But how you make a customer happy so that the customer becomes loyal to your brand forever is the most pressing question for all SaaS business owners. 

With so many competitions around, it is hard to retain your customers. Do you know that 86% of consumers can leave a brand with just two poor experiences? And so, you need to provide constant value and keep your customers engaged to retain them. But how do you know what would entice them? What kind of value would they like to receive? What do they expect from the customer support team? And how do they perceive your brand overall? The list of questions is endless. And finding answers to these questions seems to be a big challenge. 

Thankfully, you don't have to play a guessing game to find answers to these critical questions! We have several user feedback tools that can help you do the job! There was a time when businesses used to send long and tedious questionnaires to their customers to collect their user feedback. But now, we have intuitive user feedback tools that can help you gather user feedback and provide you with the necessary insights to make data-driven decisions. 

#1 Importance of user feedback 

The importance of user feedback is enormous. And when you can analyze and take data-driven actions from them, it can be a game-changer for your business. 

User feedback tools
  • In this product-led industry, customer feedback can give useful insights.
  • Customer feedback helps you understand what your customers like and dislike. 
  • Suppose you’re launching a product for the first time. In that case, customer feedback tells you a lot about how your product is perceived, what else the customer wants to see from what is already available in the market, and generally, their opinion about the product.
  • If your product is already in the market for some time, customer feedback can help you gauge what new features the customers might want to see in your product and how satisfied they are with your customer service.
  • User feedback also helps you understand the sentiment of your users, what features they will pay more for, and what they will not.
  • When you gather feedback, customers feel heard, which helps you build a strong relationship with your customers.
  • Additionally, it’s also a great way to understand your customers’ brand loyalty and how likely they are to make a repeat purchase or refer you to their friends and family. 
  • So, when done right, customer feedback can help you gather valuable insights about your product and, when taken action upon, can be a game changer for your business. 

#2 What do you need to look for in a customer feedback tool?

If you have read this far, you’re already aware of the necessity of user feedback for your SaaS business. But with so many customer feedback tools, how do you choose the right one?

To begin with, determine your goals—what type of feedback are you trying to measure? Is it an NPS score? User-generated reviews? Or something else? Here is a quick checklist to help you make an informed decision.

  • The tool is easy to use, and anyone in your team can use it with minimum support
  • The pricing is competitive
  • The tool should have data analytics feature and represent the data in multiple ways for better comprehension
  • The tool must support your end goals
  • It has a responsive customer support team  to clear your doubts

#3 Different types of feedback tools + examples

The voice of online customers is growing strong, and marketers are trying every means to capture the voice of their customers to improve their brand’s offerings. But with so many tools around, which one to choose? Rather what type of feedback tool should you use for your brand? 

User feedback tools

Here we have discussed 8 feedback tools with examples to help you make an informed decision. 

1. MarbleFlows

Best for Interactive survey

Overview: MarbleFlows is a no-code platform for user onboarding, A/B testing, and lead generation flows. MarbleFlows is also a tool for interactive funnels/flows and offers the functionality of creating surveys, NPS surveys, and gamified surveys. The tool allows you to create surveys using conditional logic. So depending on the user's response, they will be guided on their unique journey.  The answers are all recorded and stored in the analytics dashboard. The surveys can be done in the form of gamified surveys (with timer, countdown), information input surveys, interactive buttons, etc.

Key features: Some of the key features for Marble Flows include conditional logic surveys, gamified surveys, replies recording and notification, custom branding, and integrations.

Pricing: You can try everything for free. For growing teams the pricing starts at €12.99. 

2. Typeform

Best for: Online form 

Overview: Typeform is a versatile tool. It lets you collect data through intuitive survey forms. The survey forms are designed by the platform so that the users share thoughtful responses with a better completion rate. The tool has several pre-built templates that are handy with an interactive editor. It uses conditional logic to suggest follow-up questions and give your users an everyday experience.

Key features: Some of the key features of the tool include conditional logic, survey analytics, easy integration with other tools, survey builder, and conversational form.

Pricing: The basic plan starts at USD 25/month, and for business, it’s USD 83/month. 

User feedback tools. Typeform

3. Hotjar

Best for: Behavior Analytics

Overview: Hotjar is a popular behavior analytics and feedback tool. The tool can gain insights into your website and users’ behavior. It gives a quick synopsis of your website performance and conversion rate and how you can use Hotjar to improve conversion rates.

Key features: Some of the cool features of the tool let you create heatmaps to visualize the user behavior, create recordings to see what your users see live on the website like mouse movements, clicks, u-turns, and find out when your visitors are dropping off, a real-time suggestion box where the user express delight or frustration on your page or product. It also lets you create targeted surveys so that you can hear real-time from your users and not months or weeks later.

Pricing: Hotjar has different pricing options depending on your available features. The free basic plan offers free access to automatic data capture, unlimited heatmaps, and a capture and store of 1050 sessions/ month. The Business plan offers almost all the features with 500 daily sessions, starting from $80/month.

User feedback tools. Hotjar

4. SurveyMonkey

Best for: Online survey

Overview: SurveyMonkey is a tool for conducting surveys that are widely used across various industries. It has an intuitive platform and is quite easy to set up surveys using branching and skip logic. 

Key features: Some of the key features of the tool include pre-written survey templates, Likert scale questions, customized and theme options to design the survey according to your brand and logo, open and close-ended questions, and qualitative vs. quantitative features that let you gain insights on the type of survey question to ask. Some popular templates on SurveyMonkey are customer satisfaction (CAST), employee engagement, 36-degree employee evaluation, online attitudes, NET Promoter Score, etc.

Pricing: The price starts at USD32 billed annually for the Advantage plan, while the primer plan costs  USD119 a month billed annually. 

User feedback tools. SurveyMonkey

5. Userback 

Best for: Visual feedback

Overview: Userback does what its name suggests – put the user back in product development. The tool lets you collect, manage, and resolve visual feedback directly from your users. It gives you real-time feedback from your website with screenshots highlighting the issue with instant notifications. 

Key features: The tool has a widget you can customize and install directly in your API, browser, or website. The visual feedback format lets you filter and prioritizes issues according to their seriousness. Some of the tool's key features are screen annotation, video recording, session replay, and user insights. 

Pricing: The pricing for enterprises starts at 119 USD/month. The access is for 15 users, and you can do unlimited projects. Features you have access to are: developers tools, javascript API, user identification, branding, and export data. 

User feedback tools. Userback

6. Capterra

Best for: Review

Overview: Choosing the right software is difficult, especially with so many options in the market. That’s where Capterra comes in to solve your dilemma. Capterra lets you compare similar software — the pros and cons side by side along with the pricing info and feature packages so that you can make an informed decision. 

Key features: The different software categories that Capterra supports include —-- CRM software, email marketing software, help desk software, human resource software, project management software, and more. 

Pricing: The best thing about Capterra is it’s free for users. Capterra earns revenue from their vendor sites when they receive web traffic and sales opportunity from Capterra.

User feedback tools. Capterra

7. Frill

Best for: Roadmap and customer feedback board 

Overview: From capturing ideas from customers to announcements to creating a roadmap of ideas you want to work on— Frill has it all. The tool has a clean UI, easy to use, and is a feature-rich customer feedback tool that enables you to gather ideas from your customers in real-time and integrate them into your roadmap to work on them. If customer satisfaction is your top priority, this one tool is a must-have in your tech stack.

Key feature:  The announcement feature especially deserves mention. You can use this announcement widget to announce to your customers as you launch new features.

Pricing: For small companies with low website traffic, Frill is free to use. For startups of any size, the price starts at USD 25/month and USD 149/month for rapidly growing companies.

User feedback tools. Frill

8. Qualaroo

Best for: Voice of customer

Overview: If you want to go a step ahead of those regular email surveys — Qualaroo is one tool you should check. The tool let you survey any particular visitor on your website or app right at the moment when they’re looking at your product or website. 

Key features: Some of the key features that the tool has —-- survey templates, AI sentiment analysis, nudge for prototypes, exit intent surveys, A/B testing, and integrations that are useful to gauge the voice of your customer. 

Pricing: The pricing is categorized into three plans —- the essentials start at USD80 / month while the premium plan is priced at USD 160 / month.

You can try the tool for 15 days for free to see which plan works best for you.

User feedback tools. Qualaroo

#4 Choosing the right tool for your business

There you have a synopsis of some of the best user feedback tools. Before choosing the tool, evaluate what you want to measure, where your business is at the moment, and how you want to take it to the next step. Evaluating all these answers carefully can help you pick the right tool for collecting, measuring, and analyzing user feedback!

If you want to consider giving MarbleFlow a try, you can sign up here: https://app.marbleflows.com/

Written by Chayanika Sen.