Customer feedback tools have come a long way since the days of manually reaching out with a long, boring survey.
You can now choose from a wide range of tools, designed to help you collect the customer feedback you need to take your SaaS in the right direction.
In the Product-Led era, listening to your customers has never been more important.
I’m going to explain exactly why you should be listening to your customers if you aren’t already.
Then, I’ll run through the two types of customer feedback tools – microsurvey and long-form – explaining the pros, cons, and use cases for each.
Finally, I’ll show you 8 of the best customer feedback tools for your SaaS.
Can’t wait? Then use the contents below to skip to whichever section you like.
- Why you NEED to collect customer feedback
- The two types of customer feedback tools
- Microsurvey customer feedback tools
- Long-form customer feedback tools
Why you NEED to collect customer feedback
In recent years, SaaS has seen a huge shift towards bringing the voice of the customer into any major product decisions.
There are a few reasons for this:
- You’re building it for your customers
- It strengthens relationships with customers
- Customers demand to be heard
Build it for your customers
This might sound obvious, but a lot of SaaS companies seem to forget it. You aren’t building a product for you, you’re building it for your customers.
It’s important that you understand that.
Your product is designed to solve a problem (or maybe multiple problems) for your customers. The better your product is at solving that problem, the happier your customers, and the more successful your SaaS.
There are plenty of ways you can figure out what to build next. You can brainstorm internally, you could analyze other products in the market, or you could conduct detailed research.
But one of the most effective (and easiest) ways of learning which direction your SaaS should head is by listening to your customers.
These are the people who use your product every day. Some of them will know your product better than you do. But more importantly, they understand their problem in far more detail than you ever will. It’s their problem, after all.
And that means that they’re in the best position to think about how your SaaS can help them solve it.
Sure, you don’t want to blindly obey every bit of customer feedback you collect, but you should definitely make sure you listen out. That’s what customer feedback tools are for.
Strengthen relationships with customers
SaaS companies are built on relationships. The connection between your SaaS and your customers is paramount to success.
One way to develop those connections is to listen to your customers’ feedback.
Why? Because it shows you trust them. It shows them that you truly value their opinions and inputs. As a result, they’re more likely to trust you. That’s how relationships work.
Not only that, but it also helps form a community around your SaaS. Your customers will feel like they’re part of the team, as if they’ve played a part in the development of your product.
What this then does is give customers a better sense of ownership with your SaaS. This strengthens relationships, leading to advocates who spread the word about your product and stick around for the long-term.
Customers demand to be heard
It’s safe to say we live in a consumer-driven economy. Customers have more power, more sway, than ever before. It’s all about them.
And that means that nowadays customers don’t just want to be heard, don’t just expect to be heard, they demand it.
If you don’t use customer feedback tools to listen to your customers, then you’re in trouble. Your customers will start to question whether they want to do business with a company that doesn’t seem to value their opinions.
Chances are, they’ll start to head elsewhere, to a SaaS that respects them and listens to what they have to say.
Listening to customer feedback is now just a part of business life. If you aren’t doing it, then you’re alienating your customers.
The two types of customer feedback tools
Before I launch into the best customer feedback tools, I just want to explain the two different types.
You have microsurveys, and you have long-form surveys. Let’s explore each in turn.
Microsurveys are, as the name suggests, short surveys. They typically appear within a SaaS product, and take no more than a minute or two to fill in.
This consists of just two questions, and the second is optional. This means customers can quickly fill it in and then carry on using your product.
Microsurveys are a great way of collecting more responses. They don’t ask as much from your customers as long-form surveys, and you can place them in-app so that your customers definitely see them.
As well as NPS, microsurveys can be used to seek feedback on a specific part of your SaaS product or to collect customer ideas.
Long-form surveys are the more traditional way of collecting customer feedback.
They often take place outside of your product, sent via email or even *shudder* in paper form. They enable your customers to go into far more detail than they can with microsurveys.
They’re great if you want to collect higher-quality information, but you will end up with less data as the barrier-to-entry is higher.
Long-form surveys are typically used to conduct in-depth market research or detailed product feedback.
Microsurvey customer feedback tools
It’s time to look at some of the best customer feedback tools for your SaaS. Let’s start with the best microsurvey tools…
First up is our own product, Userpilot. Though it started life as a user onboarding platform, Userpilot has developed into a wide range of features, one of which is the ability to place microsurveys into your product.
As far as customer feedback tools go, Userpilot gives you a couple of different options.
Firstly, you can use Userpilot’s NPS widget to start collecting your NPS data in a matter of minutes. It’s quick and easy to set up and add to your product.
You can then customize the branding (no code required!) to match the rest of your product.
You can also use segmentation and behavioural triggers so that you only show your NPS survey to the most relevant users.
Finally, a handy dashboard shows you all the responses you collect.
The other type of microsurvey is more flexible, in that you can create a form to collect the kind of information you need. You can add text fields, radio buttons, and more to build your microsurvey.
Again, you can segment and trigger based on behavior. This is an effective way of collecting feedback on specific parts of your SaaS.
Overall, Userpilot is one of the best customer feedback tools. Pricing starts at $199 per month for up to 2,500 monthly active users.
Don’t forget that as well as getting one of the best customer feedback tools, you’re also getting an amazing user onboarding platform. You can kill two birds with one stone.
Wootric is one of the oldest customer feedback tools you can get, and as a result offers a great experience for both you and your customers.
It focuses on NPS, CSAT (Customer Satisfaction Score), and CES (Customer Effort Score).
It’s relatively easy to add these microsurveys to your product. However, be aware that if you want to trigger these surveys based on user behavior, you’ll need to have some coding knowledge (or use up some dev time).
Wootric does NPS, CSAT, and CES well, but if you’re looking for more flexible customer feedback tools then it might not be right for you.
It doesn’t, for example, offer the ability to collect customer feedback or feature requests.
It does, however, integrate with Intercom, Slack, and other tools to extend your customer feedback capabilities.
Wootric’s pricing starts at $89 per month, but that only gives you one survey project. If you want to run multiple surveys, then Wootric quickly becomes one of the most expensive customer feedback tools.
Refiner is designed to help you use microsurveys to boost user engagement.
Like most of the customer feedback tools on this list, you can add in-app microsurveys to collect the data you need. You can choose from NPS, simple ratings, open-ended questions, and much more.
Where Refiner differs is that you can then add CTAs to your microsurveys based on customer responses. You might, for example, want to direct users to leave a review if they give you a high NPS.
You can also set customer triggers based on in-app behavior, and segment to specific groups of users. The microsurveys are fully customizable in terms of appearance.
Refiner falls a little short when it comes to analytics, especially compared to some of the other customer feedback tools.
As for pricing, Refiner offers a free plan which gives you up to 100 survey responses. The next plan up is $29 per month, making Refiner one of the cheaper customer feedback tools out there.
Survicate is one of the more well-rounded customer feedback tools, offering a range of different microsurveys as well as some limited long-form surveys too.
In terms of microsurveys, you can add NPS surveys to your app (or send via email) and collect customer feedback with a pop-out widget.
It’s worth mentioning the long-form capabilities too. You’re able to create longer surveys with multiple questions and branching pathways, and then send customers to it via a link or by embedding it into an email.
Survicate also offers detailed analytics so you can better understand your data.
Branding customization is limited (requires CSS knowledge), and the product can sometimes be difficult to navigate round, but overall it’s a good customer feedback tool.
It starts with a free plan which gives you 100 responses each month. The next plan is $49 per month, boosting you up to 1000 responses a month.
Long-form customer feedback tools
Let’s look at the long-form customer feedback tools now…
The long-form surveys enable you to ask multiple questions, including text inputs, multiple choice, and NPS. You can then send your customers to the form with a link.
As for microsurveys, you can add a slide-in widget that asks your customers a specific question about the page they’re on. Segmenting and behavioral targeting, however, is limited compared to other customer feedback tools I’ve covered.
Hotjar’s analytics can help you visualize the responses you receive. It’s also worth remembering that you’ll also get access to Hotjar’s behavior-tracking features, including heat maps and scroll tracking.
Hotjar starts at $29 per month if you’re a really early-stage startup. It then increases to $89 per month when you start to scale and want to measure more traffic.
Typeform earns its place on our list of the best customer feedback tools simply by making it easy to create beautiful long-form surveys.
The idea is that you make your survey conversational. This increases engagement and improves the quality of data you collect.
Creating a survey is as simple as typing your questions. Typeform will do the rest. You can also add logic jumps and branching pathways to personalize the survey based on previous responses.
Typeform does fall a little short when it comes to exporting your data. Currently, you can only export your responses as a spreadsheet, which can feel a little cumbersome.
It’s also limited in terms of branding and custom designs, which may be important for consistency with your SaaS.
It starts at $35 per month if you want all of the functionality, though there is a much more limited free plan if you want to try it out first.
Survey Anyplace is a little different to the other customer feedback tools on this list.
It’s designed to help you create interactive questionnaires that feel a little more playful. You’re able to add images, gifs, and videos to make your survey more engaging.
You can then embed your survey pretty much anywhere you want, including a web page, in your product, or even as a tab on your Facebook page.
It’s also easy to analyze the data you collect with detailed graphics to help you visualize the responses.
The downside is that you don’t have many options in terms of how your surveys look, and to change the design you’ll need CSS knowledge. Also, the UI feels dated and can be tricky to use.
Survey Anyplace starts at £39 per month, but only gives you 400 responses and limited logic jumps.
With a wide range of question types, and the ability to customize branding, you can create highly-engaging long-form surveys.
You can then share these surveys by embedding them into your app with an iframe, or by using the widget.
You can also offer incentives through Feedier to encourage your customer to provide their feedback.
Feedier does offer some reporting but it’s limited and you’re unable to really delve into the data in any real detail. It’s also worth noting that the playful approach won’t suit every SaaS company. If you’re more professional, then you’ll need one of the other customer feedback tools.
As for pricing, Feedier does have a limited free plan but most SaaS companies will need at least the next plan up which costs $30 per month.
- Customer feedback tools enable you to truly listen to your customers and to add a data-driven approach to your product development.
- Listening to your customers helps you build the best product, strengthens relationships with your users, and ensures they stick around for the long-term.
- There are two main types of customer feedback tools: microsurvey and long-form.
- The best microsurvey customer feedback tools are Userpilot, Wootric, Refiner, and Survicate.
- The best long-form customer feedback tools are Hotjar, Typeform, Survey Anyplace, and Feedier.
About the author
Joe is a content writer, with several years of experience working with SaaS startups. He’s also the founder of Turing, a conversation design agency, making chatbots more human.