to make data-driven decisions that propel your business forward.

Features:

• Automated NPS calculation
• Tracking of multiple customer experience metrics
• Integration with multiple platforms
• Skip and branching logic for personalized surveys
• Custom design options
• White-label surveys for brand consistency
• Exit-intent popups to capture feedback before the exit
• Ready-to-use templates for quick survey creation
• Support for over 70 languages to reach diverse audiences

Pros:

• Customizable design options for tailored surveys
• Intuitive UI and easy navigation for a seamless user experience
• Customized reports with multiple filters for detailed insights
• Advanced reporting features with data visualization for clear analysis
• Word Cloud for identifying keywords in feedback

Cons:

• Adding additional filters and sorting options to the reporting section would enhance usability and provide more flexibility.

Pricing:

Qualaroo provides a forever-free plan, with paid plans starting at just $19.99 monthly.

3. SurveySensum

SurveySensum is a comprehensive feedback management application that empowers users to conduct various surveys, including Net Promoter Scores, Customer Effort Scores, CSAT, onboarding, and feature adoption. Additionally, their CX team guides the selection of the right survey questions for each touchpoint and ensures timely distribution across preferred channels. 

With SurveySensum, listening to the voice of the customer, measuring customer engagement, and making data-driven decisions becomes effortless. It's the ideal tool for obtaining actionable feedback and improving the overall product experience for customers.

Features:

• Customized survey templates
• A complete feedback management process
• Streamlined integrations
• Text analytics tool

Pros:

• Wide range of features and simple to use
• Unlimited surveys
• Outstanding client service

Cons:

• Additional integrations are needed

Pricing:

The basic package for SurveySensum is $69 per month. They also offer customizable plans where you can pay for the responses you want.

4. Usersnap

Usersnap is a customer feedback management solution designed for SaaS, offering comprehensive features to capture, organize, respond to, and scale customer feedback effortlessly. It enables gathering customer feedback with website screenshots, which can be analyzed for various purposes, such as improving customer service, product development, sales, and marketing.

Usersnap facilitates creating and managing a screenshot library, allowing easy access to all captured screenshots in one centralized location. This eliminates the need to search through email inboxes for specific screenshots, providing convenient and efficient access whenever needed.

Features:

• Conduct short customer feedback surveys on the website targeting specific visitors
• Bug tracking functionality
• Easy responses with a thumbs-up/down rating system
• Public board for gathering community opinion

Pros:

• Customizable dashboard providing reports on visitors and page views per day for each site page
• Ability to launch and share testing pages with existing users
• Affordability and user-friendly interface

Cons:

• No free plan

Pricing:

The pricing for Usersnap starts at $69 per month. The customer feedback software also provides a free 15-day trial, allowing you to explore its features and determine if it meets your needs.

5. Mopinion

Mopinion is an all-in-one customer feedback management platform designed to help digital enterprises listen, understand, and act across various digital touchpoints like web, mobile, and email. It provides insights into how customers experience products, enabling strategic decision-making and product experience improvement.

Features:

• Reporting for data analysis
• Insights & Action for actionable intelligence
• Survey/poll management for gathering customer input
• Dashboards for visualization and monitoring

Pros:

• Easy to modify and set up
• Versatile in gathering and sharing product feedback
• Great for monitoring responses and feedback
• Offers a free plan

Cons:

• Difficulty in setting up the dashboard with a poor connection
• Poor user experience in the admin section
• Occasional system bugs

Pricing:

Mopinion offers a free and paid plan priced at $259 per month.

6. Nicereply

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Nicereply is an intuitive visual feedback platform designed to elevate customer experience by streamlining feedback collection and analysis processes. It offers a user-friendly interface for customers to rate satisfaction levels and provide feedback on various interactions, such as staff interactions, product experiences, and newsletters. 

With advanced survey capabilities, including CSAT, CES, and NPS metrics, along with multiple distribution methods, Nicereply empowers businesses to gather comprehensive insights into customer sentiment. 

Features:

• Advanced surveys like CSAT, CES, or NPS 
• 15+ high-quality integrations with support tools like Zendesk and Front
• Availability of three different CSAT scales
• Detailed reports and advanced analytics for insights

Pros:

• Highly customizable surveys with various question types and unlimited questions
• Ability to add tags for better organization
• Excellent customer support
• Intuitive UI and design for ease of use

Cons:

• Lack of multilingual support

Pricing:

You can explore all Nicereply features with a free 14-day trial, requiring no credit card. The basic plan (Mini) starts at $39 per month, while other plans (Start, Grow, Business) vary based on team size and expected response rate. Opting for an annual plan provides an additional two months free, making it a cost-effective choice for long-term usage.

7. Zonka Feedback

Zonka Feedback is a user-friendly customer feedback tool designed to assist businesses in making feedback-driven decisions.

It enables businesses to listen to their customers and gather insights from various touchpoints throughout the customer journey. The collected data is presented in response forms, team performance evaluations, trends analysis, and snapshot reports. Zonka Feedback also allows users to create workflows, automate tasks, and promptly address feedback based on received insights.

Features:

• Easy-to-use survey builder with unlimited customization options
• Over 100 ready-to-use templates and 30+ survey questions
• Multi-channel feedback collection, including website, in-app, email, SMS, QR codes, and more
• Real-time alerts and detailed analytics for immediate access to feedback data
• CX automation and workflows for closing the feedback loop

Pros:

• Fully customizable surveys to match your brand identity
• User-friendly dashboard for easy survey creation, distribution, and measurement
• Excellent customer support via chat, email, and phone

Cons:

• Limited question types and customer feedback metrics

Pricing:

Zonka Feedback offers a free plan, with their Starter plan starting at $49 per month.

8. Feedbackify

Feedbackify caters specifically to businesses seeking a simple and user-friendly solution for website feedback. Feedbackify prides itself on being an easy-to-use tool with a simple setup process. It boasts a 30-second signup and a 5-minute integration time, minimizing the technical hurdle for businesses. Unlike comprehensive platforms, Feedbackify concentrates on gathering website feedback. It offers tools like smiley faces, text boxes, and screenshots to allow visitors to provide feedback directly on your website.

Features:

• Includes a form editor for easy customization of feedback forms.
• Enables the creation of forms with rating questions to gather detailed feedback.
• Utilizes a drag-and-drop interface for adding custom feedback categories.
• Provides options for design and branding customizations.

Pros:

• Offers quick signup within 30 seconds and integration within 5 minutes.
• It provides a dashboard to view all collected feedback in real-time.

Cons:

• Dashboard functionality could be improved for better usability.

Price:

Pricing starts from $19 per month. They also offer a 15-day free trial completely free of charge once you sign up.

9. SurveySparrow

SurveySparrow is a tool designed to help businesses gather feedback from their customers. It stands out from the crowd by offering a choice between two interfaces: classic surveys and conversational forms. The conversational format feels more like a chat, which can lead to higher completion rates (up to 40%, according to SurveySparrow).

Features:

• It feels more like a chat, leading to higher completion rates
• Track customer sentiment over time
• Distribute surveys through multiple channels
• Gain actionable insights from feedback data

Pros:

• A perfect tool for beginners, with a clean and intuitive interface
• Engaging format can lead to higher response rates
• Control the look and feel of your surveys for better branding

Cons:

• Templates might be too rigid for complex designs
• Only 14 days trial to test all features

Pricing:

The Basic pricing starts at $19 per user per month.

10. Canny.io

Canny is a customer feedback management software designed to streamline how you collect, analyze, and act on customer suggestions. The platform helps you streamline the feedback process, helps you build products customers want, and fosters a sense of community around your product development. Canny allows for conversations around each suggestion. Customers can discuss the finer points of their ideas, and you can clarify or gather additional information. 

Features:

• Consolidate all feedback (feature requests, bug reports, etc.) in one organized platform
•  Customers can upvote the features they care about most, helping you prioritize development
• Keep customers informed about progress on their most-requested features

Pros:

• Identify the features with the most traction based on upvotes and discussions
• Two-way communication fosters a sense of community and keeps customers invested
• Centralized feedback can deflect repetitive support inquiries

Cons:

• Basic functionalities limit large-scale use cases
• It may require some initial setup and familiarization for complex workflows

Pricing:

The Starter plan starts at $79 per month.

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How to Choose the Right Customer Feedback Tool for Your Business?

With a vast array of customer feedback tools available in the market, selecting the most suitable one can be challenging. Here are five key considerations to guide you in choosing the ideal customer feedback tool for your business:

1. Understanding Your Needs

Before diving into specific features, identify your feedback goals. What kind of information are you seeking? Do you want to gauge overall customer satisfaction, solicit product improvement ideas, or gather real-time feedback on your website? A clear understanding of your objectives will help you prioritize the functionalities most relevant to your needs.

2. Considering Feedback Methods

Customer feedback can be collected through various channels, such as surveys, in-app feedback forms, or social media reviews. The ideal tool should accommodate your preferred methods. If online surveys are your primary focus, a tool with robust survey creation and analysis features would be ideal. Conversely, if you prioritize in-app feedback, look for a tool that integrates seamlessly with your application.

3. Prioritizing Ease of Use

A user-friendly interface is paramount for both you and your customers. A complex tool can discourage customer participation and hinder your ability to collect and analyze feedback efficiently. Look for a tool with an intuitive interface that allows easy survey creation, submission of feedback, and transparent data presentation.

4. Data Analysis and Reporting

Gathering feedback is just the first step. The true value lies in extracting actionable insights. Choose a tool with robust data analysis features that can transform raw data into clear reports and visualizations. This will enable you to identify trends, understand customer sentiment, and prioritize areas for improvement.

5. Integration and Scalability

Consider how the tool integrates with your existing software ecosystem. Seamless integration with CRM, marketing automation, or analytics platforms can streamline your workflow and centralize customer data. Additionally, ensure the tool can scale with your business growth. A tool that offers flexible plans and accommodates increasing feedback volume will serve you well in the long run.

Final Words

Customer feedback is the lifeblood of any successful business. By listening to your customers, you gain valuable insights that would otherwise remain hidden. This can lead to unexpected product enhancements, ensure your offerings stay relevant in a changing market, and foster customer loyalty by simply feeling heard. 

Analyzing feedback lets you prioritize improvements by pinpointing the most common pain points. Additionally, customer comments can spark creative ideas for new products or services that address unmet needs.

Decode is one such customer feedback tool that goes beyond just capturing what customers say; it analyzes the emotional tone behind the feedback. This allows businesses to understand not just the content of the feedback but also the emotional drivers behind it. We also capture behavioral and emotional data - providing companies with a comprehensive view of the consumer experience.