Customer feedback is critical to ensure that products and services are solving a problem, meeting a need, or delivering something that consumers actually want.
While it’s possible to simply send customers email surveys or ask for reviews, it’s more effective to create a dedicated strategy for collecting customer insight — and it starts with customer feedback tools.
By using the right tool for the job, your brand can pinpoint where customers are satisfied, where they’re not so certain, and where you need to improve. To help you get started, we’re taking a look at 17 of the top customer feedback tools for 2022.
The 17 Top Customer Feedback Tools
To help make things easier, we’ve divided up our list into categories and added jump links — just click on the category you’re curious about to see what it’s all about.
Best Survey Tools
First up is our list of top survey tools. They include:
SurveyMonkey lets your business create and send out surveys to discover what your customers are thinking and analyze the results. The tool’s basic plan is free and lets you send unlimited surveys with up to 10 questions (though response limits apply), while paid plans include analytics.
SurveyMonkey is great for:
Creating surveys that capture customer attention and encourage them to provide feedback.
Notable features of Survey Monkey:
SurveyMonkey offers expert-written survey questions and templates to help you get the best responses from your customers.
What we like about Survey Monkey:
Multiple plan options let you try before you buy to see what works.
Typeform makes it possible to create forms, surveys, and quizzes that help pinpoint what customers like about your brand, products, and services and what needs improvement. The tool’s tagline, “there’s a better way to ask” sums up Typeform’s approach to gleaning customer feedback.
Take your customer feedback to the next level by integrating Typeform with HubSpot.
Learn more about this powerful integration and how it can help you gather targeted and actionable feedback in the HubSpot Marketplace for Marketers
Typeform is great for:
Getting customers interested in providing targeted and actionable feedback.
Notable features of Typeform:
Built-in video and photo libraries let you add visual interest to surveys and questions.
What we like about Typeform:
Questions are presented one at a time to keep your audience focused.
AskNicely lets you create customer feedback immediately after a product purchase or customer service experience with customizable surveys that help companies get feedback while it’s still fresh in customers’ minds.
Ask Nicely is great for:
Getting immediate feedback from customers about a product or service.
Notable features of Ask Nicely:
Customer feedback can be captured via email, SMS, or websites to help generate the highest number of responses possible.
What we like about Ask Nicely:
AskNicely is always that: Nice. Surveys are designed to be friendly and conversational rather than stilted and stuffy.
Jotform lets you create forms that encourage responses. Rather than using rote form templates, Jotform makes it possible to build forms using conditional logic and automated workflows for maximum impact.
Jotform is great for:
Jotform is great for building custom forms that can be integrated with existing business applications such as CRM and cloud storage apps. All told, Jotform has more than 150 integrations.
Notable features of Jotform:
This tool lets you add payment support, meaning you can get paid directly through any form you create.
What we like about Jotform:
You can try creating your first form for free to see how it works, then choose from one of five plans ranging from Starter (free) to Enterprise (call for pricing).
5. Google Forms
Google Form is simple and familiar, especially if your business already uses other Google tools such as Docs or Spreadsheet. With a simple interface and the ability to add custom logic, it’s easy to get started with forms.
Google Forms is great for:
Creating a basic survey template that lets you start collecting feedback from users.
Notable features of Google Forms:
You can select from multiple question types, drag-and-drop to change question orders, and quickly customize values.
What we like about Google Forms:
Google Forms is free to use and plays well with all other Google products.
6. Zonka Feedback
Zonka Feedback lets you create and send surveys through email, SMS, on the website, in-app/product, QR codes, and on survey kiosks through the survey app. Create surveys to measure customer satisfaction and prioritize improvements in the experience based on the feedback. You can integrate Zonka Feedback with HubSpot and sync all your survey data, scores, and responses alongside your HubSpot contacts
Zonka Feedback is great for:
Capturing customer feedback and offering actionable insights through different CX metrics like CSAT, NPS, CES, and more.
Notable features of Zonka Feedback:
Multichannel survey distribution and feedback collection to capture customer feedback at every touchpoint in the customer journey.
What we like about Formstack:
It offers several paid plans, in addition to the free plan, that meet every business requirement.
Formstack offers no-code forms creation that let your business quickly design and distribute customer surveys that are both relevant and timely.
Formstack is great for:
Creating custom online forms that let you collect, review, and collaborate on customer feedback data.
Notable features of Formstack:
Formstack makes it easy to create great forms with a drag and drop interface and conditional logic.
What we like about Formstack:
This customer feedback tool is used by more than 25,000 organizations worldwide, from Netflix to the Cleveland Clinic to the NHL.
Best Customer Review Tools
Next, we’re taking a look at five top review tools:
TrustPilot lets companies collect customer reviews at key points in the purchasing journey and use this data to improve the consumer experience.
TrustPilot is great for:
Enhancing your online reputation with verified reviews from reputable sources.
Notable features of TrustPilot:
TrustPilot makes it possible to collect and display trusted reviews directly on your website.
What we like about TrustPilot:
Brands can easily see how many reviews they’re averaging per day and what their current TrustScore looks like.
Feefo makes it possible to “go beyond the stars” with customer reviews to help your brand discover what customers are really thinking. By integrating with popular marketing platforms such as Google, Magneto, and Twitter, Feefo helps provide relevant and actionable feedback.
Feefo is great for:
Obtaining reliable and customer-focused insight about your platform, service, and overall brand reputation.
Notable features of Feefo:
Built-in analysis tools let you pinpoint emerging trends and take effective action.
What we like about Feefo:
Feefo reviews are provided by verified customers, meaning they’re both reliable and relevant.
Kiyoh can help webshops gain greater exposure online and boost your brand’s presence across popular search engines like Google.
Kiyoh is great for:
Getting the word out about your brand and discovering what matters most to your customers.
Notable features of Kiyoh:
Reviews are created in the styling of your website to create a more cohesive user experience.
What we like about Kiyoh:
With more than 8,000,000 reviews and over 30,000 users, Kiyoh has a growing review base that can help boost your brand.
Bazaarvoice connects people to products and makes it possible for retailers to zero in on the voices of their customers with authentic, user-generated content.
Bazaarvoice is great for:
Improving audience segment targeting with highly specific reviews and feedback.
Notable features of Bazaarvoice:
Bazaarvoice makes it possible for shoppers to both view and share user-generated content and reviews to drive organic interest.
What we like about Bazaarvoice:
The user-generated content (UGC) model of Bazaarvoice puts people first to gain actionable marketing insight.
People trust people. That’s the simple premise of Reevoo, and that’s why this tool is focused on collecting curated customer content helps turn touch points into what Reevoo calls “trust points”.
Reevo is great for:
Building your brand’s reputation online with compelling and curated content.
Notable features about Reevo:
Brands can access authentic ratings and reviews as they happen, rather than days or weeks after the fact.
What we like about Reevo:
Reevoo recognizes that boring content won’t compel action. Instead, the tool prioritizes real content to connect brands and customers.
Best Customer Feedback Platforms
Last but not least is our list of platform-based tools to help your brand collect customer feedback.
Hotjar makes it possible for companies to see how users behave on websites using techniques such as heatmaps, recordings, feedback sentiment and surveys.
Hotjar is great for:
Discovering which parts of your website are getting the most attention and looking at your site through the eyes of your ideal audience.
Notable features of Hotjar:
Hotjar heatmaps show you where users are spending most of their time, which buttons they click on, and what they avoid on your site.
What we like about Hotjar:
In addition to offering great feedback, Hotjar is also GDPR and CCPA-ready.
You can also unlock a deeper understanding of user behavior on your website with the Hotjar integration for HubSpot and optimize your website's performance quicker.
Feedbackify gives you real-time feedback from your website visitors and offers unlimited feedback data for just $19 per month.
Feedbackify is great for:
Getting your customer feedback collection efforts off the ground ASAP. With a 30-second signup process and 5-minute integration, you’re up and running in no time.
Notable features of Feedbackify:
Continual feedback capture means you’re always listening to what consumers want — and can quickly make changes.
What we like about Feedbackify:
Feedbackify lets you easily collect ideas and suggestions from your most valuable asset: Customers.
Qualaroo takes analytics a step further. Instead of simply telling you what users are doing, this platform tells you why.
Qualaroo is great for:
Gaining a greater understanding of why your customers behave the way they do, and what you can do to improve their experience.
Notable features of Qualaroo:
From website, app, product, and UX feedback to exit surveys and Qualaroo “nudges”, you’re equipped to help customers at every point in their purchasing journey.
What we like about Qualaroo:
Qualaroo is a lightweight solution that won’t bog down your page performance.
Podium is an all-in-one platform that helps you grow your business, deliver better communication, and integrate payment processes.
Podium is great for:
Creating a seamless customer experience and getting feedback on all aspects of the customer journey.
Notable features of Podium:
Podium makes it easy for users to leave a review — companies can expect to see double their current review volume in 60 days or less.
What we like about Podium:
This platform not only increases access to customer feedback but helps improve response rates to drive sales closures.
Canny is designed to help businesses build better products with customer feedback in mind — and more importantly, all in one place.
Canny is great for:
Organizing customer feedback to create a database of actionable insight.
Notable features of Canny:
Canny lets you see what users are asking for and prioritize new features with a data-driven product roadmap.
What we like about Canny:
Canny lets you collect feedback from customers and team members alike to help you understand what’s happening on both sides of the sales equation.
Finding What Feeds Your Business
Customer feedback is fuel for your business. Accurate and timely feedback makes it possible to drive consumer engagement, boost customer satisfaction, and increase the chance of sales conversion.
Best bet? Don’t go it alone. Use one of the 16 top tools listed above to get started and discover what your customers really think about your brand.