The Best Customer Feedback Tool's 2024

Join me as I walk through the top customer feedback tools for 2024 to help you become truly customer-centric.
Johnny Wordsworth
January 16, 2024
min read

Do you ever feel like you're drowning in customer feedback data? I've been there.

Having worked in this industry for a while, I know first-hand the challenge of making sense of the sheer volume of product reviews, NPS surveys, support tickets, and social media mentions coming from customers daily. It's overwhelming.

But here's the kicker - 77% of consumers think more highly of brands that actively listen and respond to feedback. So gathering those customer insights is crucial in order to turn unhappy customers into happy ones, but only if you can analyze the signal from the noise.

Companies spend weeks patching together disjointed systems trying to achieve that birds-eye view of the customer experience. What I've learned is you need an integrated customer feedback platform that does the heavy-lifting for you - detecting trends in real-time, highlighting at-risk customers, and syncing data from all channels.

The right tool completely changes the game. Join me as I walk through the top options for 2024 to help you become truly customer-centric. I’ve evaluated them based on their ease-of-use, cost, features, and ratings.


Companies should invest in customer feedback platforms because leveraging these insights properly allows brands to:

  • Uncover actionable insights around customer needs and pain points
  • Identify emerging trends and changes in perception that impact growth
  • Increase customer satisfaction, loyalty and lifetime value by directly addressing feedback
  • Avoid major reputation risk and disruption from failing expectations
  • Overcome analytical obstacles to make sense of large, disjointed datasets
  • Enable truly customer-centric decisions grounded in collective user voices
  • Drive product and business strategy grounded in meaningful customer conversations

The bottom line is that taking action on feedback has become essential for growth, but doing so requires dedicated software tools to efficiently process and understand disparate signals. Listening to the voice of the customer must be core to strategic decisions in today's climate.

Finding the right customer feedback and customer experience software is crucial, but with hundreds of options, it's a daunting process. I’ve compiled this definitive guide of the top 12 platforms in 2024, customized for your business needs. By exploring the most important features and capabilities of each solution side-by-side, you'll be equipped to select the feedback tool that amplifies the voice of your customers and fits your goals. Skip the hassle of trial-and-error!

Here's the list:

  1. Anecdote
  2. Survicate
  3. UserReport
  4. Birdeye
  5. Qualtrics
  6. AskNicely
  7. SurveyMonkey
  8. InMoment
  9. Medallia
  10. Viable
  11. Typeform
  12. Hotjar

The Best Customer Feedback Tool 2024

To test for the best customer feedback tools I first set up an account with the relevant software platform, then we tested the service to see how the software could be used for different purposes and in different situations. The aim was to push each customer feedback platform to see how useful its basic tools were and also how easy it was to get to grips with any more advanced tools.

  1. Anecdote

Best for analyzing the Voice-of-the-Customer (VOC) and detecting critical bugs and UX issues.

Anecdote is a customer feedback analytics platform that instantly analyzes all your multi-language customer feedback reviews from diverse sources to uncover bugs, user experience issues, feature requests, and churn drivers. Its AI-driven anomaly and bug detection analysis and alerts highlight critical issues to product and CX teams. Anecdote's secure analysis helps data-driven companies of all sizes better understand their customers.

Companies that use Anecdote:
Grubhub, Dropbox, Turo, CALO, TripAdvisor

G2 Score: 5

Key Features:

  • Sentiment Analysis 
  • Semantic Search
  • Bug and UX Issue Analysis
  • Slack Reports 
  • Automated AI Tagging 
  • Feature Requests 
  • Anomaly Notifications
  • Critical Insights; Legal, Churn, Fraud, Payment Issues
  • AI Drafted Summaries 
  • 65+ Integrations, like Intercom, Zendesk and SurveyMonkey
  • Survey Analysis and Survey Results Q&A

Anecdote Pros:

  • Unification of data sources and use cases
  • Easy learning curve for beginners
  • Contextually-rich insights that help you prioritize customer issues
  • Time-saving and cost-effective for tagging feedback reviews and tickets
  • Collaborative transparency (super easy to collaborate as a team, share insights with all the stakeholders, add new users and teams)
  • Intuitive user experience
  • Enterprise agility and SOC-2 certified

Anecdote Cons

  • No data collection capabilities yet
  • Not for users with very small feedback quantities

With its comprehensive feature set and flexible pricing options, Anecdote is a great choice for businesses looking to enhance their feedback management process and improve satisfaction and experience in 2024.

Free Trial: Yes

You can book a demo here and get started for free here.

The Anecdote dashboard in early 2024

  1. Survicate

Best for efficient survey creation and customer feedback analysis.

Survicate is a versatile and user-friendly survey software that excels in collecting customer feedback at scale. It's particularly beneficial for small business owners, marketing professionals, product managers, and customer success managers. The tool is designed for a variety of applications such as product improvement, customer satisfaction measurement, lead conversion, and user research.

Companies that use Survicate

Packhelp, Vestd, Brainly

G2 Score: 4.6

Key Features:

  • Effortless setup and customization of surveys
  • Intuitive drag-and-drop survey creator
  • Recurring surveys for continuous feedback collection
  • Integration with various tools, including CRM systems
  • Customization options for branding surveys
  • Advanced logic for personalized survey experiences
  • Targeted website surveys and feedback widgets
  • In-message surveys, NPS email surveys, and questionnaires
  • Comprehensive insights including NPS, CSAT, CES, website, and product feedback


  • User-friendly interface for effortless survey creation
  • Seamless integration capabilities with various tools
  • Comprehensive options for collecting and analyzing feedback
  • Wide range of use cases, from user research to customer satisfaction


  • Limited advanced question types and potential for survey fatigue
  • Some integrations might require technical setup
  • Limited maximum response limit per month

Overall, Survicate is well-regarded for its ease of use, flexibility, and comprehensive feedback collection and analysis capabilities. However, it has limitations in terms of advanced survey functionalities and integration complexity​​​​.

Free Trial: Yes

Get started here.

Survicate Landing Page 2024

  1. UserReport

Best for adding feedback widgets to your website.

UserReport consolidates customer feedback reports into a single intuitive platform. The software correlates visual heatmaps of user engagement on websites with qualitative inputs from surveys and suggestion boxes (that you can embed on your site). By centralizing diverse analytics and feedback channels, UserReport provides unified dashboards to slice and dice data, driving strategic decisions grounded in an integrated voice of the customer. 

Companies that use UserReport:
Bauer, Toyota, Aller

G2 Score: 4.5

Key Features:

  • NPS Widget
  • Reporting/Analytics
  • Activity Dashboard
  • Third Party Integrations
  • Reporting & Statistics

UserReport Pros:

  • The survey widget is dedicated to knowing your audience.
  • The demographic feature offered by UserReport helps gather insights based on the demographics of the users.
  • Great tool for collecting feature requests
  • Easy learning curve for beginners

UserReport Cons:

  • App navigation needs improvements
  • Only a few features, it’s quite specific 

UserReport is a great choice for businesses looking to enhance their feedback collection processes and ultimately improve satisfaction and experience in 2024.

Free Trial: Yes

Get started here.

UserReport Landing 2024

  1. Birdeye

Best for managing the online reputation of your business.

Birdeye offers tools and features to monitor online reviews, collect customer feedback, and engage with customers across multiple organisations. At it’s core it’s a reputation management platform, that gives you features that help you run any digital business.  Users have praised its ability to significantly enhance their online image by increasing the quantity, quality, and overall rating level of reviews.

Companies that use Birdeye:

BMW, Ace Rentacar, Drybar

G2 Score: 4.8

Key Features:

  • NPS Widget
  • Reporting/Analytics
  • Activity Dashboard
  • Third Party Integrations
  • Reporting & Statistics

Birdeye Pros:

  • Great for customer service
  • Saves you a lot of time 
  • Great for social media
  • Great for sending your customers review requests

Birdeye Cons:

  • Slow
  • Not the best for ascertaining overall sentiment
  • Not User Friendly
  • Expensive

Overall, Birdeye is a fantastic choice for businesses and smaller SMB’s looking to enhance their reputation and request reviews from customers in 2024.

Free Trial: Yes

Get started here.

Birdeye Landing Page 2024

  1. Qualtrics

Best for overall company customer experience control.

Qualtrics is a well-established experience management platform that enables organizations to collect, analyze, and act upon valuable insights from customers, employees, products, and brands.

It offers a comprehensive set of tools for collecting real-time data and feedback across various touchpoints, enabling businesses to better understand customer needs, preferences, and sentiments.

Companies that use Qualtrics:

Google Cloud, Kroger, Microsoft, Pos Malaysia Berhad

G2 Score: 4.4

Key Features:

  • Advanced Survey Tools
  • Customer Experience Management
  • Employee Experience Management
  • Brand Tracking
  • Text Analysis
  • Market Research
  • Voice of the Customer Analysis

Qualtrics Pros:

  • Advanced survey research capabilities
  • User-friendly for various departments
  • High-quality backend API
  • Effective for receiving and integrating data from other software

Qualtrics Cons:

  • Challenges in usability, especially for admins
  • Complexities in organizing surveys
  • Very expensive
  • Reported issues with customer support

Overall, Qualtrics is widely recognized for its ability to provide deep insights into customer and employee feedback, making it an essential tool for businesses focused on integrating customer insights into their 2024 strategies​​​​​​​​.

Free Trial: No

Get started here.

Qualtrics Landing Page 2024

  1. AskNicely

Best for harnessing real-time customer feedback for service improvement.

AskNicely is a customer experience platform that’s great for gathering and analyzing real-time customer feedback using the Net Promoter Score (NPS) framework. It's particularly useful for service businesses like franchises, veterinary clinics, beauty salons/spas, and gyms, helping them identify and address gaps in customer experiences. 

Companies that use AskNicely:

Sotheby’s, Ebay, CityGreen

G2 Score: 4.7

Key Features:

  • Net Promoter Score (NPS) and Customer Effort Score (CES) evaluations
  • Event-triggered surveys
  • Leaderboards and lifetime data archive
  • Customized response alerts and social profiles for responders
  • Multi-brand and multi-language surveys
  • Integration with various CRM and marketing tools like Salesforce, HubSpot, Zendesk​​.

AskNicely Pros:

  • User-friendly interface for both clients and administrators, leading to high response rates
  • Effective integration with tools like Zendesk and Slack
  • Customizable survey messages and real-time response capabilities​​​​.

AskNicely Cons:

  • Limited to NPS questions without options for more diverse query types
  • Challenges with the dashboard layout, potentially overwhelming with information
  • Some integration challenges, notably with CSV import functionality​​​​.

Overall, AskNicely is a great choice for businesses seeking a straightforward, efficient way to gather and act on customer feedback, especially in service-oriented industries.

Free Trial: Yes

AskNicely Landing Page 2024

  1. SurveyMonkey

Best for versatile and user-friendly survey creation and analysis.

SurveyMonkey is renowned for its comprehensive features that cater to a wide range of survey needs. It's used by a fair few organizations, from small businesses to Fortune 500 companies, for various purposes including market research, employee feedback, customer satisfaction, and more. The platform offers an array of customizable survey templates and robust analytics.

Companies that use SurveyMonkey

Johnson and Johnson, Allbirds, Verizon

G2 Score: 4.4

Key Features:

  • Extensive range of survey templates and a rich question bank
  • Easy-to-use drag-and-drop editor
  • Advanced survey logic and response validation
  • Robust data export and reporting capabilities
  • Compliance with privacy standards like HIPAA
  • Integration with CRM and social media platforms


  • Intuitive and straightforward survey programming
  • Real-time reporting and advanced analytics tools
  • Comprehensive customization options for surveys
  • High degree of flexibility in survey design and distribution


  • Limited branding tools and font customization options
  • Some users find the program less suitable for complex survey designs
  • The mobile interface may have limitations compared to the desktop version
  • Pricing structure can be confusing, and some users find it expensive

Overall, SurveyMonkey is great for its ease of use and comprehensive feature set. It stands out as a go-to tool for various types of surveys, offering a balance of simplicity and advanced features.

Free Trial: Yes

Get started here.

SurveyMonkey Landing Page 2024

  1. InMoment

Best for real-time feedback insights.

InMoment is a customer experience platform that specializes in capturing real-time feedback through micro-surveys. It's ideal for businesses of all sizes, using AI to deliver insights into customer satisfaction. Wootric offers features for managing feedback, engagement, segmentation, and Net Promoter Score (NPS) analysis, making it a comprehensive tool for understanding customer sentiments.

Companies that use InMoment

Zoom, Hubspot, Glassdoor

G2 Score: 4.4

Key Features:

  • Campaign Management
  • Customer Loyalty Tracking
  • Customer Segmentation
  • Rating and Review Management
  • Market Survey Capabilities
  • Referral Program Management
  • Net Promoter Score (NPS) Feedback
  • Multi-Touchpoint Communication (in-app, website, email, SMS)


  • Intuitive interface and easy-to-use features
  • Effective Slack integration for wide team visibility of feedback
  • Customizable survey frequency and segmentation for targeted insights
  • Useful for tracking customer satisfaction and improvement areas


  • Challenges with mobile responsiveness and functionality
  • Expensive
  • Limitations in comparing current and historical data in the same view

Overall, InMoment (formerly Wootric) stands out for its user-friendliness and robust feedback analysis capabilities. However, improvements in mobile experience and data comparison features could enhance its effectiveness.

Free Trial: No

Get started here.

InMoment Landing Page 2024

  1. Medallia

Best for Comprehensive Employee and customer Experience Management.

Medallia is recognized as a market leader in customer, employee, citizen, and patient experience. As a comprehensive enterprise experience platform, Medallia Experience Cloud integrates various feedback types (voice, video, digital, IoT, social media, and corporate messaging) and employs AI and machine learning for predictive insights.

Companies that use Medallia

AirBnB, ESPN, Four Seasons

G2 Score: 4.4

Key Features:

  • Integrated cross-channel data management.
  • Dashboarding and text analytics.
  • Survey creation and management.
  • Mobile feedback and engagement.
  • Social media feedback analysis and management.


  • Robust and broad feedback collection capabilities.
  • Advanced analytics for meaningful insights.
  • Real-time data insights and comprehensive analyses.
  • Unified system for multi-channel feedback.
  • Effective recovery of unengaged customers.


  • It can be quite expensive depending on the plan.

Overall, Medallia is great for a comprehensive customer experience platform, however customers complain about how expensive certain features can be.

Free Trial: No

Get started here.

Medallia Landing Page 2024

  1. AskViable (Viable)

Great for Automated Qualitative Data Analysis.

AskViable is an AI-driven platform that automates the analysis of qualitative data, helping businesses understand customer feedback in a comprehensive and efficient manner. The platform is unique for its integration of proprietary AI models with OpenAI's GPT-3 and GPT-4, delivering precise and reliable insights.

Companies that use AskViable:

Circle, BitVavo, StickerMule

G2 Score: 4.6

Key Features:

  • Automated analysis of customer feedback from various sources.
  • Extraction of insights from social media comments.
  • Evaluation of survey responses for market research.
  • Generative AI for in-depth qualitative analysis.
  • Multiple integrations including Zendesk, Intercom, and others.


  • Time-saving and cost-effective due to automation of qualitative data analysis.
  • Accurate and reliable insights powered by advanced AI and NLP technology.
  • User-friendly interface, accessible to users of all levels.
  • Customizable analysis tailored to business objectives.
  • Ability to analyze multi-lingual feedback from diverse data sources.


  • $600 start-up plan, $1000 growth plan - quite expensive.

AskViable is a powerful tool for businesses looking to automate the analysis of qualitative customer feedback. Its use of advanced AI models and integration with GPT-3 and GPT-4 make it a unique offering in the market. The platform is particularly beneficial for extracting actionable insights from large volumes of data, thus aiding in informed decision-making and business growth.

Free Trial: No

Get started here.

Viable Landing Page 2024

  1. TypeForm

Best for Engaging and Customizable Form Creation.

Typeform is a user-friendly platform known for its engaging and modern interface in creating surveys, forms, and quizzes. It is especially valued for its customization options and responsive design, appealing to a broad user base from startups to customer support teams. The platform integrates with a variety of third-party apps like Google Sheets and MailChimp.

Companies using Typeform:

Facebook, Arrow Media, Superchat

G2 Score: 4.5

Key Features:

  • Unlimited forms and surveys with a Logic Jump feature.
  • Customizable design themes and company branding options.
  • Integration with over 200 services.
  • Data export options and free API.
  • Variety of question types and templates.


  • Interactive and modern user interface for an enhanced user experience.
  • High level of customization in design and functionality.
  • Broad range of integration options for workflow optimization.
  • Real-time analytics and comprehensive data tracking dashboard.
  • Flexible and accessible on various devices.


  • Limited analytical capabilities within Typeform.
  • Designing and editing primarily suitable for desktop browsers.
  • You can’t analyze responses with AI
  • Customer support can be improved, lacking 24/7 and multi-language support.
  • Some users find the setup of paid forms and skip logic tools challenging.

Typeform is a great choice for businesses and individuals looking for a platform that combines modern design with functionality. Its emphasis on user experience and customization makes it a standout choice in the market for form creation and data collection. 

Free Trial: Yes

Get started here.

Typeform Landing Page 2024

  1. Hotjar (Hotjar)

Best for Comprehensive Website User Behavior Analysis and Feedback Collection.

Hotjar is a multifaceted analytics tool designed for small to medium-sized businesses, offering a suite of features to analyze website user behavior and collect feedback. It provides heatmaps, session recordings, surveys, feedback polls, and more, making it a comprehensive tool for understanding user interactions and improving website effectiveness.

Companies using Hotjar:

FabFitFun, Ruggable, and Simba​​.

G2 Score: 4.3

Key Features:

  • Heatmaps: Visual representation of user interaction on web pages.
  • Session Recordings: Replay user sessions to understand their experience.
  • Feedback Polls: Collect direct user feedback on specific actions.
  • Surveys: Gather in-depth feedback from users.
  • Form Analysis: Analyze how users interact with forms on your website.
  • Conversion Funnels: Identify where users drop off in the conversion process​​​​.


  • Offers a comprehensive view of customer experiences with click data, scroll depth, and user interactions tracking.
  • Easy to set up and use, with a straightforward interface.
  • Various integrations available, enhancing its utility.
  • Valuable for conversion rate optimization, providing insights for UI adjustments and increasing conversions​​​​.


  • Lacks predictive analytics and ROI tracking.
  • No customer segmentation or profile creation.
  • Recent removal of cross-domain tracking and a limit on the height of pages that can be captured in heatmaps.
  • The tool’s surveys are not very flexible in terms of design​​​​.

Overall, Hotjar is a powerful tool for businesses aiming to enhance their understanding of on-site traffic, user behavior, and conversion. Its easy-to-use interface and comprehensive data collection capabilities make it a great asset for optimizing website performance and improving user experience. 

Free Trial: Yes

Get started here.

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