50 Best Customer Feedback Tools for Small Business Owners

Hana Mohan

20min read

Running a small business requires everyone involved to focus on making smart decisions. There are only so many hours in a day, and as market needs and society have shifted dramatically in recent months, we have entered a crossroad for many companies. Those businesses that can continue to provide quality products and an engaging user experience (UX) are likely to remain competitive or capitalize on market changes.

Handling the needs of customers while working with a lean operation can make dedicating time for improvements difficult, and fortunately, there are many useful tools that can help. Collecting data about user experience can change the way you think about your website, feedback, and marketing efforts. Data from a recent Forrester market report indicates that every $1 invested in UX is likely to generate a return of $100. Improving the user experience represents an excellent opportunity for small businesses to increase sales with only a moderate investment of time and resources.

Below, we’ve collected 50 of the best customer feedback tools that you can use for your small business. These tools offer a wide range of useful options for measuring your customer feedback, making decisions, and ultimately improving your customer experience. We’ve listed our 50 best customer feedback tools in alphabetical order by category so that you can easily browse and find the right tool for your most pressing needs:

Community Feedback Tools

1. BangTheTable


BangTheTable is a community engagement software with a complete set of tools for managing your customer relationships and communication platforms. One of the main features of this software is the community forums, which can be used as an interactive space for engaging with your audience. It's an excellent platform for any small business looking to build a community and monitor your interactions through a central interface.

Key Features:

  • Create polls for immediate feedback
  • Share stories directly with your audience
  • A simple and straightforward guestbook

Cost: Contact for a quote

2. Get Satisfaction

Get Satisfaction

Get Satisfaction is a communication platform for creating online customer communities to reduce the distance between your audience and your brand. You can create and fully customize a community portal to include feedback and self-service capabilities. Your community content can then be integrated into your website, Facebook page, and mobile app to give your audience complete access to your system.

Key Features:

  • Built-in SEO for community content
  • Gamification features
  • Moderation and people management tools

Cost: Contact for a quote

3. IdeaScale


IdeaScale is an idea and innovation management platform that uses customer feedback to help you create your products. This concept of crowdsourcing has become a powerful strategy for businesses of all sizes, and you can begin by creating an innovation community. Once created, you can provide your audience with access to the system and use tools such as widgets, a campaign manager, and gamification to collect the best ideas.

Key Features:

  • Voting and commenting
  • Automatically consolidates similar ideas
  • Support for over 30 languages

Cost: $12,999 - $64,999 for a 2-year subscription

4. QuestionPro


QuestionPro is a community survey software for collecting and managing audience feedback of all kinds. After launching your community, you can create and manage feedback through a centralized tool and target specific groups for additional insights. There is a useful amount of automation in QuestionPro, which uses quantitative and qualitative options such as branching features to improve feedback accuracy.

Key Features:

  • 80+ supported question types
  • A global sample of over 22 million panelists
  • Support for mobile data collection

Cost: Free - $85/month

5. SupportBee


SupportBee is a fully featured ticket management and client portal software with many useful features for engaging with your customers. In addition to a centralized inbox for ticket management, the portal allows your customers to submit requests, access self-service functions, and view requests from other team members. SupportBee is an excellent option for small businesses that cater to B2B needs and often communicate with extended teams from the same company.

Key Features:

  • A self-service knowledge base
  • Client portals
  • Integrations with over 30 other tools

Cost: $13 - $20/month per user

6. UserEcho


UserEcho is a customer support solution that includes chat and the ability to create forums for your audience. Building a community forum allows your customers to interact with each other and provide real-time feedback to your team. Additional features include a voting system, easy authorization, and an automation answer system for frequent questions.

Key Features:

  • Targeted feedback polls
  • A private mode for sensitive information
  • Mobile optimized pages

Cost: $19 - $25/month per user

7. UseResponse


UseResponse is an all-in-one customer service and communication platform that includes a social CRM and support for more than ten channels. This software is composed of four modules with features for managing feedback, help desk, knowledge base, and live chat activities. By covering such a large number of channels, UseResponse helps you maximize your small business's reach and offer better customer service.

Key Features:

  • A shared team inbox
  • Available as a cloud or self-hosted service
  • Multiple integrations including Salesforce and Zapier


  • $39 - $199/month for up to 2 agents
  • $19 - $49/month for each additional agent

8. UserReport


UserReport is a suite of engagement tools that can help your small business understand more about your customers and their unique preferences. The software is built on two widgets that integrate survey and feedback capabilities into your website or app. You can fully customize the forms, and UserReport automatically blends demographic information and important metrics into the report for each survey.

Key Features:

  • Integrated demographic data
  • Support for over 60 languages
  • In-depth reports for satisfaction surveys

Cost: Contact for a quote

9. UserVoice


UserVoice is a centralized product feedback management platform with tools for turning ideas into specific features for your new offerings. You can connect this software to several different systems and collect all of your product ideas and feedback in a single place. Your team can also easily share product feedback from any communication in a simple sidebar without distracting from their other work.

Key Features:

  • Create and share a product roadmap
  • Filter feedback by user or account segments
  • Integration with Salesforce and Slack

Cost: Contact for a quote

Online Review Tools

10. Bazaarvoice


Bazaarvoice is a suite of products for managing all aspects of your brand’s social proof, presence, and advertising. The Ratings & Reviews tool is central to the entire platform. It helps you collect and display authentic feedback on your website and through any distribution partners you may have. With a centralized portal, you can quickly respond to each review. It's a good option for small businesses selling physical products.

Key Features:

  • 24/7 content protection and moderation
  • Natural language processing
  • The Bazaarvoice shopper network

Cost: Contact for a quote

11. eKomi


eKomi is a feedback management service for collecting more authentic reviews for products and sellers.  While other products offer the ability to centralize reviews, each review submitted to eKomi is personally screened by their customer feedback team. That means you can trust that reviews received are authentic and reflect the voice of your customers.

Key Features:

  • Designed to support international businesses
  • 3rd-party validated reviews
  • Integrations for Google products

Cost: Contact for a quote

12. Feefo


Feefo is a customer feedback platform for managing reviews across all of your major channels. Feefo offers fully customized plans tailored to your small business's needs and integrated with your website and social media accounts. Additional core features include feedback reports, tailored campaigns, and the ability to create Facebook reviews tabs.

Key Features:

  • Complete reputation management
  • A trusted Google partner
  • Comprehensive reporting tools

Cost: Contact for a quote

13. KiyOh


KiyOh is a customer ratings and reviews platform that integrates with online e-commerce sites, including webstores hosted on SeoShop, Magento, and MyShop. The software collects reviews directly from your website or using Easy Invite Links that can be shared anywhere. You can also personalize how your reviews are displayed, including showing stars in Google Shopping and AdWords campaigns.

Key Features:

  • Easy review invite links
  • A startup service for getting your first review
  • Completely customizable for your needs

Cost: €24.95 - €99/month

14. Podium


Podium is an interaction management solution designed for local businesses looking for a more efficient way to connect with customers. All interactions from your various online and social platforms are collected into one place, and you can easily discuss leads, reviews, and issues with your team. Podium's main benefit is the ability to message customers directly to answer questions or schedule appointments immediately.

Key Features:

  • Create automated review invites
  • In-depth metrics and reporting
  • Compare results to industry benchmarks

Cost: Contact for a quote

15. ReeVoo


ReeVoo enables customer feedback management by giving you tools for creating better reviews, conversations, and experiences. This software helps by requesting reviews from your audience at important moments during the customer experience journey. These reviews are then vetted for authenticity, and you can share them with potential customers in various ways.

Key Features:

  • Helps to create more detailed reviews
  • Collect important feedback for future product updates
  • A Facebook app for managing content

Cost: Contact for a quote

16. Trustpilot


Trustpilot is a free and open review platform that consumers can use to share their opinions regarding brands, products, and services. Businesses can utilize the data collected by Trustpilot through free or paid plans. You can add additional modules to any plan with capabilities including APIs, location reviews, and security protocols.

Key Features:

  • Claim and edit your company profile page
  • Unlimited manual review invitations
  • 10 Additional add-on modules available

Cost: Free - $199+/month

17. TrustSpot


TrustSpot is a commerce marketing cloud for collecting and sharing customer reviews with your audience. The ultimate goal of this platform is to build trust, and this all starts with collecting meaningful reviews using the artificially intelligent request feature. This software also helps you display user-generated content, such as photos, in a way that adds value to your product image and helps you promote your brand.

Key Features:

  • A community Q&A tool
  • Referral and VIP programs
  • Seamless in-email technology

Cost: $149 - $1,500/month

Traditional Customer Feedback Survey Tools

18. Ask Nicely

Ask Nicely

Ask Nicely is a customer experience platform that features personalized front-line coaching for your staff. This software can collect customer feedback and provide coaching through the mobile app, which makes access easy for everyone. It can help optimize resources within your small business by giving your front-line employees suggestions for interacting with customers and showing them a real-time performance scorecard.

Key Features:

  • Track NPS, CSAT, and CES metrics
  • Integrations with 40+ platforms
  • A customer experience coaching app

Cost: Contact for a quote

19. Crowdsignal


Crowdsignal is a simple and powerful survey and polling tool. You can create and share surveys quickly with the intuitive editor and fully customize the graphics, colors, and typography of each question. Crowsignal also makes it easy to embed your surveys into a WordPress website, Twitter feed, or Facebook page. Another useful feature for small businesses is the ability to share complete polls with your most valuable customers by email.

Key Features:

  • Unlimited questions and surveys
  • Embed video and audio files into polls
  • Customized branding

Cost: Free - $59/month

20. Formsite


Formsite is an online builder for creating professional HTML forms and surveys. It is easy to get started with the drag-and-drop form builder and over 100 templates that can be customized to match the small business's branding. These forms can be shared directly with a link or embedded into your website and viewed on a desktop, tablet, or another mobile device.

Key Features:

  • Over 100 customizable templates
  • 40 question types
  • Real-time email alerts for results

Cost: $19.95 - $249.95/month

21. Google Forms

Google Forms

Google Forms is an easy to use form builder that you can use to survey your customer base. This software is free for personal use, and the professional GSuite plans include all of Google’s business applications include the form builder. One of the great things about Google Forms is the ability to customize the surveys by uploading your business logo. The software will automatically set the colors to match your branding.

Key Features:

  • Customize forms with your logo
  • Integrate YouTube videos into forms
  • Numerous question types

Cost: Free - $25/month

22. Retently


Retently is a customer engagement software that is built around Net Promoter Score (NPS) survey questions. To begin, you can create automated survey campaigns targeted to specific segments of your customer base. The template editor lets you create the exact type of questions you desire, and you can deliver surveys to multiple channels so customers can respond in the way they prefer.

Key Features:

  • A/B testing of subject lines
  • An advanced template editor
  • Campaign automation playbooks

Cost: $69 - $299/month

23. SurveyGizmo


SurveyGizmo is a well-established online survey software that has several useful tools for small businesses. The surveys are easy to format, and you can create a custom design and share an unlimited number of questions. Integrations are available with leading platforms such as Salesforce and HubSpot, and the survey data analysis features are extensive with downloadable reports.

Key Features:

  • Unlimited surveys, questions, and responses
  • 25 pre-designed question types
  • Export data to 4 formats

Cost: $25 - $240+/month

24. SurveyMonkey


SurveyMonkey helps businesses make better decisions by gathering opinions and insights from online surveys, quizzes, and polls. The templates and sample questions help you design your surveys quickly, and the SurveyMonkey Genius feature uses AI to guide you along the way and provide recommendations. Charts and summaries are used to analyze the survey data, and you can filter the results to learn more.

Key Features:

  • Dozens of survey theme templates
  • Custom charts, graphs, and dashboards
  • Compare results to industry benchmarks

Cost: $25 - $75/month per user

25. SurveySparrow


SurveySparrow is an online survey and market research platform that has beautifully designed survey templates. Users can choose from vibrant colors and over 20 font-families to fully customize the look of their survey themes. Another nice feature for small businesses is the ability to use skip logic to focus survey questions only on those most relevant to each customer based on their past answers.

Key Features:

  • Personalize surveys using custom parameters
  • Automate tasks, reminders, and survey delivery
  • Select from survey logic blocks for automation

Cost: $49 - $599/month

26. Typeform


Typeform's survey tools aim to create more conversational surveys by integrating photos, media, and icons into your questions. Custom layouts can be used to create a unique tone and flow for surveys, and users can create an unlimited number of questions. Typeform also allows you to accept payments directly through your forms and schedule a close date for each of your surveys.

Key Features:

  • Custom thank you screens
  • Access millions of free images and video
  • Integrations with Slack, Google Sheets, and more

Cost: $35 - $70/month

Visual Feedback & User Testing Tools

27. Bugherd


Bugherd is a visual feedback and bug tracking tool for websites that uses sticky note-like messages for sharing feedback on any page. When a bug or issue is noticed on your website, it can be logged instantly by clicking on that part of the page and typing a message. These notes can then be assigned an owner and a due date for clear follow up from your support team.

Key Features:

  • Feedback collected to a task management board
  • Attach files and comments to each task
  • Slack, Basecamp and Github integrations

Cost: $39 - $189+/month

28. CrazyEgg


CrazyEgg is a website optimization tool that features heatmaps and A/B testing. You can track the user experience on your website by generating visual reports or recording individual sessions. These reports will show you heatmaps for engagement with different parts of your site, and you can easily compare different layouts, colors, and placements with the A/B testing feature.

Key Features:

  • Easy A/B testing for pages
  • A real-time page editor
  • Capture snapshots, heatmaps, and recordings

Cost: $24 - $249/month

29. DeBugMe


DeBugMe is a simple visual feedback and bug tracking tool that streamlines communication between your developers, project managers, and customers. Testers can draw directly on to any page to highlight the exact issue they experienced. This software is an excellent option for small teams because it does the heavy lifting of capturing all of the necessary information in a central Kanban board for easy review.

Key Features:

  • Draw, highlight, or black out page areas
  • View all issues on a Kanban board
  • Automatically captures technical details

Cost: Free - $49/month

30. Freshmarketer


Freshmarketer is a conversion optimization platform for improving customer interactions with your website. Useful features of this software include dynamic heatmaps, an easy-to-use visual editor, and funnel analytics. You can also create truly unique experiences for each customer with the personalization tools, without having to utilize any advanced website programming resources.

Key Features:

  • Real-time tracking for clicks and scrolls
  • Session replays and heatmaps
  • Split and A/B testing

Cost: Free - $539+/month

31. FullStory


FullStory is an intelligent digital experience platform used for optimizing the content of your website or app. By visualizing the customer journey using heatmaps and other tools, this software helps you identify improvements that could lead to more sales. One of the best reasons to use FullStory is the automated process of discovering, analyzing, and ranking opportunities for improvement with your content.

Key Features:

  • Comprehensive digital forensic tools
  • Several third-party integrations
  • Complete, tag-free analytics

Cost: Contact for a quote

32. Helio


Helio is a design testing and survey application for improving website design and product development effectiveness. You can measure the interaction with a variety of media and components, including video, audio, copy, and wireframes. This platform also offers a wide range of options for collecting feedback, including click tests, preference tests, and multiple-choice questions.

Key Features:

  • Advanced behavior filters
  • Additional enterprise features available
  • Get reactions for any media type

Cost: Contact for a quote

33. Hotjar


Hotjar offers a suite of website feedback and behavior analysis tools that you can apply to your small business. Heatmaps are a central feature of Hotjar, and you can collect direct feedback for clicks, moves, and scrolling for any of your website pages. It's easy to review recordings for specific site visits and add comments to individual actions in the timeline.

Key Features:

  • Download and share heatmaps
  • A conversion funnel tool
  • Visual form analysis scorecards

Cost: $89 - $389/month

34. Loop


Loop is a visual customer feedback tool that collects input from internal and external sources to inform your marketing decisions. This software works by adding a screenshot plugin to your website, which will then share data from user visits directly to an internal forum. Your team can then analyze, prioritize, and share feedback with stakeholders to plan for future improvements.

Key Features:

  • A website bug reporting tool
  • All feedback organized onto a single page
  • A seamless in-app plugin

Cost: Free - $289/month

35. Mopinion


Mopinion is an all-in-one user feedback platform for optimizing websites, apps, and email communications. The email marketing tools are a unique feature that helps you fully understand how your customers are interacting with your messages. They offer three plans designed for businesses, and you can select from web, email, or app capabilities to create a custom package.

Key Features:

  • Monitor websites, apps, and email
  • Unlimited forms and responses
  • A feedback analytics dashboard

Cost: Free - $699+/month

36. Mouseflow


Mouseflow helps you understand your complete visitor experience to optimize your content and improve your conversion rate. In addition to heatmaps and session replays, you can also monitor conversion rates at each step of your funnel. The filtering tool lets you quickly screen your customer sessions based on visitor type, language, location, and other criteria.

Key Features:

  • Create custom, interactive surveys
  • Monitor your conversion funnel in real-time
  • Integrations with 30+ tools

Cost: $24 - $399/month

37. Saber


Saber is a website feedback tool for collecting impressions from customers and your team. The feedback interface can be customized with your business logo, and you can integrate this software with many of the leading ticketing systems. Installation takes less than a minute with the provided WordPress plugin, and all feedback stored in Saber will include the technical details for each session.

Key Features:

  • Easily capture screenshots in the browser
  • Support for desktop, tablet, and mobile devices
  • Customize feedback data capture

Cost: $29 - $199/month

38. Usabilla


Usabilla, from SurveyMonkey, helps you collect feedback from customers as they interact with your website, app, or emails. The central dashboard shows a detailed summary of the feedback sessions captured over time and NPS and emotional score trends. As a small business, this tool can help you communicate more effectively with customers across multiple platforms with a small team.

Key Features:

  • An open API for 3rd-party integration
  • Numerous audience targeting options
  • Detailed analytics and benchmarking

Cost: Contact for a quote

39. Userbrain


Userbrain is a remote user testing for monitoring how visitors interact with your website. With this software, you can quickly identify usability issues and run automated weekly user tests to ensure ongoing performance. The software works by identifying a list of tasks, call a task scenario, that you would like testers to complete. These testers can come from Userbrain’s library of resources, or you can provide your own, giving you complete flexibility.

Key Features:

  • Review recordings with audio commentary
  • Choose the devices you would like to test
  • Assess sites currently under development


  • $29 per user test one-time fee
  • $19/month subscription (1 user test per month)

40. Usersnap


Usersnap is a customer feedback and visual bug tracking platform for using customer insights to build better products. You can easily add a widget to your software product and give users the ability to share screenshots and comments directly with your team. This program centralizes all of your feedback to quickly identify usability issues and release updates to keep your product running smoothly.

Key Features:

  • Screenshot bug reports
  • Simple interactive raters
  • 30+ 3rd-party integrations

Cost: $8 - $149+/month

Voice of the Customer Tools

41. Clarabridge


Clarabridge Engage is a digital customer service software that includes engagement and analytics tools. After connecting all of the digital channels that your business uses, you can use Clarabridge to respond and have real-time conversations with your customers. A shared inbox and SLA monitoring help your support team respond to the most urgent requests, while a social bot communicates basic answers based on FAQs.

Key Features:

  • A unified message inbox
  • Automatic tagging and routing
  • One of the first to support the WhatsApp platform

Cost: Contact for a quote

42. Feedbackify


Feedbackify makes it easy to create and share customer feedback forms. You can fully customize the forms with your questions, colors, and logo before adding them to your website via HTML code. As feedback is collected, it is added to a dashboard for easy viewing, and you can filter and categorize the list to find the information you need to review at any given time.

Key Features:

  • A simple form editor
  • Custom feedback categories
  • Use your branding for forms

Cost: $19/month

43. GetFeedback


GetFeedback is an online voice of customer tool from SurveyMonkey that gives you real-time feedback about your customer experience journey. To use the software, you first create mobile-friendly feedback surveys and then distribute them by email, chat, SMS, or community forums. As data is collected, you can review strengths and improvements based on customer feedback and develop informed action plans.

Key Features:

  • Free survey templates
  • Omnichannel distribution
  • View historical CSAT score trends

Cost: Contact for a quote

44. InMoment


The InMoment Experience Intelligence (XI) platform aims to give you a complete picture of your business operation. The software integrates three unique cloud modules for Customer Experience (CX), Employee Experience (EX), and Market Experience (MX). The primary strength of this offering is the analysis capabilities that can listen to feedback across your channels and provide unique insights based on the data.

Key Features:

  • Integrate hundreds of data sources
  • Built-in data science capability
  • Advanced metrics and reporting tools

Cost: Contact for a quote

45. Pulse Insights

Pulse Insights

Pulse Insights is an enterprise-level micro survey software for collecting voice of the customer insights at any time. By displaying simple surveys as users browse particular parts of your website, you can collect feedback without interrupting their sessions, providing a more natural way of connecting with your customers. Pulse Insights also uses progressive profiling to learn additional preferences across multiple channels.

Key Features:

  • Progressive profiling
  • Automatically guide users to next actions
  • Improved user experience

Cost: Contact for a quote

46. OpinionLab


OpinionLab is a VoC solution that helps you utilize feedback to improve customer experience. This omnichannel platform connects your customer feedback to particular parts of your operation to help you achieve actionable insights. Customers can simply click on a symbol to leave feedback during certain steps of their experience, which helps ensure that the responses are genuine, relevant, and timely.

Key Features:

  • An iconic feedback form symbol
  • Advanced analytic tools
  • Full omnichannel support

Cost: Contact for a quote

47. Qualaroo


Qualaroo is a customer research platform for collecting user feedback through simple surveys.  This software, released by ProProfs, calls its surveys 'Qualaroo Nudges.' Nudges are displayed on your website at just the right time. You can create exit surveys to assist with improving conversion rates or collect user feedback directly from your website or app to get real-time and honest responses.

Key Features:

  • Customize your Nudges
  • Pre-built questions and templates
  • User targeting tools

Cost: $199 - $499/month

48. Qualtrics


Qualtrics Experience Management (XM) is a leading platform for collecting meaningful customer feedback that can be used to improve your business. There are four main products in the Qualtrix XM suite, with an offering for customers, employees, products, and brands. The CustomerXM module goes beyond basic VOC measurement and includes a full set of charts that will connect your customer feedback to important metrics.

Key Features:

  • 27 channels and 128 data sources
  • A predictive intelligence engine (iQ)
  • Drag-and-drop integrations

Cost: Contact for a quote

49. Survicate


Survicate is a customer experience and feedback platform that lets you easily share surveys through email, chat, or links. Users can also collect VOC directly on their website or mobile app for feedback on products and customer satisfaction. The free plan from Survicate is generous and gives you basic features and the ability to collect up to 100 survey responses each month.

Key Features:

  • 125+ survey templates
  • A centralized feedback hub
  • Customizable website feedback buttons

Cost: Free - $249/month

50. WebEngage


WebEngage is a B2C marketing automation hub that can be scaled to meet the needs of small businesses or large enterprises. The visual workflow editor, called the Journey Designer, is an easy way to create cross-channel marketing campaigns. These campaigns can be directly tied to your user feedback and designed to adapt to their behavior in real-time. The ultimate benefit of this is improved user targeting and greater personalization.

Key Features:

  • Engagement across all major channels
  • Personalized communications for each customer
  • Channel, campaign, and funnel analytics

Cost: Contact for a quote

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