Customer feedback software automates the feedback process for consistent results by collecting shopper insights and delivering those insights to the business owner. The best programs are affordable, collect feedback across multiple channels, and provide businesses with actionable insights. We examined dozens of customer feedback programs with features like these to arrive at the best overall.
Top 6 Customer Feedback Software for 2018
|Customer Feedback Software||Best For|
|Podium||(Overall Best) Businesses that want to consolidate individual customer feedback and online reviews|
|Square Feedback||Businesses that want a free customer feedback software that integrates with point-of-sale|
|Qualtrics||Businesses that want to collect detailed feedback through custom surveys|
|Qualaroo||eCommerce businesses that want to collect real-time feedback using artificial intelligence|
|AskNicely||Businesses that want a simple solution for tracking their Net Promoter Score (NPS)|
|InMoment||InMoment is the best customer feedback software for managing detailed insights across larger or chain businesses|
How We Evaluated Customer Feedback Software
We evaluated the different ways each software program collects data: through online surveys, reviews, behavior tracking and messages and looked at the different ways each software created opportunities for conversations with customers. We then compared how each system packages, analyzes and presents this data to businesses. In addition to making sure each of the programs is thorough and methodical, we also heavily considered price and ease of use.
Overall, we evaluated the top customer feedback software programs based on:
- Price: We looked at upfront costs, software fees and integration fees; some solutions are free to use, whereas others have a hefty monthly fee
- Ease of use: We looked at programs that are easy to set up and intuitive to navigate; we included software solutions that make it easy for customers to provide feedback and analyze and package that feedback, so it is easily digestible for businesses
- Survey features: We looked at how and where each program collects feedback including customization options
- Communication capabilities: We looked at what platforms the software operates on and whether or not it supports two-way communication
- Integrations: We looked at whether or not the software program can integrate with other business management tools like point-of-sale (POS) systems
- Reporting and analytics: We looked at how each system packages and delivers the data it collects
Based on our criteria, Podium is our top choice for customer feedback software. It incorporates one-on-one customer communication while also utilizing data from review sites and social media. Podium helps businesses manage their online reputation and gain more positive reviews while also addressing individual customer concerns.
Best Overall Customer Feedback Software for Small Businesses: Podium
Podium is a cloud-based customer feedback software that aggregates online reviews from more than 20 different sites and text, email and online communications including Google and Facebook into one dashboard. Podium is the only software that allows businesses to get a complete picture of what customers are saying on all areas of the internet, which is why Podium is the best customer feedback software for businesses looking for a consolidated feedback solution.
Podium pricing is only available by request, similar to InMoment. However, unlike InMoment, which is designed for larger companies, Podium is designed specifically with small and medium-sized businesses in mind. There are no hardware or other costs involved.
Podium monitors and collects online reviews. It also encourages customers to leave reviews, and lets employees invite customers to participate. Podium helps improve local SEO for small businesses through the reviews it generates, so more customers can find your business. What sets Podium apart, is how it aggregates all online reviews into one dashboard and lets businesses text customers directly from the dashboard.
Podium has several other unique features and helpful tools.
Ease of Use
Podium is easy for businesses to use because it lumps all reviews, feedback, and communications into one place. Businesses don’t have to worry about remembering to check Yelp reviews or respond to Facebook messages – Podium is the only software on our list that brings all of these mediums together. For customers, Podium is also easy to use because it allows them to use the review site or messaging platform they are most comfortable with.
Podium uses existing review sites like Google, Facebook and Yelp to collect reviews. When an employee invites a customer to leave a review, Podium matches the customer to a platform they already have an account on. That means customers don’t have to create any accounts or sign in to anything in order to leave feedback.
This method is effective for getting instant feedback and increasing the number of public reviews of your business. However, if your customer feedback skews negative, more reviews can be damaging. Or, if you are looking for feedback on a specific element of your business, Podium does not have the ability to provide custom surveys. For custom surveys, Qualtrics or InMoment would be a better option.
Through Podium, employees can send a text message to any customer inviting them to leave a review or thanking them for their patronage. Businesses can also respond to any reviews directly through the Podium dashboard, no matter what site the review or comment was left on, which is a feature not offered by the other customer feedback systems we compared. Overall, Podium offers the simplest and most intuitive way to solicit and respond to feedback.
Reporting and Analytics
Podium shows reporting on an individual customer level and a larger business level. Businesses can see if a customer has responded to a review invite. Businesses can also see how many reviews they have on different sites trend reports like how many reviews they received each month and what types of feedback are most common. For a system that doesn’t collect its own surveys, the reporting and analytics features in Podium are very advanced.
What Podium Is Missing
Other customer feedback software programs like Qualtrics and InMoment send out email surveys that can be customized to each individual business. This information can be important if you are looking for customer input on a business decision. Podium does not offer any custom surveys; instead, it utilizes existing platforms to solicit feedback. So, if you are looking for customization or the ability to ask targeted questions, Podium may not be the solution for your business.
What Users Think About Podium
Reviews for Podium are generally very positive. Podium allows businesses to take a proactive approach in soliciting online reviews that can, in turn, generate more business. The aggregate dashboard also makes it very easy for small businesses to manage their entire online reputation from one place.
Best Customer Feedback Software for Integrating with POS: Square Feedback
Square Feedback is a free customer feedback tool that sends a predetermined email survey to customers after their purchase. Customers can provide open-ended feedback and text or email businesses directly. Square Feedback is part of the larger Square POS system; therefore, it is the best customer feedback software option for businesses that use Square POS because they work together under the same program and are both free to use.
Square Feedback is free to use as part of Square POS, which is our top choice POS system for small businesses and is the only software on our list without a monthly fee. If you use Square for your business, you will need to operate your POS through an iPad and use Square’s payment processing.
Square’s customer feedback features are the most limited out of all the other software programs on our list. However, the system is automated and allows for open dialogue between businesses and customers. Shoppers that opt for digital receipts can reply to their receipt with a message to the business — whether over text or email. Businesses can respond and send coupons, discounts or process refunds right from that message thread.
Square Feedback has a full range of features.
Ease of Use
Square Feedback is very easy to use for businesses and customers. Businesses can view and respond to feedback directly through their POS dashboard. Customers respond to the survey in their receipt to start a conversation.
Square Feedback sends surveys through text and email receipts after a customer makes a purchase. Customers rate their experience and select any combination of “Location, Quality, Wait Time or Customer Service” that contributed to their positive or negative experience. There is also a space for open-ended feedback.
Unlike Qualtrics or InMoment, the survey questions aren’t customizable. However, Square does have another solution called Square Marketing that is $15 per month that allows businesses to build custom emails with surveys and seeking feedback.
Direct customer communication is one of Square Feedback’s strongest features. Customers can communicate with the business without having to make a phone call, search for an email address, or leave a review on a third-party app. Replying to their digital receipt starts a conversation. Square POS also lets businesses message customers directly so that they can be proactive. Square and Podium are the only programs that offer this feature.
Reporting and Analytics
Square Feedback is focused more on individual customer communication rather than on gathering information about larger trends. So, there is not much customer feedback analysis available through Square other than the data customers actively send. However, because Square automatically tracks all purchases, businesses can see information like the average number of visits per customer, average transaction spend and lifetime value.
What Square Feedback Is Missing
Square Feedback does not offer custom surveys, the ability to gather specific insights or watch larger customer service trends. However, if you are looking for software that can gather data to inform business decisions or grow your online reviews, Podium, Qualtrics or InMoment would be a better fit.
What Users Think About Square
Square is one of the most popular POS solutions out there because it is low-cost and user-friendly. The free integrated Square Feedback software is no exceptions. There are not too many reviews just for Square Feedback, but reviews for Square’s platform as a whole are positive. Users like that the platform is affordable and easy to use. Visit our Square review page for full reviews.
Best Customer Feedback Software with Custom Surveys: Qualtrics
Qualtrics is an online survey tool that helps businesses capture, analyze and act on customer feedback. Qualtrics helps businesses create custom surveys using more than 100 question types, embedded data, email triggers, branching and any other advanced feature your business could need. Businesses create surveys using a drag-and-drop process that is easy to use. Qualtrics is averagely priced, making it an affordable option for obtaining detailed customer insights.
Qualtrics starts at $299 per year, making it more expensive than other products but does offer a free demo and trial account. The trial account has limited functions but lets businesses have one active survey at a time with a total of 100 responses and 10 outgoing emails with no expiration date.
Qualtrics is a survey builder that includes options that none of the other solutions on our list have like custom survey URLs and question branching all within one flexible platform. Surveys can be sent out via email or linked from a website or social platform. Businesses can build surveys for post-purchase, product feedback, product concept testing, shopper profiling and more.
Qualtrics has a robust set of features and benefits.
Ease of Use
Overall, Qualtrics is an easy to use customer feedback system. Surveys are built using drag-and-drop features and, unlike the competition, just about everything is customizable. Qualtrics also offers templates as starting points and free support to help you build a survey that will collect the information you’re seeking.
Surveys can be created in almost any format imaginable with completely customized questions, content and layout. Overall, Qualtrics has the most robust, sophisticated and personalized survey building options out of all the platforms on our list.
Qualtrics has a customer experience management feature that lets businesses communicate with customers via email, short message service (SMS) text messaging, web, mobile and more. Qualtrics also has a feature called Text iQ that pulls insights from open-ended text feedback so it can still be incorporated into analytics reports.
Reporting and Analytics
Qualtrics has in-depth reporting that offers businesses statistics that are easy to digest such as customer satisfaction scores. Qualtrics reports are updated automatically and use artificial intelligence to spot trends. Overall, Qualtrics gives businesses very deep insights with very little manual effort.
What Qualtrics Is Missing
Since Qualtrics is very customizable, it takes some time and effort to set up unlike solutions like Square and Podium, which are more plug-and-play. Also, Qualtrics does not aggregate customer reviews from other websites like Podium does.
What Users Think About Qualtrics
Qualtrics is a great option for businesses that want to collect specific information and are comfortable crafting their own surveys and managing data. Qualtrics has many positive reviews and is used by several major Fortune 500 companies. Qualtrics is a quality tool that is equally accessible to small businesses as larger ones. Visit our full Qualtrics review page to learn more.
Best Customer Feedback Software for eCommerce Businesses: Qualaroo
Qualaroo is a customer experience platform that embeds directly onto a business’ website so visitors can be prompted with a survey and is the only service on our list specifically designed for ecommerce. The surveys, powered by IBM Watson artificial intelligence, can be customized with different questions, where on the site it pops up, and which users should see it, making it best for online businesses wanting to enhance their website with real-time customer feedback.
Qualaroo is averagely priced at $99 per month. Qualaroo is for websites and online businesses and requires code to be placed on the website. If you outsource your website development or maintenance, that may be an additional cost.
Qualaroo asks customers on your website different questions based on their actions on your site to help gather feedback and improve the customer experience. It’s powered by IBM Watson artificial intelligence. This is the only customer feedback software dedicated to online experiences or that collects feedback during the shopper journey instead of after.
Qualaroo has many features to consider.
Ease of Use
Qualaroo is the most difficult customer feedback systems to set up because it requires placing code in certain areas of your website. Basic templates are available but, otherwise, businesses also have to create their own surveys. However, once set up, Qualaroo appears as a small pop-up for users on the site, so it’s very easy for customers to navigate. If you are looking for a software that requires minimal setup, Square or Podium would be a better fit.
Similar to Qualtrics, Qualaroo has a nearly infinite number of customization and survey possibilities. Qualaroo is unique because the artificial intelligence program can assist customers during their time on the site, instead of just collecting feedback afterward.
Qualaroo only functions on a business’ website as a pop-up tool. There are no email or SMS texting capabilities. Customers can ask questions to pop-up prompts, but only if the prompts are programmed. Because Qualaroo is powered by artificial intelligence, businesses can set up prompts for just about any scenario. However, if you’re looking for open-ended feedback or direct messaging with customers, Podium or Square would be a better fit.
Reporting and Analytics
Qualaroo is unique because it provides feedback on insights like customer intent and customer experience during their time on your website. Other customer feedback platforms like Square and AskNicely collect information after customers have made a purchase. Qualaroo gives insights on what behaviors and actions customers are actually taking on your site.
What Qualaroo Is Missing
Qualaroo provides businesses with data but doesn’t go the extra step to analyze data into insights. For example, some users complained of having to export survey results to calculate customer satisfaction scores themselves. If you want a customer feedback software that provides actionable insights instead of just collecting data, InMoment or AskNicely would be a better fit.
What Users Think About Qualaroo
Overall, Qualaroo has positive reviews, including the one mentioned on our Qualaroo review page that says the software is easy to set up. This solution is used by businesses of all sizes and provides artificial intelligence powered insights at a comparatively lower cost.
Best Customer Feedback Software for Collecting Net Promoter Scores: AskNicely
AskNicely is a customer feedback software that integrates with CRM or POS software to collect data via a one-question email survey, text or in-app pop-up triggered after any online or in person customer transaction. Customers rank their likelihood of recommending the business, which is known as Net Promoter Score and is a reflection of customer loyalty. AskNicely is the best customer feedback software for businesses looking for a simple way to collect NPS data.
AskNicely starts at $299 per month with an annual plan or $375 per month with a monthly plan. Custom plans are available for larger companies. AskNicely is one of the more expensive customer feedback software programs, but the higher price comes with their Real-time NPS TV Dashboard, which provides businesses with live data.
Ask Nicely Features
AskNicely is a platform that primarily measures NPS, which are customer loyalty scores. This is the industry standard tool for measuring loyalty and predicting growth. AskNicely integrates with your current software to send customers an email, text or in-app survey after purchasing from you. The software then calculates business’ NPS scores automatically in a user-friendly live dashboard.
AskNicely has many competitive features.
Ease of Use
AskNicely is easy for customers and businesses to use. For businesses, AskNicely requires minimal setup. For customers, submitting feedback using AskNicely can be as easy as answering a single question. AskNicely calculates the NPS score for your business based on how customers answer the survey, so no manual analysis is necessary.
AskNicely asks customers on a scale of 1 to 10 how likely they are to recommend your business. The question measures customer loyalty and is designed to catch customers who are having mixed or negative feelings about your business before they leave and switch to a competitor. AskNicely has minimal customization options.
AskNicely gives businesses the ability to respond to individual surveys. Customers have the ability to leave a note after answering their survey question. Otherwise, there is no other open-ended communication or customer outreach built into AskNicely. However, it does integrate with popular CRM programs like Salesforce so that businesses can use customers surveys as a starting point for conversations.
Reporting and Analytics
AskNicely offers a user-friendly analytics dashboard with real-time data and calculates NPS automatically. Businesses can set up custom data segmentation so they can see feedback based on specific products, employees or anything else. Businesses can also receive email alerts for negative customer feedback and weekly email updates with overall survey data.
What AskNicely Is Missing
AskNicely doesn’t have many customization options. Like Qualtrics and Qualaroo, AskNicely also only uses data from its own surveys and doesn’t pull information from other feedback sources like Podium does.
What Users Think About AskNicely
AskNicely has many positive reviews, such as the one highlighted in our AskNicely review page, which highlights the user-friendly interface. However, reviewers who do not like the standard NPS question are unhappy with the program because that part of AskNicely is not customizable.
Best Customer Feedback Software for Chain Businesses: InMoment
InMoment is a cloud-based customer insight platform that has multiple facets for customer feedback, outreach, analytics, and employee engagement. InMoment is designed to help businesses optimize customer satisfaction and service levels from employees across medium and large-sized companies. InMoment is a more expensive option but is the best fit for larger companies because it offers very granular data as well as multi-location support.
InMoment has custom pricing for each business, which means it is likely the most expensive option on our list. The cloud-based platform can be accessed online or via the mobile app at no additional cost. InMoment also offers a free demo and trial.
InMoment is feature-rich, with opportunities for in-depth reporting and analytics. InMoment is best for larger companies because reports such as can be broken down by employees, time of day, the day of the week, by location and other variables. InMoment also has features like Voice of Customer and Closed Loop to ensure that there is a forum for open dialogue between businesses and customers and that each customer’s feedback is tended to.
InMoment has a robust feature set including the following features:
Ease of Use
InMoment is very easy to use for shoppers and employees. After customers visit the store, they receive an email survey about their experience. If the experience was negative, InMoment asks if shoppers want the business to contact them. If the experience is positive, InMoment provides links to social outlets for shoppers to rate the business publicly. Besides Podium, InMoment is the only software that directly encourages customers to leave online reviews.
From a business perspective, InMoment is also easy to use. You receive a notification if a customer has a very bad experience and wants to be contacted so that you can solve the problem right away. Otherwise, all survey feedback is accessible through the website and app.
InMoment uses video, voice, text and active listening to gather feedback. Because InMoment is designed for larger companies, solutions are custom-built for each business.
InMoment has a function called Voice of Customer that includes opportunities for open-ended feedback in each survey so that businesses can get the full picture. However, InMoment does not include options for businesses to reach out to customers from the InMoment dashboard before they complete a survey like Podium does.
Reporting and Analytics
InMoment has a robust reporting center. In addition to pulling together reports from specific survey responses, InMoment can also use smart technology to pull out relevant information from open-ended feedback like employee names. Reports can be broken down into segments like by the employee who helped the customer or the time of day he or she visited your business.
What InMoment Is Missing
In short, InMoment is missing an affordable option for startup businesses. The high price tag makes InMoment simply unattainable for many businesses. InMoment also does not have the online review aggregating features that Podium does.
What Users Think About InMoment
Overall, InMoment has very positive user reviews. Many customers like the responsive, 24/7 support that InMoment offers. Some reviewers mentioned a high learning curve for InMoment because there are so many different features.
The Bottom Line
Quality customer feedback software provides a hassle-free way of collecting shopper thoughts and experiences and turning them into actionable insights. Most of all, the software should save time and help your business run more effectively.
Podium is our top choice because it simplifies and streamlines existing feedback sources while creating additional opportunities for open communication. In addition to increasing one-on-one communication, Podium also helps businesses manage their online reputation. Visit Podium’s website for a free demo.