Customer feedback tools, the ultimate list (2021)

By Letizia Zappa

If asked, your customers will tell you what they like and what they don’t like about you and how they use your product/service. This is customer feedback: information provided by the client about whether or not they are satisfied with your offering. Top performing companies understand the importance of customers’ feedback and for this reason, they are always looking for tools to listen to their customers’ voice.

We all need people who will give us feedback. That’s how we improve.

Bill Gates
Almost all successful companies stand out for the customer experience they are offering. Organizations committed to customer experience are as diverse as the Walt Disney company, the retail giant Amazon and the luxurious Ritz Hotels. Why is customer experience so important? Because of a simple chain reaction: the better the experience, the more satisfied customers become.

The more satisfied the customer, the more loyal he will be and more likely recommend your brand to his friends and family. Essentially, the better the experience, the more likely you are to acquire new customers. This is exactly why an exceptional customer experience can set yourself apart from your competitors.

Your success depends on your customers, hence you should put them first. You should try to satisfy their needs as much as you can and also make every interaction they have with you as pleasant and smooth as you can. How can you know if your customers are satisfied with the experience you’re offering them? How can you learn which areas of your business need improvement? In the most logical way: with customer feedback. That is, by asking your customers.

What is a customer feedback tool?

If asked, your customers will tell you what they like and what they don’t like about you and how they use your product/service. This is customer feedback: information provided by the client about whether or not they are satisfied with your offering.
How to gather this feedback though?

With the advancements in technology, the online environment became a great space to collect customer feedback.
Online, companies can research their customers’ opinion just by looking for the comments and the reviews left on social media and on feedback websites (e.g. Tripadvisor and Google Reviews). Another way is to closely monitor all requests and complaints addressed to the client service department.
Finally, top companies often decide to take action and directly ask for feedback to customers. To do this they use 
customer feedback tools.

Even though there are many different customer feedback tools available on the market, choosing the right one can be difficult. Feedback tools can have different purposes, they can be based on different data gathering methods. They can also feature diverse report interfaces and focus on specific users’ insights.
We decided to give you an overview of the best feedback tools you can use and divided them into 2 categories

  • Best customer feedback tools for websites
  • Best customer feedback tools for apps.

Of course, we are also presenting our own product, UserReport. That said, we believe there are many other great customer feedback tools out there and you should consider your specific use case.

What are the best user feedback tools for websites?

Monitoring customer feedback on websites is becoming a top priority among online companies. These tools give you the chance to capture feedback from users in the right place at the right time. Your customers are on your website, focused on your brand, your products and looking for information. They will be able to better recall the experience you offered them and give you honest feedback.

1. UserReport


Source: UserReport

UserReport is a free customer feedback tool that enables websites to create and customize online surveys. UserReport responsive survey collects data about your visitors, such as gender, age and satisfaction with your website. The results from the survey are presented in beautiful and intuitive reports.


2. Kampyle


Source: Kampyle

Kampyle is a customer feedback tool, it makes it easy to create feedback forms that you can place in different parts of your website. This way you can monitor the experience of the users in different sections of your website. Also, the tool gives you the option to choose who among your users is shown the form, e.g. users who clicked on the exit button.


3. Userbrain


Source: Userbrain

This video feedback tool is focused on user testing. It collects customers’ actions and opinions in real time, while they are navigating the website. Userbrain has a worldwide pool of user testers paid to exactly do this: test websites and give feedback back.


4. Qualaroo


Source: Qualaroo

Qualaroo is an online survey tool that lets you create and publish popup surveys (called Nudges™ ) inside apps, browsers & prototypes in minutes. The exit-intent templates help you understand customers and reduce website bounce rate. The tool offers branching logic and advanced targeting options, which ensures you ask the right questions at the right time to the right user. It’s AI-powered sentiment analysis by IBM Watson helps you process complex or lengthy feedback to make sense out of it. Intelligent feedback means quicker response times
and happier customers.



5.ProProfs Survey Maker


Source: ProProfs Survey Maker

ProProfs Survey Maker helps you get access to versatile survey templates like a customer satisfaction survey or product satisfaction survey that give you a kickstart to creating website surveys. You even get access to sample questions that help you create a website survey instantly. Once created, you can easily collect your target audience’s feedback by embedding the survey on your website or via website pop-ups. 


6. SurveyMonkey

Source: SurveyMonkey

This customer feedback tool is an online survey service. It provides users with customizable surveys that easy to create in a few steps and easy to share via link. Once customers receive the link they can then answer to specific questions and provide useful feedback.


7. InMoment


Source: InMoment

InMomnent is a customer feedback tool for websites more focused than others on customer experience optimisation. This tool is cloud-based and it allows you to connect different sources of customer feedback: surveys, chars, call transcripts and even social media. It is also good for its customer feedback analysis tool.


8. Fullstory


Source: Fullstory

Fullstory records customers journey on your website, so you can easily understand and improve the customer experience you’re offering to your users. This customer feedback tool allows to filter the sessions of users and for example, focus only on those sessions with “signs of frustration”.


9 Clarabridge


Source: Clarabridge

Clarabridge customer feedback tool allows you to listen to all interactions with users across any medium for a complete picture of the customer experience. The tool gathers both structured and unstructured data and creates easy to understand dashboards with insights.


10 Brandwatch


Source: Brandwatch

This feedback management tool is great for brands to monitor all social media and mentions of users. It features easy-to-understand analytics. It is a good tool to know what your customers think about you and gather unsolicited feedback.


What are the best customer feedback tools for apps?

Nowadays most businesses have some sort of online presence. Customers not only expect your website to be easy to use but also your app to be working perfectly. Customers’ expectations in terms of app performance are increasing day by day. Users are often eager to share their feedback with others and they can be quite honest. Just go on the App Store or Google Play and have fun reading the users’ reviews.

It became a top priority to gather as much user feedback as possible, in order to continuously improve apps’ usability.  We chose to feature in this article a list of customer feedback for apps tools so that you can start listening to your users.

1. UserReport


Source: UserReport

UserReport enables you to collect customer feedback on native apps. UserReport allows you to implement an in-app survey so you can quickly collect meaningful isnights from you ursers. The tool offers you to choose among premade questions but also to create your own website specific ones.


2. Apptentive


Source: Apptentive

This user feedback tool for apps allows users to directly communicate with you. The tool gives you the chance to decide when and where rating prompts should appear on your app and it also allows you to invite users to fill in a survey.


3. Engageform (4 screens)


Source: Engageform

Engageform is a feedback toolkit that allows you to easily share quizzes, surveys or polls with your users.
The perk of this feedback tool is that it looks good on every screen. This product also comes in a real-time option where you can ask customers their opinion in real-time.


4. Instabug


Source: Instabug

This visual feedback tool provides bug/crash reporting and in-app surveys and chats for users. The tool allows screenshot annotations and also screen recording and what’s more it can be integrated with lots of popular tools like Slack or Zendesk.


5. Helpshift


Source: Helpshift

Helpshift offers to helps shaping customer experiences across mobile devices. This feedback collection tool is more oriented towards customer support. Based on an AI-powered messaging platform, Helpshift makes it possible to create personalized conversations with customers in need.


6. Appstark


Source: Appstark

This live customer feedback tool allows your users to communicate with you directly within your app. Users can choose what kind of feedback they want to leave: suggestion, question, problem or praise. This way you will have a feedback report already made up of different categories.


7. UserTesting


Source: UserTesting

This customer feedback for app tool is very focused on usability and customer experience. UserTesting offers you to test your app (or products) on your targeted users. The tool has a panel of testers available who are paid to give feedback about apps. This way you can gain a lot of meaningful feedback from real users.


8. Zonka


Source: Zonka

This customer feedback for app tool offers a solution for testing users’ satisfaction. Zonka sends you real-time reports, email digests and instant alerts for new feedback and low scores.


9. Pollfish


Source: Pollfish

This client feedback tool uses advanced technology so you can connect with real customers. Pollfish sends surveys to randomized users while they are using your app, so respondents are naturally engaged on their device.


10. Doorbell


Source: Doorbell

This feedback tool is fully customizable and offers lots of interesting integration. Interestingly, this tool is a collaborative platform so everyone in your company can reply and analyze customer feedback. It could be defined as a “colleague feedback evaluation tool”.


How do I manage customer feedback?

Now that we have been giving you diverse ways to gather your users’ feedback, it is time to think about how to manage such feedback.
We will try here to outline the best practices to get the most out of user feedback.

1. Gather all feedback in one system

Whether you are using one or more tools, it is very important to gather in one database all the input you received from customers. In this way, you and your colleagues will have a much clearer overview. With online customer feedback, this can be a bit easier as all feedback collection can take place directly online, on your website or platform.

2. Define clear feedback objectives

Before starting collecting feedback you should have a precise idea of why you are collecting feedback. What are your goals? Are there some specific areas/features you want to receive input about? Giving the customers the chance to speak their minds is good, but also focusing on what you want to get out of this interaction is vital.

3. Show gratitude to users

Always remember to thank your users and, if possible, customize your reply by using the customer’s name. This can help you a lot establish a relationship based on trust or to strengthen an existing one.

4. Create a Voice of the Customer program

Voice of the Customer (VoC) is the process of listening to your customer opinions and then sharing their feedback within the organization. This way everyone is aware of customers’ feedback and can align accordingly. The habit of sharing customers’ insights across your company allows you to better interpret the feedback adn improve customer retention.

5. Act on the feedback

This point is very closely related to the Voice of the Customer concept. Once you have collected feedback, and you have shared it internally, you should take action. This means first of all developing actionable insights from the input collected. Secondly, reviewing the implications these actions would have in the organization. And thirdly, making changes to your business based on such insights.

6. Collect feedback at all times

You should always keep tracking customer feedback. Especially if you act on it and make changes, you will want to test how this adjustment is perceived by your users. Always make it easy for customers to speak their minds and regularly monitor their opinions.

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