Top 8 Customer Feedback Tools You Need In 2024

Introduction

Customer feedback is crucial for businesses to understand how their products and services are perceived. It provides insights into customer satisfaction, helps identify areas for improvement, and influences product development. With the rise of digital transformation, the customer feedback landscape has expanded dramatically with innovative new tools and methods.

There are now numerous ways for companies to collect structured and unstructured feedback from customers. Traditional surveys and focus groups have been joined by more automated and integrated solutions. Feedback can be gathered through website polls, SMS, email, live chats, community forums, social media, and more.

Advanced platforms include features like NPS measurement, targeted customer segmentation, journey mapping, text analysis, and integration with CRM and help desk systems. Some are broad solutions for gathering all types of feedback while others focus on specific channels like mobile apps.

As technology progresses, new innovations in gathering feedback arrive each year. Companies must stay on top of the latest solutions to find the optimal tools to engage customers, turn feedback into insights, and continuously improve. With customers expecting seamless omnichannel experiences, having an effective feedback strategy is no longer optional.

This article will highlight 10 of the top customer feedback tools to evaluate in 2024 for collecting impactful feedback across digital touchpoints.

SurveyMonkey

SurveyMonkey is one of the most popular and well-known survey tools available today. It allows users to easily create and send surveys through its website and mobile app.

Some key features of SurveyMonkey include:

• Simple drag-and-drop survey builder to create surveys quickly
• Customizable survey templates for different purposes (customer satisfaction, employee engagement, etc.)
• Ability to send surveys via email, on your website, social media or mobile app
• Real-time survey response analytics and data reports
• Integrations with popular apps like Salesforce, MailChimp, Zendesk, etc.
• Robust features in higher pricing tiers like data filters, logic, premium survey options

SurveyMonkey offers various pricing plans depending on number of responses needed and advanced features required. They have a free basic plan, a standard plan starting at $25/month, and premium plans with additional capabilities.

Overall, SurveyMonkey is an easy-to-use, flexible and scalable platform for creating almost any type of online survey. It's a go-to tool for individuals, market researchers, businesses and organizations looking to get feedback and insights from their audience. The powerful analytics and integration capabilities make SurveyMonkey a robust feedback and data collection solution.

Qualtrics

Qualtrics is a powerful enterprise survey platform used by major brands like Microsoft, Oracle, and BMW to gain customer insights. It offers advanced analytics capabilities that allow businesses to segment respondents and target surveys to specific groups.

Some key features of Qualtrics include:

• Sophisticated survey building tools with support for over 20 different question types including single select, multiple choice, slider, and more. Surveys can be optimized for mobile respondents.
• Advanced skip logic and randomization to improve survey completion rates and reduce bias.
• Integration with CRM, email, and other systems to target surveys and trigger actions based on responses.
• Powerful text analytics on open-ended questions using AI and machine learning. Sentiment analysis and topic clustering provide additional insights.
• Dashboards and customized reports to visualize key metrics and share insights across the organization.
• Ability to track behaviors and attributes to segment respondents and personalize survey experiences.
• APIs and webhooks to embed surveys and integrate with other apps.

With its robust platform and focus on enterprises, Qualtrics is ideal for large organizations looking to systematically capture and analyze customer feedback. It provides the tools to continuously listen to customers at scale and turn feedback into action. While it has a steeper learning curve and higher cost than some tools, for larger businesses Qualtrics delivers powerful capabilities to measure and improve CX.

SurveySparrow

SurveySparrow is known for its conversational interface that mimics messaging apps people are familiar with. This makes it easy and intuitive for survey respondents to complete surveys.

The platform is mobile-first, with surveys optimized for smartphones and mobile devices. This ensures a smooth survey taking experience for respondents on-the-go.

One standout feature of SurveySparrow is its free plan. The free plan allows unlimited surveys with up to 40 questions each. This makes SurveySparrow accessible for smaller businesses and teams getting started with customer feedback. The free plan includes many of the key features like conversational surveys, unlimited responses, and integration with tools like Zapier and Slack.

Overall, SurveySparrow is a great choice for gathering customer feedback through surveys, especially if you want conversational surveys optimized for mobile respondents. The free plan makes it easy to get started and test out the platform.

Typeform

Typeform is a customer feedback tool that makes surveys fun and engaging with interactive formats. It has an easy to use drag-and-drop builder that allows anyone to quickly create beautiful, interactive surveys.

Some key features of Typeform include:

• Interactive survey formats like conversational, quiz, story, and more that engage respondents. This leads to higher response rates and completion rates compared to standard survey formats.
• Intuitive drag-and-drop builder that makes survey creation fast and easy. No coding or design skills required.
• Customizable survey themes and templates to brand surveys and make them more visually appealing.
• Advanced logic like skip logic, branching, and more to create dynamic survey flows.
• Integration with marketing, sales, and support platforms like Mailchimp, HubSpot, Intercom, Slack, and more. Seamlessly collect and sync survey responses.
• Real-time response view so you can monitor results as they come in.
• Detailed analytics on question and survey performance to optimize.
• Ability to tag respondents for segmentation and personalized follow up.

Overall, Typeform is a great option for businesses that want to make their customer feedback and data collection initiatives more engaging. The interactive formats lead to better insights while the integrations allow you to sync data across your tech stack.

Hotjar

Hotjar is a user feedback and analytics platform that specializes in gathering UX feedback directly from site visitors. It includes several powerful tools to understand user behavior:

• Heatmaps - See where users click, tap, scroll, and hover on your site. Identify pages and elements that get the most attention or cause issues.
• Recordings - Watch real visitor sessions on your site to see how they navigate and use it. Gain insights you can't get from heatmaps alone.
• Surveys - Get feedback through targeted survey questions at the right moments. Ask visitors about their experience to understand pain points.
• Form & Feedback Analytics - See drop-off rates for forms to improve conversions. Gather qualitative feedback through comments.
• Funnels - Analyze how users move through sign-up funnels and checkout processes to reduce drop-offs.
• Session Recordings - Replay individual user sessions to see all interactions on your site first-hand.

Hotjar provides a robust set of analytics to gather qualitative and quantitative data directly from real users. It goes beyond surface-level analytics to help understand the user's perspective.

Hotjar has a free plan available with basic features, including heatmaps, surveys, and session recordings. Paid plans add more advanced options like funnels, form analytics, and unlimited data history. Overall, Hotjar is a great choice for gathering comprehensive UX feedback from site visitors to improve customer experience. The qualitative data it provides is invaluable for making data-driven design decisions.

UserTesting

UserTesting is a powerful tool for gathering customer feedback through video recordings of real users interacting with your website or app. With UserTesting, you can get unfiltered insights into how customers truly experience your product.

The key benefit of UserTesting is the ability to watch video recordings of actual users thinking aloud as they use your site or app. As users encounter issues or have questions, you can see their facial expressions and listen to their commentary. This provides incredibly valuable qualitative data that written surveys alone cannot capture.

UserTesting makes it easy to tag moments in the videos to analyze usability problems or pain points. You can tag moments when users seem confused, encounter errors, or express frustration. The platform aggregates all the tags across testers to identify key issues to address.

In addition to moderated tests, UserTesting offers a wide range of options including unmoderated tests, first click tests, preference tests, five second tests, and more. You can test at all stages from early prototypes to live sites. The flexible testing approaches allow you to tailor tests to your specific research questions.

With UserTesting, you get actionable insights directly from real users that can help you improve customer experience and satisfaction. The visual feedback makes it easy to understand problems and identify opportunities.

Google Forms

Google Forms is the free survey builder included with Google Workspace accounts. It provides a simple drag-and-drop interface to create surveys, polls, quizzes, and other forms quickly.

Some key features of Google Forms include:

• Intuitive form builder with multiple question types like text, multiple choice, checkboxes, dropdowns, linear scale, etc.
• Automatic data collection in connected Google Sheets spreadsheets
• Basic data analysis with charts and graphs
• Email notifications and reminders
• Option to limit to one response per user
• Custom themes and branding
• Collaborative editing for teams

While easy to use, Google Forms lacks some of the advanced functionality offered by paid solutions like logic branching, skip logic, data piping, and more robust analytics. The free version also has usage limits.

Still, for basic feedback forms without complex requirements, Google Forms provides a convenient free option for individuals and teams already using Google Workspace. Its simple interface and automatic spreadsheet connectivity makes it easy to create a survey and view results quickly.

Wootric

Wootric is a customer feedback and survey tool that focuses specifically on measuring and improving Net Promoter Score (NPS) and customer satisfaction.

The platform allows you to send simple NPS surveys via email or integrate them into your product. It then calculates your NPS in real-time and provides a dashboard to view results and insights.

Some key features of Wootric include:

• Simple NPS surveys and scoring
• Customizable survey questions and flows
• Automated follow-up with detractors
• Real-time NPS dashboard with segmentation
• Integration with Slack, Salesforce, Zendesk and more
• Custom reporting on NPS trends

The simplicity of Wootric's NPS-focused approach makes it easy for companies to start measuring customer satisfaction. The real-time dashboard provides visibility into how you are performing with different customer segments over time.

By integrating Wootric with tools like Slack or Salesforce, you can also automatically route feedback to the right teams for follow-up. This helps close the loop and turn insights into improvements.

Overall, Wootric is a top choice for companies that want an easy way to monitor NPS and act on customer feedback. The focus on NPS and integration capabilities make it valuable for understanding and improving customer satisfaction.

Bonus Tool: Glyph AI

Glyph AI specializes in analyzing voice conversations like customer calls, interviews, and recorded meetings to automatically extract key insights, topics, and notes. Its speech transcription and natural language processing capabilities turn audio data into actionable intelligence.

Some key ways Glyph AI can help make sense of voice feedback:

• Accurate Transcription: Glyph transcribes audio with high accuracy, allowing you to easily search, read, and analyze voice conversations.
• Conversation Analytics: It automatically surfaces key topics, pain points, requests, and sentiments expressed in the conversations.
• Voice Insights: Identify frequently mentioned issues, product feedback, and areas of confusion based on what customers are vocalizing.
• Relevant Snippets: Extract pertinent quotes and sections of the conversations that provide important voice-of-customer insights.
• Meeting Notes: Generate automated summary notes that capture key discussion points, decisions, and action items from meetings.

Rather than manually taking notes or reading through full transcripts, Glyph AI does the heavy lifting of analysis. Its voice AI uncovers the core substance and meaning expressed through the spoken conversations.

This allows businesses and teams to efficiently turn recorded voice data into structured insights they can operationalize - whether it's identifying common support issues, analyzing interview feedback, or capturing meeting outcomes.

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Conclusion

Customer feedback is crucial for any business looking to constantly improve their products, services, and customer experience. There are many great options for gathering feedback, with tools tailored to different needs.

SurveyMonkey and Qualtrics are great for building comprehensive surveys with powerful analytics. SurveySparrow and Typeform provide beautiful survey designs optimized for mobile. Hotjar and UserTesting enable you to see how customers use your site and where they struggle. Google Forms is a free, simple option. And Wootric specializes in NPS and gauging customer satisfaction.

The most important thing is to actually use the feedback you collect to understand customers and guide improvements. Analyze results to spot trends, issues, and opportunities. Then develop an action plan to implement changes based on what your customers say. With the right tools and commitment to listening, customer feedback provides an invaluable competitive advantage.

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