Customer Feedback Analysis Tools for Understanding the Voice of Your Customer

Does your product make hearts flutter with delight?

If yes, high-five—you’re winning.

If not, eek, that sucks. But you can get there—here are our best tips on how to build a product that people actually want.

Not sure?

Congratulations, you’re probably in the majority. For most of us SaaS companies, the big problem is about figuring out how to listen and understand what your customers think.

Listening sounds simple, but it actually takes some thoughtful planning to do well—especially at scale. And often, you need some tools to do it.

Here are our favourite customer feedback analysis tools that you can use to round up what your customers are telling you, pull out the insights you need to understand what they think, and then take action.

Why clearly hearing your customers is hard

There are some good reasons that we’re often not totally clear on what our customers think of our product. Here are the pain points for collecting and interpreting feedback:

Product feedback is everywhere. You’re getting customer experience feedback from online reviews; you receive results from net promoter score (NPS) surveys, you’re getting feature requests coming in through emails to your customer support and success teams… and that’s not to mention the customer complaints or social media mentions. It’s hard to stitch that all together into coherent customer insights.

Feedback is disorganized. It’s one thing to have a giant heap of customer feedback data. It’s another to organize it into a useful and interpretable database. Ideally, you’ll be able to segment your feedback analysis to understand who thinks what about your product.

The data is incomplete. It’s hard to collect feedback from every place you get it. You might be good at sending customer satisfaction surveys (CSATs) from current customers, but miss the opportunity to learn what customers at other stages of the customer journey think, fail to log feedback from social media, and so on. Collecting data from all your sources is critical—but challenging.

Teams don’t see feedback. To be useful, all your teams need to see your feedback—your Product team, Customer Success, Customer Support… even Sales and Marketing can benefit from understanding what your customers are thinking. Any feedback collection system needs to be able to produce metrics that all your stakeholders can access and use.

Closing the feedback loop with customers. Feedback isn’t a one-way street. The best customer feedback systems build in responses. That includes closing the loop—telling customers when you build a feature that they asked for.

Read more: How to Respond to Feature Requests [Complete Guide + Templates]

List of the best customer feedback tools for analysis

So here’s the good news: You can overcome the pain points by choosing tools that let you both collect and analyze customer feedback.

The tools below represent a variety of use cases from NPS, CSAT, and customer effort score (CES) survey software platforms to user experience platforms, to feature request apps. Each of them offers powerful feedback collection and analysis functionality.

1. Savio

Are we biased? Sure. But for good reason: We built Savio to be the ultimate way to track product suggestions from your customers.

We know it’s the best tool for product feedback out there because we are product leaders ourselves, and there just wasn’t anything else note

available that did what we needed it to. So, yes, maybe it’s a bit braggy to put our own tool at the top of the list. But it really is the best customer feedback management tool out there if what you’re trying to do is build better software.

Here’s why Savio is awesome.

Note: Savio helps you centralize, organize, and prioritize product feedback from your GTM team, by integrating with Slack, HubSpot, Intercom, Zendesk, SFDC, Help Scout, and more. Learn more about Savio.

Savio centralizes feedback in one place

Savio is one of the most flexible customer feature request software tools because it connects to all your feedback sources. Most of the others only connect to a few. Many (like Salesforce Feedback Management) don’t connect to any—they just silo up your data.

Savio connects with everything:

• Savio has native integrations with customer support and communication apps like Intercom, Help Scout, Zendesk, and Slack.
• Savio connects to CRMs like HubSpot and Salesforce so you can track feedback and feature requests from your Sales team
• We’ve built a Chrome extension so you can easily push feedback to your vault from any web app or online reviews.
• If we don’t have an integration with an app you use, you can probably connect to it from Savio with Zapier.
• You can send the feedback you receive by email to Savio by simply hitting the forward button.
• We’ve got a public voting board feature to solicit feedback and votes from the public.
• If none of this still works for you, there is an API you can use to send customer feedback to Savio programmatically.

Savio’s like a Swiss army knife—it can do pretty much anything you need it to when it comes to centralizing and logging feedback.

Savio organizes and segments your feedback and feature requests

After gathering feedback in one place, you need to do some analysis to draw actionable insights. Ideally, you’ll be able to figure out which customers love your product, why, and what actions you can prioritize to improve what they think.

Savio makes it easy to segment your customer feedback so that you can identify the highest-impact features and build a better product. Our tool pulls in your customer attributes and information from Intercom, Salesforce, or wherever else you keep it. Then, we attach those data points to the feedback so that you can easily slice and dice based on attributes.

For example, we make it simple for you to filter and sort feedback to understand:

• What your highest MRR customers think of your product
• What features your churned customers were asking for
• What feedback prospects are leaving for your sales team
• What customers on your free plan say they would pay for

This allows you to find the most impactful features so you can prioritize product features, make changes to your service, or train customer support people based on better customer insights.

Savio unites your team around your customers

There’s a ton of coordination in using customer feedback. It’s your customer-facing teams—Sales, CX, Support, and sometimes Marketing—who receive it. But it’s often the Product team and managers that need to use it to take action. You need a way to bridge that gap.

Savio makes it easy to share product feedback in a way that’s easy for Product Managers to use. Rather than evaluating anecdotes, Savio provides a high-level look at what your customers are saying, together with the ability to drill down into particular customer segments.

This gives better visibility and also makes it easier to advocate for or defend a course of action during product roadmap discussions.

Read more: How To Run Your Product Meeting Using Savio

Savio helps close the loop

Savio makes it easy to follow up with customer feedback or feature requests when you build what they ask for or otherwise take an action. Closing the feedback loop is one of the best ways to build customer loyalty and increase retention.

With Savio, you can do this in just a few clicks.

Read more: Close the Loop with Feature Requesters

Use case: Savio is perfect for centralizing feedback from multiple sources, aggregating product feedback into feature requests, and prioritizing actions based on that feedback.

Advantages:

• The best feedback collection: Savio has more comprehensive solutions to centralize your feedback than any of the other tools
• Powerful prioritization: Savio's ability to segment feedback gives you a better understanding of which of your customers want which features
• Close the loop: You can update your customers on new features they asked for in just a few clicks
• Voting boards: Savio offers feature voting boards so that customers can give you feedback right on your site
• Alignment and harmony: Savio’s visual roadmaps display context (like number of requests) so you can easily justify product decisions and align your teams.
• Fantastic value: Savio offers incredible value without requiring a five- or even six-digit budget
• Sync with your Dev team: Connect with Jira and Shortcut to follow features through the dev process
• Great reviews: Our customers love us. We get especially high marks in customer service and value for money.

This review was posted on Capterra, a popular software review site.

Disadvantages:

• Savio doesn't yet support multiple languages
• Savio isn’t a survey tool (although, you can input your survey results into Savio—check out how to set up an integration with Typeform for NPS scores here)

Prices: Savio pricing starts at $39 per month. There’s a 14-day free trial—no credit card required.

What it's best for: SaaS teams who are serious about becoming customer-centric, collecting feedback, tracking feature requests, and want sophisticated analyses to drive product decisions.

2. Qualaroo

Qualaroo is a tool for designers and user experience researchers who need to conduct user surveys at scale. It offers real-time user feedback—you can watch customer behaviour as they use your website or app (a bit creepy, maybe, but you do you). You can also ask questions in-app or on your website when respondents are on your page.

Key features:

• Add pop-up surveys to your website, prototypes, and mobile apps
• Gather feedback in context
• Customizable templates for CSAT, CES, and NPS surveys
• AI-powered sentiment analysis

Advantages:

• Easy to configure without using any code
• Offers advanced segmentation and reporting capabilities
• Allows you to create surveys in more than 100 languages
• In-context questions can help increase response rates

Disadvantages:

• Your data is siloed because you can’t centralize feedback data from other apps
• You can connect it to Intercom and Salesforce, but not any other common support tools, ticketing systems, or CRMs
• It’s great for user experience data, but not for gathering feature requests
• It’s one-way—you can’t easily contact users, respond to feedback, or close the loop

Pricing: To collect feedback from both your website and mobile app, and access reporting, it costs $160/month or $1,920 per year.

What it's best for: Large enterprises looking for a way to gather quick survey data and customer sentiment.

3. MonkeyLearn

MankeyLearn is an AI tool for analyzing customer sentiment from social media texts. It’s designed to take qualitative text data and turn it into visualizations and insights. It’s not a feedback collection tool; instead, it connects to the apps you’re already receiving data from (like Zendesk, SurveyMonkey, forums, Twitter, NPS surveys, online reviews, and social media) and generates insights.

Key features:

• Connects to many different data sources
• Turns your text into tags
• Comes pre-built with machine-learning models
• Extract personalized data, like demographics, from free-text feedback
• Visualizes your tags

Advantages:

• You can sift through text data to gain insights about customer sentiment
• It’s effective for turning things like online reviews into business strategy
• You can connect it to most feedback sources

Disadvantages:

• It only analyzes text data, no quantitative data
• You can’t easily turn feedback into feature requests
• You need another app to actually send out surveys or collect data
• You can’t easily respond to feedback

Pricing: MonkeyLearn starts at $299 per month ($3,588 per year) for the team plan, which gets you 10k queries, 3 seats, and 3 workflows.

What it's best for: MonkeyLearn is ideal for teams that receive large amounts of text data and need to process it to pull out sentiment.

4. Medallia

Medallia is a customer experience management platform that helps companies of all sizes capture and analyze customer text feedback across all communication channels. While many companies use it to assess customer experience, it’s also commonly used to evaluate employee experience.

Key features:

• Capture experience signals across channels from your help desk and feedback forums to chat logs and social reviews
• Benchmark data helps you understand results compared to others in your industry
• Connects to operational data, like your CRM
• Advanced reporting tools give you high-level and granular insights
• Translate speech to text in 30+ languages

Advantages:

• Connects to many sources of feedback data
• Allows you to flag ratings and send notifications based on parameters such as keywords, scores, times, and more
• Feedback forms and questionnaires make it easy to solicit survey responses from customers as well as employees

Disadvantages:

• It doesn’t offer a way to prioritize new feature requests to a roadmap or track them
• It doesn’t offer a way to communicate with customers who leave feedback or close the loop

Pricing: Pricing isn’t available, it’s provided upon request only.

What it's best for: Medallia is for enterprise companies that need advanced text analytics and risk scoring across a number of channels.

5. ResponseTek

ResponseTek is a customer feedback software platform and voice of the customer (VOC) tool focused on managing the customer experience through contextual recognition after they leave feedback. It’s designed to provide two-way communication with your customers.

Key features:

• Activate your brand promoters
• Targeted messages and promotions
• Close the loop with customers after a bad experience
• Notifications allow you to ensure you respond to all feedback that meets certain criteria

Advantages:

• Integrates with your existing CRM, ERP, POS, and billing systems
• Automates campaigns with built-in survey templates
• Enables personalization at scale
• Two-way dialogue with customers allows you to close the loop

Disadvantages:

• Not easy to pull out feature requests from other types of feedback
• It doesn’t offer a way to prioritize new feature requests to a roadmap or track them
• Doesn’t offer a voting board tool or in-app survey widget

Pricing: Pricing isn’t available, it’s provided upon request only.

What it's best for: Ideal for companies that want to be able to identify negative feedback and respond to it quickly.

6. Userreport

Userreport is a free feature request tracking app and survey tool designed to help you understand who your customers are and what they are trying to achieve. It’s made up of two parts: a survey widget and a feedback widget.

Key features:

• Integration with Google Analytics
• NPS survey templates
• Collect product ideas and fix bugs
• Premium helps you monetize your audience with targeted advertising

Advantages:

• Gives you a broad view of your audience’s demographics
• Simple in-app feedback tool or embedded in your website

Disadvantages:

• Customer feedback surveys have limited question types
• Feedback data is siloed—you can’t bring in feedback from other sources
• Limited ability to prioritize feedback and decide what to do next
• One-way communication—you can’t easily contact your users from their feedback

Pricing: The survey and feedback widgets are free. The premium features that help you explore and monetize your audience are available for a fee, but the cost isn’t publicly available.

What it's best for: Ideal for media companies that want to be able to understand their audience.

7. Hotjar

Hotjar gives you a certain kind of customer feedback analysis: heatmaps that tell you visually how people interact with your website. It tells you how far they scroll, what buttons they click, how their mouse moves, etc.

Key features:

• Heatmaps tell you how your visitors use your websites
• Collect live feedback
• Surveys to engage your customers
• Recruit, schedule, and host user interviews

Advantages:

• Gives you the power to optimize your content and website
• Allows you to understand the usability of your website and where customers get stuck
• Two-way communication—you can reach out to site visitors
• Spot bugs and get screenshots of website issues

Disadvantages:

• Your data is siloed—you can’t pull in feedback data from other sources
• It’s great for user experience data, but not for gathering feature requests
• Customer feedback surveys have limited question types
• It’s hard to pull out feature requests from feedback

Pricing: The basic plan is free. They offer separate plans for observing visitor behaviour, surveys, and interviews.

What it's best for: Hot jar is best for website user testing and spotting issues that frustrate customers.

8. Inmoment

Inmoment is an employee and customer experience platform that specializes in text analysis. It’s a comprehensive feedback platform that brings in data from a number of different sources.

Key features:

• Survey data collection
• Employee sentiment analysis
• Action and case management
• Text analytics
• Predictive analytics

Advantages:

• Becomes a single source of truth for customer data
• Clear prioritization for improving customer experience
• Reach out to customers
• Understand employee experience

Disadvantages:

• It’s great for user experience data, but not for gathering feature requests
• Feedback process doesn’t easily connect to prioritizing features or the development process
• No feature voting tool

Pricing: Pricing isn’t publicly available

What it's best for: Inmoment is best for large enterprises that need to keep a pulse on both their customers and their employees.

Customer feedback analysis for SaaS

Each of the above tools is powerful in its own way, but each does very different things. SaaS companies, especially those that are product-led, need a way to collect ideas for new features and prioritize them.

Note: Savio helps you centralize, organize, and prioritize product feedback from your GTM team, by integrating with Slack, HubSpot, Intercom, Zendesk, SFDC, Help Scout, and more. Learn more about Savio.

Take Savio for a (free) spin today.

Last Updated: 2023-04-28

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