10 Best Customer Feedback Tools for SaaS

Written by Moritz Dausinger, CEO of Refiner

Are you considering collecting customer feedback for your SaaS? Wondering which of the many customer feedback tools would fit your SaaS business needs best? 

In this article, I’ll show you exactly what user feedback tools are, why it’s so important to pick the right one, and how to do it. Plus, we’ll also take a look at the best customer feedback tools on the market today.

It’s a lot to cover so, let’s get right to it.

What Do You Use Customer Feedback Tools? 

I guess this goes without saying – User feedback is beyond critical for a SaaS business. 

It’s what helps you make your product better than anyone else, improve the customer experience, or even drive the product roadmap, after all. 

The thing is, it’s hard to collect enough feedback to achieve such results, and more, by hand. Sure, you can get amazing insights from customers when you chat with them during customer service calls but you’re usually focusing on other things then. Not to mention that it’s practically impossible to do it at scale. 

That’s what customer feedback tools do.

The primary goal of user feedback platforms is to make it easy for you to collect different types of feedback at a scale. And so, a solid customer feedback tool will allow you to run a net promote score (NPS) surveys, evaluate your customers’ satisfaction with CSAT, run custom surveys, add forms to the site. Some tools will even let set up quizzes to help you learn more about your audience and ask them for ratings and reviews. 

And, in many cases, all with a simple setup, like this:

An example of a survey set up option in a customer feedback tool

What to Look For in a Customer Feedback Software

Like with many other tools, survey software comes in different shapes and sizes. There are big, enterprise-level platforms specializing in processing insane amounts of data. There are tiny survey platforms helping small businesses get more feedback from customers and a whole bunch of tools in between. 

So, how do you know whether the tool is for you? 

Here are some capabilities to consider when evaluating tools to collect customer feedback:

  • Features and functions built to suit the SaaS needs. Many survey tools offer the ability to run basic surveys. But does the tool you consider allow you to run CSAT, CES, and NPS surveys that are so invaluable to SaaS? Or let you display surveys as in-app widgets to collect feedback from people using your product?
  • Ease of use: The tool may be great, but will it be easy for you to use? Let’s face it; you don’t want to use a complex solution that will have you spend hours on support calls just to get it working.
  • Easy integration: The customer feedback tool should fit into your existing solutions stack and easily integrate with tools such as Zapier, Slack, Segment, and others. This will help you to set up automated triggers and workflows. 
  • Affordability: Of course, you want to pay a reasonable price for the tool you choose.
  • Customization options: As you want your customers to have a smooth and slick user experience, customization options are an absolute must-have. 

So, with that in mind, what are your options?

The 10 Best Customer Feedback Tools for SaaS

#1. Refiner – Customer Feedback Tool Built for SaaS

Refiner - customer feedback software for SaaS.

Refiner (disclaimer: this is our product) was built specifically for SaaS. 

We created it with people like you in mind – founders, marketers, growth people, or product managers trying to optimize customers’ experience. 

Because of its strict focus on SaaS, Refiner allows you to gather exactly the data you need – like NPS, CSAT, and CES. With Refiner, you can also collect more feedback to evaluate your product-market fit (P/MF), boost product development, and learn a ton about your users. 

What’s more, Refiner integrates with third-party systems like Zapier, Slack, Segment, etc. This way, you can set up automated triggers and workflows to implement improvements. 

Here are just some of Refiner’s most important features:

  • Survey templates to create and deploy surveys faster
  • Fully customizable design and branding of your surveys
  • The ability to deliver surveys as widgets, in-app widgets, emails, and through a shareable link.
  • Advanced reporting dashboard.
  • Segmentation engine. 
  • Team alerts and more.

Pricing: Pricing is based on the number of active monthly users and starts at $79/m. A 14-day free trial is available.

Discover how Refiner could help you conduct accurate customer research at scale. 

#2. Usersnap

Usersnap.

Usersnap is a customer feedback and bug reporting tool that strives to help CX (Customer Experience), technical staff, and product teams solve customers’ most pressing issues. 

Usersnap allows for in-browser screenshots from users, offers an in-platform collaboration feature for troubleshooting with internal teams, and responding to customers. 

Usersnap integrates with Zendesk, Slack, Trello, Jira, and many other products. 

Pricing: The Basic plan costs $9/m on the yearly option.

#3. ProProfs Survey Maker

ProProfs user research software.

ProProfs Survey Maker is an easy-to-use survey tool with a drag-and-drop user interface. It is ideal for marketers, event planners, educators, and other businesses and can suit some SaaS needs too. 

You can run NPS surveys with the tool, and share them via email, social networks, or embedded on your website. However, the tool does not offer the ability to run in-app surveys. 

Pricing: ProProfs plans depend on responses per month. The Essentials plan costs $0.10/m per response. On top of that, ProProfs has a free plan to allow users to test the tool.

#4. CustomerSure

Customersure user survey platform.

CustomerSure helps you create surveys that can have a tangible impact on your business. It aims to connect customer feedback with your bottom line by managing feedback, measuring NPS, CES, and CSAT, and providing analytics.

You can deliver surveys via email, SMS, website widget, or app. CustomerSure helps you track and improve surveys’ engagement, abandonment, and response rates.

Pricing: The CX Starter package costs £199/m.

#5. Wootric/InMoment

InMoment Wootric.

Wootric (now part of InMoment) aims to measure all aspects of the CX journey to drive retention, engagement, and advocacy. Collect data from single-question micro surveys, support tickets, and online reviews. 

You can quickly and easily create customized surveys for customer segments based on your defined events. Most surveys measure metrics such as NPS, CSAT, and CES. Distribute these via email, in-app, mobile, SMS, and Intercom Messenger.

Wootric integrates with HubSpot, Salesforce, Slack, Intercom, Zendesk, Segment, Zapier, and more.

Pricing: Wootric doesn’t make their pricing public. 

#6. HubSpot Customer Feedback

Hubspot.

According to Brian Halligan, CEO of HubSpot, “Feedback is the breakfast of champions.” After all, if we don’t know what is right, we can’t do more of it, and if we don’t know what’s wrong, we can’t do less of it.

HubSpot’s feedback tools make the capturing of qualitative and quantitative feedback easy. To better understand your customers, you can create surveys such as NPS, CES, and CSAT and deliver them via email or embed them on your website. Unfortunately, customization options are limited.

A single dashboard provides team-wide customer feedback analysis at different points in the customer journey. You can take immediate action based on your insights.

Pricing: The Starter package costs $45/m on a yearly basis.

#7. Survicate

Survicate user survey tool.

Survicate aims to satisfy the customer survey needs of small to midsized businesses in all industries. This feedback platform supports a variety of ways to collect customer insights using different channels.

You can prompt feedback by events such as exit intent, page scroll, time delays, and custom triggers. Survicate comes with more than 125 customizable survey templates – including NPS – to get you started. The tool can also be set up to ask follow-up questions and send calls to action in response to customer answers. And you can send specifically targeted surveys to clients based on their metrics.

Survicate has a reporting and analytics component where you can review feedback results.

Survicate integrates with popular Analytics, Collaboration, CRM, Customer Support, Email, and Marketing Automation tools.

Pricing: Survicate has a Basic plan that is free-forever. This option is limited to 25 survey responses monthly, though. The paid plans start from $65/m.

#8. Typeform

Typeform.

Typeform lets you create forms, surveys, and quizzes that people enjoy answering according to their website. One question is asked at a time, keeping the user engaged and leading to more thoughtful responses as well as a higher response rate. The aim is to have a conversation with the customer rather than just asking questions. Use conditional logic to ask the right follow-up questions.

Typeform is easy to use – you can start with one of their many templates or create a survey from scratch. They also have photo and video libraries you can use to make your forms more appealing. Once ready, you can embed the form, survey, or quiz on your website, send it out via email, or simply share the link.

Typeform will collect the responses and response rate and produce high-level reports. From there, you need to send the data to an analysis tool for further evaluation. Typeform supports many integrations like Slack, Zapier, Autopilot, HubSpot, Mailchimp, etc.

Pricing: The Basic plan costs $25/m billed yearly.

#9. Mopinion

Mopinion.

Mopinion measures customer feedback on all digital channels. With its easy-to-use features, you can design and build any feedback forms to suit your needs. You can target specific groups of online visitors to, for example, find out why they are not converting. 

Mopinion will collect and analyze feedback from your website, mobile app, and email campaigns in real time. Visualize the feedback in customizable dashboards and charts. With the help of smart alerts, teams can then share information and take timely action.

Mopinion integrates seamlessly with many CRM, Messaging, Project Management, Analytics, Support, and Ticketing software tools.   

Pricing: Mopinion pricing starts at $229/m on the annual plan.

#10. Qualaroo

Qualaroo.

Qualaroo collects contextual, qualitative customer feedback with their pop-up surveys and questionnaires. They claim that these capture more than ten times the insights gathered by a typical email survey. Target customers based on various criteria such as identity, cookie value, location, and behavior. 

Qualaroo’s proprietary feedback capture tool uses “Nudges” to ask the right questions at the right time. The tool comes with a helpful selection of pre-made templates for Nudges that you can customize to suit your brand. 

One of Qualaroo’s outstanding features is an AI-enabled sentiment analysis tool powered by IBM Watson’s NLP (Natural Language Processing) capabilities that detects emotion and intent in open-ended survey responses.

When integrated with Google’s marketing tools like Google Analytics, Optimize, and Google Tag Manager, Qualaroo becomes even more powerful in surfacing insights into customer feedback.

Pricing: Qualaroo is priced per feature and starts at $100/m.

And there you have it…

10 amazing customer feedback tools that can help you collect and analyze your user’s feedback, and gain insights to help you drive your SaaS forward. 

What’s left to do is to take a look at them, and select the right tool. 

Good luck!

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