Customer Feedback Software 2024 Guide

A key activity in any user-focused process is the collection of Feedback. FAANG company, Amazon, makes feedback the starting point of their innovative processes. But collecting customer feedback across several business channels can be stressful, so you need good customer feedback software. 

This article provides an overview of customer feedback software, highlighting its importance to businesses and detailing how to pick the best customer feedback tool or software. 

We also provide insight into the top 15 customer feedback software tools in 2024, highlighting their features, benefits, and drawbacks. 

What is customer feedback software?

Customer feedback software is a tool that helps businesses collect and manage customer feedback in one central location. This type of software typically offers features such as surveys, review collection, sentiment analysis, reporting/analytics, and notifications. 

Customer feedback software can also be used to understand customer needs and expectations better, gain insights into customer satisfaction levels, identify areas for improvement in products and services, measure the success of campaigns and initiatives, and make data-driven decisions.

Customer feedback software has been useful in every niche, especially in ecommerce businesses where sales are automated, and you can't ask customers to "leave complaints in a box." Instead, on your website, you would have a pop-up survey that appears after a customer completes a purchase. 

This survey could ask about the overall shopping experience, product satisfaction, and suggestions for improvement. On your mobile app, a feedback button could be prominently displayed on the main screen, where customers can easily tap to provide feedback on their app experience. 

Why should you use customer feedback software?

Businesses use feedback software for several reasons, and here are a few of them:

Enhanced customer insights and understanding

Customer feedback software usually has dashboards that display customer data, such as demographic information. By collecting this data, businesses can identify patterns and trends in customer feedback, which they can leverage to make decisions backed by facts. 

For example, Tech companies can collect user feedback and examine the dashboard for trends. Suppose they notice a consistent request for a specific feature related to task prioritization. In that case, they can prioritize the development of this feature, knowing that it aligns with their customers' needs and preferences. 

This data-driven decision helps them improve their product and stay competitive.

Improved customer satisfaction and loyalty

On average, customers want you to respond to them within minutes of inquiring. With customer feedback software, you can meet this customer expectation promptly. 

Customer feedback software also allows for personalized experiences, which leads to higher customer satisfaction and increased brand loyalty, as customers are more likely to develop a strong connection with the brand when they feel that their voices are heard and their concerns are addressed promptly and effectively. 

Product and service enhancements

Feedback software allows businesses to identify areas for improvement or innovation within their products or service categories. This software collects customer data, which you may use to test and validate new ideas for your business. 

For example, customer expectations data can help you build new products or add upgrades that your customers would love. This data-driven approach allows you to develop and refine your products iteratively based on customer feedback. 

Reputation management and brand perception

News of bad customer service spreads fast, especially with the rise of online businesses and means of communication. Thus, businesses need to be in charge of the narrative. Customer feedback software monitors online reviews and sentiments, a critical activity in reputation management. 

With this data, businesses can be in the know of all negative and positive comments and quickly respond appropriately, which helps with managing any negative sentiment towards the brand. 

Increased customer engagement 

Customer feedback tools can be implemented across various business touchpoints, such as websites, mobile apps, or email surveys, allowing businesses to gather feedback at different stages of the customer journey, demonstrating a commitment to listening to customers and encouraging engagement.

How to pick the best customer feedback tool?

Customer feedback tools have basic feedback management features that are important to your business. However, you want to ensure the available features align with your business needs. Here is what you should look out for.


The whole point of using a customer feedback tool is to make things easier - so pick one that's easy for you and the users. Remember that the feedback tool is meant to improve the efficiency of processes. Thus, it should require minimal effort from your team, automate processes, and minimize manual interventions wherever possible. 

This automation reduces the burden on your team, allowing them to focus on more strategic tasks rather than getting caught up in administrative work. 

Test out the feature in-house first to ensure that users can access the desired information quickly and efficiently. Confirm that tool offers a logical structure with well-organized menus and search functionalities that easily enable users to locate specific feedback, customer data, or analytics.


Customers interact with businesses over multiple channels, so you want to ensure your customer feedback tool can accommodate this by collecting data from all of these channels in one place. 

This way, you have a holistic view of customer interactions and can easily see where customers are having positive or negative experiences. One customer feedback software with an omnichannel feature is XM Discover by Qualtrics.


Ensuring that the customer feedback tool integrates with other systems, such as CRMs and analytics platforms, is key to getting the most out of your data, as integrations can automate certain processes instead of manually transferring data across different platforms. 

For example, by integrating your customer feedback tool with CRMs, you can establish a cohesive ecosystem where customer feedback seamlessly flows into the CRM database. This allows for the consolidation of customer information, including feedback, contact details, purchase history, and interactions, all in one centralized location. 

Consequently, you gain a comprehensive view of each customer, enabling you to provide personalized experiences and targeted marketing efforts.


Whichever tool you choose should be comprehensive enough to meet your business needs and flexible to accommodate future changes and growth. The feedback software should also have intuitive features such as survey creation, automation capabilities, reporting tools, and more for collecting valuable customer insights. 

In addition to these features, the feedback software should include sentiment analysis, text analytics, social media monitoring, integration with other business systems (such as customer relationship management or helpdesk software), and multilingual support. 

These advanced functionalities provide an in-depth understanding of customer sentiment and allow you to leverage feedback from various sources, empowering you to make informed decisions and deliver a superior customer experience.

The top 15 customer feedback software tools of 2024 (best use case, features, pros, cons, and pricing)

Survey-based feedback software

Surveys are an engaging way to collect valuable customer feedback, but they can be time-consuming to collect manually. Fortunately, survey-based feedback software like Marquiz, Typeform, and Qualtrics provides companies with a seamless way to collect customer feedback. 

They allow you to create and deploy surveys quickly and easily while providing detailed analytics such as response rate, average score, and top responses.

Survey-based feedback software typically has the following features:

  • Survey design and templates 
  • Customization options 
  • Distribution channels 
  • Response collection 
  • Survey logic and skip logic 
  • Data analysis and reporting 
  • Integration capabilities 
  • Survey collaboration 
  • Automation and reminders 
  • Security and privacy

Marquiz ($19/month)

Marquiz is an amazing online quiz builder for quiz-type surveys. The interactive customer feedback collector allows you to create beautiful online surveys easily. You can also format your questions as texts, images, or multiple-choice. 

There's also a logic branching feature for a more personalized survey such that survey questions could be based on previous responses. 

For example, if the first question asks, "Did you enjoy our service?" the customer responds with a "No," It'll be unreasonable to ask such a customer to leave feedback on their experience since it was negative. A better option would be to ask, "How would you like us to improve our service?" This allows the aggrieved customer to propose ways that you can improve your service. 

You can use the built-in survey templates or design your custom survey forms. The software also provides automated distribution methods – allowing you to send surveys directly from the app, via email, SMS, or even embed them into webpages - and real-time reporting and analytics to measure the effectiveness of your surveys.


  • Free to use
  • Provides built-in survey templates and customization options.
  • Offers automated distribution methods (email, SMS, embedded surveys).
  • Real-time reporting and analytics for measuring survey effectiveness.


  • Limited customization options compared to Typeform. 

Typeform ($29/month)

Typeform powers integration with top marketing apps like Hubspot, Google Analytics, Salesforce, and Zapier to get better customer responses. 

Typeform surveys are fully customizable, and you can tweak everything to align with your brand design and feel, from color to question types. 

Typeform specializes in creating beautiful, interactive customer surveys, and with the help of the intuitive and user-friendly interface, you can create engaging online forms quickly and easily; a great choice for small business owners with little experience in online surveys. 

Although Typeform supports full customization of online surveys, it also has a range of templates for you. These templates are grouped into their use cases—market research survey, customer feedback survey, new product survey, and online registration forms. 


  • Fully customizable surveys to align with brand design.
  • Intuitive and user-friendly interface for quick and easy form creation.
  • Offers a range of templates for various survey use cases.
  • Built-in photo & video libraries


  • Limited reporting and analytics features compared to Marquiz.
  • Lacks the logic branching feature available in Marquez.

XM Discover by Qualtrics

XM Discover is a powerful survey software enabling you to run a customer-centric business by creating and managing surveys, collecting data, and quickly analyzing results. XM Discover goes further than just allowing you to collect customer feedback. 

The platform features advanced reporting options that provide data you can leverage for predictive analysis. XM is powered by data and uses conventional analytics. 

This feedback software uses omnichannel capacities to listen to business feedback from every touchpoint. Qualtrics also uses Natural Language Processing (NLP) to boost the value of interactions while ensuring that businesses evoke the proper emotion. 


  • Offers powerful analytics
  • Can customize survey questions based on the previously entered text. 


  • It may take time to load
  • It can be difficult to edit 
  • The user interface can be quite difficult to navigate for newbies

Review and reputation management software

Review and reputation management software like UserReport, Revoo, and Canny are essential for companies looking to maximize their reputation on review sites like Google My Business and Yelp. 

These tools help businesses monitor customer reviews, respond promptly, and offer solutions to dissatisfied customers. With this software, businesses can track key performance metrics such as average star ratings or net promoter scores over time. 

Review and reputation management feedback software usually features; 

  • Review monitoring 
  • Sentiment analysis 
  • Review alerts 
  • Review response management 
  • Review generation 
  • Reputation analytics 
  • Competitor analysis 
  • Social media monitoring 
  • Review widget integration 
  • Multi location management 


UserReport is one of the most popular review and reputation management software solutions with simple yet powerful tools that help businesses capture customer reviews, analyze them to identify areas of improvement, respond to reviews quickly and effectively, build relationships with customers, and monitor their progress over time. 

UserReport also features a Net Promoter Score that can tell you what your customer likes about your business and integration with Google Analytics, which provides valuable insights into customer behavior and website performance. 


  • Available in more than 60 languages
  • Access to audience data (device, age group, and gender)


  • Different apps for different purposes


Reevoo (Feefo) helps businesses respond to reviews quickly and effectively, build customer relationships, and monitor their progress over time. Revoo also provides a comprehensive suite of tools for reporting customer sentiment, helping businesses stay ahead of the competition by understanding their customers' needs. 


  • Full display of customer trends
  • Authentic and transparent reviews
  • Mobile version available


  • Businesses cannot respond to comments or reviews
  • Not suitable for small businesses


Canny is a comprehensive review and reputation management software solution. With this customer feedback platform, businesses capture customer reviews, analyze them to identify areas of improvement, respond to reviews quickly and effectively, build relationships with customers, and monitor their progress over time. 


  • Full customization
  • Free version available
  • Easy to set up and use


  • Limited functionality on the free version
  • Limited integration support

Social listening and sentiment analysis software

Social listening and sentiment analysis software like Brand24, Idiomatic, and Pendo are invaluable tools for businesses that want to monitor social media conversations about their brand or industry. 

With social listening and sentiment analysis tools, companies can identify key opinion leaders in the space, measure customer sentiment about their products and services, and gain valuable insights into where they should invest their resources to impact their customers positively.

  • Data collection 
  • Sentiment analysis 
  • Real-time monitoring 
  • Keyword and topic tracking 
  • Competitive analysis 
  • Influencer identification 
  • Trend analysis 
  • Demographic insights 
  • Data visualization 
  • Reporting and analytics


Brand24 empowers businesses to track online mentions and conversations about their brand, products, or services. It provides real-time insights into customer sentiment, allowing you to gauge public perception and react promptly to emerging issues or opportunities. 

By identifying key opinion leaders and influential voices in your industry, you can also leverage Brand24 to establish strategic partnerships and engage with relevant communities for brand growth. 


  • Real-time monitoring of social media conversations.


  • Limited data sources beyond social media.


Idiomatic employs artificial intelligence, natural language processing, and machine learning techniques to analyze social media conversations and extract meaningful insights. 

Built to process the relationship between words and not just keywords, Idiomatic understands how customers perceive their brand, identifies patterns in sentiment over time, and compares their performance with competitors. 

This data-driven approach helps organizations make data-backed decisions, optimize their marketing strategies, and enhance customer experiences. 

For example, Idiomatic can identify that customers complain of long response times the most and propose using customer service chatbots to reduce response times. So you don't just get the data but also human-level insights, and you can do it at scale.


  • Advanced sentiment analysis.
  • Competitive analysis capabilities.


  • The learning curve for users.
  • Integration challenges with existing systems.


While Pendo focuses on in-app product analytics, it also integrates social listening features to understand customer sentiment across various channels comprehensively. 

Built for enterprise use, Pendo supports large-scale feedback and a feedback loop where customers who leave feedback are notified when the product team reviews their requests, keeping customers involved in the creation/innovation processes.

By analyzing user behavior, gathering feedback, and monitoring social media conversations, Pendo enables businesses to identify areas of improvement, prioritize product enhancements, and tailor their offerings to meet customer expectations.


  • Comprehensive insights from combining product analytics and social listening.
  • Ability to optimize products based on user behavior and feedback.


  • Limited social listening features compared to specialized tools.
  • Resource-intensive implementation and maintenance.

User testing and feedback software

Regarding user testing and feedback software, Hotjar, UserBrain, and Qualaroo are some of today's leading tools. These solutions provide companies valuable data-driven insights into how users interact with their websites or applications. This helps businesses identify areas for improvement in user experience and opportunities to increase product engagement and customer loyalty.

Popular features of a user testing and feedback software include:

  • Test case management 
  • Bug and issue tracking 
  • Feedback collection 
  • Session recording 
  • Heatmaps and click trading 
  • Analytics and reporting 
  • Collaboration and communication 
  • Test environment management 
  • Usability metrics 
  • Integration and customization


Hotjar is a powerful user testing and feedback tool that enables businesses to gain deep insights into user behavior on their websites or applications. Hotjar provides feedback polls and surveys that can be strategically placed on a website to gather user opinions and preferences. 

These tools allow businesses to collect qualitative data, such as user feedback, suggestions, and opinions, directly from their visitors. Hotjar also offers special features such as heatmaps and session recordings. 

Heatmaps visualize user interactions, highlighting areas of high engagement and identifying pain points. Session recordings allow businesses to watch real-time user sessions, observing how users navigate their sites or apps.


  • Heatmaps and session recordings provide visual insights into user behavior.
  • Feedback polls and surveys help gather user opinions.
  • Funnel analysis allows for effective conversion optimization.


  • Limited customization options for surveys and polls.
  • Heatmaps and recordings can be overwhelming for large websites with high traffic.
  • Advanced features are only available in higher-priced plans.


UserBrain focuses on remote user testing, allowing businesses to conduct usability tests remotely by observing users interacting with their websites or applications. 

Users can be targeted based on specific demographics, ensuring the business collects information from different users. UserBrain captures recordings of user sessions and provides usability reports with actionable insights if necessary. 

UserBrain works well for businesses with virtual products such as apps and web platforms. The testing process identifies what works well and what doesn't. You could also identify where the user is displeased with the product or process. 


  • Easy-to-use interface for remote user testing.
  • Quick and actionable feedback from real users.
  • Cost-effective solution for small teams or startups.


  • A limited number of available testers and testing options.
  • Lacks advanced features for in-depth analysis.
  • May have occasional delays in receiving user feedback.


Qualaroo provides targeted surveys and feedback collection solutions. It enables businesses to gather user feedback at different touchpoints in the user journey. 

Qualaroo's intelligent targeting features trigger surveys based on specific user actions, demographics, or user segments. This helps businesses collect relevant feedback from users at the right time. 

The platform provides robust analytics and reporting capabilities, empowering businesses to analyze feedback data, identify trends, and prioritize improvements to enhance the user experience.


  • Highly customizable surveys and feedback forms.
  • Advanced targeting options for specific user segments.
  • Integration with other tools for seamless data analysis.


  • Limited reporting and analytics capabilities.
  • It may require technical expertise for complex survey setups.

Customer support and helpdesk tools

Customer support and helpdesk tools like Intercom, Hubspot, and Zendesk are essential for providing an excellent customer experience. 

These tools can help businesses quickly respond to customer inquiries, track customer service interactions over time, and measure customer satisfaction levels. With this data in hand, companies can gain invaluable insights into how their support team is performing and ensure that customers are getting the help they need when needed. 

Customer support and helpdesk tools for feedback usually have the following features:

  • Ticket management 
  • Knowledge base 
  • Omnichannel support 
  • Service level agreement (SLA) management 
  • Automation and workflow 
  • Reporting and analytics 
  • Collaboration and teamwork 
  • Customer relationship management 
  • Customer self-service


Intercom enables businesses to engage with customers through live chat, email, and in-app messages. It allows support teams to address customer queries in real time, providing immediate assistance and resolving issues efficiently. 

Intercom's robust features enable businesses to track customer interactions, maintain a comprehensive record of customer conversations, and measure customer satisfaction levels. By leveraging Intercom, companies can gain valuable insights into customer preferences and behavior, allowing them to enhance their overall support strategy.


  • Multichannel support (chat, email, and social media) for efficient customer communication.
  • Advanced automation and chatbot features for streamlined support.
  • Powerful reporting and analytics to track customer satisfaction and team performance.


  • Higher pricing compared to some competitors.
  • Complex setup and integration process for larger organizations.
  • Some features are only available in higher-tier plans.


HubSpot offers a comprehensive suite of customer service tools that streamline customer interactions and enhance support processes. Its ticketing system allows support teams to manage and prioritize customer inquiries effectively. 

HubSpot also provides automation capabilities, enabling businesses to automate repetitive tasks and deliver personalized customer responses. Additionally, HubSpot's reporting and analytics features empower companies to measure customer satisfaction, track response times, and identify areas for improvement. 

With HubSpot, businesses can deliver consistent and exceptional customer support across various channels.


  • Comprehensive customer support features integrated with CRM.
  • Ticketing system for efficient issue tracking and resolution.
  • Robust knowledge base and self-service options for customers.


  • Limited customization options for ticketing workflows.
  • It can be overwhelming, with a steep learning curve for new users.
  • Higher pricing plans are required for advanced features and integrations.

Zendesk (from $49)

Zendesk aims to help businesses deliver efficient and personalized customer service experiences. It offers a centralized platform for managing customer inquiries, allowing support agents to handle tickets, resolve issues, and track customer interactions seamlessly. 

Zendesk provides various communication channels, including email, live chat, and social media integration, ensuring customers can reach out through their preferred channels. 

The platform also offers robust analytics and reporting features, providing valuable insights into support team performance, customer satisfaction metrics, and areas that require attention. By utilizing Zendesk, businesses can optimize their customer support operations and deliver exceptional service.


  • Feature-rich helpdesk software with ticket management and automation.
  • Extensive integration options with third-party tools and platforms.
  • Well-established and trusted brand with a large user community.


  • Pricing can be expensive for small businesses or startups.
  • The user interface can be complex and overwhelming for beginners.
  • Some advanced features require additional add-ons or higher-priced plans.


Collecting and implementing customer feedback may differentiate between failing and successful businesses. Collecting customer feedback lets you peek into your customers' minds, understand their needs and preferences, and ultimately improve your products, services, and overall customer experience. It allows you to uncover hidden pain points, identify areas of improvement, and make data-driven decisions that align with your customer's expectations. 

One effective way to collect and leverage customer feedback is by utilizing customer feedback software. Customer feedback software often comes equipped with advanced analytics capabilities. These features enable you to analyze feedback data comprehensively, uncover patterns, and extract valuable insights. 

By aggregating and analyzing feedback from different sources, companies can identify common pain points, prioritize improvements, and make informed business decisions backed by data.

Ivan Shumaylov
Growth marketer at Marquiz
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