10 best customer feedback tools (updated 2025)

Did you know devoted customers will pay 50% to 200% more to stay with your brand? That’s according to Forrester, highlighting just how critical customer experience (CX) is to the bottom line. The right CX strategy can turn a one-time buyer into a loyal advocate, significantly boosting long-term revenue and retention. 

One of the most effective ways to improve your CX is by leveraging customer feedback tools. These tools help businesses capture real-time feedback, gain insights into customer needs, and act on them in a way that enhances satisfaction and loyalty.

In this buyer’s guide, we’ll walk you through everything you need to consider when choosing the right customer feedback tool for your business. From understanding key features to evaluating options based on your needs, this guide will ensure you make an informed decision that supports your CX goals.

What are customer feedback tools?

Customer feedback tools are digital platforms designed to help you collect, analyze, and act on customer feedback to improve overall customer experience (CX). These tools provide businesses with the insights needed to understand customer needs, identify areas of improvement, and make data-driven decisions that keep customers coming back for more. 

At their core, customer feedback tools serve three main functions:

1. Collecting feedback: Through various channels such as surveys, in-app feedback prompts, or social media listening, businesses gather direct input from customers. This feedback can be collected at different touchpoints, such as after a purchase, customer support interaction, or through ongoing engagement.
   
   
2. Analyzing feedback: Feedback is analyzed to identify patterns, trends, and key insights. This process can involve sentiment analysis, data visualization, and customer segmentation.
   
   
3. Acting on feedback: Once you’ve collected and analyzed feedback, it’s all about action. By acting on feedback, you can resolve issues, enhance products and services, and improve CX to meet customer expectations.

There are numerous channels for collecting customer feedback, each serving a different purpose and providing unique insights:

• Surveys: Surveys such as NPS (net promoter score) or CSAT (customer satisfaction), are commonly used to collect solicited structured feedback at different points in the customer journey.
  
  
• In-app feedback: In-app feedback collects data from users while they are engaging with your product or service, helping to pinpoint issues as they arise.
  
  
• Social media: Monitoring social media platforms lets businesses track unsolicited feedback and gain a broader understanding of customer opinions and brand perception.

A common challenge with customer feedback tools is that they are primarily designed to get data to executives and managers, but not to frontline employees. This creates a barrier to improving CX company-wide. Without visibility into real-time customer feedback, frontline staff don’t have the insights they need to improve their service or address specific customer concerns. Thus, customer feedback tools that don’t empower employees are simply incomplete solutions.

When evaluating feedback tools, you’ll likely encounter various customer satisfaction metrics used to measure customer experience, such as:

• NPS (net promoter score): Measures customer loyalty and the likelihood of recommending a business.
  
  Get started with our free NPS survey template here.
  
  
• CSAT (customer satisfaction): Focuses on how satisfied customers are with a particular interaction, product, or service.
  
  Get started with our free CSAT survey template here.
  
  
• CES (customer effort score): Gauges how much effort a customer has to put into resolving an issue or completing a transaction.

• 5-Star: Good for quickly collecting feedback on a specific event, such as after the closing of a support ticket or after a virtual conference. 

These metrics offer businesses valuable insight into the health of their customer relationships and are key to identifying areas for improvement.

10 best customer feedback tools

Let’s take a look at some of the best customer feedback tools. Each tool offers a different set of features, from simple surveys to comprehensive CX platforms. Let’s dive into each one, starting with AskNicely — our top recommendation for a streamlined, customer-centric solution.

1. AskNicely

AskNicely is a powerful customer experience tool that helps organizations of all sizes, across industries and regions, collect customer feedback and properly leverage it to improve customer experience, empower frontline teams, and build an authentic customer-centric culture. 

It’s the only tool you’ll find that goes beyond collection and incorporates actual changes to frontline behavior to drive improvement. Its user-friendly platform allows service brands to measure and act on feedback in real time, enabling teams to drive customer satisfaction and loyalty, going beyond the numbers measured with traditional NPS and CSAT surveys.

• Key features:
  
  • NPS, CSAT, and 5-star survey capabilities
  • Real-time customer feedback collection
  • AI-powered sentiment analysis
  • Automated follow-up and alerts
  • Integration with popular CRMs and tools like Salesforce, HubSpot, and Zendesk
  • Employee engagement features for frontline teams
  • Customizable dashboards and reporting
    
    
• Reviews:
  AskNicely has a strong reputation for delivering actionable insights and enhancing team performance through continuous feedback. Many users praise its intuitive interface and ease of use, especially for non-technical teams.
  
  Check out G2 reviews here.
  
  Read AskNicely customer stories here.
  
  
• Pros:
  
  • Simple setup and integration
  • Powerful AI-driven analytics
  • Easy-to-understand reports and dashboards
  • Built with the frontline in mind
  • Designed to close the feedback loop to drive continuous improvement 
  • Inspires a customer-centric culture
    
    
• Cons:
  
  • Some users find advanced customization options limited
  • Pricing may not fit every budget, particularly for smaller teams
    
    
• What kind of companies use AskNicely?
  AskNicely is used by a wide range of companies, from small businesses to large enterprises across industries like finance, home services, healthcare, and B2B services. Its flexibility makes it suitable for companies at any stage of their CX journey.
  
  
• Pricing:
  AskNicely offers tiered pricing based on the number of users and the features you require. Contact the sales team for a personalized quote and to set up a demo. 

Book a demo to see how AskNicely can transform your customer experience strategy.

2. HubSpot customer feedback

HubSpot’s customer feedback tool is part of its all-in-one CRM platform, offering businesses an integrated approach to collecting and acting on customer feedback.

• Key features:
  
  • CSAT, NPS, and custom survey options
  • Real-time feedback collection across email, website, and chat
  • Deep integration with HubSpot CRM
  • Automated reporting and action items
  • Customizable survey templates
    
    
• Reviews:
  Users appreciate the seamless integration with HubSpot’s CRM, making it easy to track feedback alongside customer data.
  
  
• Pros:
  
  • Strong CRM integration
  • Good for businesses already using HubSpot
  • Customizable surveys
    
    
• Cons:
  
  • Limited advanced features for CX-focused teams
  • Requires a HubSpot subscription for full functionality
  • Lacks functionality around taking action on collected feedback
    
    
• What kind of companies use HubSpot Customer Feedback?
  Businesses of all sizes, especially those already using HubSpot’s CRM platform, benefit from HubSpot’s Customer Feedback tool. It’s great for marketing and sales teams looking to measure and act on customer sentiment.
  
  
• Pricing:
  HubSpot’s Customer Feedback tool is included in the HubSpot Service Hub, with pricing starting from $45 per month.

3. Survicate

Survicate is a robust survey tool designed to collect feedback via various channels, offering both pre-designed and customizable surveys.

• Key features:
  
  • Customizable CSAT, NPS, and CES surveys
  • Survey integration on websites, in-app, and via email
  • Advanced segmentation and targeting options
  • Survey analytics and reporting
  • Integrations with CRM, email, and marketing platforms
• Reviews:
  Users appreciate Survicate’s ease of integration and wide range of customization options. However, some find the analytics features could be more advanced. Explore case studies and G2 reviews to see how companies have utilized Survicate for customer satisfaction insights. 
• Pros:
  
  • Wide range of survey options and templates
  • Easy integration with multiple platforms
  • Flexible pricing options
    
    
• Cons:
  
  • Survey limitations 
  • Reported survey bugs 
  • Lacks advanced reporting features
  • Limited analytics for in-depth CX analysis
    
    
• What kind of companies use Survicate?
  Survicate is suitable for SMBs and enterprises across various sectors like SaaS, retail, and professional services. It’s particularly helpful for businesses looking to improve their website or in-app customer experience.
  
  
• Pricing:
  Survicate offers a free plan with limited features and paid plans starting from $79 per month.
  

4. Zonka Feedback

Zonka Feedback is a feedback management platform that enables businesses to collect, analyze, and act on customer feedback across multiple channels. It offers a robust set of features tailored for businesses looking to enhance customer experience through real-time insights.

• Key features:
  
  • Customizable NPS, CSAT, and CES surveys
  • Feedback collection via web, email surveys, SMS, kiosks, and mobile apps
  • Real-time reporting and analytics
  • Segmentation and targeting options
  • Multi-channel survey deployment (email, web, mobile, etc.)
  • Integration with popular CRM, helpdesk, and marketing platforms (Salesforce, HubSpot, Zapier, etc.)
  • Multi-language support
    
    
• Reviews:
  Zonka Feedback is well-regarded for its user-friendly interface and powerful reporting features and has 73 reviews on G2. Users highlight its ability to easily gather customer sentiment across multiple channels, though some mention that the platform can feel a bit complex for small businesses without dedicated customer experience teams.
  
  
• Pros:
  
  • Multi-channel feedback collection
  • Real-time, in-depth analytics and reporting
  • Wide variety of customizable survey options
  • Strong integrations with other tools like Salesforce and HubSpot
  • Supports multiple languages for international use
    
    
• Cons:
  
  • The platform can be less intuitive than competitors and has limited functionalities in some areas.  
  • Some users report a learning curve with certain advanced features
  • Can be more expensive compared to simpler alternatives
  • Some customers mention difficulties with layout and integrations.
    
    
• What kind of companies use Zonka Feedback?
  Zonka Feedback is used by businesses of various sizes, particularly those in retail, healthcare, education, and hospitality.
  
  
• Pricing:
  Zonka Feedback offers tiered pricing based on the features you need and the number of surveys you plan to send. Plans start at $49 per month, with higher-tier plans offering additional advanced features. Zonka Feedback offers a free trial, allowing users to explore the platform before committing to a paid plan.

5. Typeform

Typeform is a popular and versatile survey tool known for its visually appealing, conversational interface. It allows businesses to create personalized surveys and forms. Typeform is primarily focused on survey creation and lacks tools for taking meaningful action. 

• Key features:
  
  • Customizable surveys and forms with a conversational UI
  • Logic jumps to create personalized survey paths
  • Integrations with various platforms (Zapier, HubSpot, Google Sheets, etc.)
  • Response tracking and analytics
  • Mobile-optimized surveys
  • Embedded surveys for websites or apps
  • Multiple question types (multiple choice, rating scale, open text, etc.)
  • Respondent data collection and export options
    
    
• Reviews:
  Typeform is lauded for its user-friendly interface that enhances the survey-taking experience. It is frequently praised for helping businesses create easy, engaging forms that drive higher response rates. However, the platform’s focus on feedback collection (rather than action) makes it a less appealing option for brands looking to improve their CX. Explore Typeform’s reviews.
  
  
• Pros:
  
  • High-quality, visually appealing surveys and forms
  • User-friendly design and interface
  • Supports logic jumps for personalized survey paths
  • Excellent for increasing engagement and survey completion rates
  • Multiple integrations with other tools (CRM, email marketing, etc.)
  • Mobile-responsive design
    
    
• Cons:
  
  • More expensive compared to basic survey tools
  • Limited advanced survey features (compared to dedicated feedback platforms)
  • Limited reporting and analytics compared to more feedback-centric tools
  • Not as robust for multi-channel feedback collection
  • Not designed for improving CX. 
• What kind of companies use Typeform?
  Typeform is widely used by businesses across industries, especially startups, small businesses, and creative industries. It’s ideal for companies that need to create personalized, engaging surveys but don’t need the full scope of features offered by dedicated customer feedback tools.
  
  
• Pricing:
  Typeform offers a free plan with basic features, but premium plans are required for advanced capabilities like logic jumps, advanced reporting, and more integrations. Paid plans start at $25 per month, and the platform offers custom pricing for enterprise-level customers.

6. Qualaroo

Qualaroo is a customer feedback platform designed to help businesses gather insights through on-site surveys and pop-ups. It focuses on providing real-time feedback from website visitors, allowing businesses to capture customer sentiments at the point of interaction.

• Key features:
  
  • On-site surveys and feedback widgets (pop-ups, sidebars, etc.)
  • Advanced targeting and segmentation options (based on user behavior, location, etc.)
  • Customizable survey templates
  • Real-time feedback collection
  • Integration with tools like Google Analytics, HubSpot, Salesforce, and more
  • Automated follow-ups and triggers
  • A/B testing for survey effectiveness
  • Multi-language support
    
    
• Reviews:
  Qualaroo is well-regarded for its ability to gather feedback directly from website visitors in a non-intrusive way. Users appreciate its intuitive interface but some users, note that its pricing can be on the higher end for smaller businesses and that its reporting features are not as robust as other tools.
  
  
• Pros:
  
  • Easy-to-implement on-site surveys
  • Advanced targeting and segmentation features for personalized surveys
  • A/B testing to optimize survey performance
  • Seamless integrations with various platforms like Google Analytics and Salesforce
  • Excellent for collecting feedback from website visitors at crucial touchpoints
  • Supports multi-language surveys
    
    
• Cons:
  
  • Higher cost for small businesses compared to simpler feedback tools
  • Reporting and analytics can be limited for advanced data analysis
  • Some users find the design options for surveys less customizable than other tools
  • The platform may not be ideal for businesses that need feedback from multiple channels
  • Some customers report insufficient information and support for onboarding
    
    
• What kind of companies use Qualaroo?
  Qualaroo is used by businesses across industries, particularly those in e-commerce, SaaS, and tech. It’s best for companies focused on improving user experience and conversion rates on their websites, especially those that want to capture customer insights at critical moments of interaction.
  
  
• Pricing:
  Qualaroo does offer a free plan with very limited functionalities. Paid plans start at $79 per month, with higher-tier pricing for more advanced features and integrations. Custom pricing is available for enterprise clients.
  
  
• Case studies and G2 reviews:
  Qualaroo is praised for its ability to provide actionable insights from website visitors, helping businesses optimize their websites and improve customer satisfaction. Some users mention that while the platform is effective for on-site feedback, it may lack more comprehensive reporting features and multi-channel feedback capabilities. Explore Qualaroo’s case studies and reviews on G2.

7. Hotjar

Hotjar is a user feedback and behavior analytics platform that helps businesses understand how users interact with their websites and apps. By combining feedback collection with heatmaps and session recordings, Hotjar provides valuable insights into user behavior, enabling businesses to optimize customer experiences.

• Key features:
  
  • Heatmaps that allow users to visualize where users click, move, and scroll on a website
  • Session recordings that show real user sessions
  • Surveys and polls to collect feedback from users on-site
  • Conversion funnels to track user behavior through your website’s conversion process
  • Incoming feedback with customizable feedback widgets
  • User segmentation based on behaviors, demographics, etc.
  • Integrations with popular tools like Google Analytics, Zapier, and more.
    
    
• Reviews:
  Hotjar is highly rated for its ability to combine qualitative feedback with quantitative data, giving businesses a well-rounded view of user behavior. Users appreciate its interface, ease of use, and ability to capture detailed insights into how visitors interact with their websites. Some users mention that the heatmap data can be overwhelming without proper analysis, and the platform can be slow when dealing with large volumes of data.
  ‍
  Explore Hotjar’s case studies and reviews on G2.
  

• Pros:
  
  • Comprehensive platform for behavior analysis and feedback collection
  • Heatmaps and session recordings provide deep insights into user behavior
  • Real-time surveys and polls to capture immediate feedback
  • Easy-to-use interface with powerful segmentation options
  • Great for identifying website friction points and optimizing UX
  • Affordable pricing for small businesses and startups
  • Integrations with other analytics and marketing tools
    
    
• Cons:
  
  • Can be slow with large volumes of data and many recordings
  • Limited customization options for surveys compared to other tools
  • Focused mainly on website and app feedback — less suited for multi-channel feedback
  • Data analysis can be time-consuming without clear priorities
  • Some advanced features are limited to higher-tier plans
    
    
• What kind of companies use Hotjar?
  Hotjar is widely used by businesses in e-commerce, SaaS, and digital marketing. It's an excellent tool for companies looking to improve their website UX by understanding user behavior and gaining insights into customer pain points. It’s particularly popular among small and medium-sized businesses due to its affordability and ease of use.
  
  
• Pricing:
  Hotjar offers a free basic plan with limited features, ideal for small businesses or startups. Paid plans start at $39 per month for additional features like unlimited session recordings and advanced analytics. Custom pricing is available for enterprise clients, offering more flexibility and scalability.
  

8. Delighted

Delighted is a customer feedback platform designed to help businesses easily collect and analyze feedback through simple, yet powerful survey tools. With a focus on simplicity and ease of use, Delighted makes it easy for businesses of all sizes to measure customer satisfaction and track key metrics such as net promoter score (NPS), customer satisfaction (CSAT), and customer effort Score (CES).

• Key features:
  
  • Multi-channel online survey distribution (email, SMS, in-app, etc.)
  • Customizable surveys with a wide range of question types
  • Real-time feedback collection
  • Pre-built templates for NPS, CSAT, and CES surveys
  • Sentiment analysis for actionable insights
  • Reporting dashboards with real-time feedback data
  • Automation and integrations with CRM, support, and other business tools (e.g., Salesforce, HubSpot, Slack)
  • Customizable branding options for survey appearance.
    
    
• Reviews:
  Delighted is well-regarded for its simplicity and ease of use. Users appreciate the clean user interface, the flexibility in survey design, and the ability to send feedback requests via multiple channels. Businesses like that it allows for automated surveys and integrates easily with other systems, although some customers mention that the reporting features could be more advanced, especially for larger enterprises with more complex needs. Explore Delighted’s 60 G2 reviews here.
  
  
• Pros:
  
  • User-friendly interface with minimal setup required
  • Flexible survey distribution options (email, SMS, in-app)
  • Provides both quantitative and qualitative feedback
  • Fast and easy to implement, with quick results
  • Customizable surveys to match brand identity
    
    
• Cons:
  
  • Limited advanced reporting features compared to more complex platforms
  • Customization of survey templates and survey logic is somewhat restricted
  • Lacks some in-depth analytics and segmentation capabilities for larger businesses
  • Not as suitable for companies needing multi-channel feedback collection (beyond surveys)
  • May lack some advanced features required for enterprise-scale operations
  • Some customers report survey issues and bugs
    
    
• What kind of companies use Delighted?
  Delighted is widely used by small to mid-sized businesses across various industries, including SaaS, e-commerce, healthcare, and hospitality. It’s particularly appealing to businesses that need a straightforward and easy-to-use tool to measure customer satisfaction and track feedback without the need for complex setups.
  
  
• Pricing:
  Delighted offers a free plan for one person with up to 25 responses per month, making it an attractive choice for individuals, startups, or smaller businesses. Paid plans start at $17 per month and scale up depending on the number of responses and features needed, such as advanced reporting, custom branding, and integrations.
  

9. Canny

Canny is a customer feedback tool specifically designed to help businesses collect, prioritize, and manage feedback from their customers. It focuses on offering a simple platform that allows teams to organize customer feedback, track feature requests, and make data-driven decisions about product development. Canny is particularly well-suited for product and customer success teams looking to improve their products based on direct customer input.

• Key features:
  
  • Feedback boards for collecting and organizing customer feedback
  • Upvoting system to prioritize the most important requests
  • Customizable feedback categories and tags
  • Roadmap management for tracking product development progress
  • Integration with popular tools like Slack, Zapier, Intercom, and others
  • Customizable email notifications to keep customers informed
  • User authentication to ensure feedback comes from verified customers
  • Reporting tools to analyze feedback trends and make data-driven decisions.
    
    
• Reviews:
  Canny is praised for its clean, user-friendly interface and powerful feedback management capabilities. It allows businesses to keep track of all customer suggestions in one place, making it easy to prioritize which features or improvements to focus on. Some users appreciate the ability to communicate directly with customers about the status of their requests, though larger teams have mentioned that they would like more advanced reporting features and analytics. Explore Canny’s case studies and reviews.
  
  
• Pros:
  
  • Simple, intuitive interface that makes feedback management straightforward
  • Allows customers to vote on feature requests, helping businesses prioritize the most important ones
  • Integrates with popular tools such as Slack, Intercom, and Zapier for seamless workflows
  • Helps businesses maintain transparency by keeping customers updated on the status of their requests
  • Customizable feedback boards that can be tailored to specific needs
  • Excellent for tracking product development progress and roadmap planning
  • Transparent pricing structure
    
    
• Cons:
  
  • Lacks some advanced reporting and analytics features
  • No native survey creation tools, so users may need to rely on third-party tools for survey collection
  • Limited options for feedback collection beyond boards (e.g., surveys or forms)
  • While the interface is clean, some larger businesses may find it lacks some customization options for complex use cases
  • Primarily focused on product development feedback, not as comprehensive for general customer satisfaction or CX management
  • Some customers report missing features, integration issues, and limited customization options
    
    
• What kind of companies use Canny?
  Canny is ideal for product-focused companies, especially those in SaaS, tech, and product development. It’s particularly well-suited for businesses that need a structured way to collect feedback from customers, prioritize it, and incorporate it into their product development process. It’s also widely used by startups and mid-sized businesses that need a simple, effective solution for feedback management.
  
  
• Pricing:
  Canny offers three pricing tiers:
  
  • Starter: $99/month, includes one board, basic features, and up to 2,000 monthly users.
  • Growth: $399/month, includes multiple boards, advanced integrations, and up to 10,000 monthly users.
  • Enterprise: Custom pricing for large teams with additional features and dedicated support.
    

10. SurveyMonkey

SurveyMonkey is one of the most widely recognized and used survey tools, enabling businesses to collect valuable feedback from customers, employees, and users. Known for its user-friendly interface and powerful survey design features, SurveyMonkey helps organizations gather data. 

• Key features:
  
  • Customizable survey templates for a variety of use cases (customer satisfaction, market research, etc.)
  • Question variety (multiple choice, rating scales, open text, etc.)
  • Skip logic and advanced survey branching to customize the experience for different respondents
  • Integration with a wide range of business tools, including Salesforce, Mailchimp, Slack, and Google Sheets
  • Real-time survey results 
  • Collaboration tools for teams to work together on surveys
  • White-labeling options for survey branding
  • Multilingual survey options for reaching global audiences
    
    
• Reviews:
  SurveyMonkey is widely praised for its simplicity and flexibility in survey creation. Users appreciate the extensive question types and customizable survey templates that make survey design straightforward. The platform also excels in providing detailed analytics, which helps teams make data-driven decisions. On the downside, it has less capability when it comes to connecting feedback to teams and creating workflows to act on feedback.
  
  
• Pros:
  
  • Extremely user-friendly interface for creating surveys without requiring technical expertise
  • Extensive library of customizable survey templates for various industries
  • Advanced survey design features, including skip logic, branching, and custom question types
  • Real-time reporting and analytics
  • Powerful integrations with other tools such as Google Sheets, Salesforce, and Slack
  • Multilingual support to create surveys in different languages for global audiences
  • Robust survey sharing and collaboration features for team-based survey creation and analysis
  • Wide range of use cases from customer satisfaction to employee engagement and market research
    
    
• Cons:
  
  • Pricing can be a barrier for smaller businesses, especially when upgrading to higher-tier plans for advanced features
  • Some advanced features (e.g., custom reporting, advanced analytics) are only available in higher pricing tiers
  • The platform can feel overwhelming for new users due to the sheer number of options available
  • Lacks more specialized customer experience tools like NPS or CSAT surveys built into the platform by default
  • The free plan offers limited features, and more advanced functionality requires a paid subscription
  • Some users report that the user interface feels dated, especially compared to newer competitors with more modern designs
    
    
• What kind of companies use SurveyMonkey?
  SurveyMonkey is used by businesses of all sizes, from startups to large enterprises. It’s especially popular in market research, human resources, and customer experience fields. Many companies in tech, education, healthcare, and consulting use SurveyMonkey for customer satisfaction surveys, employee engagement surveys, and consumer feedback. The platform’s flexibility makes it suitable for a wide range of industries, especially those looking for a straightforward, reliable tool to gather data and improve their decision-making.
  
  
• Pricing:
  SurveyMonkey offers a variety of pricing plans based on features, respondents, and advanced analytics. See pricing here.
  
  
• Case studies and G2 reviews:
  SurveyMonkey is frequently praised for its ease of use and powerful survey analytics. Many users highlight the ability to collect and analyze feedback quickly, helping them make real-time decisions. However, some users have pointed out that the platform’s pricing may be too steep for small businesses and nonprofits. The most common feedback suggests that SurveyMonkey is a versatile solution for survey-based feedback collection but may not offer specialized customer experience features such as NPS, CES, or CSAT out of the box. Explore SurveyMonkey's case studies and G2 reviews.

A common disconnect in customer feedback software: 

While each of the customer feedback tools discussed — such as SurveyMonkey, Hotjar, and Delighted — offer robust features for collecting and analyzing customer insights, only AskNicely places a strong emphasis on directly connecting feedback to frontline teams for immediate, actionable improvements to the customer experience.

Many of these tools are primarily designed only with managers and executives in mind. AskNicely on the other hand bridges that gap to bring feedback to the people who interact with customers daily. AskNicely bridges this gap between the boardroom and the frontline, empowering frontline teams with actionable feedback so they can act quickly, improve customer interactions, and drive continuous improvements in the customer experience.

Key features to look for in a customer feedback tool

Ease of use

Ease of use is crucial for ensuring that both executives and frontline teams can quickly adopt and effectively use the feedback tool. A user-friendly interface reduces the time spent on training, increases tool engagement, and allows businesses to begin collecting actionable feedback almost immediately. A clean and intuitive design ensures teams can focus on the insights rather than getting bogged down by the tool itself.

Customization options

Customization allows businesses to tailor feedback tools to their specific needs so surveys or feedback forms resonate with their target audience. Whether it's adjusting survey questions, creating personalized customer journeys, or designing branded feedback forms, customization helps maintain the brand's voice while collecting the data that matters most. This feature is especially valuable for businesses that need to cater to different customer segments or industries.

Multi-channel feedback collection

Feedback doesn’t come from one channel. Multi-channel feedback collection is essential for capturing insights from all the touchpoints where customers interact with your brand — whether through surveys, social media, website chat, or in-app messages. Tools that integrate multiple channels provide a holistic view of the customer experience, allowing businesses to gather richer, more diverse feedback across the board.

Advanced analytics & reporting

Gathering feedback is only the first step; understanding it is where the real value lies. Advanced analytics, reporting, and workflows help organizations break down complex feedback into digestible insights that can drive strategic decision-making. Whether it’s through sentiment analysis, trend spotting, or drill-downs into specific data points, this feature enables businesses to track progress and pinpoint areas for improvement. 

Integrations

A good customer feedback tool should seamlessly integrate with your existing tech stack to provide a unified view of customer interactions and improve operational efficiency. Integrations with CRMs, helpdesk software, and other systems ensure that feedback can be incorporated into the broader workflow, saving time and ensuring that actions are taken on the right insights. 

Actionable insights & feedback management capabilities

The real value of feedback is in how it’s acted upon. A tool that offers actionable insights and robust feedback management features ensures that businesses can not only gather data but also prioritize and take action on it quickly. Real-time alerts, automated workflows, and the ability to track progress make it easier for teams to respond promptly, leading to improved customer satisfaction. 

How to choose the right solution for your business

Goals

Before selecting a customer feedback tool, it's essential to define your primary goals. Clarifying your objectives will help you determine the features and capabilities needed in the tool, such as real-time feedback analysis or detailed reporting, and ensure you choose a solution that aligns with your strategic priorities.

Budget and team size

Your budget and team size will play a significant role in determining the right solution. For example, smaller businesses with limited budgets may opt for tools with essential features and affordable pricing. On the other hand, larger organizations with more resources might need a more comprehensive solution with advanced functionalities and team collaboration features. Find the tool that fits within your budget and meets your needs.

Key feedback metrics you want to track

Determining which metrics are most important for your business will guide you toward a tool that specializes in tracking and reporting those specific insights, enabling you to monitor the factors that have the greatest impact on your customer experience.

Feedback collection channels

Consider where and how you want to collect feedback from customers. If your business operates across multiple channels, such as websites, apps, social media, and in-person interactions, selecting a tool that supports multi-channel feedback collection is crucial. The right tool will help you capture data from all touchpoints to provide a comprehensive understanding of the customer experience.

Existing tech stack — Integrations

Finally, evaluate how the customer feedback tool will integrate with your existing technology systems, such as your CRM, helpdesk, or email marketing software. A seamless integration ensures that feedback flows naturally into your workflows, allowing you to take immediate action and analyze insights alongside other key business data. 

The best solution? AskNicely!

AskNicely empowers businesses to collect and act on customer feedback efficiently, driving significant improvements in customer experience. Here’s how our features make it easy:

• Customer feedback:
  AskNicely offers customizable email, web, or SMS surveys that your customers will actually enjoy answering. Measure key metrics like NPS, CSAT, 5-star ratings, or Customer Effort Score to gain valuable insights into your customer experience. Our intuitive surveys are designed to encourage high response rates, giving you reliable data to make informed decisions.
  
  
• Integrations:
  Seamlessly integrate AskNicely with the tools you already use, such as CRMs, help desk systems, and BI tools. These integrations ensure that feedback flows directly into your existing workflows, enabling faster responses and better coordination across teams. Whether you're using Salesforce, Zendesk, or other platforms, AskNicely fits seamlessly into your tech stack.
  
  
• Team analytics:
  Mission control for customer experience, AskNicely’s team analytics dashboard allows you to track performance across different locations or departments. Compare data, identify trends, and spot areas requiring immediate action. Empower your team with insights that drive improvements in CX, resulting in higher satisfaction and loyalty.
  
  
• AskNicelyTV:
  Gamify customer service and motivate frontline teams by providing them with a real-time display of their NPS/CSAT scores. AskNicelyTV gives your teams immediate, actionable feedback so they can focus on specific areas for improvement. This fosters a competitive and continuous improvement culture within your team.

Curious? Book a demo to see how AskNicely can work for your business, and in the meantime download our NPS Benchmark Study to learn how you measure up against industry standards.