28 Top Customer Feedback Tools

Customer feedback helps ensure that your products or services are solving a problem, meeting a need, or delivering something that consumers actually want. Luckily, customer feedback tools are available to help provide insight into what customers really think.

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. The best customer feedback tool options allow you to do so seamlessly.

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. Let’s take a look at 28 of the top customer feedback tools for 2024.

Table of Contents

• Best Customer Feedback Platforms
• Best Survey Tools
• Best Customer Review Tools

Best Customer Feedback Platforms

Collecting customer feedback is an excellent way to ensure that you have a clear understanding of how consumers are experiencing your business. The best customer feedback tool options have features that enable you to do so. Let’s explore your options for platforms that help your brand collect customer feedback.

1. HubSpot’s Customer Feedback Platform

Get started with HubSpot’s Customer Service Software

HubSpot’s customer feedback platform allows you to create and customize surveys so you can collect feedback from your customers about how your business is doing. There are different types of surveys you can choose from, including net promoter score (NPS), customer satisfaction (CSAT), and customer effort score (CES) — all of which helps you measure customer loyalty.

Best for: Helping you understand what your customers think about your business. Once you have an idea of customer satisfaction, you can figure out ways to delight them even more.

Notable features of HubSpot’s customer feedback platform: There’s a wide range of question types, customizable templates, and built-in feedback dashboards that gather insights on your customers’ opinions on your business. Therefore, whether you have years of experience with customer feedback tools or are just getting started, you’ll have a seamless experience.

Customer Feedback Software

Truly understand what your customers are thinking and spot opportunities to make them happier — so they stay with you longer.

• Create customer surveys.
• Share customer insights
• Analyze customer feedback.
• And more!

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What we like: You can share your surveys via web link or email, gather customer data in real-time, and share these insights with your team. Ultimately, doing so will help you to forge deeper relationships with your customers and improve customer retention.

2. Hotjar

Hotjar makes it possible for companies to get the inside scoop on how users behave on their website. This is made possible by heatmaps, recordings, and surveys.

Best 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: In addition to offering great feedback, Hotjar is also GDPR and CCPA-compliant.

3. Feedbackify

Feedbackify gives you real-time feedback from your website visitors and offers unlimited data for just $19 per month. There’s also a free trial so you can see how Feedbackify works before you commit.

Best 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: Feedbackify lets you easily collect ideas and suggestions from your most valuable asset: Customers.

4. Qualaroo

Qualaroo takes analytics a step further. Instead of simply telling you what users are doing, this platform tells you why. Additionally, it harnesses the power of artificial intelligence to provide analytics and reports.

Best 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: Qualaroo is a lightweight solution that won’t bog down your page performance.

5. Podium

Podium is an all-in-one platform that helps you grow your business, deliver better communication, and integrate payment processes. Like Qualaroo, Podium is also AI-powered.

Best 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: This platform not only increases access to customer feedback but helps improve response rates to drive sales closures.

6. Zonka Feedback

Zonka Feedbacklets 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.

7. Canny

Canny is designed to help businesses build better products with customer feedback in mind — and more importantly, all in one place. Another key feature is that Canny integrates with products that you already have in your workflow, like Slack, Jira, GitHub, and more.

Best 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: 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.

8. Trustmary

Trustmary is a feedback platform and customer review tool combined into one package. Collect, analyze, and showcase authentic customer feedback and reviews. Get customer insights, build trust, improve SEO, and boost your website conversion rate.

Best for: Service-oriented companies in traditional industries that want to make customer feedback visible to potential customers.

Notable features of Wootric: Measure customer satisfaction (NPS, CSAT, star rating), analyze feedback and follow trends, turn feedback into customer reviews, and showcase them with widgets on your website.

What we like: Trustmary combines features from feedback management tools and customer review tools, creating a system that would otherwise require multiple tool

9. Wootric

Wootric is a customer experience platform that uses single-question microsurveys to help you determine customer satisfaction with your brand. You can trigger these surveys at the most critical touchpoints to get feedback that’s invaluable to you and effortless for your customers to provide. It’s a win-win.

Best for: Helping sales teams monitor customers, sell additives, and ensure customer satisfaction after they purchase a product.

Notable features of Wootric: Wootric allows you to collect feedback through email, web and mobile apps, SMS, and chat. There are also NPS, CSAT, and CES surveys, multiple language options, and an analytics platform that helps you evaluate customer data.

What we like: These tools can be installed easily and quickly. And once collected, all feedback goes to your live dashboard for you to review.

10. Pendo

Pendo is a customer feedback tool you can use to create in-app walkthroughs to introduce existing features to new customers. This app also has a sentiment analysis feature that helps you understand how your customers feel about your products and services.

Best for: Improving user onboarding, storing user feedback, and generating data reports you can use to determine where you're excelling, where you can improve, and which product features will boost your revenue.

Notable features of Pendo: Customer segmentation, customizable reports and templates, data visualization, conversion tracking, and third-party integrations with tools like Calendly, Figma, and TrustRadius all set Pendo apart.

What we like: Instead of sending an online survey to your customers, Pendo allows you to send NPS, polls, and quizzes to them directly through your mobile app — which increases response rates.

5 Free Customer Satisfaction Survey Templates

Easily measure customer satisfaction and begin to improve your customer experience.

• Net Promoter Score
• CSAT Score
• Customer Effort Score
• And more!

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Best Survey Tools

One of our favorite customer feedback tools is the survey. By using surveys, you’ll be able to get quick, bite-sized insights into what your customers think about your product, services, or company at large. Here are the survey tools we’d recommend.

11. HubSpot’s Form Maker

Get started with HubSpot’s Form Maker

HubSpot's Form Maker is a free tool that allows businesses to create all kinds of web forms. Regardless if you need a simple sign-up form or a highly personalized customer survey, you can quickly build it with HubSpot. While Form Maker is mainly used as a lead generation tool, you can also use it to create forms that direct lead information to your customer relationship management (CRM) software or lead management platform.

Best for: Creating different kinds of personalized web forms (standalone, embedded, pop-up, and collected) to gather the customer data you need to deliver the best user experience.

Notable features of HubSpot’s Form Maker: Drag-and-drop form templates, automatic customer segmentation, custom fields, and lead tracking.

What we like: With this tool, you don’t need a developer to embed a form to your website. You can do it yourself by simply copying and pasting the form’s installation code to your website. Not to mention you can get started for free.

12. SurveyMonkey

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 allows you to send unlimited surveys with up to 10 questions (though response limits apply). If you don’t want any restrictions and are interested in analytics too, consider a paid plan.

Best 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: Multiple plan options let you try before you buy to see what works.

13. Typeform

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.

Best 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: Questions are presented one at a time, which is a user-friendly way to keep your audience focused.

14. Survicate

Best for: Measuring customer satisfaction (CSAT), and Net Promoter Score (NPS) effectively and effortlessly.

Notable features of Ask Nicely: Survicate offers a wide range of native integrations with third-party tools, as well as AI features that help you create and analyze surveys.

What we like: With Survicate, you can get a constant stream of customer insights from multiple touchpoints. And with easy response analysis, Survicate makes it simple to transform customer feedback into growth opportunities.

15. AskNicely

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.

Best 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: AskNicely is always that: Nice. Surveys are designed to be friendly and conversational rather than stilted and stuffy.

16. Jotform

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.

Best for: Jotform is great for building custom forms that can be integrated with existing business applications such as CRM and cloud storage apps. All together, Jotform boasts over 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: 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).

17. Google Forms

Google Forms 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.

Best 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: Google Forms is free to use and plays well with all other Google products.

18. Formstack

Formstack offers no-code forms creation that let your business quickly design and distribute customer surveys that are both relevant and timely.

Best 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: This tool doesn’t require a credit card to get started, and it’s an excellent option for medical offices as it is HIPAA-supporting.

19. SurveySparrow

SurveySparrow is a tool that allows you to create engaging surveys for your customers. The chat-like experience of the surveys make customers feel like they're having a conversation with a friend, rather than an interrogation.

Best for: Creating memorable surveys and making your customers feel comfortable as they express their opinions about your business.

Notable features of SurveySparrow: Device-responsive surveys, multiple survey channels (email, website, QR codes, and SMS), vibrant color palettes and fonts, performance appraisals, chatbots for websites, and action automations.

What we like: This tool allows you to personalize surveys for your customers, as opposed to using a one-size-fits-all method. You can also create custom thank you pages that’ll pop up after a customer completes the survey.

20. Sogolytics

Sogolytics (formerly SoGoSurvey) helps small and large companies create sophisticated surveys to help learn what customers think about their businesses.

Best for: Creating a wide range of data collection projects, including surveys, forms, polls, employee pulse checks, in-depth risk assessments, and customer experience management.

Notable features of Sogolytics: 360-degree feedback (feedback from multiple sources, including supervisors, colleagues, and subordinates), NPS surveys, workflow automation, API integration and customization, and panel management.

What we like: This tool focuses heavily on analytics to help you make data-driven decisions.

5 Free Customer Satisfaction Survey Templates

Easily measure customer satisfaction and begin to improve your customer experience.

• Net Promoter Score
• CSAT Score
• Customer Effort Score
• And more!

Download for free Learn more Download for free

Download Free

All fields are required.

You're all set!

Click this link to access this resource at any time.

Download Now

Best Customer Review Tools

Have you ever looked into past customer reviews before deciding to purchase an item? If so, you understand how powerful and persuasive customer reviews can be. These customer review tools will help build trust and loyalty. Here are the best customer review tools on the market.

21. TrustPilot

TrustPilot enables companies to collect customer reviews at key points in the purchasing journey. Then, your business can use this data to improve the consumer experience.

Best for: Enhancing your online reputation with verified reviews.

Notable features of TrustPilot: TrustPilot makes it possible to collect and display trusted reviews directly on your website.

What we like: Brands can easily see how many reviews they’re averaging per day and what their current TrustScore looks like.

22. Feefo

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.

Best for: Obtaining reliable and customer-focused insights about your platform, services, and overall brand reputation.

Notable features of Feefo: Built-in analysis tools let you pinpoint emerging trends and take effective action.

What we like: Feefo reviews are provided by verified customers, meaning they’re both reliable and relevant.

23. Kiyoh

Kiyoh can help ecommerce businesses gain greater exposure online and boost your brand’s presence across popular search engines like Google.

Best 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 style of your website to create a more cohesive user experience.

What we like: With more than 8,000,000 reviews and over 30,000 users, Kiyoh has a growing review base that can help boost your brand.

24. Bazaarvoice

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.

Best 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: The user-generated content (UGC) model of Bazaarvoice puts people first to gain actionable marketing insight.

25. Birdeye

Birdeye is a robust platform that helps businesses and brands of all sizes manage their online reputation, connect with prospects through several digital channels, and gather insights to improve customer experience and grow sales.

Best for: Birdeye is exceptional at helping businesses maintain a stellar reputation, expand their reach, rank high in search engines, and engage with website visitors.

Notable features of Birdeye: This platform supports over 150 websites for monitoring reviews. Team members in large enterprises can use it without any location restriction.

What we like: Birdeye has auto response templates that are useful for quick review management. Organizations can use the platform to remove defamatory or spam reviews.

26. Grade.us

Grade.us is a cloud-based reputation management solution that allows marketing agencies to collect user reviews and manage multi-channel campaigns within one platform.

Best for: Helping agencies manage their online reputation and gain more clients by offering reputation management as a service.

Notable features of Grade.us: This platform allows users to collect customer reviews from different channels, including emails and SMS campaigns. It allows agencies to select and publish reviews on social media sites, and integrates with WordPress to make it easier for agencies to post reviews on their WordPress websites.

What we like: This review platform lets marketing agencies manage and reply to online reviews on 165+ review websites. It also allows users to executive drip campaigns specifically designed to get more customer reviews.

27. JustReview

JustReview is a free review collector that uses advanced technologies to curate all your business reviews from sites like AliExpress, Capterra, eBay, Google Shops, eBay, Product Hunt, TripAdvisor, Trusted Shops, and Yellow Pages — and embeds them on your website.

Best for: Notifying businesses when anyone publishes a review about them — and then embedding the review on the business’s website in no time.

Notable features of JustReview: JustReview integrates seamlessly with several ecommerce tools including WooCommerce, Wix, Squarespace, WordPress, Shopify, and GoDaddy.

What we like: This platform allows businesses to embed their reviews on their websites through different customized widgets, such as badges, testimonials, counters, summaries, and stars.

28. Yotpo

Yotpo is an ecommerce retention marketing platform that allows businesses to generate and showcase authentic customer reviews on their websites, in a bid to “turn one-time shoppers into loyal customers.”

Best for: Helping businesses boost conversions and increase recurring revenue through several channels like SMS, reviews, loyalty and referrals, email, and subscriptions.

Notable features of Yotpo: Yotpo offers features that help businesses manage their online reputation. Some of these include a customizable review invitation system, automated spam filters, integration with social media platforms, and a robust analytics dashboard that provides relevant insights into customer behavior.

What we like: Yotpo makes it easy for businesses to request and collect customer feedback, which they use to improve their products, services, and customer experience.

Finding What Feeds Your Business

Customer feedback fuels your business. Accurate and timely feedback makes it possible to drive consumer engagement, boost customer satisfaction, and increase the chance of sales conversion. Use one of the 25 top tools listed above to get started and discover what your customers really think about your brand.

Editor's note: This post was originally published in September 2022 and has been updated for comprehensiveness.