eCommerce Blog on Running an Online Marketplace

13 Best Customer Feedback Tools: An Overview

client feedback software
Lilian Chifley finished her master degree in Information technologies in 2014 and has been working as an IT teacher in Sydney, Australia for 4 years. She is an expert writer in such topics, as modern education, marketing, self-development, and blogging. Feel free to message her on Facebook.

Company executives have realized that nowadays it’s all about the customer. Research conducted by Deloitte and Touche found out that organizations that focus on the customer are sixty percent more profitable than those that do not focus on the customer at all. This shows us that the moment an organization focuses on the customer in its every operation, it is already successful.

This is the reason why most businesses today are looking for the best customer feedback tools. Customer feedback tools enable the customer to give his or her own opinion of the quality of products or services offered by a business.

The feedback will show if the business is on track or if it needs to improve. How does the manager or CEO choose the right client feedback tool(s) for the business? Keep in mind that customer feedback tools are diverse because they use different techniques to collect feedback and report it to the user.

Due to this reason, we have compiled a list of three different categories of feedback tools which will help you make a wise decision in terms of which feedback tool to use and help you arrange a customer feedback analysis. These three categories of feedback tools include voice of the customer, survey and online review tools. Other categories include user testing, visual feedback, and community feedback tools.

Voice of the Customer

These tools are a top priority for most online companies today owing to the fact that they are a critical element when it comes to customer experience. Just as a writer from cares about his or her clients’ feedback, these tools make it easier for clients to communicate their experience directly while avoiding to interfere with the online journey. If you love ‘in the moment’ feedback, you should definitely use the voice of the customer tools. Best customer feedback tools include:

1. In Moment

In Moment is a cloud-based optimization platform that offers a wide variety of services such as Advocacy, Social Reviews, Employee Engagement and Voice of the Customer. The Voice of the Customer section allows the user to collect feedback, report online, manage occurrences and real-time alerts. The platform uses the customer data it collects from other sections such as Social Reviews and financials.

2. Clarabridge

Clarabridge is a platform that manages the customer experience. It does this effectively by pulling data from different sources of feedback. You can easily filter the data using the platform thus enabling you to optimize your website effectively. The platform has several capabilities to make your work easier such as sentiment analysis, text analytics, emotion detection, and linguistic categorization.

3. Qualtrics

Qualtrics manages customer experience in such a great way. How? It offers several data collection methods like email surveys, mobile feedback, social feedback and website feedback for customers and employees who wish to share their insights. Users can easily access their dashboards which are role-based and they can view results trend charts and compare them with their targets. The platform has a ticketing feature that notifies the user of customer interactions, for example, the presence of a detractor.

4. Feedbackify

Using Feedbackify, users can create feedback forms themselves by using the drag and drop editor. Installing this tool is easy. All you need to do is paste a code that will be provided to you into the HTML of your website and you are good to go. Visitors can rate your service or product and submit comments which can be suggestions or compliments. This platform allows you to receive feedback in real-time and filter it by category.

Survey Tools

Another way of collecting customer feedback is through survey tools. Customer satisfaction survey tool such as email invite or feedback button are being used all over the world today since website feedback emerged. A number of these tools focus on particular niches while others on customer experience. One of the easiest ways today is to create a QR Code for Google Form-type survey and add it your products materials, digital communications, emails, etc.

A couple of years ago, survey tools were popular due to their long list of questions. As we progress, the questions are becoming shorter and shorter hence making it easier for respondents to go through them fast. Survey tools include the following:

1. Zonka Feedback

With Zonka Feedback, you can effortlessly collect and analyze customer insights through customizable surveys, offering real-time analytics and multi-channel feedback options, including in-product, in-app, website, emails, SMS, survey kiosks, and more. The platform comes with 100+ survey templates and 30+ question types to help you capture customer feedback at different touchpoints in the customer journey. You can also track performance and turn feedback into actionable insights to prioritize enhancements and improve the overall experience.

2. Typeform

“Try to make reforms awesome” is the motto of Typeform. The platform has a very user-friendly interface that allows the user to put together surveys. The flow at the front which is used to fill in the survey runs very well. The free version, popularly known as CORE plan has several free features like data export, limitless question, and answers, basic reporting and templates that are custom designed.

3. Survicate

The user can trigger surveys that are targeted at different locations on his or her website and send out questionnaires using email to several different customers. The platform has a library of predefined surveys which the user can choose from. When it comes to analysis, this tool has dashboarding capabilities, NPS analysis, and XLS and CVS exporting options.

4. SurveyMonkey

SurveyMonkey is among the most popular survey tools used by most businesses around the globe today. Similar to, SurveyMonkey offers flexible alternatives to customers such as multi-choice questions, open comments and Likert scales. This feedback tool is great when it comes to one-off surveys but it is not the best tool for measuring overall satisfaction of customers or surveying them after some time.

5. SurveyGizmo

SurveyGizmo is quite similar to SurveyMonkey especially when it comes to inviting visitors and the ability to adjust designs. SurveyGizmo is very attractive when you consider the looks of the survey. Further, this customer feedback tool can be used to configure a survey easily and quickly. It can be used by individual users, teams, and businesses.

6. Usersnap

Usersnap is your comprehensive solution for seamless customer or user feedback management. With Usersnap, effortlessly gather and interpret user insights across various channels, enabling real-time analytics and versatile feedback avenues. Whether it’s within your product, through your app, website or emails, Usersnap ensures you capture valuable feedback at every interaction point in the user journey. With a diverse range of customizable survey templates and an extensive array of question formats, Usersnap empowers you to delve deep into user sentiments. Track performance metrics effortlessly and transform feedback into actionable intelligence, guiding your strategic enhancements and refining the overall user experience.

Online Review Tools

Online Review Tools can help you build trust among your online visitors. Digital marketers use it frequently because of the popular Google Stars which in turn affects Google rankings in a positive way. This tool influences purchasing behavior owing to the fact that majority of customers go through comments and reviews before buying a product or service. One drawback of online review tools is that all positive and negative reviews are shared with all your visitors. Some of the best customer feedback management platforms include:

1. TrustPilot

TrustPilot is a popular software used by most businesses across the world to build trust with customers. This platform allows a user to upload mailing lists into the platform and send out invitation emails to customers to review the business. This feature can be set up in a way that it is sent out immediately after the customer makes a purchase. Reviews are then fed to popular search engines such as Google and Bing which automatically updates the Google Seller Rating thus enhancing visibility in online ads and search engines.

2. Feefo

Feefo is a platform that operates similarly to TrustPilot by sending out emails and inviting customers to leave behind their reviews. The user can customize the display of reviews on his or her website using several options such as text display, rating percentage display, and star rating display. The dashboard also has social sharing tools such as Facebook App and integration tools like API.

3. ReeVoo

ReeVoo is among the high-end customer feedback tools in the market today. It is important to note that it offers assessments at product level instead of generic webshop reviews only. The platform runs on product pages to show the reviews available at the product level. Visitors have the option of filtering and viewing the most relevant reviews for a particular product.

4. Bazaarvoice

Bazaarvoice is a feedback collection tool. It can collect and publish reviews and ratings, customer experience photos and videos. Visitors can also ask questions about products or services offered by the business.


This overview has covered some of the best customer feedback management systems available in the market today. These tools will help you create wonderful and lasting relationships with your customers through either building trust, improving usability or customer experience. Keep in mind that the goal should not only be collecting feedback but analyzing and making regular improvements. Know what your goal is and then choose the right customer feedback tool for your business.

More useful eCommerce articles and infographics are coming your way. Follow CS-Cart on Facebook and Twitter not to miss them!

Exit mobile version