Collecting customer feedback is vital for understanding satisfaction, improving products, and strengthening brand loyalty. Modern online tools make the process easier, offering automated surveys, analytics, and sentiment tracking that reveal actionable insights. Whether through website forms, email campaigns, or social media integrations, top platforms help businesses listen to their audiences in real time. Choosing the right tool depends on ease of use, customization options, and the depth of data analysis required.
Why Gather Customer Feedback?
Gathering varied and accurate customer feedback is essential for every business, without exception. The most successful companies are those who understand their customer base and implement improvements based on real feedback. If a customer doesn’t like one aspect of your service or is disappointed with a product, you need to understand why. Simply knowing that dissatisfaction has occurred is not enough, as it will not help you to avoid similar mistakes in future.
Keep in mind too that the very act of asking your customers for feedback increases customer satisfaction, even if the feedback you receive is not positive. When customers are given the chance to speak up about what they do and don’t like, they are made to feel valued and even more invested in your brand.
Here’s a list of popular feedback-gathering tools, to help you find the right fit for your business and customer base.
Typeform
Typeform is one of the best feedback-gathering tools we’ve encountered, primarily for its ability to encourage customers to enter detailed responses. After all, even the most sophisticated feedback tools are useless if your customers neglect to fill them in. This tool comes with a variety of attractive customizable templates to entice users and includes tips to help you ask the right questions. Typeform is compatible with all platforms.
Userbrain
Userbrain is designed to gather information about test-customer behaviors, rather than qualitative feedback. While testers are using your website or digital product, this clever tool automatically records their movements to help identify potential issues and areas for improvement. Userbrain is a high-profile UX tool used by some well-known brands, including Virgin, Spotify, and Red Bull. It’s is available on all platforms, though their mobile version is less user-friendly.
Hotjar
Hotjar uses heat map-style visuals to illustrate customer behavior. Built for product designers, UX designers and marketing professionals, this tool shows you where your visitors spend time, how they scroll, and which pathways they follow while navigating a website or app. It also uses cool-toned visuals to indicate problem areas, where customers are taking too much time to complete a task or fill something in. Like the other tools on this list, Hotjar includes a poll feature for customers to provide qualitative feedback.
Sprinklr
Sprinklr is a qualitative feedback-gathering tool. It helps you develop an online customer community which will benefit both your business and your customer base. Users gain fast, relevant answers to support questions and the opportunity to provide feedback. Customer-generated content encourages greater engagement, and the tool itself “rewards” community members for participation.
UserReport
This intuitive tool is deployed as an integrated part of an app or website. UserReport’s survey widget provides easy-to-understand data demonstrating to what extent your customers or visitors like and engage with your product. The feedback widget allows you to act on this information, to quickly fix bugs, and improve problem areas. It also sorts user feedback by demographic.
efo
This clever feedback tool allows you to share approved customer reviews with new visitors to your website. These reviews can only be made by people who have used your product or made a purchase, which makes Feefo a great tool for avoiding fake feedback. The feedback collection tool also asks customers about their overall experience with your website and company, making it easy to improve your service.
Canny
Canny provides a simple and intuitive way to gather, organize and act on customer feedback. Some users report that the app may not be suitable for gathering information on multiple products and services, however, it works well for businesses with simple product offerings and smaller companies. What’s more, Canny makes it easy to act on customer feedback and thus quickly improve your service and offerings.
Feedbackify
Feedbackify is well-known feedback gathering tool, praised for its flexibility and ease of use. The tool includes a “drag and drop” editing function, which lets users create and customize their own feedback forms. In this respect, it’s perfect for finding out what really matters to your customers. Feedbackify takes feedback in the form of comments, ratings, and suggestions. Businesses can view feedback in real-time, or filter based on topic.
Get the Feedback You Need
Always check what existing users have said about a customer feedback tool before making your final decision. Every company’s needs are different, so what is right for someone else may be completely inappropriate for your customer base or product.