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We live in a world where our customers can switch providers in a matter of clicks, which means knowing exactly what they think — and acting on it — has never been more important. Enterprise feedback management (EFM) tools make this process scalable, offering businesses a structured way to collect, analyze, and act on customer insights. These tools are invaluable for teams across customer support, marketing, and product development, helping them enhance service quality and retention. But with so many options available, which EFM platform is right for you?
Enterprise feedback management is a system for collecting, analyzing, and acting on feedback from key stakeholders, including customers, employees, and business partners. More than just a tool for gathering insights, EFM platforms help organizations turn feedback into meaningful improvements, driving better experiences across all touchpoints.
EFM is often compared to customer feedback and employee feedback tools, but there are key differences. While customer feedback tools focus solely on gathering insights from clients, and employee feedback tools help measure workplace sentiment, EFM solutions integrate feedback from multiple sources into a centralized system. This holistic approach helps align customer and employee experiences, fostering a culture of continuous improvement.
A crucial aspect of EFM is employee engagement. According to Gallup, companies with engaged employees see 17% higher productivity and a 21% increase in profitability. When employees feel heard and valued, they’re more likely to deliver exceptional customer experiences, creating a cycle of positive feedback that benefits both businesses and their customer base.
Improving CX used to mean getting more insights — but the challenge has always been with what happens next. With AskNicely, you have a CX copilot to make it easier than ever to see impact fast.
AskNicely is the leading enterprise feedback management tool designed to help organizations collect customer feedback, share insights with employees, and most importantly. drive customer experience improvements through action and gamification.
Businesses across industries, including healthcare, financial services, retail, and home services, use AskNicely to measure customer sentiment and take meaningful action.
Think of AskNicely as a personal trainer for customer experience, keeping your team on track, motivated, and driving measurable results
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AskNicely is highly rated on G2, with users praising its intuitive interface, automation capabilities, and ability to improve customer experience at scale.
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Who uses AskNicely?
AskNicely is a great fit for multi-location businesses, service-driven companies, and teams that want to align employee performance with customer satisfaction. Industries like home services, healthcare, financial services, and franchise businesses rely on AskNicely to optimize their customer experience.
How NZ Home Loans gained a 7x increase in referrals
How DUCA transformed its feedback strategy with AskNicely
How Schweiger Dermatology Group focused on NPS and improved their patient experience
Pricing:
Plans start at $449 per month. See our pricing page here.
Book a demo today to see how AskNicely can help you drive customer loyalty and team performance.
HubSpot Service Hub is a customer service platform that includes enterprise feedback management capabilities, helping businesses capture customer feedback within their CRM ecosystem. It’s designed for companies that want to centralize customer interactions while leveraging automation and analytics to improve service quality.
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Users appreciate HubSpot Service Hub’s seamless integration with the HubSpot CRM and marketing tools, making it a good choice for businesses that already use HubSpot. See G2 reviews here.
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Who uses HubSpot Service Hub?
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.
Glassbox is an enterprise analytics and feedback management platform focused on digital customer experience. It provides deep insights into user behavior, helping businesses optimize their websites and mobile apps through session replay, heatmaps, and automated insights.
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Glassbox is well-regarded for its advanced digital analytics and ability to pinpoint friction points in customer journeys. However, some users find it complex to set up and interpret customer data. See G2 reviews here.
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Who uses Glassbox?
Best for enterprises with a strong digital presence, particularly in e-commerce, financial services, and SaaS.
Pricing:
Custom pricing based on enterprise needs. On request.
Salesforce Service Cloud is a comprehensive customer service platform that includes feedback management capabilities as part of its broader CRM ecosystem. It’s designed for large enterprises that need advanced case management, automation, and AI-driven insights.
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Salesforce Service Cloud is highly rated for its scalability and AI-powered automation, but some users note that it can be expensive and complex to configure. See G2 ratings here.
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Who uses Salesforce Service Cloud?
Ideal for large enterprises that rely on Salesforce CRM and need a robust, AI-driven customer service and feedback solution.
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Salesforce Service Cloud pricing varies based on features and business size, starting at a higher entry point compared to other EFM tools.
Verint is a customer engagement platform that provides enterprise feedback management alongside workforce management, AI-driven analytics, and automation tools. It’s designed for organizations looking for advanced customer and employee experience solutions.
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Verint is praised for its robust analytics and AI-driven insights but can be overwhelming for businesses that don’t need an all-in-one engagement suite. See G2 ratings here.
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Who uses Verint?
Best for large organizations with complex customer service and workforce management needs, particularly in financial services and government sectors.
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Custom pricing based on enterprise needs.
UserTesting is a feedback management tool focused on usability testing and customer experience research. It enables businesses to capture real-world customer interactions through video recordings, customer surveys, and qualitative insights.
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UserTesting is widely regarded as the best platform for qualitative customer insights, though some users find it less suitable for large-scale enterprise feedback management. See G2 reviews here.
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Who uses UserTesting?
Best for product teams, UX researchers, and businesses focused on optimizing digital experiences through usability testing.
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Pricing varies based on testing volume and enterprise needs.
Aha! is a product management and feedback platform designed to help teams collect, analyze, and act on customer insights to shape their product roadmaps. It’s ideal for businesses that want to align feedback with strategic product planning.
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Aha! is praised for its ability to centralize product feedback and align it with strategic planning, though some users find its UI overwhelming. See G2 reviews here.
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Who uses Aha!?
Best for product managers and development teams looking to incorporate customer feedback into their product planning process.
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Aha! offers multiple pricing tiers based on features and team size, starting at $59 per month.
Qualtrics is an experience management platform designed for large enterprises to gather feedback across multiple touchpoints.
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Qualtrics is widely regarded as an enterprise-level solution that excels in comprehensive survey management and advanced analytics. Users appreciate the depth of customization available but mention that the platform can be complex and expensive for smaller companies. See G2 reviews here.
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What kinds of companies use Qualtrics?
Qualtrics is ideal for large enterprises across various industries that need to gather complex feedback.
Pricing
By request.
SmileBack is a customer feedback tool built specifically for managed service providers (MSPs) and IT support teams. It focuses on quick, actionable data collection to improve customer satisfaction in service-based businesses.
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Users appreciate SmileBack’s simplicity and effectiveness in IT service environments, but it’s not as feature-rich as broader EFM solutions. See G2 reviews here.
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Who uses SmileBack?
Best for managed service providers (MSPs) and IT support teams looking for a simple, effective way to measure customer satisfaction.
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Subscription-based pricing with tiered options for different business sizes, starting at $88 per month.
Canny is a customer feedback tool designed to help businesses collect, prioritize, and act on product feedback. It’s a favorite among SaaS companies looking to streamline feature requests and improve their product based on user insights.
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Canny is highly rated for product teams managing customer feature requests, though it lacks broader EFM capabilities for enterprise-level feedback management. See G2 reviews here.
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Who uses Canny?
Best for SaaS companies and product teams that want a structured way to collect and prioritize customer feedback.
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Canny offers free and paid plans based on feature needs and company size.
At the highest level, enterprise feedback management helps businesses understand customer needs and preferences while enabling continuous improvement. By systematically collecting, analyzing, and acting on feedback, organizations can enhance both customer and employee experiences, leading to long-term success.
Key benefits of EFM include:
Choosing the right enterprise feedback management software depends on your business's unique needs. Factors like company goals, budget, team size, and existing technology stack will all influence which solution is the best fit. However, certain key features are essential for maximizing the value of an EFM system.
Customers and employees interact with businesses through multiple channels — email, SMS, in-app surveys, social media, and more. An effective EFM tool should support multichannel feedback collection to ensure you capture insights from all touchpoints, leading to a more comprehensive understanding of customer and employee sentiment.
Every business has unique feedback needs. Customizable survey design allows companies to tailor questions, branding, and formats to align with their objectives. Whether you’re measuring metrics like net promoter score (NPS), customer satisfaction score (CSAT), or employee engagement surveys, flexibility in survey design helps collect relevant, actionable data.
A strong EFM platform should integrate seamlessly with existing tools like CRM, helpdesk software, marketing automation, and analytics platforms. Integrations ensure feedback flows effortlessly across systems, enabling teams to take action quickly without disrupting workflows.
Timely insights allow businesses to respond to feedback before issues escalate. Real-time feedback monitoring helps teams track sentiment trends, identify problems early, and take proactive measures to improve customer and employee experiences.
Raw feedback is only valuable if it can be translated into actionable insights. Advanced analytics and reporting capabilities, such as AI-driven sentiment analysis, trend detection, and segmentation, help businesses identify patterns, measure performance, and make data-driven business decisions that drive growth.
Collecting feedback is just the first step—acting on it is what truly makes a difference. Closed-loop feedback management ensures that responses trigger follow-up actions, whether it’s resolving a customer complaint, coaching employees, or refining product features. This process helps businesses turn insights into tangible improvements.
Happy employees create happy customers. EFM platforms that incorporate employee feedback and engagement tools help organizations improve internal culture, boost morale, and ultimately enhance customer experiences. Engaged employees are more productive, deliver better service, and contribute to long-term business success.
By prioritizing these key features, businesses can ensure they select an EFM solution that drives meaningful improvements across customer experience, employee engagement, and operational efficiency.
AskNicely is the top enterprise feedback management solution for businesses looking to enhance customer experience, engage employees, and drive continuous improvement. Designed for service businesses, AskNicely helps teams collect real-time feedback, analyze customer sentiment, and take meaningful action—all in one intuitive platform.
AskNicely makes it easy to collect feedback via customizable email, web, or SMS surveys that customers actually enjoy answering. Whether measuring net promoter score, customer satisfaction score, 5-star ratings, or customer effort score (CES), AskNicely ensures businesses gather valuable insights to improve service.
AskNicely integrates seamlessly with the tools businesses already use, including CRMs (like Salesforce and HubSpot), Help Desk/Ticketing Systems (such as Zendesk and Freshdesk), and Business Intelligence (BI) tools. These integrations help businesses streamline operations and act on feedback in real-time.
With mission control for customer experience, AskNicely allows businesses to compare performance across locations, branches, and teams. Real-time analytics help managers identify trends, coach employees, and make data-driven decisions to improve service quality.
AskNicelyTV gamifies customer feedback by displaying real-time NPS and CSAT scores in frontline workspaces. This motivates teams by highlighting wins, providing instant recognition, and offering clear tactical areas for improvement—all in an engaging, visual format.
Book a demo today to see how AskNicely can help your business turn feedback into action.
