Customer feedback software

Customer feedback is how businesses improve.

Guide to customer feedback tools

Customer feedback has never been more important. According to Zendesk’s CX Trends Report, 60 percent of customers have even higher expectations than they did a year ago, while 73 percent of business leaders report a direct link between customer service and business performance.

Businesses need to understand the challenges their customers face. And they need to understand what the difference makers are for their customers.

Customer feedback software can help the business leaders of today start to build the strategies and systems that will soon be the minimum cost of entry to be competitive. In this guide, you’ll find everything you need to know about identifying, selecting, and rolling out the customer feedback tools that will keep your customer service team competitive for the years to come.

What is customer feedback software?

Customer feedback software is an application that helps businesses determine how their customers feel about their products and services. It’s a valuable source of customer data that reveals trends in customer pain points, opinions, reactions, preferences, and complaints. The right feedback software makes it easy to collect and share these insights with the right teams across the organization, so the business can consistently learn and improve.

This type of software often has one or more of the following functionalities:

  • Customer satisfaction surveying
  • Customer feedback analytics
  • Customer review collection and curation
  • Social media monitoring

In the section on the best customer feedback platforms in 2022, you can learn about all varieties of customer feedback software.

What is the benefit of using a customer feedback platform?

Read on for a few benefits of customer feedback platforms.

  1. Systematize feedback collection and curation
  2. To make decisions that maximize the value you provide to customers, you need as much high-quality feedback as possible. But manually collecting and curating that feedback is difficult, costly, and prone to error. Customer feedback platforms help you avoid the cost and headache of manual feedback collection. Instead, you can use your platform to trigger surveys or similar feedback mechanisms based on events.

    For instance, you could prompt customers who use your live chat to rate their experience once the conversation has ended. Similarly, you use free knowledge base software to add elements to knowledge base articles that solicit feedback on specific articles. However you choose to systematize feedback collection, software can help make it easier.

  3. Resolve customer complaints and prevent churn
  4. Our Trends Report found that 61 percent of customers say they would switch to a company’s competitor after just one bad customer service experience. But our findings also revealed that 74 percent of customers say they will forgive a company for its mistake after receiving excellent service.

    Customer feedback software enables you to effectively manage customer complaints and implement service recovery. Service recovery is the act of reaching out to customers who had a negative service experience to rectify the situation. It can help you improve the bottom line by saving a customer from going to a competitor and churning.

    A good example of service recovery is Birchbox’s Service Recovery Program. Birchbox agents are empowered to follow up with customers who rated their initial interaction poorly via a CSAT survey. This allows Birchbox’s support team to build customer loyalty by turning a negative experience into a positive one.

  5. Make customer-centric decisions
  6. Well-served, happy customers are valuable to your company because they tend to purchase more. Findings in our 2022 CX Trends Report emphasize this point:

    • 80 percent of customers will spend more with companies that allow them to find answers online without having to contact anyone.
    • 93 percent of customers will spend more with companies that offer their preferred channel to reach customer service.

    The trouble is, without systematic feedback, how do you know what questions to answer online? Or what your customers’ preferred channel is? And for the 90 percent of customers who spend more with companies that personalize their service, how do you know what kind of personalization they’re looking for? Too often, we think we know the answers to these questions based on anecdotes and gut feelings. But with so much value on the line, customer feedback platforms help ensure nothing is left to chance.

  7. Use customer insights to improve business strategy
  8. By mining customer service, sales, and marketing interactions, feedback platforms help you source customer insights from the start of the customer journey to the end. In this way, these platforms can help executives and managers build customer insights about products, sales processes, and marketing messages into their strategic framework. In particular, feedback from customer service tickets can unveil new growth opportunities or spotlight critical problem areas.

    A Voice of the Customer (VoC) is a program businesses use to collect and analyze customer feedback about their brand, products, or services and share it across the organization. This input comes from various sources, including customer surveys, social media posts, and support interactions.

  9. Boost brand reputation
  10. When buyers see that you take their feedback seriously—and you use it to improve your products and services—it builds their trust in your brand. While no business can completely skirt the reality of customer complaints, potential customers will also notice if you respond to negative customer reviews. This improves your brand reputation by showing that you care about meeting your customers’ expectations.

How to choose the right feedback tool for your business

The term “customer feedback tool” can refer to many different types of tools. Customer satisfaction surveys are one of the most effective customer feedback tools and are easy to implement with the right customer service software. But often, these tools can be expanded upon with functionality for online reviews, social monitoring, and feedback analytics.

All this to say, it’s important to be aware of the layered nature of customer feedback tools because this can affect your buying decisions. For instance, rather than purchasing standalone tools, you might choose to extend your customer service software with new customer feedback capabilities. That way, you keep your tech stack more nimble and consolidated, and you make it easier to avoid the silos that often prevent easy and effective data sharing.

Moreover, whenever you’re choosing a new technological solution for your business, it’s always important to consider where that tool fits in now and in the future. If you don’t consider how the solution serves your future plans, you may be forced to do expensive migrations, retraining, and retooling. And nobody wants that.

The 11 best customer feedback platforms in 2022

Name

Features

Starting Price (All platforms free with Zendesk)

Zendesk
  • Self-service options
  • Analytics and reports
  • Live chat and messaging
  • Collaboration tools
  • Omnichannel support
  • Support for multiple languages
  • SDKs, APIs, and native integrations
  • Mobile apps
  • AI chatbots
  • Canned responses
  • Unified agent workspace
  • Knowledge base editor

$49 per user/month

SurveyMonkey
  • Survey sharing with view/edit permissions
  • Survey result analytic tools
  • Shared asset library
  • Free integrations
  • Unlimited surveys and questions on select plans

$30 per user/month

SurveyPal

$19 per user/month

Nicereply
  • CSAT, CES, and NPS surveys
  • Automated surveys
  • Branding and customization
  • Custom survey domain
  • Leaderboards
  • $39 per user/month

    Stella
    • Employee rewards program
    • API
    • Real-time QA reviews
    • Real-time coaching
    • Service recovery workflows

    Not available

    Prodsight
    • Intent detection
    • Spot customer issues
    • Consolidated customer feedback
    • AI-powered auto-tagging
    • Real-time reporting

    $500/month

    SupporTrends
    • Support ticket analysis
    • Manual conversation upload
    • Survey analysis
    • Customized visualizations
    • API

    Not available

    Idiomatic
    • Custom sentiment analysis models
    • Create and track user segments
    • Support ticket triage
    • Slack integration
    • Custom tags and filtering

    $249/month

    Trustpilot
    • Third-party integrations for review collection
    • TrustBox widgets
    • Customer review collection modules
    • Custom TrustPilot profile
    • Review tagging
    • AI trend and insight analysis

    $225/month

    Chatdesk
    • Custom tags and dashboard filters
    • Drill down and CSV capabilities
    • Ability to export to data warehouses (e.g. Looker)
    • Works across all channels and 60+ languages
    • Comprehensive search tools
    • Automatic feedback summaries

    $0

    UnitQ
    • Text translation and normalization in 70+ languages
    • Product metadata management
    • Automated feedback monitoring
    • Real-time reporting dashboards
    • Automated issue reporting
    • Omnichannel feedback consolidation

    Not available

    Customer satisfaction survey and analytics platform

    Zendesk

    As a customer satisfaction platform, Zendesk is about as versatile as it gets. Out of the box, you can use Zendesk to solicit feedback from customers and prospects via surveys and support tickets. But that’s just the beginning. All data from customer interactions—including CSAT—is captured and leveraged. You can see trends in customer complaints and pain points, along with seeing what channels are most popular for what types of communication.

    Zendesk customer feedback software

    Image credit

    And thanks to the vast array of capabilities you can harness through Zendesk’s variety of native integrations that come free via the Zendesk App Marketplace.

    In fact, even though Zendesk has native customer survey and analytics capabilities, if you already have a favorite tool for surveys, you can integrate it with Zendesk so you can keep all your data in one place without having to be forced to use anything other than your favorite tools.

    Going beyond standalone customer feedback tools

    There was a time when the only way to get the best of customer feedback tools was to cobble together the best standalone tools and find some way to pull together the data siloed in each tool. But Zendesk provides a better way. By combining industry-leading ticketing and service desk software that helps you streamline support with time-saving automation and best-of-breed feedback collection, curation, and analytics tools, Zendesk enables you to create a customer feedback system.

    Put simply, Zendesk helps you remove all the barriers you need to get closer to your customers.

    Build knowledge bases with the Voice of Your Customer

    If there’s one thing the meteoric ascent of companies like Amazon has shown, it’s that customer centricity is critical to long-term success. Customer surveys like the ones you can create in Zendesk are a great way to learn what you need to do to be more customer-centric—along with tools like Zendesk’s native community forum software that help you collect that feedback.

    You can use Zendesk’s knowledge management software tools to create knowledge base articles based on frequently asked questions so you can help customers even when your reps aren’t online. And by collecting feedback via comments or ratings on those published articles, you can learn which articles are most or least helpful—creating a virtuous circle of well-informed help center content.

    Pricing plans
    • Suite Team: $49 user/month
    • Suite Growth: $79 user/month
    • Suite Professional: $99 user/month
    • Suite Enterprise: $150 user/month
    Free trial: 14 days
    Features
    • Custom views
    • Community software
    • Self-service options
    • Analytics and reports
    • Client portal software
    • Live chat and messaging
    • Collaboration tools
    • Customizable appearance
    • Omnichannel support
    • Support for multiple languages
    • SDKs, APIs, and native integrations
    • Business VOIP providers
    • Mobile apps
    • AI chatbots
    • Canned responses
    • Online, email, and phone support
    • Unified agent workspace
    • Knowledge base editor

    Customer satisfaction survey platforms

    SurveyMonkey

    SurveyMonkey customer feedback software

    Image credit

    While it’s not solely dedicated to customer satisfaction surveys, SurveyMonkey is powerful and flexible enough to be a worthy tool for collecting, consolidating, and reporting on customer feedback. It should be said, though, that SurveyMonkey skews towards less sophisticated use cases. However, it more than makes up for its simplicity with what most customers agree is a very intuitive interface. Plus, the fact that SurveyMonkey is such a well-known brand lends credibility to your surveys that make respondents more likely to participate.

    How it works is fairly simple. It’s structured so that you’re prompted to organize customers into segmented lists. Once you’ve created these lists, which can be tagged and categorized as you see fit, you can then start sending surveys to the various audiences represented in your lists. You can send surveys to multiple or single lists and you can configure surveys to go out to customers within a list that has a certain tag or categorization.

    Also, it’s worth noting that when combined with Zendesk, you can trigger SurveyMonkey surveys based on Zendesk events. Just remember that you need the customer list feature enabled on your Zendesk Support account to use SurveyMonkey.

    Pricing plans (free with Zendesk)
    • Basic Plan:Free
    • Team Advantage: $30 per user/month
    • Team Premier:$75 per user/month
    • Enterprise: Request a quote
    Free trial: no free trial but there is a free, basic plan available
    Features
    • Survey sharing with view/edit permissions
    • Survey result analytic tools
    • Shared asset library
    • Free integrations
    • Unlimited surveys and questions on select plans
    • Question and page skip logic
    • Payment processing
    • Multilingual support

    Learn more about Zendesk for SurveyMonkey.

    SurveyPal

    SurveyPal customer feedback software

    Image credit

    SurveyPal is unique in its approach because it is primarily focused on making it easier for you to make the most out of your survey data. SurveyPal simplifies the process of reporting on survey data by making it easy to automatically generate reports, export survey data, and organize surveys.

    SurveyPal is also unique in that it can provide insights in real-time. For instance, SurveyPal enables you to quickly conduct root cause analysis on issues like a decrease in NPS in email channels or an increase in average handling time. And because these issues are surfaced in real-time, you can jump on them within days or weeks rather than months. It also helps that SurveyPal seamlessly integrates with existing CRMs, especially Zendesk, so you can pull in and act on customer insights throughout the entire customer journey.

    SurveyPal positions itself as a “pocket-sized data analyst for high-volume customer service teams.” So if you’re involved in a medium to large customer service operation, SurveyPal is a worthy addition to your customer feedback collection and reporting efforts.

    Pricing plans (free with Zendesk)
    • Measure: $19 month/agent
    • Analyze: $29 month/agent
    • Act: $59 month/agent
    Free trial: 30 days
    Features
    • Omnichannel data collection
    • Reports and analytics (including FCR, NPS, CSAT, and CES)
    • Root cause analysis
    • In-app and email notifications
    • Sentiment analysis
    • GDPR compliant
    • Self-serve knowledge base
    • Email support

    Learn more about Zendesk for SurveyPal

    Customer feedback analytics tools

    Nicereply

    Nicereply customer feedback software

    Image credit

    With Nicereply, you can survey customers without leaving your service software; automatically publish feedback to associated tickets; measure customer satisfaction, NPS, or CES; and trigger surveys after resolving a chat or a ticket. And when it’s integrated with Zendesk, Nicereply can publish survey responses in Zendesk as comments and/or custom ticket field values.

    In short, Nicereply puts data at your fingertips with logical, automatic feedback collection and distribution. Yet the software goes beyond the simple reporting you might see in a tool like SurveyMonkey. Nicereply can organize performance by agent, team, and department. You can use it to create analytic dashboards with trend analysis, bar charts, leaderboards, and more.

    All these features and more make Nicereply a great addition to any tech stack and an even better complement to Zendesk through its native Zendesk integration. Plus Nicereply is available on all Zendesk plans, so whichever plan you’re using, you can access the additional functionality of Nicereply.

    Pricing plans (free with Zendesk)
    • Mini: $39/month
    • Start: $79/month
    • Grow: $159/month
    • Business: $239/month
    Free trial: 14 days
    Features
    • CSAT, CES, and NPS surveys
    • Automated surveys
    • Branding and customization
    • Custom survey domain
    • Notifications
    • Leaderboards
    • Data sampling
    • Dedicated account manager

    Learn more about Zendesk for Nicereply

    Stella

    Stella customer feedback software

    Image credit

    If you’re part of a customer experience team, Stella is built for you. This customer feedback analytics platform is designed to enable CX teams to manage quality assurance and act quickly on customer feedback. Stella simplifies the process of collecting customer feedback by agent so managers can design and execute maximum-impact coaching and Quality Assurance programs.

    In addition to covering the nuts and bolts of customer feedback analysis, Stella is designed to help CX managers with the challenges of running a fully remote team. You can see this design in the capabilities that are built in. For example, Stella makes it easy for agents to get real-time visibility into their performance. And you can set the software up with rewards programs based on customer feedback. In these ways and more Stella is a great option for remote or hybrid CX teams looking to build a customer-centric culture.

    Pricing not available (free with Zendesk)
    Free trial not available
    Features
    • Employee rewards programs
    • Workflow automation
    • Survey management
    • Social media integrations
    • API
    • Real-time QA reviews
    • Real-time coaching
    • Service recovery workflows

    Learn more about Zendesk for Stella Connect

    Prodsight

    Prodsight customer feedback software

    Image credit

    Your customer service operation is full of invaluable customer feedback and insight. But capturing that insight and feedback is easier said than done. That’s where Prodsight comes in. From the moment new service tickets enter your system to the time they’re resolved, Prodsight analyzes and reacts to your customers.

    Prodsight uses artificial intelligence to analyze user sentiment and intent to automatically tag tickets. Then it auto-populated ticket fields based on its analysis, freeing up agents’ time and ensuring the right tickets get to the right person. After all that, Prodsight analyzes user replies and updates fields with any additional topics discussed to ensure comprehensive reporting. And just as Prodsight tags incoming tickets, it also tags reviews, NPS feedback, and surveys for easy, fast reporting. And the tool can scale across multiple geographies, with support for over 100 languages including French, German, and Spanish.

    Pricing (free with Zendesk)
    • Business: $500/month
    • Enterprise: Request a quote
    Free trial: 14 days
    Features
    • Sentiment analysis
    • Intent detection
    • Personalized onboarding
    • Track contact reasons
    • Spot customer issues
    • Consolidated customer feedback
    • AI-powered auto-tagging
    • Real-time reporting

    Learn more about Zendesk for Prodsight

    SupporTrends

    SupportTrends customer feedback software

    Image credit

    Artificial intelligence is revolutionizing the way companies connect with their customers and SupporTrends is a case in point. Using AI and natural language processing (NLP), SupporTrends organizes customer feedback based on topic, location, brand, product, and more. The software takes the information your customers are telling you in live chats, support tickets, and phone calls. It’s purpose-built to help customer experience leaders reduce churn, decrease costs, and improve every facet of the customer experience.

    With its AI-driven feedback engine, SupporTrends is geared towards CX teams with product-led growth strategies. In short, the tool makes it easier to build product roadmaps based on accurate, organized customer feedback. To make integrating the software as easy as possible, SupporTrends integrates seamlessly with ticketing platforms such as Zendesk and pulls together feedback from product reviews, Zoom calls, and custom configured sources.

    Pricing
    • Surveys: $249/month
    • Small business: $499/month
    • Professional: $1499/month
    • Enterprise: $2499/month
    Free trial: 14 days
    Features
    • Support ticket analysis
    • Manual conversation upload
    • Survey analysis
    • Customized visualizations
    • Custom APIs

    Learn more about Zendesk for SupporTrends

    Idiomatic

    Idiomatic customer feedback software

    Image credit

    Imagine trying to mine thousands of comments from customers on your company’s blog posts, forum software, and community groups for insights. Even if you had the time, it’d be nearly impossible to make much sense of all those comments. That’s where Idiomatic comes in. Using advanced sentiment analysis, Idiomatic can help you identify the key insights hidden within mountains of customer feedback. Major companies in social media and food delivery have already used Idiomatic to create transformative solutions.

    Plus, Idiomatic works great with Zendesk through a native integration that pulls and organizes tickets by sentiment in real-time. Idiomatic may also work with other ticketing systems if you have the resources to execute the integration. In any case, you’ll be able to use Idiomatic to map out and prioritize product, messaging, or service improvements by analyzing customer sentiment based on product and customer type or any of your preset Zendesk tags.

    Pricing not available (free with Zendesk)
    Free trial not available
    Features
    • Custom sentiment analysis models
    • Create and track user segments
    • Support ticket triage
    • Slack integration
    • Onboarding support
    • Custom tags and filtering
    • Data visualizations

    Learn more about Zendesk for Idiomatic

    Best customer review platform

    Trustpilot

    Trustilot customer feedback software

    Image credit

    Customer reviews aren’t just a great source of insights for your sales, marketing, and customer service teams, they’re also important for helping your brand build trust with prospective customers. And Trustpilot is one of the most popular open-to-all customer review platforms where consumers leave hundreds of thousands of reviews each month.

    When you integrate Trustpilot with Zendeskyou can manage and analyze your customer reviews without disrupting your existing customer service workflow. With Zendesk, for instance, every new customer review triggers a new ticket so you don’t miss the opportunity to learn from and respond to your customer feedback.

    This is especially important for negative reviews since addressing negative feedback publicly helps mitigate the negative effects of poor reviews and shows customers that you make an effort to fix problems when they happen. In fact, according to Trustpilot’s 2019 Consumer Survey, 79% of consumers say that when a company responds to negative reviews and comments, it increases their trust in the brand.

    In short, Trustpilot can help you gather feedback, automate review collection, improve and amplify your online presence, and analyze thousands of reviews across all channels.

    Pricing
    • Standard: $225 per month per domain
    • Scale: $900 per month per domain
    Free trial not available
    Features
    • Third-party integrations for review collection
    • TrustBox widgets
    • Customer review collection modules
    • Custom TrustPilot profile
    • Review tagging
    • AI trend and insight analysis
    • APIs

    Learn more about Zendesk for Trustpilot

    Social media feedback monitoring

    Chatdesk

    Chatdesk customer feedback software

    Image credit

    Whether you know it or not, you have customer feedback. The challenge (that Chatdesk helps you solve) is aggregating and analyzing the feedback generated in all your channels. Chatdesk pulls together feedback scattered in online reviews, customer surveys, email conversations, live chats, and social media chatter. The icing on the cake is that, once it’s configured correctly, Chatdesk automatically aggregates all this fragmented feedback in an organized way with automated tagging functionality.

    Chatdesk is particularly popular among retailers looking to leverage Voice of Customer reporting and manufacturers hoping to more easily and quickly identify product defects. That said, any company looking to gain granular insights, such as shipping issues, top reasons for contacting support, top reasons for returns, and website bugs, can benefit from Chatdesk’s capabilities. And of course, as native integration with the Zendesk App Marketplace, Chatdesk seamlessly integrates and extends your Zendesk customer service platform.

    Pricing
    • Starter: $0/month
    • Standard: $900/month
    • Enterprise: Custom pricing
    Free trial not available
    Features
    • Unlimited dashboard users
    • Custom tags and dashboard filters
    • Drill down and CSV capabilities
    • Ability to export to data warehouses (e.g. Looker)
    • Works across all channels and 60+ languages
    • Comprehensive search tools
    • Automatic feedback summaries
    • Automatic real-time reports

    Learn more about Zendesk for Chatdesk

    UnitQ

    UnitQ customer feedback software

    Image credit

    UnitQ is a powerful platform that leverages AI to help you use feedback from social media, app reviews, customer service surveys, support tickets, and live chat to learn about your customers. In addition to pulling feedback from all sources, UnitQ keeps you compliant by automatically removing personally identifiable information (PII). Then the software uses AI to enrich feedback with sentiment analysis and append relevant product metadata where and where appropriate.

    Thanks to its fast-acting artificial intelligence, UnitQ enables your team to learn and respond to feedback in real-time. And you don’t have to worry about manually tagging feedback since UnitQ’s machine learning (ML) models do that for you. UnitQ also saves a ton of time for teams responsible for issue reporting covered too because it completely automates the process.

    Put simply, UnitQ helps you quickly and efficiently create an internal knowledge base of invaluable customer feedback.

    Pricing not available
    Free trial: 30 days
    Features
    • Text translation and normalization in 70+ languages
    • Product metadata management
    • Automated feedback monitoring
    • Real-time reporting dashboards
    • Automated issue reporting
    • Omnichannel feedback consolidation
    • Sentiment analysis

    Learn more about Zendesk for UnitQ

    Siemens

    Siemens + Zendesk: Partnership grounded in a shared vision

    “One of the things that we like about Zendesk is that the interface is really clean. . .the agents are able to quickly get to the information they need.”

    Steven Franklin

    Global Head of Customer Service

    Read customer story

    Tap into more knowledge

    Zendesk is the solution for customer feedback software and user satisfaction. Easily guide customers to essential resources and promote engagement that aligns with your company goals. Use these resources to learn how.