Mastering customer feedback: Top 10+ tools to explore in 2023

Listening to the customer has evolved into the cornerstone of modern business operations. Understanding your customers’ needs and preferences is no longer a luxury but a necessity. To do this properly, you must have the right customer feedback tools in place.

A recent survey found that 73% of customers believe that a good experience with a company is key to influencing their brand loyalty.

In an era where customers have more choices than ever, prioritizing their voices through effective listening tools is not just a smart move; it’s essential for long-term success. In this article, we have compiled a list of eleven customer feedback tools that you should try out before deciding on your customer listening strategy in 2023.

The importance of customer feedback tools

Customer feedback tools allow businesses to collect, analyze, and respond to feedback from their customers. They come in various forms, such as surveys, comment boxes, or online review platforms.

This type of tool is crucial for businesses for several reasons.

• Insight into customer needs: Actively gathering customer feedback allows you to identify areas where you can improve your products or services to better meet your customers’ expectations.
• Improved customer satisfaction: When customers see that you listen to their feedback and take action based on it, they are more likely to feel valued and satisfied. This can lead to increased loyalty and positive word-of-mouth.
• Faster issue resolution: Customer feedback tools enable you to promptly identify and address issues. This can help prevent negative experiences from escalating and potentially damaging your reputation.
• Competitive edge: Businesses that actively seek and act upon customer feedback often gain a competitive edge. They can adapt quickly to changing customer preferences and market conditions.
• Enhanced customer retention: Happy customers stay with your brand. Customer feedback tools allow you to spot issues early on and take steps to retain customers.

Features to look for in a customer feedback tool

Let’s see which key features you should look for when selecting your ideal customer feedback tool.

Survey creation and customization

• An intuitive customer feedback tool allows businesses to create surveys tailored to their specific needs.
• The tool should include capabilities for crafting questions, selecting question types (e.g., multiple choice, open-ended), and designing the survey layout.

Multichannel feedback collection and integration

• Feedback collection should be enabled on various sources or channels, such as websites, emails, social media, and more.
• Customer feedback should be linked with customer profiles, support interactions, and other customer-related data in CRM and support systems.

Feedback routing and ticketing

• The tool should send immediate notifications or alerts to relevant teams or individuals when critical feedback is received.
• It should also route feedback to the appropriate teams or individuals for action. Feedback should also be organized into tickets or tasks.

Data analytics and benchmarking

• A customer feedback tool should include capabilities for analyzing and visualizing feedback data, generating reports, and identifying trends or patterns.
• The feedback tool should automatically categorize customer feedback as positive, negative, or neutral, based on the sentiment expressed in the text.
• The customer feedback tool should be able to compare feedback and performance data collected against industry standards and competitors.

Accessibility and security

• Feedback data should be accessible on mobile devices such as smartphones and tablets.
• An optimal customer feedback tool ensures data security and compliance with privacy regulations such as GDPR, CCPA, and others.

Top eleven customer feedback tools in 2023

Here are our hand-picked customer feedback tools and platforms that should give you a boost in understanding your customers better this year.

1. Touchpoint

Touchpoint is a multi-channel communications platform that includes customer feedback and experience management capabilities. It was designed to help businesses gather and act upon customer feedback in order to enhance the overall customer experience.

👍 Best suited for: Small to medium businesses in various industries looking to improve their customer experience.

Pricing

• A free trial is available
• The paid version starts from $19.90 per user per month

2. SurveyMonkey

SurveyMonkey is a versatile survey platform that allows businesses to create and distribute surveys, collect feedback, and analyze results.

Image source: SurveyMonkey.com

👍 Best suited for: Small to large businesses looking for a user-friendly survey tool to gather feedback and insights from customers.

Pricing

• The Basic plan is free
• Paid plans start from $27 a month (if billed annually)

3. Qualtrics

Qualtrics is an enterprise-grade experience management platform that includes customer feedback management as one of its features.

Image source: Qualtrics.com

👍 Best suited for: Large enterprises and organizations seeking a comprehensive feedback and experience management solution.

Pricing

• A free plan is available
• Paid plans start from $1,500 a year

4. Zendesk

Zendesk is primarily known for its customer support and ticketing system. It also offers customer feedback and survey features.

Image source: Zendesk.com

👍 Best suited for: Businesses seeking an all-in-one customer support and feedback management solution.

Pricing

• The first three pricing plans automatically include a free trial
• Their paid versions start from $55 per agent/month or $3,300/year for 5 agents

5. Medallia

Medallia is an experience management platform that helps businesses capture customer feedback, analyze it, and then take action based on it.

Image source: Medallia.com

👍 Best suited for: Large enterprises looking for a complete feedback and experience management platform.

Pricing

• A free trial is available
• Custom pricing based on business needs — with a focus on enterprise solutions

6. UserVoice

UserVoice is a customer feedback management platform that helps businesses collect, prioritize, and act on customer feedback and feature requests.

Image: UserVoice.com

👍 Best suited for: Businesses of all sizes looking to engage with customers for feedback and product improvement.

Pricing

• A free trial is available
• If billed quarterly, paid plans start from $799/month (annual agreement); if billed annually, the cheapest starts from $699/month (annual agreement)

7. Trustpilot

Trustpilot is a customer review platform that showcases business reviews and ratings. Consumers who’ve had an experience with a business can write unsolicited reviews. Businesses can also ask their customers to leave a review.

Image source: Trustpilot.com

👍 Best suited for: Online retailers and service providers of all sizes that want to gather and display customer reviews and ratings to build trust and credibility.

Pricing

• The platform includes a free plan
• Paid plans start from $250 per domain per month

8. Yotpo

Yotpo is a customer content marketing platform that specializes in collecting, curating, and leveraging customer reviews and user-generated content.

Image source: Yotpo.com

👍 Best suited for: E-commerce businesses and brands that want to harness user-generated content and customer reviews for marketing.

Pricing

• Includes a free plan
• Paid plan start from $15 per month

9. TrustRadius

TrustRadius is a customer review platform that focuses on software and technology products, allowing businesses to collect and showcase user reviews.

Image source: TrustRadius.com

👍 Best suited for: Software and technology companies seeking to collect and promote product reviews from users.

Pricing

• Offers a free plan available for vendors
• The TrustRadius for Vendors plan starts at $30,000 (multi-year discount available)

10. G2 Crowd

G2 Crowd, now known as G2, is a peer-to-peer review platform focused on software and services, offering user reviews and ratings.

Image source: G2.com

👍 Best suited for: Businesses in the software and technology space looking for reviews and ratings to aid software purchasing decisions.

Pricing

• G2 offers a free plan for software buyers
• Vendors need to request pricing information

11. Bazaarvoice

Bazaarvoice is a customer-generated content and ratings platform that empowers businesses to gather and amplify customer reviews.

Image source: Bazaarvoice.com

👍 Best suited for: Brands and retailers looking to collect and leverage customer reviews and ratings across various digital touchpoints.

Pricing

• No free trial available
• Bazaarvoice offers customized pricing tailored to each business’s needs

Best support tool for customer feedback tracking

Collecting customer feedback is just the first step in the process. Tracking it is equally crucial, as it allows businesses to identify trends, measure improvements, and make informed decisions for continuous enhancement.

If you want to thoroughly understand and utilize customer feedback, Touchpoint comes to your aid. It offers a comprehensive set of features for analyzing customer feedback effectively. By incorporating real-time feedback reporting, Touchpoint enables businesses to respond swiftly to customer concerns and continuously improve their offerings.

Adopt a thoughtful approach to enhancing customer touchpoints today. After all, stronger customer connections pave the way for business growth.