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73% of customers say they consider the overall customer experience crucial while purchasing.1 Thus, gathering customer feedback is necessary for businesses that want to enhance their offerings and customer experience. However, gathering, examining, and acting on consumer feedback can be difficult, especially for businesses with a large customer base. Customer feedback tools are helpful in this regard.
In this article, we’ll explore the different capabilities of customer feedback tools and how they can help businesses improve their customer experience. We’ll also list the best customer feedback tools with their capabilities to help businesses to choose the right customer feedback tool that tailors their needs.
Companies usually collect customer feedback through a customer feedback platform. Customer feedback software collects and analyzes customer feedback to improve customer experience. The capabilities of these tools may vary depending on the specific tool being used, but some common capabilities to consider include the following:
1- Real-time analysis
Companies gather customer feedback in real-time to respond to their customers quickly and proactively, improving the customer experience and preventing potential issues from escalating. Real-time analysis is especially useful for customer service teams, who can use the insights gained from real-time analysis to address customer issues and concerns as quickly as possible.
Real-time analysis can also assist businesses in detecting emerging trends and issues in customer feedback data, allowing them to take action before they become widespread issues. Therefore, a solution with real-time analytics capabilities can be beneficial.
2- Customizable dashboard
A customizable dashboard is a feature of customer feedback software that allows businesses to view and analyze customer feedback data in ways that are specific to their needs. The dashboard can be customized to display metrics such as:
Customizable dashboards enable businesses to track their progress and make data-driven decisions based on feedback data insights. While searching for vendors, check if their solution offers customizable dashboards.
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3- Auto-tagging
Source: CheckMarket
Figure 1. Example of how an auto-tagging system looks
Customer feedback tools with auto-tagging automatically categorize customer feedback into specific topics or themes. This is accomplished through Natural Language Processing (NLP) and machine learning algorithms capable of analyzing text data and identifying relevant keywords and phrases. Auto-tagging can assist businesses in quickly identifying the most common issues or topics that customers are discussing, allowing them to prioritize their response and take appropriate action to address any issues.
By incorporating auto-tagging capability into customer feedback analysis, you can eliminate the possibility of overlooking feedback that requires careful consideration.
For those interested in customer feedback automation, here is our in-depth guide.
4- Data visualization
Source: Harvard Business Review
Figure 2. Different data visualization methods exemplified
The process of presenting data in a visual format, such as charts, graphs, and tables, is known as data visualization. Visual feedback tools allow businesses to easily interpret and comprehend large amounts of feedback data and get effective customer insights.
Data visualization techniques enable businesses to identify trends and patterns in customer feedback that may not be obvious from raw data. This can assist businesses in making better decisions about product development, customer service, and marketing strategies.
5- Multilingual service
Multilingual service is a feature of customer feedback tools that allow businesses to collect feedback in multiple languages. This is critical for businesses operating in and collecting customer feedback from multiple countries or regions and wants to ensure that all of their customer’s feedback is captured.
Multilingual services can also assist businesses in analyzing feedback data in multiple languages, providing a comprehensive picture of customer sentiment and feedback. This capability can assist businesses in better understanding their customers’ needs and preferences in various regions and tailoring their products and services accordingly.
For those interested, here is our article on multilingual sentiment analysis.
After identifying whether the vendors provide the above capabilities, we narrowed our vendor list based on some criteria. We used the number of B2B reviews and employees of a company to estimate its market presence because these criteria are public and verifiable.
Therefore, we set certain limits to focus our work on top companies in terms of market presence, selecting firms with
- 10+ employees
- 10+ reviews on review platforms including G2, Trustradius, Capterra
The following companies fit these criteria:
- Qualtrics Customer Experience
- Birdeye
- UserVoice
- Caplena
- Kapiche
- Chattermill
- Thematic
- UserReport
The data is gathered from the websites of vendors and review platforms such as G2, Trustradius, and Capterra. As all tools offer customizable dashboards for their customers, we didn’t include this capability in the table.
Note: We might have missed some customer feedback tools with relevant capabilities. If that is the case, please write a comment, and we would be pleased to add them to our research.
You can sort the table by the columns (i.e., real-time analysis applicable or not)
| Vendors | Price | Free version | Free trial | Real-time analysis | Auto-tagging | Data visualization | Multilingual service |
|---|---|---|---|---|---|---|---|
| Qualtrics Customer Experience | Custom pricing | NA | Available | NA | NA | Available | Available in 16+ languages |
| Birdeye | Custom pricing | NA | NA | Available | Available | Available | NA |
| UserVoice | Starts from 799$ | Not available | Available | Available | Available | Available | Available in 11+ languages |
| Caplena | Starts from 99$ | Not available | Available | NA | Available | Available | Available in 36 languages |
| Kapiche | Starts from 2,650$ | Not available | Available | Available | Available | Available | Available in 6 languages |
| Chattermill | Custom pricing | Not available | Available | Available | NA | Available | Available in 10+ languages |
| Thematic | Starts from 2,000$ | Not available | Available | Available | Available | Available | Available in 100+ languages |
| UserReport | Custom pricing | Available | Available | Not available | NA | Not available | Available in 60+ languages |
You can get in touch with us if you need assistance selecting the appropriate customer feedback tool for your requirements:
Find the Right Vendors
- “Future of CX.” (PDF). PwC. Retrieved March 10, 2023.
Begüm is an Industry Analyst at AIMultiple. She holds a bachelor’s degree from Bogazici University and specializes in sentiment analysis, survey research, and content writing services.
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