10 Best Customer Feedback Tools for 2024: A Comprehensive Guide

by | Jul 2, 2024 | Articles



Customer feedback tools have become essential in properly evolving your products based on actual customer data. These tools allow businesses to collect, analyze, and take action on customer feedback, which leads to better products, services, and overall customer satisfaction. Companies using these tools can achieve significant growth by making decisions based on data that aligns with their customers’ needs and preferences.

Look, we’re passionate about embracing customer feedback to improve products, and after testing various customer feedback tools, we’ve compiled a list of the best ones for 2024. Each tool on this list has been evaluated for its effectiveness in improving customer satisfaction and driving business growth.

Key Criteria Considered:

  • Features: Powerful functions such as customizable surveys, real-time data collection, and advanced analytics.
  • Usability: User-friendly interfaces that make it easy for people to use.
  • Pricing: Cost-effective for both small businesses and large companies.
  • Integration Capabilities: Works well with other important software like CRM systems to streamline workflows.

By focusing on these criteria, we make sure that the recommended tools bring significant value to your business. Whether you want to improve your product strategy or enhance customer interactions, our detailed guide will assist you in selecting the right tool for your requirements.

Strategies to Enhance Customer Feedback Tools

In addition to the criteria mentioned above, there are specific strategies that can improve the effectiveness of customer feedback tools:

  1. Feature Voting: This strategy allows customers to influence the development of products and services by voting on features they want to see.
  2. Understanding Team Members: It’s crucial to know how team members play a role in implementing and using these tools effectively.

These articles from PathPro provide valuable insights into these strategies:

“Feature voting is an excellent way for companies to gather feedback from their users and prioritize what features they should build next.”

“Team members are individuals who work together towards a common goal, often within an organization or project team.”

Importance of Feature Voting in Software Development

Lastly, harnessing the power of feature voting in software development can be a critical part of properly developing your software in an informed, customer-driven manner. This PathPro article delves deep into the significance of feature voting and how it can positively impact your software development process.

1. HubSpot’s Customer Feedback Platform

HubSpot’s Customer Feedback Platform is known for being robust and easy to use. It offers a wide range of features that make it easy to gather valuable customer insights:

  • Customizable survey creation
  • NPS/CSAT/CES measurement
  • Real-time data collection

Key Features

Customizable Survey Creation

Tailor surveys to meet your specific needs, whether you’re seeking detailed feedback or brief impressions.

NPS/CSAT/CES Measurement

Measure Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Effort Score (CES) to get a holistic view of your customer satisfaction levels.

Real-Time Data Collection

Collect feedback in real-time, allowing immediate analysis and response to customer concerns.

Using HubSpot’s platform, I was able to gather valuable insights through web and email surveys. The real-time data collection enabled me to quickly identify areas needing improvement. These insights were instrumental in enhancing our product offerings and refining our services.

Pros and Cons


  • Ease of Integration: Seamlessly integrates with other tools within the HubSpot ecosystem.
  • User-Friendly Interface: Intuitive design makes it easy for users of all technical skill levels.
  • Comprehensive Analytics: Offers detailed reports that help in making data-driven decisions.


  • Pricing: May be on the higher side for small businesses.
  • Limited Customization Options: While robust, some advanced customization features are limited compared to specialized survey tools.

By leveraging HubSpot’s Customer Feedback Platform, businesses can not only enhance their products/services but also drive growth through improved customer satisfaction.

2. Hotjar

Hotjar has proven itself to be an indispensable tool for understanding user behavior and gathering customer feedback. My experience with Hotjar revealed its extensive capabilities, making it a standout choice for businesses looking to optimize their digital interactions.

Key Features

  • Heatmaps: These visual representations allowed me to see where users clicked, moved, and scrolled on our website. This insight helped identify popular sections and areas needing improvement.
  • Recordings: By watching real user sessions, I could pinpoint usability issues and understand the user journey better.
  • Surveys: Hotjar’s customizable surveys enabled us to ask specific questions directly to our users, capturing their thoughts and feelings about our products and services.

GDPR/CCPA Compliance

Compliance with data protection regulations is crucial. Hotjar offers features that make it straightforward to ensure GDPR/CCPA compliance. For instance, users can opt out of tracking, and personal data is anonymized by default, giving peace of mind while collecting valuable feedback.

Strengths and Weaknesses


  • Comprehensive insights: Heatmaps and recordings provide a deep dive into user behavior.
  • User-friendly interface: Easy setup and intuitive navigation make it accessible even for those not tech-savvy.
  • Seamless integration: Works well with various other tools we use, enhancing its overall utility.


  • Data Overload: The sheer amount of data can be overwhelming without proper filtering.
  • Limited free plan: Some advanced features require a subscription.

Hotjar significantly contributed to improving our product by providing actionable insights. Its ability to visualize user interactions supported our decision-making process effectively.

If you’re interested in gathering customer feedback like we did with Hotjar, PathPro offers valuable insights on how to effectively collect product feedback.

3. Feedbackify

Feedbackify is a powerful tool that allows you to gather feedback from your website visitors in real-time. With its user-friendly interface and customizable features, it’s never been easier to understand what your customers want and make improvements to your website.

Key Features

Here are some key features of Feedbackify:

  1. Real-Time Feedback Collection: Visitors can provide feedback while they are still browsing your site, giving you valuable insights into their experience.
  2. Unlimited Data Storage: Store all of your feedback without any limitations, allowing you to analyze trends and track changes over time.

Benefits of Instant Feedback

Receiving immediate feedback through Feedbackify has been incredibly beneficial for our business. Here’s why:

  1. Faster Decision Making: By having access to real-time feedback, we can quickly identify and address any issues or concerns that our customers may have.
  2. Data-Driven Improvements: Instead of relying on guesswork, we can now make informed decisions based on actual feedback from our target audience.
  3. Increased Customer Satisfaction: By actively listening to our customers and implementing their suggestions, we have been able to improve the overall user experience on our website.

Suitability for Different Businesses

Feedbackify is a versatile tool that can be used by various types of businesses:

  1. Small Businesses: Affordable pricing plans make it accessible for startups and small companies with limited budgets.
  2. E-commerce Stores: Real-time insights into customer preferences and pain points can help optimize product listings and checkout processes.
  3. Service-Based Companies: Immediate feedback allows service providers to address any issues or concerns raised by clients promptly.

How Feedbackify Can Work With Other Tools

Integrating tools like Feedbackify can transform how businesses interact with their customers. For example, by combining it with PathPro’s interactive release notes, you can further enhance customer engagement. If you’re interested in learning more about PathPro’s features, be sure to check them out as well.

4. Qualaroo

Qualaroo is an exceptional tool in the customer feedback landscape. Its user-friendly interface and robust features make it incredibly useful for gathering valuable customer data.

Key Features

Here are some of the key features that set Qualaroo apart:

1. AI-Powered Analytics: Qualaroo’s AI-powered analytics functionality is a game-changer. This feature goes beyond surface-level feedback, diving deep into customer behavior to provide detailed insights. By analyzing responses using intelligent algorithms, Qualaroo offers actionable recommendations for improving the overall user experience.

2. Targeted Feedback Campaigns: One of the standout aspects of Qualaroo is its ability to run targeted feedback campaigns. By asking the right questions at the right time – whether it’s during a critical moment or after a purchase – you can gather specific feedback that directly impacts user satisfaction. This strategic approach ensures that you’re effectively addressing pain points.

How We Used Qualaroo to Improve User Experience

In the past, using Qualaroo allowed us to significantly improve our product based on actual user experiences. For example, we launched a campaign focused on website navigation issues. The feedback collected helped us identify specific problem areas, leading to targeted improvements that enhanced the overall user experience.

Why Qualaroo Works Well for Enterprises

When it comes to enterprise-grade solutions, Qualaroo excels. It seamlessly integrates with various platforms and can easily accommodate business growth. Additionally, its comprehensive reporting features provide valuable insights for making data-driven decisions.

If you’re looking for project management tools to complement your feedback strategy, you should explore some of the top Project Management Tools for Efficient Workflows in 2024. These tools can help you stay organized and streamline your processes as your product continues to grow.

For the latest updates and innovations in customer feedback solutions, refer to our News & Announcements Overview.

5. Podium

Podium is an all-in-one platform that excels in customer feedback collection, review generation, and communication management. It offers a seamless integration and robust functionality.

Key Features

  • Customer Feedback Collection: Podium’s intuitive interface allows for effortless feedback collection across multiple channels, including SMS, email, and web forms.
  • Review Generation: The tool automates the process of requesting reviews from satisfied customers, which significantly boosts online reputation.
  • Communication Management: Centralized messaging helps keep track of customer interactions, making it easier to respond promptly and effectively.

Using Podium’s integrated approach has streamlined our feedback processes remarkably. The ability to manage everything from a single dashboard eliminated the need for multiple tools. This not only saved time but also ensured that no customer feedback was overlooked.

Enhanced reputation management through automated review generation has had a direct impact on our business growth. Positive reviews increased trust and attracted more clients. Additionally, the centralized communication system fostered stronger customer relationships, leading to higher retention rates.

Podium’s comprehensive suite of features makes it an invaluable asset for businesses looking to improve their feedback mechanisms and enhance their overall brand reputation.

6. Zonka Feedback

Zonka Feedback is a powerful tool that allows businesses to collect and analyze customer feedback from various sources. With Zonka Feedback, you can easily create and distribute surveys through email, SMS, websites, in-app messages, and QR codes. This multichannel approach ensures that you can gather feedback from your customers wherever they prefer to engage with your brand.

Key Features

Here are some key features of Zonka Feedback:

  1. Multichannel Survey Distribution: Zonka Feedback excels in distributing surveys across various platforms, making it easier to capture feedback from different customer touchpoints.
  2. Integration with HubSpot: Seamless integration with HubSpot enables efficient data analysis and synchronization, allowing for a more cohesive customer relationship management strategy.
  3. CX Metrics: The platform supports critical Customer Experience (CX) metrics like CSAT (Customer Satisfaction Score), NPS (Net Promoter Score), and CES (Customer Effort Score). These metrics are invaluable for measuring customer satisfaction and identifying areas for improvement.

Usability and Value

From a usability perspective, Zonka Feedback is intuitive and user-friendly. Setting up surveys is straightforward, thanks to its drag-and-drop interface. The real-time analytics dashboard offers actionable insights that help in making informed decisions swiftly.

In terms of pricing, Zonka Feedback provides good value for money by combining extensive features with competitive pricing.

For businesses seeking a robust feedback aggregation solution, Zonka Feedback’s capabilities in multichannel distribution and comprehensive CX metric analysis make it an excellent choice.

If you are looking for a cheaper alternative to Canny that offers more features at reduced costs, PathPro could be the ideal solution. PathPro embraces and highlights customer feedback through feature voting, displays public roadmaps, and keeps tasks organized – serving as a comprehensive tool for customer-driven product management.

7. Canny

Canny is a powerful feedback management platform designed specifically for product teams. It offers an easy way to collect, organize, and prioritize customer feedback, making it a must-have tool for any product manager.

Key Features

  • Centralized Feedback Management: Canny allows product teams to gather all customer feedback in one place. This makes it easier to track and ensures that nothing gets overlooked.
  • Prioritization Features: One of Canny’s strengths is its feature voting system. Customers can vote on suggestions, helping you identify which features are in high demand.
  • Seamless Collaboration: The platform promotes collaboration between product managers and customers through transparent communication channels.

Practical Application

By using Canny’s prioritization features, we were able to make informed decisions on which product features to prioritize. This was especially useful when customers consistently voted for certain functionalities, allowing us to align our product roadmap with their needs.

Pros and Cons


  • Enhanced transparency with customers
  • Easy-to-use interface
  • Effective prioritization of features based on customer input


  • Limited customization options for feedback boards
  • Could benefit from more advanced analytics tools

Evaluating its effectiveness, Canny facilitates seamless collaboration by bridging the gap between product managers and end-users. This not only helps in building products that users genuinely want but also strengthens the relationship with your customer base.

8. Wootric

Wootric is a specialized tool for collecting and analyzing customer feedback using short surveys with just one question. It focuses on important customer satisfaction metrics like Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Effort Score (CES).

Key Features

  • Single-Question Surveys: Wootric uses concise and targeted questions to gather key customer insights without overwhelming them.
  • Analytics Platform: The tool’s powerful analytics platform transforms raw feedback into actionable information, making it easier to make data-driven decisions and improve the customer experience.

We used Wootric to conduct microsurveys at crucial points in the customer journey. Its user-friendly setup process ensured that we received a high number of responses, giving us valuable real-time feedback.


  • Simplicity: The single-question format makes it quick and easy for customers to provide feedback.
  • Actionable Insights: The analytics dashboard is intuitive and helps distill complex data into clear action items.


  • Limited Depth: While the single-question format is efficient, it may not capture the depth of feedback that more comprehensive surveys offer.
  • Customization Constraints: There are fewer customization options compared to some other tools in the market.

By using Wootric, we gained a better understanding of customer satisfaction metrics. It is an excellent choice for those who want a straightforward way to collect feedback and access meaningful data analysis.

To learn more about leveraging customer feedback, you can read our articles on public roadmaps and building a feedback-rich development culture. These resources can help you effectively manage feedback and ideas from your customers, both positive and negative, to drive product growth.

9. Pendo

Experiencing Pendo firsthand revealed its powerful capabilities in user onboarding and customer feedback management. Pendo excels with features like in-app walkthroughs, sentiment analysis, and seamless integration with other essential tools.

Key Features

  • In-App Walkthroughs: Pendo’s guided in-app experiences help users navigate new features effectively. This functionality is crucial for optimizing user onboarding and ensuring a smooth adoption process.
  • Sentiment Analysis: By capturing user sentiment through various touchpoints, Pendo provides actionable insights that can drive product improvements and enhance customer satisfaction.
  • Integration Capabilities: With the ability to integrate with tools like Slack, Jira, and GitHub, Pendo ensures that feedback loops are continuous and seamlessly integrated into your workflow.

Practical Application

Using Pendo allowed us to optimize our user onboarding process significantly. Continuous feedback loops facilitated by in-app walkthroughs helped us identify friction points quickly. Sentiment analysis provided deeper insights into user experiences, enabling us to make data-driven decisions for feature enhancements.

Impact on Revenue Growth

Leveraging customer insights from Pendo directly impacted our revenue growth. Understanding which features were most valued by users allowed us to prioritize development efforts effectively, driving higher feature adoption rates. This strategic approach translated into improved user retention and increased revenue.

10. PathPro

Last but not least is our very own PathPro, a tool that combines many of the features covered in the applications featured in this article, but focuses on streamlining the experience to its core. Offering a sleek interface and quick startup, PathPro embraces the customer feedback loop while empowering your development team to organize tasks and entire projects.

Key Features

  • Feature/Idea Submission: Pendo’s guided in-app experiences help users navigate new features effectively. This functionality is crucial for optimizing user onboarding and ensuring a smooth adoption process.
  • Feature Voting: By capturing user sentiment through various touchpoints, Pendo provides actionable insights that can drive product improvements and enhance customer satisfaction.
  • Roadmaps: With the ability to integrate with tools like Slack, Jira, and GitHub, Pendo ensures that feedback loops are continuous and seamlessly integrated into your workflow.
  • Customer Analytics: With the ability to integrate with tools like Slack, Jira, and GitHub, Pendo ensures that feedback loops are continuous and seamlessly integrated into your workflow.

Embracing the Feedback Loop

PathPro embraces what we call the “Golden Pipeline”, a process of empowering your customers to share feedback, but also letting your team to capture ideas in an organized manner. Ideas can then be “adopted” to the feature voting panel (to get more confirmation from other customers that a feature is truly in demand) or directly to your production pipeline. Ultimately, PathPro keeps your tasks organized while gathering critical data from your products’ actual user base.

Usability and Value

PathPro’s core design philosophy was to simplify feedback collection and task management tools. We feel it is the most streamlined product of its kind, and while it’s built for the pros, it’s easy and intuitive enough to use for any level of expertise.

Additionally, PathPro gives quite a lot away for free via the free plan, and paid tiers are competitively priced, without sacrificing the tools included. To get an idea of how we compete, check out our article on how PathPro is a Cheaper Alternative to Canny.


Using advanced customer feedback tools is essential in today’s competitive business world. Gathering and analyzing feedback can have a significant impact on your business success by providing valuable insights into customer satisfaction and areas where you can improve.

By actively seeking feedback, you can stay ahead of what your customers want and need. In this guide, we’ve covered the top customer feedback tools for 2024, each offering unique features designed to meet different business requirements.

Here are the recommended tools:

  1. HubSpot’s Customer Feedback Platform: Customizable surveys, NPS/CSAT/CES measurement.
  2. Hotjar: Heatmaps, recordings, GDPR/CCPA-compliant.
  3. Feedbackify: Real-time feedback, unlimited data storage.
  4. Qualaroo: AI-powered analytics.
  5. Podium: All-in-one feedback and review management.
  6. Zonka Feedback: Multichannel survey distribution.
  7. Canny: Centralized feedback management.
  8. Wootric: Single-question microsurveys.
  9. Pendo: In-app walkthroughs, sentiment analysis.
  10. PathPro: Streamlined feedback collection at a low cost.

Implementing a proactive approach to continuously improving your products or services through regular feedback collection can lead to higher customer satisfaction and drive business growth.

For those interested in exploring more advanced solutions, you might consider trying PathPro, a product we handcrafted to embrace the best features of the tools outlined in this article, while streamlining the user experience and trimming the fat. You can use many of PathPro’s powerful tool completely free via our free plan.

Make sure your business thrives in 2024 by embracing customer feedback and setting your product on the path to success!

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