29 of the best customer feedback tools of 2024

Feedback acts as your early warning system for identifying and addressing issues in the customer experience (CX). According to the Zendesk Customer Experience Trends Report 2024, 57 percent of consumers say they would switch to a competitor after just one negative interaction, making customer feedback essential to prevent churn.

Customer feedback software provides crucial insights into your customers' perspectives, enabling you to refine your processes proactively. Look for a user-friendly tool that leverages AI for maximum efficiency, ensures security, and remains cost-effective.

In this guide, you’ll find everything you need to know about selecting the right tools to get customer feedback and using those insights to your advantage.

More in this guide:

• What are customer feedback tools?
• The 29 best customer feedback tools
• How to choose the right customer feedback system
• Frequently asked questions
• Try our customer feedback tools for free

Customer feedback tools are software applications that help you collect, analyze, and manage customer opinions, pain points, and experiences. They provide insights into customer sentiment so businesses can improve products and services. These tools are essential for understanding customer needs and preventing churn.

Customer feedback tools can help businesses collect feedback across channels, create customer surveys, manage CX data, and more. We compare different solutions so you can see how they differ.

1. Zendesk

Zendesk provides AI-powered customer feedback tools to help you track and manage the entire customer experience.

With Zendesk QA, you can leverage AI to analyze 100 percent of your customer interactions, including those between your AI agents and customers. The AI-powered Spotlight feature highlights conversations where a customer has expressed a potential risk for attrition, detects parts of the conversation where the customer showed dissatisfaction, and more.

Additionally, Zendesk AI gives agents insights into customer sentiment and intent (what customers feel and think) so they’re prepared for interactions with as much context as possible to minimize negative feedback proactively. AI can even suggest ways to address feedback customers share over your support channels, allowing agents to reply faster. Furthermore, workflow optimization tools automatically send customers surveys after each service interaction to gather feedback.

Thanks to omnichannel support, customers can share feedback over any channel. Our robust analytics and reporting tools enable you to see real-time and historical trends in customer complaints across channels and seamlessly share those insights with stakeholders. That cross-channel functionality is also supported by enterprise-level security, giving you peace of mind that your customer data is protected.

Features:

• AI quality assurance
• Agent copilot
• Workflow automation
• Omnichannel support
• CSAT and NPS surveys
• Real-time reporting and analytics
• Security
• 1,500+ apps and integrations

Pricing: Plans start at $19 per agent/month, billed annually. A 14-day free trial is available.

Explore more Zendesk pricing plans.

2. SurveyMonkey

SurveyMonkey is a survey and feedback collection tool that reports results using data analysis. It can create survey templates for particular use cases, such as customer service, HR, and marketing, and offers customizable surveys. The tool also uses AI to generate survey question recommendations.

The software is structured so that users are prompted to organize customers into segmented lists that can be tagged and categorized for targeted surveys. When combined with Zendesk, you can trigger SurveyMonkey surveys based on Zendesk events.

Features:

• Analytics and reporting
• Multichannel functionality
• Customer feedback surveys
• Customer segmentation
• Customizable platform

Pricing: Plans start at $25 per user/month (billed annually).

Recommended reading: Learn how Zendesk integrates with SurveyMonkey.

3. Qualaroo

Qualaroo provides client feedback tools, including NPS, CSAT, and CES surveys. The software also has an in-app survey for targeting customers and identifying how many visitors saw it and whether they filled it out.

Businesses can conduct A/B testing to measure the success of different surveys. Plus, Qualaroo AI features can gauge customer sentiment by analyzing results. If there’s a negative response, a trigger can notify an agent to contact the customer.

Features:

• Analytics and reporting
• AI sentiment analysis
• Advanced user targeting
• Customer segmentation
• Customizable platform

Pricing: Paid plans start at $19.99 per 100 responses/month, billed annually. A free plan is available.

4. GetFeedback

GetFeedback is a customer feedback service that businesses can use to administer surveys via email and SMS. It also allows users to gather customer feedback across various channels, including mobile apps. Agents can see feedback in real time and address customer queries as they come in.

Users can build dashboards that filter data by a customer’s attributes, the products they use, or the region they live in. GetFeedback's analytics use machine learning (ML) to track key phrases and sentiments and collect insights into reports to help teams identify trends.

Features:

• Analytics and reporting
• Automated feedback follow-ups
• Customer feedback surveys
• Customer segmentation
• Customizable platform

Pricing: Contact GetFeedback for pricing.

Recommended reading: Learn how Zendesk integrates with GetFeedback.

5. Surveypal

Surveypal is a survey management tool for measuring customer feedback. Businesses can use it to generate automatic reports, export survey data, and organize surveys.

Surveypal users can conduct root cause analysis on issues like a decrease in NPS in email channels or an increase in average handle time. Plus, Surveypal integrates with Zendesk, so you can pull in and act on customer insights throughout the entire customer journey.

Features:

• Analytics and reporting
• Intelligent feedback routing
• Customer feedback surveys
• Customer segmentation
• Customizable platform

Pricing: Plans start at €249 per month for one touchpoint.

Recommended reading: Learn how Zendesk integrates with Surveypal.

6. Nicereply

Nicereply allows users to survey customers within its customer service software. Businesses can publish feedback to associated tickets, measure customer satisfaction and NPS, and trigger surveys after resolving a chat or a ticket. When integrated with Zendesk, Nicereply can publish survey responses in Zendesk as comments and custom ticket field values.

Nicereply can organize performance data by agent, team, and department. And businesses can use it to create analytic dashboards with trend analysis, bar charts, leaderboards, and more.

Features:

• Analytics and reporting
• Centralized feedback view
• Automated negative feedback flags
• Customer feedback surveys
• Customizable platform

Pricing: Plans start at $59 per month (billed annually). A 14-day free trial is available.

Recommended reading: Learn how Zendesk integrates with Nicereply.

7. Typeform

Typeform is a feedback management tool for creating surveys. The software presents one survey question at a time and allows owners to analyze incomplete surveys.

Businesses can add survey questions that adapt to the respondent’s previous answers. Aside from surveys, users can also access templates for quizzes, polls, and general forms.

Features:

• Analytics and reporting
• Feedback forms
• Customer feedback surveys
• Customizable platform
• Third-party integrations

Pricing: Plans start at $25 per month (billed annually).

Recommended reading: Learn how Zendesk integrates with Typeform.

8. InMoment

InMoment provides digital customer experience software that includes feedback tools. Users can send surveys via email, mobile, SMS, and apps. Businesses can set up automations to survey small segments of their customer base with customizable parameters.

Analytics and reporting features enable InMoment users to package feedback information for delivery to other teams. Email notifications or triggers in the customer relationship management (CRM) dashboard can direct agents to those packaged results based on keywords, allowing them to review the feedback for context. Furthermore, generative AI prompts provide automated recommended actions to agents.

Features:

• Analytics and reporting
• Generative AI prompts
• Customer behavior predictions
• Customer segmentation
• Customizable platform

Pricing: Contact InMoment for pricing. A 10-day free trial is available.

Recommended reading: Learn how Zendesk integrates with InMoment.

9. Feedier

Feedier is a customer experience management platform. It allows agents to segment customers by demographic and assess customer sentiment as positive, neutral, or negative.

Feedier lets businesses create automated feedback campaigns with different types of questions, images, and answer options. Users can also generate reports in real time.

Features:

• Analytics and reporting
• Automated SMS or email campaigns
• Customer sentiment analysis
• Customer segmentation
• Customizable platform

Pricing: Contact Feedier for pricing. A 10-day free trial is available.

10. Playvox

Playvox is primarily a workforce management system but includes a feedback management system. Instead of relying on surveys to generate feedback data, Playvox uses AI to analyze user sentiment and intent to tag tickets.

With that information, Playvox auto-populates ticket fields based on its analysis to get tickets to the right person. Playvox also analyzes user replies and updates fields with the discussed topics to ensure comprehensive reporting. It tags reviews and NPS feedback to populate reports.

Features:

• Analytics and reporting
• Quality assurance
• Third-party integrations
• Sentiment analysis models
• Customizable platform

Pricing: Contact Playvox for pricing.

Recommended reading: Learn how Zendesk integrates with Playvox.

11. Idiomatic

Idiomatic is software that uses sentiment analysis to identify insights from customer feedback. It analyzes business data to help teams create a Voice of the Customer program, filling in gaps between customer comments and how agents interpret them.

Idiomatic has a native Zendesk integration that pulls and organizes tickets by sentiment in real time. Businesses can use Idiomatic to map out and prioritize product, messaging, or service improvements by analyzing customer sentiment based on product and customer type or preset Zendesk tags.

Features:

• Analytics and reporting
• Sentiment analysis models
• Ticket group summaries
• Customer segmentation
• Customizable platform

Pricing: Plans start at $399 per month plus $0.05 per comment.

12. Chatdesk

Chatdesk aggregates and analyzes feedback from various communication channels, including online reviews, customer surveys, email conversations, live chats, and social media. It organizes fragmented feedback and adds segmentation tags to help users filter the data.

Chatdesk also has a Voice of the Customer Analysis feature for customer sentiment information. As a native integration with Zendesk, Chatdesk seamlessly integrates and extends your Zendesk customer service software.

Features:

• Analytics and reporting
• Multichannel functionality
• Natural language search
• Customer segmentation
• Customizable platform

Pricing: Plans start at $1,500 per month for 500 conversations.

Recommended reading: Learn how Zendesk integrates with Chatdesk Trends and Chatdesk Teams.

13. Hotjar

Hotjar is customer behavior analytics software that helps businesses understand how customers interact with their site. It features heatmaps that show which aspects of your pages get the most attention, including click and scroll activity. Event triggering can target users with surveys based on specific events, like if they reach a particular milestone using your product.

Hotjar also offers more traditional feedback tools, such as customer surveys, which can collect and translate feedback in different languages for the support team.

Businesses can embed a feedback widget on web pages so customers can provide their perspectives without being prompted.

Features:

• Analytics and reporting
• Customizable platform
• Event triggering
• Multilingual feedback collection
• Third-party integrations

Pricing: Paid plans start at $32 per month, billed annually. A free plan with limited features is available.

14. Jira

Jira is primarily known for project management and issue tracking, but it also provides businesses with user feedback tools. By leveraging customizable issue types and workflows, users can create dedicated feedback channels where customers can report suggestions, concerns, or feature requests.

The Jira dashboard and reporting features visually represent feedback trends, enabling businesses to monitor and analyze customer sentiments over time. Businesses can then prioritize, categorize, and assign feedback items to relevant teams for action.

Features:

• Analytics and reporting
• Customer segmentation
• Customer feedback surveys
• Multichannel support
• 3,000+ integrations

Pricing: Paid plans start at $850 per year for one to three agents. A free plan and a seven-day free trial are available.

Recommended reading: Discover how Zendesk vs. Jira compare and see how Zendesk integrates with Jira.

15. Qualtrics XM

Qualtrics XM offers businesses tools to collect and analyze customer feedback. Its survey creation software allows teams to design different feedback mechanisms, capturing insights across various customer touchpoints, from post-purchase evaluations to long-term satisfaction assessments.

Qualtrics XM has feedback analysis features that employ analytics to identify patterns, sentiments, and trends in a company’s data. Its closed-loop feedback system also helps agents address individual customer issues in real time.

Features:

• Analytics and reporting
• Customer journey optimization
• Targeted agent coaching
• Customer feedback surveys
• Customizable platform

Pricing: Speak to the Qualtrics XM sales team or request an estimate for pricing.

Recommended reading: Learn how Zendesk integrates with Qualtrics.

16. HubSpot Service Hub

HubSpot Service Hub acts, in part, as the feedback management tool within the larger HubSpot suite. It lets businesses collect customer feedback through features like CSAT and NPS surveys.

HubSpot Service Hub includes reporting and analytics capabilities that allow businesses to track basic metrics like response time and support volume. The software also monitors product usage to gauge how (and how frequently) customers engage with your offering.

Features:

• Analytics and reporting
• Help desk
• Knowledge base
• Customer health scores
• Product usage monitoring

Pricing: Paid plans start at $15 per seat/month billed annually. A free plan with limited features is available.

Recommended reading: Learn how Zendesk integrates with HubSpot.

17. Feedbackify!

Feedbackify! is a survey creation tool that allows users to create custom feedback categories (like problems or suggestions) to organize responses. It offers multichannel functionality to capture feedback across different customer channels from one dashboard.

That dashboard collects data in real time, including contextual information like the page the response came from or the customer’s location. Users can then categorize the feedback and view the contextual details.

Features:

• Customer feedback surveys
• Customer segmentation
• Multichannel functionality
• Feedback dashboard

Pricing: Plans start at $19 per month. A 15-day free trial is available.

18. Podium

Podium is a customer communication management platform. It offers a central hub for managing all customer interactions, including phone calls, texts, chats, social media messages, and online reviews.

Podium allows businesses to request customer reviews via text and customize targeted messages using a marketing tool. It also provides businesses with a dedicated phone number and integrates payment processing through text.

Features:

• Review replies
• Automated invites and reminders
• Analytics and reporting
• Review consolidation
• CRM profile sync

Pricing: Plans start at $399 per month.

19. Zonka Feedback

Zonka is a CX and customer survey software. Users can create various surveys from templates, including polls, quizzes, and more.

Zonka uses interactive surveys to measure customer sentiment, including CX metrics like customer effort and satisfaction. It has multichannel functionality to share surveys over email, SMS, social media, and more. It also enables real-time reporting across those channels.

Features:

• Automated workflows
• Conditional redirects
• Auto feedback tagging
• Analytics and reports
• Third-party integrations

Pricing: Plans start at $49 per month, billed annually. A 14-day free trial is available.

Recommended reading: Learn how Zendesk integrates with Zonka Feedback.

20. Canny

Canny is a feedback management tool that allows companies to monitor customer product suggestions. Users can collect feedback via public or private channels.

Feedback in those channels gets tagged with the respondent’s name. If any suggestions or tags are used repeatedly, Canny can flag the topic so agents can start discussions with customers about implementing those suggestions. Users can then analyze the information, share it with team members for comments, and develop an action plan to address the suggestions.

Features:

• Feedback tagging
• Analytics and reporting
• Customer segmentation
• Automated workflows
• Third-party integrations

Pricing: Paid plans start at $79 per month, billed annually. A free plan and a 14-day free trial are available.

Recommended reading: Learn how Zendesk integrates with Canny.

21. Pendo

Pendo is a customer feedback collection and analysis tool. The app enables software companies to embed feedback tools in their products and collect insights for CX, IT, product, and marketing teams.

AI collects customer inputs and behaviors, analyzes them, and summarizes the input so users can interpret them. It allows teams to pinpoint moments in the customer journey to ask specific questions that assess sentiment.

Features:

• AI-driven data analysis
• Multichannel feedback collection
• Customer segmentation
• Automations for real-time insights
• Third-party integrations

Pricing: Contact Pendo for pricing.

Recommended reading: Learn how Zendesk integrates with Pendo.

22. Survicate

Survicate is a survey software with a drag-and-drop builder for customer feedback surveys. It has a visual editor and custom Cascading Style Sheets (CSS) elements for users to customize surveys to their branding.

Survicate users can create surveys from introductory prompts or generate their own from scratch. Survicate also includes reporting and analytics tools. This allows businesses to track metrics like CSAT and CES from survey results.

Features:

• Survey creator and template library
• Automated insights with AI analysis
• Customer segmentation
• Customizable platform
• Third-party integrations

Pricing: Paid plans start at $99 per month. A free plan and a 10-day free trial are available.

Recommended reading: Learn how Zendesk integrates with Survicate.

23. AskNicely

AskNicely is a CX survey creation and feedback management tool that collects input across channels like email, SMS, websites, mobile apps, or in-store kiosks. It allows users to target customers after interactions like purchases and follow up with them if they don’t respond.

AskNicely leverages automations to create surveys that engage with users over a back-and-forth interaction. It gives data based on each response without requiring 100 percent completion.

Features:

• Customizable survey builder
• Multichannel feedback collection
• Conversational surveys
• Real-time feedback collection
• Third-party integrations

Pricing: Contact AskNicely.

24. Jotform

Jotform is a form creation application with a drag-and-drop builder. It has templates for users to start with and allows them to create and publish forms, embed them on a site, and receive responses via email.

Users can then organize and form data to analyze results. Data management with Jotform includes form responses, imported data, or manually entered data. It can share this data with team members through customizable access settings.

Features:

• No-code form builder
• Priority real-time support
• User access control
• 150+ integrations
• Online payment collection

Pricing: Paid plans start at $34 per month, billed annually. A free plan is available.

Recommended reading: Learn how Zendesk integrates with Jotform.

25. Google Forms

Forms is Google’s survey creation and management tool. It uses Google Sheets to gather, display, and analyze survey data. Users can create surveys from scratch by choosing from different question formats and adding images, videos, and custom logic to personalize them.

Whether a survey is complete or ongoing, users can access survey response data in real time and analyze it with Google Sheets or any other software that integrates with Google Forms.

Features:

• No-code form builder
• Automatic survey summaries
• Smart forms with data validation
• Customizable survey layouts
• Reporting and analytics

Pricing: Google Forms is free with 15 GB of storage for all users. Google Workspace plans, which include Forms, start at $6 per month for 30GB of storage.

26. Formstack

Formstack is a data collection and feedback management tool. Its drag-and-drop form builder features conditional surveys that rely on user input to direct the next question or feedback input request.

Formstack features automated workflows that make customer data accessible to team members in different departments. The tool also enables widgets and embedded forms for business websites, email links, and social media shares.

Features:

• No-code form builder
• Email confirmations and notifications
• Field bottlenecks
• Campaign tracking
• Reporting and analytics

Pricing: Plans start at $50 per month for one user, billed annually. A 14-day free trial is available.

Recommended reading: Learn how Zendesk integrates with Formstack.

27. SurveySparrow

SurveySparrow is a survey creation and management platform as well as a customer experience tool. It has customizable survey templates for marketing, education, and healthcare industries.

SurveySparrow features executive dashboards that allow users to organize, view, and share survey data. Survey responses can be turned into tickets viewable via the dashboard, allowing users to follow up from a central location.

Features:

• Survey creation
• Executive dashboards for reporting
• Multilingual surveys
• Visual workflow
• Ticket management

Pricing: Plans start at $19 per month for one user, billed annually. A 14-day free trial is available.

28. Sogolytics

Sogolytics is a survey creation platform with customer feedback features for small businesses and enterprises. It has pre-made templates for building and sending surveys to target audiences. Users can also access insights for feedback analysis via real-time and historical reporting.

The web and mobile apps from Sogolytics enable team members to collect and monitor feedback. Account owners can also grant sub-user permissions to team members for collaboration.

Features:

• Survey creation
• Multilingual surveys
• Survey template bank
• Customizable review invitations
• Analytics and insights

Pricing: Paid plans start at $25 per month (billed annually). A free plan and a 10-day free trial are available.

29. TrustPilot Business

Trustpilot is a review management platform primarily for online shopping. It allows users to search for reviews by product, service, or company and filter them by criteria like location, date, or star rating.

Trustpilot also enables users to search for and discover new businesses and share experiences. Users can browse top-ranked companies by category and contact businesses directly through the platform. Additionally, Trustpilot verifies companies, reviewers, and experiences and offers warnings and alerts to protect users from scams.

Features:

• Customer review responses
• Customizable review invitations
• Intelligent fraud detection
• Analytics and insights
• Competitor mode

Pricing: Paid plans start at $259 per domain/month. A free plan is also available.

Recommended reading: See how Zendesk helped Trustpilot handle more self-service requests, and learn how Zendesk integrates with Trustpilot.

The term “customer feedback tool” can refer to many different types of systems, and the right option will depend on your goals. However, there are some universal criteria to consider when selecting one.

Determine your use case

Not all feedback requirements are the same. For instance, a B2B enterprise might prioritize integration capabilities with CRM systems, while a B2C company may emphasize omnichannel feedback collection. Defining your use case—product development, CX enhancement, or market research—can help you pinpoint the features most relevant to your needs.

Determining your use case ensures optimal software utilization, avoiding unnecessary features that inflate costs without adding value. Additionally, aligning feedback software with your intended use case can help maximize ROI and streamline feedback processes.

Use a tool with AI power

AI enhances feedback analysis by automating manual tasks. For instance, it can automatically send surveys to customers after each support interaction. Additionally, AI can evaluate all customer interactions, a task nearly impossible to accomplish manually.

Prioritize ease of use

Ease of use directly impacts the tool’s efficiency, adoption rate, and overall effectiveness. A user-friendly interface ensures that employees across various departments can seamlessly navigate, collect, and analyze feedback without facing steep learning curves that require extensive training. And with fewer learning curves to tackle, you can more quickly identify trends and make data-driven decisions based on customer feedback.

Consider data security

Customer feedback often includes sensitive information like demographics or purchase history. A data breach can expose this info and wreak havoc on your reputation, leading customers to believe they can’t trust you with their data. Prioritizing security shows you value customer data privacy and builds trust in your brand.

Adherence to privacy rules and regulations is paramount. In addition to making your company look bad, a breach can create potential liability around the loss. A secure feedback tool like Zendesk helps ensure compliance with regulations and prioritizes customer data privacy throughout the process.

Assess the total cost of ownership

When evaluating customer feedback software, businesses must look beyond the upfront purchase or subscription price and consider the total cost of ownership (TCO). TCO encompasses the initial acquisition cost and ongoing expenses such as maintenance, add-ons, and training.

Hidden costs like downtime due to system outages, inefficiencies from poorly suited software, or expenses related to scaling as the business grows can significantly impact the overall cost. For example, Zendesk boasts a low TCO because it doesn’t require technical teams for implementation and scales with your organization, maximizing your investment in the long term.