Top 12 Customer Feedback Management Software Reviewed

You’ve definitely seen (and ignored) hundreds of emails from companies after purchasing or using a product. We’re talking about ones that ask you to rate your product or purchase experience.

So why do companies even bother sending them?

It only takes a few responses to provide researchers with a goldmine of user data. They spend hours dissecting this feedback to unearth actionable insights.

So, how do they collect, store, analyze, and leverage said insights?

They use customer feedback management (CFM) software.

Companies use CFM software to collect a steady stream of customer feedback. It’s the most effective way to understand user motivations and frustrations. In turn, this information helps improve their product and service offerings.

Want to collect and analyze all your customer feedback under one roof? Sign up for a free account to see how Marvin supercharges your analysis.

TL;DR — Best Customer Feedback Management Tools

In this article, we’ll focus on why companies need CFM software. Learn about the benefits it brings across the organization and the features to look out for. Finally, we’ll explore the best tools on the market for customer feedback management. These include:

1. HeyMarvin
2. Canny
3. Survicate
4. Google Forms
5. Typeform
6. UseResponse
7. Uservoice
8. Pendo
9. SurveyMonkey
10. Qualtrics
11. Hotjar
12. Qualaroo

After which, you’ll be ready to make an informed decision. If you’re on the lookout for CFM software suited to your organization’s needs, Marvin’s here to help.

What is Customer Feedback Management (CFM) Software?

Customer feedback management software (CFM) facilitates the collection and analysis of user feedback. This feedback enables a better understanding of the user experience. CFM software turns raw data into strategic and actionable insights. Eventually, companies use feedback to enhance products and services.

Customers share their thoughts and (hopefully) honest opinions of the user journey. Monitoring their motivations, behaviors, and needs helps companies pinpoint areas of product improvement. Capturing people’s sentiments and suggestions aids product development.

Paying attention to this feedback, companies make informed decisions about product direction. Incorporating user suggestions brings better support and strengthened customer satisfaction. CFM software helps companies build products that users love.

How do they do this?

Unique Functionality of CFM Software

CFM software is a centralized platform for managing feedback. It helps teams develop a well-rounded picture of the user experience by leveraging:

• Varied Data Capture Mechanisms. CFM software assimilates customer feedback from different channels. These include surveys, emails, feedback forms, customer reviews and conversations. Includes both quantitative and qualitative data.
• Feedback Classification. Helps segregate various types of feedback into categories. These include complaints, product requests and suggestions. Facilitates the prioritization of tasks based on urgency and resources available.
• Expedited Analysis. Analysis was formerly quite cumbersome. Not anymore. CFM tools can identify patterns and trends from mountains of data. Combine sentiment and behavioral analyses to convert feedback into actionable decisions.

CFM software informs and dictates a product’s direction. As product teams learn what customers want, they see the pathway to improving the user experience.

So, who benefits from CFM software?

Who Needs CFM Software?

There are largely two benefactors of customer feedback management platforms. HINT: One of them’s in the name.

In-house, the people who belong to an organization. Outside of it, the customers.

Let’s break each of the parties down, analyzing how it’s advantageous to each of them:

Organizations

CFM platforms help companies manage feedback — both quantitative and qualitative research. Teams across a company use this feedback in different ways.

Here are a few departments that benefit from receiving a continuous supply of customer feedback:

• Product. PMs use feedback to improve a product’s design and usability. They gather user requirements and prioritize based on customer needs and expectations. They collaborate with developers and designers to improve the user experience.
• Marketing. Feedback helps marketers understand their audience’s demographic and psychographic characteristics. Understanding customer preferences helps inform marketing strategies, distribution channels, and overall messaging.
• Sales. Gathering customer feedback helps sales teams evaluate their processes. For instance, they delve into what causes customers to drop off before making a purchase, using this information to improve the customer buying journey.
• Customer Success. As the first point of contact, they engage in direct conversation with customers. Well versed in addressing customer issues, they provide solutions for users. Customer success teams are best placed to collect different forms of feedback – via survey, interview etc.

Collecting feedback ensures customer-centricity is an important part of an organization’s culture. More on that later.

Customers

Let’s examine the feedback loop. Customer feedback goes full circle to augment product development.

Users air their grievances through feedback channels. They describe their likes and dislikes during the user journey. Product teams use feedback to pinpoint customer issues and identify areas of improvement.

They prioritize updates based on addressing relevant user needs and resource availability. Once they push updates, they solicit more feedback to check on user issue status.

At the end of the day, users want a product that solves a problem. Companies want to create products that address these user needs.

Feedback alerts designers and developers to issues and opportunities in a product. It helps companies deliver products that delight users. Win-win.

Top 12 Customer Feedback Management Software

Confused about where to begin your search?

We’ve got you covered.

Here are some CFM software examples. We’ve included some nifty features and uses for each tool:

1. Marvin

Marvin is a centralized research repository. Store all your user data under one roof. Marvin houses both qualitative and quantitative customer feedback. It integrates seamlessly with apps that designers love. Import and export user data effortlessly using its native integrations.

With industry-leading AI, supercharge your data analysis with Marvin. Let AI conduct thematic and sentiment analysis on your qualitative data. This is a great starting point to begin your analysis. It even picks up trends and patterns you might’ve missed.

Learn more about Marvin’s top research products that assist during feedback analysis.

Pros:

• Manage surveys by importing them into the tool and letting Marvin distill insights from numerous responses.
• Ask AI lets you search through your entire repository. Interrogate your data and connect the dots across projects.
• Robust data security with HIPAA, GDPR, and SOC2 compliance. So your user data is always protected.
• Facilitates easy insight sharing across an organization. Trace insights to user recordings.
• File compatibility and support. Throw any file format at it, and Marvin will keep it safe and sound.

Cons: 

• The freemium plan has limited features.

Price: Starts at $50 / month / per user

G2 Rating: 4.9 / 5.0

Best for: All-round customer feedback management and analysis.

Your one-stop feedback shop. Speed up the feedback loop for your organization with Marvin. Set up a free demo to learn how!

2. Canny

Canny is a feedback management software built for SaaS companies. Store and organize customer and employee feedback on a centralized platform. Track feedback to influence future product development.

Pros:

• Track customer feedback and feature requests with the Prioritize tool.
• Strong user community. Users post solutions and suggestions on an open discussion forum. Upvote helpful comments.
• Transparent. Make UX roadmaps available to the public to create engagement and build user trust.
• Integrates with several popular platforms.

Cons:

• Canny has limited customization and reporting capabilities.
• The UI can be a bit tricky for beginners.

Price: $79 / month

G2 Rating: 4.6 / 5.0

Best for: Tracking user feedback and requests.

3. Survicate

Use Survicate to run surveys at any point along the user journey. Track metrics such as NPS, CSAT, and CES using email or in-product surveys. Create targeted surveys and automate feedback collection from various channels in Survicate.

Pros:

• Easy to create and distribute surveys using multiple delivery methods.
• Offers a variety of native integrations.
• Helpful (and human) customer support.
• Choose from a comprehensive library of over 400 templates designed by experts.

Cons:

• The freemium plan is restrictive — it’s limited to 25 responses per month
• Data security features are available only on enterprise plans

Price: $105 / month

G2 Rating: 4.6 / 5.0

Best for: Collecting feedback from multiple channels. 

4. Google Forms

An interface that almost everyone’s familiar with. Widely used by students and professionals, Google Forms is a great starting point for collecting user feedback. It’s not tailor-made for gathering feedback, so use tricks and workarounds to make it work for you.

Pros:

• Free (provided you use a personal Google account). 
• Easy to use in a familiar interface.
• Create skip logic and control survey flow.
• Integrates seamlessly with other Google Workspace applications.

Cons:

• Limited customization options for forms.
• No data analysis capabilities other than response statistics.

Price: Free or $12 / month

G2 Rating: 4.6 / 5.0

Best for: Small teams beginning their feedback loop journey. 

5. Typeform

Create surveys, quizzes, polls, and questionnaires with Typeform. Leverage its 3000+ template library to begin building and customizing forms. Gather various data types using editable question types. Analyze collected responses in detail.

Pros:

• Design forms with the interactive form builder. Conditional logic and one question at a time increase user engagement.
• Easy-to-use user interface. Embed forms on websites or distribute via email. 
• Build chatbots to interact with users. No coding is necessary.
• Integrates with 100+ essential business tools.

Cons:

• Costly. Starter plan includes only 100 responses/month

Price: $25 / month

G2 Rating: 4.5 / 5.0

Best for: Creating and distributing forms quickly and effortlessly.

6. UseResponse

Offers a suite of tools to manage all types of customer interactions. UseResponse helps large businesses consolidate their customer support. Handles support across a variety of channels such as email, social media and live chat. A highly collaborative tool for internal communication. 

Pros:

• Intuitive feedback management
• Workflow customization creates rules for support tickets. Uses open-source code. 
• Feedback collection powered by AI chatbots
• Responsive customer support

Cons:

• Prohibitively expensive for small teams or businesses
• Complex – some features can be tricky for non-tech savvy users

Price: $899 / month

G2 Rating: 4.5 / 5.0

Best for: Omni-channel customer feedback for large businesses. 

7. Uservoice

A platform that streamlines the process of capturing and managing user feedback. Customized notifications alert you when users encounter bugs or issues. Centralize all customer feedback with UserVoice and connect to other applications effortlessly.

Pros:

• Customize notifications so you’re alerted when customers raise a ticket, submit a request, or react to updates. 
• Use status updates to ensure transparency and keep users in the loop.
• Detailed segmentation and reporting capabilities. 
• Powerful integrations and APIs provide feedback visibility across a company.

Cons:

• Limited functionality for dashboards and analytics.
• Complex tool to understand for first-time users. 
• Expensive for smaller teams. 
• Some users complain of data export issues.

Price: $500 / month (5 users)

G2 Rating: 4.5 / 5.0

Best for: Comprehensive feedback management. 

8. Pendo

Aimed at SaaS businesses, Pendo is a product experience platform. Track usage analytics and create in-app guidance for users. Aggregate feedback data and analyze all your data under one roof with Pendo.

Pros:

• Powerful segmentation differentiates users based on activity. Tailor communication to different user groups. 
• Integrate user feedback with your product roadmap. Track progress on planned updates. 
• Create in-app guides to increase user awareness of little-known product features. 
• Collect feedback directly from mobile applications.

Cons:

• A complex tool with a steep learning curve for new users
• Limited data analysis capabilities

Price: Custom pricing

G2 Rating: 4.4 / 5.0

Best for: Creating in-app guides and documentation for users.

9. SurveyMonkey

You’ve undoubtedly filled out a survey using this software. A popular survey platform, SurveyMonkey makes it easy to create and send out surveys. Choose from a host of different templates to create polls, quizzes, and questionnaires.

Pros:

• Capture feedback from websites and chatbots. 
• Create customized and dynamic surveys with skip logic and branching. 
• Use AI analysis to build out the perfect targeted survey. 
• A host of helpful integrations. 
• Easy-to-use and intuitive UI.

Cons:

• The freemium version offers limited responses.  
• Using advanced features incurs a higher cost.
• Limited data analysis capabilities.

G2 Rating: 4.4 / 5.0

Best for: Quickly creating and distributing customized surveys. 

10. Qualtrics

A comprehensive customer experience management platform. Build surveys and conduct large-scale research studies on Qualtrics. Combine all your quantitative and qualitative data and analyze the data within the app itself. Analyze visual data with session recordings.

Pros:

• Powerful data analysis such as predictive analytics, sentiment analysis and theme detection. 
• Facilitates real-time data collection and analysis
• Highly scalable — grow according to business requirements. 
• Plenty of integrations with popular UX applications. Including Marvin!

Cons:

• Complex UI for new users.
• Expensive for small businesses and teams

Price: Custom pricing

G2 Rating: 4.4 / 5.0

Best for: Large enterprises (with large budgets) collecting vast amounts of data.

11. Hotjar

Hotjar is a feedback platform that’s used to visualize user behavior. Its many tools help monitor and record user behavior while immersed in a product. Track the user journey with real-time insights on Hotjar. Improve the user experience and engagement.

Pros:

• Session recordings. Capture user navigation through a website or app. Identify glitches and bugs. 
• Heatmaps — identify areas within an app that occupy a user’s attention.
• Create surveys and forms and analyze responses. 
• Use the feedback widget to capture real-time data. Upload screenshots of errors.

Cons:

• Users cite a lack of actionable insights and decision-making. 
• Some experience data management issues.

Price: $40 / month

G2 Rating: 4.3 / 5.0

Best for: Analyzing user behavior through visualization.  

12. Qualaroo

A product feedback platform tailored to UX surveys. Collect user feedback from prototype testing using Qualaroo. Create in-product surveys and attach them to design templates while testing. This provides contextual insights into the user experience.

Pros:

• In-product surveys accurately gather user impressions while immersed in a product. 
• The nudge feature helps distribute surveys based on user actions. 
• Personalize surveys with skip and branching logic. 
• Gauge user sentiment with AI-powered analysis. 

Cons:

• Limited starter plan – only includes 100 responses per month. 
• Some users complain of unhelpful customer support.

Price: $20 / month

G2 Rating: 4.3 / 5.0

Best for: Collecting feedback from product testing.

Benefits of Using a Customer Feedback Management Tool

CFM tools assist in the distribution and assimilation of feedback. They expedite data analysis — helping you gauge customer sentiment to produce actionable insights. Here are some of the benefits of using a CFM tool in your feedback collection process:

Improves User Experience

Nothing’s better than catching a problem before it snowballs. That’s the whole point of collecting user feedback.

• Customers can discover roadblocks or bugs in a product. CFM tools help identify customer pain points before they become an expensive problem
•  While testing prototypes, teams gather instant user impressions of their product. Catch glitches at the source and minimize risks.
• Feedback helps teams understand the strengths and weaknesses of a product. It enables a deep understanding of what customers really want. 
• Customers even share product recommendations, which help develop the product over time. Product and development teams prioritize product updates based on several factors.
• These include the severity of the issue, the frequency of requests, and the resources available.

In this way, CFM platforms help create a smoother user journey.

Expedites and Informs Decision-Making

Eradicate decisions based on hunches and gut feelings.

• Customer feedback management tools gather large swathes of data using various collection methods.
• It automates cumbersome, mundane tasks and highlights trends and patterns across data. Use feedback to validate business ideas before launching a product or updates.
• Customer feedback helps paint a comprehensive picture of the user experience. Decision makers leverage abundant information to make key strategic business decisions. To stay up-to-date, they keep track of the evolving market landscape.
• Acting on feedback, they prioritize and allocate resources to projects. This enables them to choose initiatives with the highest (positive) impact on the user and the highest expected ROI.

Strengthens Competitive Advantage

Collecting feedback is the hallmark of a great product.

Continuous research of user needs helps companies become agile. Firms that regularly collect feedback have their pulse on market trends. Feedback onboard, they react to changing customer tastes and preferences. It becomes easier to pivot projects and alter their direction.

• Feedback insights help teams identify how a product measures up to its competition.
• The act of collecting feedback differentiates one company from another. It shows the customer that a company is user-focused.
• This results in a superior product offering over competitors who don’t regularize feedback collection.

Companies use feedback to identify new market opportunities and discover underserved customer requirements. It fuels innovation.

Enhances Customer Satisfaction (& Loyalty)

Engaging in constant dialogue builds strong customer relationships. Incorporating their feedback in product development makes users feel involved in the product. They contribute helpful suggestions that contribute to a product’s success. With their voices heard, customers feel valued. 

• It’s far less expensive to retain existing customers than to acquire new ones.
• Measure customer satisfaction to see if your product meets user needs. Happier customers become loyal ones. 
• Correlate this with the financial performance of the company. Repeat customers have a higher lifetime value (LTV), and contribute to increased revenue.
• CFM tools drive improvements in customer retention and reduce churn. 

Interact with users throughout their journey to keep them engaged and satisfied.

Promotes a User-Centric Culture

Great products solve a genuine customer problem. Examine any product that you use regularly. It’s probably built on constructive customer feedback. Companies conduct continuous discovery. They engage in constant dialogue with customers to make improvements over time.

Some product teams fall prey to becoming feature-focused. With little regard for user outcomes, they load products with the latest and greatest features. They lose sight of solving customer problems.

Use CFM tools to create a regular inflow of user feedback. Sharing customer insights across an organization helps everyone develop user empathy. With every decision, they mull over how any updates affect the end user.

CFM tools promote user-centricity. This aligns with everyone’s focus on solving user problems. Resulting in happy campers (customers).

How to Choose the Right Customer Feedback Management Platform

Choosing the right customer feedback management solution is a big decision. You’ll likely stick with the same application for a few years (provided it isn’t rubbish). Look out for these features to identify the ones most important to your team:

Feature Checklist

• Data Collection & Aggregation: CFM tools must collate data from various channels and customer touch points. Including recordings, surveys, emails, customer support tickets, in-app feedback forms and social media.
• Survey Creation & Distribution: Most tools give you the capability to create and disseminate forms or surveys. Tailor your surveys according to business and target audience needs. Some tools offer in-app widgets for feedback collection.
• Powerful Analysis: Tools offer sentiment analysis and text mining to supercharge your analysis. Look for CFM software that allows intuitive data tagging. Categorizing user feedback by various attributes is helpful during analysis.
• Searchability: Storing data is half the battle. The ability to search through your research repository is essential. This allows you to leverage past research, avoiding duplicated efforts. Consolidate ideas and insights across projects.
• Integrations: Does the platform integrate with your company’s existing tool stack? Choose a tool that shares data effortlessly between applications. It must talk to CRMs, project management software, collaborative and design tools.
• Shareability: Ideally, CFM tools should make it easy to share feedback insights across the organization. They must also have the ability to send out feedback forms or surveys efficiently.
• Security: Treat confidential user data with utmost care. Protect their personal identifiable information(PII). Ensure your CFM software has robust security features such as data encryption and secure storage. Choose a tool that complies with data security guidelines.
• User-friendly Interface: Make sure the tool is easy-to-learn and navigate through. A complex tool wastes people’s time and energy. The simpler, the better.
• Customer Support: What happens when you get stuck? Does the platform offer resources and actual human help? Look through user reviews to gauge the responsiveness and helpfulness of customer support.

Our Choice of CFM Software

All tools aren’t built equal.

When choosing CFM software, it’s important to prioritize functions based on your team’s needs. You have to make concessions on some features to get other ones. However, you might ask:

Is there an application that does ALL of the above?

One tool comes to mind.

You can probably guess where we’re going with this:

Feature	Description	Available on Marvin?
Data Collection & Aggregation	Marvin is home to your quantitative and qualitative data. Import data from a host of applications into Marvin for analysis.	✔️
Survey Creation & Distribution	Create or import surveys into Marvin. Sit back as it generates insights from thousands of responses.	✔️
Powerful Analysis	Marvin’s AI performs sentiment analysis, summarizes text & generates transcripts. Bring in quantitative data and analyze with powerful charts & graphs. Did we mention tagging is a breeze? Learn about tagging user research insights efficiently.	✔️
Searchability	AskAI is the ChatGPT of your repository. Interrogate past data and search for insights across projects.	✔️
Integrations	View all of Marvin’s integrations here.	✔️
Shareability	Stitch highlights into a playlist & share them across the organization via Slack or email.	✔️
Security	Marvin is GDPR, HIPAA, and SOC2 compliant.	✔️
User-Friendliness & Customer Support	Don’t take it from us. Read real-life user feedback about Marvin!	✔️

Marvin literally checks all the boxes. Set up your free demo to discover how it can help you derive insights from customer feedback.

Frequently Asked Questions (FAQs)

Let’s address some of the most pressing questions about customer feedback management software:

What Metrics Should Be Tracked in Customer Feedback Management?

Use longitudinal studies to track improvements over time. Here’s our starter pack:

Quantitative

• In-App Ratings. Capture real-time data without redirecting users.
• Customer Effort Score (CES). Measures difficulty of performing a task.
• Customer Satisfaction (CSAT). Track customer sentiment. How happy are users with a product?
• Net Promoter Score (NPS). Measure customer loyalty.

Qualitative

• Reviews / Testimonials. Solicited or unsolicited feedback. Complementary or complaints.
• Feature Requests. Help companies prioritize product feature updates.
• Bug Reports. Identify when and where users encounter technical difficulties.

This list isn’t exhaustive. Here’s a more comprehensive breakdown of AI in UX analytics.

Are There Any Free Customer Feedback Management Software Options?

You don’t need to break the bank to start collecting feedback. Just get started.

Start with these freebies when you’re starting to build out your feedback cycle. They offer the basic rudimentary functions of collecting user data. However, prepare yourself for limited functionality:

• SurveyMonkey
• Google Forms

Some tools from the list above offer freemium versions. Create accounts and test tools before buying them. Learn more about the pros and cons of using each application by scrolling up. See which one works best for your team.

What Are the Typical Costs of Customer Feedback Management Software?

It depends (big surprise, right?).

CFM software ranges from $0 to hundreds of dollars. Costs depend on the functionality you want from the tool.

Use our checklist (above) to decide the most important features for you and your team. Just like organizing feedback, prioritize features by discerning between the essentials and nice-to-haves. Then, head over to the list of the top 12 customer feedback management platforms. Shortlist a few options and use the freemium versions to ‘try before you buy.’

Conclusion — Best CFM Software

CFM platforms bring structure and efficiency to the feedback loop.

They help amass customer feedback from multiple sources. Use software to analyze quantitative and qualitative user feedback. Product and development teams derive actionable insights to iterate on products. Contributing to an improved user experience.

The result? Happier users with increased customer satisfaction. This leads to higher retention and customer lifetime value, and lower customer churn. Users get a robust product that addresses their needs. Companies get loyal customers with the promise of higher revenue.

CFM tools help you create a feedback process that leverages rapid data analysis and processing. It’s important to choose a solution that integrates seamlessly with your existing workflow.Marvin is an all-in-one customer management feedback platform. A home for all your user data with an easy-to-use UI.

Sign up for an account to see how Marvin augments your feedback cycle. It’s free… What have you got to lose?