Understanding your customers is crucial for any business striving for success. Customer feedback surveys are the most effective way to gauge customer satisfaction, identify areas for improvement, and ultimately enhance the overall customer experience.
In this blog post, we'll delve into the art of crafting the perfect customer feedback survey, exploring the types of questions to ask, the best practices for survey creation, and how to utilize the feedback you gather.
A customer feedback survey is a structured questionnaire designed to collect insights, opinions, and experiences from customers regarding a specific product, service, or the overall brand.
The feedback gathered from these surveys is invaluable for understanding customer perceptions, preferences, and satisfaction levels, which in turn helps businesses make informed decisions and improve their offerings.
Customer feedback surveys offer several benefits, including:
Before creating your survey, clearly define what you aim to achieve. Whether it's improving a product, enhancing customer service, or understanding customer preferences, having clear objectives will guide the survey design.
Long surveys can lead to respondent fatigue. Aim for brevity while ensuring you gather all necessary information. Ideally, the survey should take no more than a few minutes to complete.
Incorporate a variety of question types, including multiple-choice, Likert scale, open-ended, and rating scale questions. This provides a comprehensive understanding of customer feedback.
Avoid jargon and technical terms. Use simple and clear language to ensure respondents understand the questions without confusion.
Personalize the survey experience by using features like skip logic and question branching. This tailors the survey to the respondent's previous answers, making it more relevant and engaging.
Add your brand logo, colors, and styling to the survey to make it visually appealing and consistent with your brand identity.
Identify the right touchpoints to send surveys, such as post-transaction, after customer support interactions, or following a website visit. Timing is crucial to capture accurate and relevant feedback.
Assure respondents that their feedback will be anonymous and confidential. This encourages honesty and increases response rates.
Offering incentives like gift cards, credits, raffles and giveaways can increase completion rates and improve customer feedback survey answers.
Test your survey on a small group before sending it out to all your customers. This helps identify any issues with question clarity, survey length, or technical problems.
1. Offer IncentivesIncentive such as gift cards, raffle giveaways and credits can increase completion rates and higher quality customer feedback.
Allow respondents to skip questions they don’t know the answer to or are not comfortable answering.
Avoid biased questions. Instead of asking, “How was our amazing customer success team today?” ask, “Did our team resolve your problem?”
Shorter surveys generally have higher completion rates. Aim for brevity and focus on your core objectives.
Use conversational language and avoid jargon. Make your survey easy to understand.
Open ended questions allow for customers to provide feedback in their own words and offer clues to deeper needs and issues.
Ensure every survey you send has a clear goal. Know who the questions are for, what you are asking, and how you will use the information.
Customer feedback surveys are an essential tool for understanding and improving the customer experience. By asking the right questions, following best practices, and acting on the feedback you receive, you can make informed decisions that enhance your products, services, and overall customer satisfaction. Start crafting your customer feedback surveys today and unlock valuable insights that drive continuous improvement and success.
Exceptional customer experience (CX) is a critical differentiator that can make or break a brand in your competitive landscape. Understanding your customers' emotions and identifying touchpoints along their journey is crucial for fostering loyalty and satisfaction. This is where Customer Experience Tools come into play, providing businesses with the insights and capabilities needed to optimize every aspect of the customer journey. Let's explore the best tools available in 2024 to help your business thrive.
Customer Experience Tools are software solutions designed to help businesses monitor, analyze, and improve their interactions with customers across various touchpoints. These tools leverage data and analytics to uncover valuable insights, enabling proactive steps to address issues and enhance the overall customer experience.
When selecting the right Customer Experience Tools for your business, consider the following factors:
To simplify your search and understanding of customer experience tools, just understand these four categories that most tools fall into.
These tools are essential for understanding how users interact with your website. By analyzing user behavior, businesses can identify key areas for improvement and enhance the on-site experience. Tools like Google Analytics and Mixpanel provide insights into user paths, conversion rates, and engagement metrics, allowing for data-driven optimizations.
Product Experience (PX) tools help businesses gain a deeper understanding of how customers use their products. These tools collect data on user behavior within the product, providing valuable feedback that can inform development and improve user satisfaction. Solutions like Hotjar and Productboard enable teams to visualize user interactions, gather feedback, and prioritize feature development based on actual user needs.
Effective onboarding is crucial for new user activation and retention. Onboarding tools guide users through the initial stages of using a product, ensuring they quickly realize its value. Tools such as Userpilot and Appcues offer personalized onboarding experiences, interactive walkthroughs, and behavior tracking to help users get the most out of a product from the start.
Exceptional customer service is a cornerstone of a great customer experience. Support tools facilitate efficient issue resolution and proactive customer engagement. Platforms like Intercom and Zendesk centralize customer interactions across various channels, enabling businesses to provide consistent and timely support. These tools often include features such as live chat, ticketing systems, and knowledge bases to empower customers and support teams alike.
Analyzing user behavior on your website is the first step towards optimizing the customer experience. These tools help you understand user behavior and improve on-site experiences.
Example use-case: During a website overhaul for an e-commerce client, Google Analytics can identify a high drop-off rate on the checkout page. By optimizing this step, you can increase conversion rates upwards to 15%.
Example use-case: Using Mixpanel, you can pinpoint where users drop off in a mobile app onboarding process, allowing you to redesign and significantly improve user retention.
Example use-case: Integrating Google Optimize with Hotjar, you can see not only which changes worked but why they worked, thanks to qualitative data from session recordings.
Example use-case: Using Outfunnel to track web behavior, you can tailor email campaigns that directly addressed user interests, resulting in up to 25% increase in email engagement.
Product experience (PX) data helps product teams understand how users feel about your product and make informed decisions about optimizing the user and customer experience.
Example use-case: You can use Hotjar to monitor where users scroll, click and move their mouse to improve user experience. Combining individual user behavior monitoring with analytics and feedback can help you find ways to retain and convert users effectively.
Example use-case: By centralizing feedback with Productboard, you can prioritize features that directly addressed customer pain points, leading to higher user satisfaction.
Example use-case: Using Maze for concept testing can help you validate new product features with real user feedback before full development, saving time and resources.
Onboarding is the customer’s first step into a real product experience. The way you handle it affects your customer relationships and retention rates.
Example use-case: Implementing Userpilot for onboarding, you can reduce the time to first value and activation for new users—which can directly lead to higher retention and revenue.
Example use-case: Using Appcues, you can increase feature adoption by upwards of 30% by targeting users who had not yet engaged with new functionalities.
Example use-case: Deploying Whatfix for a complex enterprise software, you might be able to see upward to 50% reduction in support tickets related to onboarding.
Example use-case: Walnut lets you create detailed product demos, reducing the sales cycle by upwards of 20% as prospects could better understand the product's value.
Example use-case: Using Scribe, you can creat comprehensive onboarding guides that significantly reduced the time spent on customer support.
Even frictionless products require great customer service. Your customers should be able to get assistance whenever they need it—whether through a self-service solution, live support, or both.
Example use-case: Deepgram contact center lets you reduce work for human customer service agents and extract valuable customer insights from call transcriptions easily
Example use-case: Intercom lets you provide customer support across different time zones, keeping response times low and customer satisfaction high.
Example use-case: Implementing Document360 can help you reduce the number of support tickets by upwards of 30%, as customers found answers in the knowledge base.
Example use-case: Using Freshdesk, you can automate ticket assignment, reducing response times and improving customer satisfaction.
Example use-case: Implementing Zendesk can let you create a seamless customer experience across email, chat, and social media, increasing overall satisfaction.
Example use-case: Using HubSpot’s Service Hub, you can improve your ticket resolution time by upwards of 35%, leading to happier customers and a more efficient support team.
Today, SaaS (Software as a Service) can be leveraged to maximize business value for organizations of all sizes. These tools are available as mobile apps, web, and desktop applications. The cloud has revolutionized software deployment, making it faster, more cost-effective, and easier to manage. Vendors offer solutions hosted on their servers, ensuring quicker access and efficient issue resolution.
Some vendors charge a one-time fee, while others offer subscription-based models. It's crucial to choose software capable of integrating with other systems to facilitate information exchange and collaboration.
Follow these three steps to select the best CX software for your needs:
To transform your CX and achieve greater customer loyalty, you must use the right tools. Meeting CX objectives requires proactivity and alignment with business goals. Poor tool choices can lead to failed investments and higher operational costs.
You probably agree by now that delivering an exceptional customer experience is more critical than ever. The tools you choose to manage and enhance your customer interactions play a pivotal role in achieving this goal. By leveraging a comprehensive suite of Customer Experience Tools, businesses can gain invaluable insights, optimize processes, and foster deeper connections with their customers.
Web Tracking and Analytics Tools enable businesses to understand and refine user behavior on their websites, ensuring that potential customers have a smooth and engaging online experience from their very first visit.
Product Experience Insights Tools offer a detailed view of how customers interact with your product, providing the data needed to make informed decisions that enhance user satisfaction and retention.
Customer Onboarding Tools ensure that new users quickly find value in your product, reducing churn and building a solid foundation for long-term customer relationships through personalized and efficient onboarding experiences.
Customer Service and Support Tools are essential for maintaining high levels of customer satisfaction and loyalty. By providing timely and effective support, businesses can resolve issues promptly and keep their customers happy.
Choosing the right combination of these tools requires a clear understanding of your business goals, customer needs, and the specific challenges you face. It’s also crucial to ensure these tools integrate seamlessly with your existing systems to provide a unified view of the customer journey.
As a UX researcher, designer, product manager, or marketing lead—you already know conducting a successful user survey will get you the insights you need to improve your UX, conversions, customer satisfaction and product growth.
There’s just one catch: surveys, like any other form of UX research, can significantly strain resources and require proper planning and setup. You have to make sure you are asking the right questions, target the right users at the right time and be able to gather and analyze the data effectively and efficiently.
There must be an easier way. (Of course, we all know what that solution is—it’s why you clicked on this guide.)
Choosing the right UX survey tool can more than half the time and effort needed to ask, analyze, and action insights from your UX and user survey.
Here, we’ll cover everything you need to know to find and pick the best UX survey tool for your research.
TL;DR: you need a UX survey tool because manually orchestrating and analyzing your UX surveys is a huge drain on resources. Not to mention, properly collecting and dealing with vast amounts of data yourself can easily lead to mistakes or cognitive biases that impact the effectiveness of your research.
UX survey tools can make your job easier. By helping you cut down the time and effort spent on setting up, conducting surveys, and processing data, UX survey tools enable you to reallocate resources to more important aspects of your UX design process, and focus back on implementing the insights you gather.
The main thing is looking for an innovative tool that saves you time doing mundane work.
Not all UX survey tools are created equal. Each tool has unique features tailored to different stages of the UX survey process. This guide will help you navigate through the top 10 UX survey tools, categorized by their specific functionalities, to find the one that best suits your needs. Keep scrolling to discover the best tools that will revolutionize your UX research.
Breaking it down, UX survey tools consolidate and streamline your UX research process, leaving less room for error and more room for insights. They typically offer solutions for setting up questions, collecting data, and analyzing feedback for insight extraction. S
There are 3 major types of user survey tools—Survey builders, All-in-one solutions and Embedded/on-site survey tools
Survey builders focus on helping you setup the right sets of questions with controls for multiple choices, open ended questions, likert-scales, advanced routing logic and more.
All-in-one solutions provide a comprehensive suite of tools to manage the entire UX survey process from creation to analysis, including features like AI-assisted questions, automated reporting, and participant recruitment.
Embedded/on-site survey tools are designed to gather user feedback directly within your website or app, providing real-time insights without disrupting the user experience.
Typeform stands out with its sleek and intuitive interface. It allows for easy survey building with various question types and conditional formatting. While it excels in survey creation, it lacks advanced analysis features.
Key Features:
• Stylish, user-friendly interface
• Ready-to-go templates
• Conditional question branching
Pricing: Free plan available; paid plans start at £21/user per month.
Google Forms is a free and straightforward tool ideal for quick surveys. It offers simple form creation, automatic feedback summaries, and easy distribution. However, it lacks advanced analysis capabilities, requiring manual data handling or integration with other tools.
Key Features:
• Simple form creation
• Automatic summaries
• Easy distribution
Pricing: Free as part of Google Workspace.
Jotform is a versatile tool that allows you to create surveys, forms, and collect payments directly through your forms. It supports conditional logic, integration with various business apps, and automated workflows.
Key Features:
• Conditional logic for forms
• Payment collection
• Integration with marketing services, project management tools, and CRMs
Pricing: Free plan available; paid plans start at $34/month.
Maze is a comprehensive continuous product discovery platform that supports multiple UX research methods, including surveys, usability, and prototype testing. It offers a wide range of question formats, AI-powered follow-up questions, and automated metrics and reporting. Maze also provides templates to speed up your workflow and integrates with tools like Slack, Figma, and InVision.
Key Features:
• AI-assisted question formulation
• Automated follow-up questions
• Detailed reporting and metrics
• Participant recruitment via Maze Panel
• Extensive integrations
Pricing: Free plan available; paid plans start at $99/month.
Qualtrics is a robust tool offering end-to-end solutions for UX surveys. It includes features for trend identification, feedback analysis, and survey building. Despite its complexity and steeper learning curve, it provides comprehensive insights.
Key Features:
• Trend and theme analysis
• Detailed feedback analytics
• Extensive survey building options
Pricing: Custom pricing available; free trial offered.
UXtweak is an all-in-one user research tool that provides a whole suite of features, including a customizable survey builder. It’s easy to set up and provides detailed analytics with intuitive UI, making it a great choice even for beginners.
Key Features:
• User-friendly interface
• Comprehensive analytics
• Extensive testing features
Pricing: Free plan available; pro plans start at $70/month.
Formerly known as SurveyGizmo, Alchemer supports multiple languages and offers robust analytics. It’s not the easiest tool to use, particularly for beginners, but it provides extensive customization options.
Key Features:
• Multi-language support
• Detailed analytics
• Customization options
Pricing: Starts at $49/month for basic plan; pro plans start at $149/month.
QuestionPro is a versatile survey tool designed to help you make better business decisions. It offers a suite of survey solutions including a research suite, customer experience platform, workforce platform, and academic platform.
Key Features:
• Extensive survey customization
• Multi-channel distribution
• Advanced reporting and analytics
Pricing: Free plan available; advanced plan starts at $99/month.
Hotjar is an all-in-one analytics and feedback tool that helps you understand your users through heatmaps, session recordings, and surveys. It allows you to embed surveys directly on your website or app to gather in-the-moment feedback.
Key Features:
• Heatmaps and session recordings
• In-the-moment contextual user feedback micro-surveys
• User-friendly survey creation
Pricing: Free plan available; paid plans start at $39/month.
Sprig offers in-product surveys and targeted feedback tools designed to capture user insights directly within your website or app. It excels in gathering micro-surveys and real-time feedback without disrupting the user experience.
Key Features:
• In-product micro-surveys
• Real-time feedback
• User-friendly interface
Pricing: Free trial available; paid plans start at $75/month.
Choosing the right UX survey tool can make a world of difference in your research process. Here’s how to find the perfect match:
1. Identify Your Priorities: Are you looking for robust analysis, easy survey creation, or seamless integration? For example, Maze offers a comprehensive suite that supports multiple research methods, making it ideal for teams needing versatility.
2. Ease of Use: Ensure the tool has an intuitive interface. Tools like Typeform are known for their user-friendly design, which can streamline the survey-building process.
3. Integration Options: Check if the tool integrates well with your existing systems. Hotjar, for instance, integrates analytics and feedback collection seamlessly, providing a holistic view of user interactions.
4. Support Options: Look for tools with robust customer support and resources. Qualtrics offers extensive resources and support to help you navigate its complex features.
5. Scalability: Choose a tool that can grow with your research needs, offering additional methods and features. UXtweak’s extensive testing features make it a scalable option for expanding research requirements.
By selecting the right UX survey tool, you can streamline your research process, gather valuable insights, and improve your product’s user experience. Happy surveying!
Google Forms and Typeform are excellent for beginners due to their simplicity and ease of use.
Qualtrics and Alchemer are known for their robust analytics capabilities, providing deep insights into survey data.
Yes, tools like Google Forms, Jotform, and Maze offer free plans with essential features.
Absolutely. Tools like Maze and Hotjar offer extensive integrations with other platforms like Slack, Figma, and InVision. Additionally, you can use tools like Zapier to connect form data to integrate into your existing workflows and processes.
Sprig is excellent for in-product surveys, providing real-time feedback without disrupting the user experience.
A customer feedback management tool is a digital platform designed to help businesses collect, organize, prioritize and analyze feedback from customers. These tools are essential for gaining insights into opinions, sentiments, and suggestions, allowing organizations to enhance product development, improve customer service, and build customer loyalty.
Feedback management tools come equipped with various features, including feedback forms/surveys, feature roadmap voting and multi-channel feedback aggregation and management. They cater to multiple needs, from market and product research, customer experience optimization to feature prioritization. Whether you're a startup gathering user opinions on a new product or a large enterprise tracking customer satisfaction across different regions, feedback management tools provide the critical insights needed for informed decision-making and improved products and services
Best for AI-driven feedback for product insights
Price: From $99/creator/month
Website: https://www.zeda.io
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Summary: Zeda.io leverages AI to provide deep product insights by centralizing feedback from multiple channels. Its advanced analytics and customizable roadmaps make it a robust choice for product teams looking to prioritize improvements effectively.
Best for tracking customer feedback and feature requests
Price: From $79/month
Website: https://www.canny.io
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Summary: Canny excels in capturing and tracking feature requests, making it ideal for businesses that value customer input in their product development process. Its voting system and public roadmaps enhance transparency and customer engagement.
Best for omni-channel customer support teams
Price: Available upon request
Website: https://www.useresponse.com
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Summary:UseResponse offers a comprehensive solution for omni-channel customer support, integrating various communication channels into a single platform. Its AI-powered chatbots and real-time collaboration features enhance efficiency in managing customer interactions.
Best for creating customizable, detailed surveys
Price: From $25/user/month (billed annually)
Website: https://www.surveymonkey.com
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Summary:SurveyMonkey is a versatile survey tool known for its extensive customization options and robust data analysis capabilities. It's well-suited for businesses seeking detailed, targeted insights from their customer surveys.
Best for measuring customer satisfaction scores
Price: From $39/month for up to 100 responses
Website: https://www.nicereply.com
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Summary:Nicereply specializes in measuring customer satisfaction through customizable surveys and real-time feedback collection. Its focus on key metrics like NPS and CSAT makes it an excellent choice for businesses aiming to understand and improve customer satisfaction.
Best for comprehensive product feedback management
Price: From $500/month (min 5 seats)
Website: https://www.uservoice.com
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Summary:UserVoice is a powerful tool for managing product feedback, offering features like smart vote capturing and comprehensive reporting. It's best suited for larger businesses that need detailed insights and robust feedback management capabilities.
Best for gathering website-specific customer feedback
Price: From $19/month for unlimited users and feedback
Website: https://www.feedbackify.com
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Summary:Feedbackify focuses on collecting website-specific feedback through customizable forms and widgets. It's an affordable solution for businesses looking to gather actionable insights directly from their website users.
Best for Salesforce users seeking integrated feedback
Price: Available upon request
Website: https://www.getfeedback.com
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Summary:GetFeedback offers seamless integration with Salesforce, making it an ideal tool for businesses that rely on this CRM platform. Its real-time feedback collection and analysis capabilities help businesses act quickly on customer insights.
Best for creating engaging, interactive forms
Price: Free plan available, paid plans start at $29/month
Website: https://www.typeform.com
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Best for collecting and leveraging customer reviews
Price: From $225/user/month
Website: https://www.trustpilot.com
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Summary:Trustpilot Business excels in collecting and displaying customer reviews, making it a powerful tool for building trust and improving services. Its integration with various eCommerce platforms and advanced fraud detection features make it a robust choice for businesses focused on leveraging customer reviews.
Choosing the right feedback management tool depends on your business needs, usability preferences, and budget. From cost-effective solutions like Typeform to advanced platforms like Zeda.io and UserVoice, there is a wide array of options available to suit different use cases.
Effective feedback management tools help you systematically collect and analyze customer feedback, enabling you to make informed product decisions, improve customer satisfaction, and ultimately build better software.