Oct 2, 2024

Top 10 Customer Feedback Tools Compared 2024

Explore the top 10 customer feedback tools of 2024, comparing features, pricing, and key benefits to enhance your business insights.

Choosing the right feedback tool can help businesses improve retention, reduce churn, and enhance customer experiences. Here’s a quick summary of the Top 10 Customer Feedback Tools of 2024, highlighting their key features and use cases:

| Tool | Best For | Starting Price | Key Feature |
| --- | --- | --- | --- |
| <a href="https://www.joinzealot.com/" data-framer-link="Link:{"url":"https://www.joinzealot.com/","type":"url"}"><strong>Zealot</strong></a> | Advocacy management | $40/month | AI-driven insights |
| <a href="https://www.crazyegg.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.crazyegg.com/","type":"url"}" data-framer-open-in-new-tab=""><strong>Crazy Egg</strong></a> | Website analytics | $24/month | Heatmaps and user behavior tracking |
| <a href="https://usersnap.com/l/visual-feedback-tool" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://usersnap.com/l/visual-feedback-tool","type":"url"}" data-framer-open-in-new-tab=""><strong>Usersnap</strong></a> | Visual feedback | $99/month | Screenshots and annotations |
| <a href="https://bugherd.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://bugherd.com/","type":"url"}" data-framer-open-in-new-tab=""><strong>Bugherd</strong></a> | Development teams | Custom pricing | Element pinning for websites |
| <a href="https://www.surveymonkey.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.surveymonkey.com/","type":"url"}" data-framer-open-in-new-tab=""><strong>SurveyMonkey</strong></a> | Large-scale surveys | $119/month | Advanced survey logic |
| <a href="https://www.hubspot.com/products/crm" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.hubspot.com/products/crm","type":"url"}" data-framer-open-in-new-tab=""><strong>HubSpot</strong></a> | CRM integration | Custom pricing | Automated workflows |
| <a href="https://www.medallia.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.medallia.com/","type":"url"}" data-framer-open-in-new-tab=""><strong>Medallia</strong></a> | Enterprise feedback | Custom pricing | Multi-channel data collection |
| <a href="https://www.forsta.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.forsta.com/","type":"url"}" data-framer-open-in-new-tab=""><strong>Forsta</strong></a> | Market research + feedback | Custom pricing | Rich media feedback |
| <a href="https://www.trustpilot.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.trustpilot.com/","type":"url"}" data-framer-open-in-new-tab=""><strong>Trustpilot</strong></a> | Building trust through reviews | $200/month | Fraud detection and SEO benefits |
| <a href="https://business.feefo.com/en-us/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://business.feefo.com/en-us/","type":"url"}" data-framer-open-in-new-tab=""><strong>Feefo</strong></a> | Verified reviews | $169/month | Post-purchase automation |

1. Zealot

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Zealot uses AI to analyze data from various sources, automatically identifying and activating brand advocates.

| Feature Category | Capabilities |
| --- | --- |
| Feedback Collection | Collects real-time feedback via email, SMS, and in-app channels |
| Integration | Connects with 7,000+ apps through <a href="https://zapier.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://zapier.com/","type":"url"}" data-framer-open-in-new-tab="">Zapier</a>, including <a href="https://slack.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://slack.com/","type":"url"}" data-framer-open-in-new-tab="">Slack</a> and HubSpot |
| Analytics | Tracks advocacy ROI and customer engagement metrics in real-time |
| Automation | Offers pre-built templates for feedback collection and smart customer grouping

Priced at $40 per month, Zealot helps B2B companies turn happy customers into advocates through personalized interactions. One of its key features is automated advocacy management, which identifies high-potential advocates by analyzing stakeholder interactions - perfect for navigating the challenges of multi-stakeholder feedback.

Zealot’s integrations are a strong point, allowing connections to over 7,000 apps via Zapier. With this platform, B2B companies can: Lower customer acquisition costs through referral marketing, Automatically generate five-star reviews, Monitor advocacy ROI in real-time, Keep communication consistent across multiple channels.

For companies dealing with complex stakeholder relationships, Zealot’s smart customer grouping feature supports targeted engagement. Pre-built templates simplify feedback collection, while its multi-channel orchestration ensures seamless communication across all touchpoints.

2. Crazy Egg

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Crazy Egg is a tool designed to help businesses analyze website performance and user behavior. It takes complex data and turns it into clear, actionable insights, making it especially useful for B2B companies. With a G2 rating of 4.6/5 from 47 reviews for its heatmap feature, Crazy Egg is a trusted option for improving digital engagement.

| Feature Category | Capabilities |
| --- | --- |
| <strong>Visual Analytics</strong> | Heatmaps, scroll maps, session recordings |
| <strong>Integration</strong> | Works with Magento Open Source, Adobe Commerce |
| <strong>Testing Tools</strong> | A/B testing, user behavior tracking |
| <strong>Feedback Collection</strong> | Custom on-site surveys, NPS tracking

Pricing starts at $24/month, with custom plans available for larger businesses. Crazy Egg's standout feature is its visual analytics tools, like heatmaps and scroll maps, which give a clear picture of how users interact with your website. In fact, 96% of users rate these tools as highly effective for understanding web engagement.

The platform is easy to set up with a single script, making it user-friendly for B2B teams. It also offers advanced segmentation, allowing businesses to analyze user behavior based on traffic source, device type, or location. This helps tailor the digital experience to specific audiences.

3. Usersnap

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Usersnap is designed for B2B teams handling complex stakeholder feedback. Its visual tools and integrations help streamline the process of turning feedback into actionable steps. It's a favorite among enterprise users for its feedback management features.

| Feature Category | Capabilities |
| --- | --- |
| <strong>Visual Tools</strong> | Screen capture, annotation tools, conditional questions |
| <strong>Integration</strong> | Works with tools like <a href="https://www.atlassian.com/software/jira" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.atlassian.com/software/jira","type":"url"}" data-framer-open-in-new-tab="">Jira</a>, Slack, and thousands more |
| <strong>Analytics</strong> | Tracks feedback trends, customer health, and satisfaction |
| <strong>Feedback Collection</strong> | In-product surveys, targeted feedback based on URL or time

Pricing Options

| Plan | Monthly Cost |
| --- | --- |
| Startup | $99 |
| Company | $189 |
| Premium | $329 |
| Enterprise | $2,379

Usersnap stands out with its ability to capture contextual feedback using visual tools like screenshots and annotations. These features make it easier for teams to pinpoint and resolve issues. It also allows for targeted feedback collection, triggered by specific conditions such as the page URL or time spent on a page.

The platform integrates smoothly with tools like Jira and Slack, making it simple to act on feedback. Its analytics features provide insights into customer satisfaction and feedback trends, helping teams make smarter, data-driven decisions. Implementation is straightforward with options like Google Tag Manager and WordPress plugins.

4. Bugherd

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Bugherd lets users pin comments directly to specific website elements, making feedback clear and actionable. Its visual, easy-to-use approach simplifies collecting website feedback.

| Core Capabilities | Description |
| --- | --- |
| <strong>Installation Options</strong> | Add via JavaScript snippet or browser extension |
| <strong>Visual Tools</strong> | Includes screenshot capture, video recording, and element pinning |
| <strong>Technical Tracking</strong> | Automatically gathers browser data, OS info, and screen resolution |
| <strong>Task Management</strong> | Offers a Kanban-style board with options to set task priorities

One key feature is its ability to automatically capture browser, operating system, and screen resolution details. This is especially helpful for B2B teams handling complex client setups, as it reduces misunderstandings and speeds up issue resolution.

Bugherd integrates with popular tools like Asana, Jira, Trello, and GitHub. It also connects to countless others through platforms like Zapier or Integromat, making feedback workflows smoother [2][4].

| Integration Partners | Use Case |
| --- | --- |
| <strong>Linear</strong> | Streamlines bug tracking and issue management |
| <strong>Slack</strong> | Sends real-time feedback notifications |
| <strong>GitHub</strong> | Links directly to development workflows |
| <strong>Trello</strong> | Syncs with task management tools

One standout feature is Bugherd's public feedback system. This allows unlimited guest feedback without requiring accounts or training [1][3]. Its Kanban-style task board organizes feedback into prioritized, manageable tasks [1][5].

Compared to tools like Usersnap, which focus on annotations, Bugherd shines with its precise element pinning and automatic technical data collection. Its strong emphasis on integration and technical accuracy makes it a great fit for development teams. Next, we’ll dive into how SurveyMonkey addresses broader feedback needs.

5. SurveyMonkey

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SurveyMonkey is a powerful tool for collecting and analyzing feedback, tailored for B2B enterprises managing large-scale input from various stakeholders. It combines advanced survey features with user-friendly analysis tools, making it a go-to choice for detailed feedback initiatives.

| Feature Category | Capabilities |
| --- | --- |
| <strong>Survey Creation</strong> | Create unlimited surveys with skip logic, randomization, and custom variables |
| <strong>Analysis Tools</strong> | Includes text analysis, sentiment analysis, and multi-survey comparisons |
| <strong>Data Export</strong> | Export data in formats like CSV, XLS, PDF, and SPSS |
| <strong>Customization</strong> | Add custom branding, logos, colors, and personalized survey URLs

The Premier Annual plan, priced at $119/month, allows up to 40,000 responses per year. It also supports integrations with tools like Displayr for automated data analysis and visualization.

| Integration Type | Purpose |
| --- | --- |
| <strong>Displayr</strong> | Enables advanced data visualization and analysis |
| <strong>CRM Systems</strong> | Syncs customer data seamlessly |
| <strong>Business Intelligence</strong> | Automates reporting and delivers insights |
| <strong>Payment Systems</strong> | Collects feedback tied to transactions

SurveyMonkey also offers advanced pricing analysis tools, including the Van Westendorp and Gabor-Granger methods. It shines in specific feedback scenarios like: Market research, Customer satisfaction surveys, Gathering testimonials. With HIPAA compliance and 24/7 support, SurveyMonkey is equipped to handle secure, critical feedback processes for businesses.

6. HubSpot

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HubSpot's customer feedback system works seamlessly within its CRM ecosystem, making it a great choice for B2B companies that want to manage customer experiences through its Service Hub.

The platform supports popular survey types like NPS, CSAT, and CES, allowing businesses to gauge customer satisfaction, loyalty, and service effectiveness at crucial moments. Surveys can be automatically triggered after resolving support tickets, providing real-time insights and enabling quick action on customer issues [7].

| Feature Category | Capabilities |
| --- | --- |
| <strong>Survey Management</strong> | Customizable surveys with branding, sent via email, web, and chat |
| <strong>Analytics</strong> | Feedback visualization and reporting powered by AI |
| <strong>CRM Integration</strong> | Links feedback data directly to customer profiles |
| <strong>Automation</strong> | Triggers surveys and automates response workflows

In 2024, HubSpot introduced AI tools like automated sentiment analysis and real-time survey triggers, making it easier to gather and act on feedback efficiently [9]. These AI-driven tools help identify response patterns and prioritize next steps, simplifying feedback management.

HubSpot also integrates with tools like Userpilot, enabling advanced segmentation and targeted feedback collection [8]. This integration builds on HubSpot's CRM strengths, offering a unified view of customer feedback across various segments and product lines - ideal for handling complex B2B feedback needs.

Although many of HubSpot's feedback features require a paid subscription [6], the platform's ability to merge feedback with CRM data provides a clear edge for businesses already using its tools. Its standout feature is automating feedback collection during key customer interactions while maintaining a holistic view of customer relationships.

7. Medallia

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Medallia is a platform designed for large enterprises to gather and analyze feedback from multiple touchpoints. Unlike HubSpot's CRM-focused feedback tools, Medallia provides a comprehensive system aimed at managing customer experiences on a large scale.

In 2024, Medallia introduced its AI engine, Ask Athena. This tool simplifies feedback analysis by identifying trends and generating tailored responses, making it easier for enterprises to handle complex feedback streams effectively [10].

| Feature | Description |
| --- | --- |
| <strong>Data Collection</strong> | Gathers feedback from surveys, transcripts, and digital interactions across channels |
| <strong>AI Analytics</strong> | Uses AI to detect trends and automate response generation |
| <strong>Integration</strong> | Offers built-in connections with platforms like Salesforce, ServiceNow, and Adobe |
| <strong>Security</strong> | Provides high-level security controls suited for enterprise needs

The platform delivers strong results, including:

  • A 21% boost in customer satisfaction

  • A 90% improvement in productivity

  • A 700% return on investment[11]

Medallia ensures feedback is routed to the right teams through automated workflows, enabling timely responses [11]. Its robust system is especially effective for industries with strict security requirements and complex feedback needs [12].

8. Forsta

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Forsta stands out by blending customer feedback from multiple channels with market research tools, creating a powerful platform for gathering and analyzing data.

Its Digital Feedback Collection system captures insights through various methods, including digital surveys, email, live chat, and even rich media like audio, video, and social media sentiment.

| Channel Type | Features |
| --- | --- |
| <strong>Digital Surveys</strong> | Mobile-friendly, intercept surveys that work seamlessly across devices |
| <strong>Communication</strong> | Feedback through email, live chat, and kiosk systems |
| <strong>Rich Media</strong> | Collects audio, video, and analyzes social media sentiment |
| <strong>Data Integration</strong> | API connections for smooth integration with other systems

In 2024, Forsta expanded its integration capabilities by teaming up with Apix-Drive. This partnership connected the platform to over 294 third-party systems, simplifying feedback workflows [14]. The Story Designer feature transforms complex data into easy-to-understand narratives, making it accessible for various teams [15].

Key Features

| Aspect | Functionality |
| --- | --- |
| <strong>Analysis Tools</strong> | Real-time dashboards with automated alerts |
| <strong>Automation</strong> | Tools for managing tactical and strategic actions |
| <strong>Mobile Support</strong> | Surveys that work across all devices

Forsta also offers automated workflows to ensure feedback is distributed promptly, and its security measures are designed to meet the needs of regulated industries [13]. This makes it an excellent choice for mid to large-sized businesses looking for detailed insights and actionable feedback.

9. Trustpilot

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Trustpilot helps businesses showcase genuine customer reviews with the support of its Content Integrity Team and fraud-detection software. For B2B companies, it offers tools to build trust and improve customer retention by highlighting real customer experiences.

| Core Capabilities | Description |
| --- | --- |
| <strong>Review Management</strong> | Collect reviews automatically, detect fraud, and respond efficiently |
| <strong>Integration Options</strong> | Connects with platforms like Shopify, Zendesk, and Hootsuite |
| <strong>Business Tools</strong> | Features like custom dashboards, API access, and real-time notifications |
| <strong>Analytics</strong> | Tracks performance and provides customer insights

In 2024, Trustpilot expanded its integration options to work more smoothly with various business systems, improving workflow efficiency [18].

Integration and Automation

| Feature | Business Impact |
| --- | --- |
| <strong>Real-time Updates</strong> | Get instant alerts for new reviews and feedback |
| <strong>Custom Dashboards</strong> | Create tailored reports and analytics for business goals |
| <strong>Automated Workflows</strong> | Simplify the process of collecting and responding to reviews

For example, Dashlane leveraged Trustpilot to increase click-through rates by 93% and boost conversions by 14.5% [16].

Pricing and Value

Plans start at $200/month, with higher tiers offering additional features for larger businesses [17]. Interestingly, 64% of consumers prefer businesses that actively respond to feedback rather than just aiming for a perfect reputation [18]. While Trustpilot emphasizes credibility through genuine reviews, Feefo takes a more specialized approach to managing customer feedback and reputation.

10. Feefo

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Feefo is a customer feedback platform designed to automate the process of gathering verified reviews from real customers after a purchase. This approach ensures that every review is both genuine and reliable.

| Core Functionality | Description |
| --- | --- |
| <strong>Automated Collection</strong> | Automatically sends review requests post-purchase |
| <strong>Review Verification</strong> | Guarantees feedback comes from real customers |
| <strong>Analytics Suite</strong> | Delivers in-depth insights and actionable data |
| <strong>Integration Options</strong> | Works seamlessly with HubSpot and other platforms

Features and Business Impact

Feefo turns customer feedback into actionable insights using its analytics tools. It boosts business visibility by improving search rankings, enabling social sharing of reviews, and allowing for quick responses to customer feedback. Its integration with platforms like HubSpot ensures smooth syncing of customer data and automates feedback collection requests [20].

| Feature Type | Business Benefits |
| --- | --- |
| <strong>SEO Benefits</strong> | Enhances Google seller ratings and search rankings |
| <strong>Response Tools</strong> | Facilitates prompt engagement with reviewers |
| <strong>Analytics</strong> | Provides tailored reports and insights |
| <strong>Integration</strong> | Simplifies workflows by connecting with existing systems

Platform Overview

Feefo offers two pricing tiers: Essential at $169/month and Enhanced at $369/month. The Enhanced plan includes advanced features like NPS tracking and access to a dedicated success manager.

In 2024, Feefo upgraded its analytics tools to offer deeper insights into customer sentiment and behavior patterns [19]. Its automated workflows make collecting feedback straightforward while maintaining authenticity, which is especially useful for B2B companies aiming to strengthen their reputation through genuine customer reviews.

Advantages and Disadvantages

This breakdown shows how different tools tackle the challenges of integrating feedback in B2B environments.

Table 1

| Tool | Key Advantages | Key Disadvantages |
| --- | --- | --- |
| Zealot | • AI-powered insights require strong customer data  <br>• No per-user pricing  <br>• Works with many platforms | • New to the market  <br>• Setup process can be tricky  <br>• Needs a lot of data |
| Crazy Egg | • Excellent website analytics with heatmaps  <br>• Simple and intuitive to use | • Focuses only on website feedback • Limited survey options  <br>• Weak B2B features |
| Usersnap | • Integrates with project management tools  <br>• Offers visual feedback  <br>• Enables real-time teamwork | • Geared toward technical feedback  <br>• Basic analytics features  <br>• Can be technically challenging |
| Bugherd | • Clear visual feedback  <br>• Tailored for developers  <br>• Easy to set up | • Primarily for bug tracking  <br>• Lacks satisfaction metrics  <br>• Basic reporting tools |
| SurveyMonkey | • Highly customizable  <br>• Extensive template options  <br>• Scales flexibly | • Risk of overusing surveys  <br>• Lacks roadmapping features  <br>• Can be pricey for enterprises

Table 2

| Tool | Key Advantages | Key Disadvantages |
| --- | --- | --- |
| HubSpot | • Built-in CRM integration  <br>• Includes marketing tools  <br>• Automates data collection | • Relies heavily on its ecosystem  <br>• Pricing is complex  <br>• Steep learning curve |
| Medallia | • Strong enterprise-level security  <br>• Advanced analytics  <br>• Handles multi-channel feedback | • Expensive to use  <br>• Complicated to deploy  <br>• Requires extensive training |
| Forsta | • In-depth insights into experience  <br>• Excellent analysis tools  <br>• Gathers feedback through various methods | • Interface can be hard to navigate  <br>• Needs technical expertise  <br>• Limited self-service features |
| Trustpilot | • Boosts SEO  <br>• Public review platform  <br>• Builds brand credibility | • Limited control over reviews  <br>• Risks from competitors  <br>• Cost can be a factor |
| Feefo | • Automates verified review collection  <br>• Offers strong analytics  <br>• Integrates well with other tools | • Focuses on post-purchase feedback  <br>• Customization options are limited  <br>• Premium features come at a cost

When choosing a tool, align it with your goals, resources, and budget to improve customer satisfaction and refine your products. As we'll discuss later, the key is finding a tool that fits your feedback strategy.

Conclusion

Choosing the best feedback platform comes down to understanding your organization's specific needs, technical capabilities, and budget. Modern platforms now include features designed to meet a variety of business requirements.

For larger organizations, Medallia and Forsta stand out with their strong analytics and security options. If you're already using a CRM, HubSpot offers seamless integration for feedback collection. On the other hand, businesses looking for budget-friendly options might lean toward Zealot or HubSpot, especially since Zealot's pricing model avoids per-user charges. For those just starting with feedback tools, user-friendly options like SurveyMonkey or Crazy Egg might be the way to go. Meanwhile, specialized tools such as Bugherd cater to development teams, and Trustpilot helps businesses build public trust.

The key is to match the tool with your feedback strategy and available resources. Remember, the most expensive tool isn't always the right choice. Pick a platform that aligns with your goals and can grow alongside your business, turning feedback into meaningful actions to improve retention and drive growth.

Related posts

Choosing the right feedback tool can help businesses improve retention, reduce churn, and enhance customer experiences. Here’s a quick summary of the Top 10 Customer Feedback Tools of 2024, highlighting their key features and use cases:

| Tool | Best For | Starting Price | Key Feature |
| --- | --- | --- | --- |
| <a href="https://www.joinzealot.com/" data-framer-link="Link:{"url":"https://www.joinzealot.com/","type":"url"}"><strong>Zealot</strong></a> | Advocacy management | $40/month | AI-driven insights |
| <a href="https://www.crazyegg.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.crazyegg.com/","type":"url"}" data-framer-open-in-new-tab=""><strong>Crazy Egg</strong></a> | Website analytics | $24/month | Heatmaps and user behavior tracking |
| <a href="https://usersnap.com/l/visual-feedback-tool" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://usersnap.com/l/visual-feedback-tool","type":"url"}" data-framer-open-in-new-tab=""><strong>Usersnap</strong></a> | Visual feedback | $99/month | Screenshots and annotations |
| <a href="https://bugherd.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://bugherd.com/","type":"url"}" data-framer-open-in-new-tab=""><strong>Bugherd</strong></a> | Development teams | Custom pricing | Element pinning for websites |
| <a href="https://www.surveymonkey.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.surveymonkey.com/","type":"url"}" data-framer-open-in-new-tab=""><strong>SurveyMonkey</strong></a> | Large-scale surveys | $119/month | Advanced survey logic |
| <a href="https://www.hubspot.com/products/crm" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.hubspot.com/products/crm","type":"url"}" data-framer-open-in-new-tab=""><strong>HubSpot</strong></a> | CRM integration | Custom pricing | Automated workflows |
| <a href="https://www.medallia.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.medallia.com/","type":"url"}" data-framer-open-in-new-tab=""><strong>Medallia</strong></a> | Enterprise feedback | Custom pricing | Multi-channel data collection |
| <a href="https://www.forsta.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.forsta.com/","type":"url"}" data-framer-open-in-new-tab=""><strong>Forsta</strong></a> | Market research + feedback | Custom pricing | Rich media feedback |
| <a href="https://www.trustpilot.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.trustpilot.com/","type":"url"}" data-framer-open-in-new-tab=""><strong>Trustpilot</strong></a> | Building trust through reviews | $200/month | Fraud detection and SEO benefits |
| <a href="https://business.feefo.com/en-us/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://business.feefo.com/en-us/","type":"url"}" data-framer-open-in-new-tab=""><strong>Feefo</strong></a> | Verified reviews | $169/month | Post-purchase automation |

1. Zealot

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Zealot uses AI to analyze data from various sources, automatically identifying and activating brand advocates.

| Feature Category | Capabilities |
| --- | --- |
| Feedback Collection | Collects real-time feedback via email, SMS, and in-app channels |
| Integration | Connects with 7,000+ apps through <a href="https://zapier.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://zapier.com/","type":"url"}" data-framer-open-in-new-tab="">Zapier</a>, including <a href="https://slack.com/" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://slack.com/","type":"url"}" data-framer-open-in-new-tab="">Slack</a> and HubSpot |
| Analytics | Tracks advocacy ROI and customer engagement metrics in real-time |
| Automation | Offers pre-built templates for feedback collection and smart customer grouping

Priced at $40 per month, Zealot helps B2B companies turn happy customers into advocates through personalized interactions. One of its key features is automated advocacy management, which identifies high-potential advocates by analyzing stakeholder interactions - perfect for navigating the challenges of multi-stakeholder feedback.

Zealot’s integrations are a strong point, allowing connections to over 7,000 apps via Zapier. With this platform, B2B companies can: Lower customer acquisition costs through referral marketing, Automatically generate five-star reviews, Monitor advocacy ROI in real-time, Keep communication consistent across multiple channels.

For companies dealing with complex stakeholder relationships, Zealot’s smart customer grouping feature supports targeted engagement. Pre-built templates simplify feedback collection, while its multi-channel orchestration ensures seamless communication across all touchpoints.

2. Crazy Egg

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Crazy Egg is a tool designed to help businesses analyze website performance and user behavior. It takes complex data and turns it into clear, actionable insights, making it especially useful for B2B companies. With a G2 rating of 4.6/5 from 47 reviews for its heatmap feature, Crazy Egg is a trusted option for improving digital engagement.

| Feature Category | Capabilities |
| --- | --- |
| <strong>Visual Analytics</strong> | Heatmaps, scroll maps, session recordings |
| <strong>Integration</strong> | Works with Magento Open Source, Adobe Commerce |
| <strong>Testing Tools</strong> | A/B testing, user behavior tracking |
| <strong>Feedback Collection</strong> | Custom on-site surveys, NPS tracking

Pricing starts at $24/month, with custom plans available for larger businesses. Crazy Egg's standout feature is its visual analytics tools, like heatmaps and scroll maps, which give a clear picture of how users interact with your website. In fact, 96% of users rate these tools as highly effective for understanding web engagement.

The platform is easy to set up with a single script, making it user-friendly for B2B teams. It also offers advanced segmentation, allowing businesses to analyze user behavior based on traffic source, device type, or location. This helps tailor the digital experience to specific audiences.

3. Usersnap

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Usersnap is designed for B2B teams handling complex stakeholder feedback. Its visual tools and integrations help streamline the process of turning feedback into actionable steps. It's a favorite among enterprise users for its feedback management features.

| Feature Category | Capabilities |
| --- | --- |
| <strong>Visual Tools</strong> | Screen capture, annotation tools, conditional questions |
| <strong>Integration</strong> | Works with tools like <a href="https://www.atlassian.com/software/jira" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https://www.atlassian.com/software/jira","type":"url"}" data-framer-open-in-new-tab="">Jira</a>, Slack, and thousands more |
| <strong>Analytics</strong> | Tracks feedback trends, customer health, and satisfaction |
| <strong>Feedback Collection</strong> | In-product surveys, targeted feedback based on URL or time

Pricing Options

| Plan | Monthly Cost |
| --- | --- |
| Startup | $99 |
| Company | $189 |
| Premium | $329 |
| Enterprise | $2,379

Usersnap stands out with its ability to capture contextual feedback using visual tools like screenshots and annotations. These features make it easier for teams to pinpoint and resolve issues. It also allows for targeted feedback collection, triggered by specific conditions such as the page URL or time spent on a page.

The platform integrates smoothly with tools like Jira and Slack, making it simple to act on feedback. Its analytics features provide insights into customer satisfaction and feedback trends, helping teams make smarter, data-driven decisions. Implementation is straightforward with options like Google Tag Manager and WordPress plugins.

4. Bugherd

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Bugherd lets users pin comments directly to specific website elements, making feedback clear and actionable. Its visual, easy-to-use approach simplifies collecting website feedback.

| Core Capabilities | Description |
| --- | --- |
| <strong>Installation Options</strong> | Add via JavaScript snippet or browser extension |
| <strong>Visual Tools</strong> | Includes screenshot capture, video recording, and element pinning |
| <strong>Technical Tracking</strong> | Automatically gathers browser data, OS info, and screen resolution |
| <strong>Task Management</strong> | Offers a Kanban-style board with options to set task priorities

One key feature is its ability to automatically capture browser, operating system, and screen resolution details. This is especially helpful for B2B teams handling complex client setups, as it reduces misunderstandings and speeds up issue resolution.

Bugherd integrates with popular tools like Asana, Jira, Trello, and GitHub. It also connects to countless others through platforms like Zapier or Integromat, making feedback workflows smoother [2][4].

| Integration Partners | Use Case |
| --- | --- |
| <strong>Linear</strong> | Streamlines bug tracking and issue management |
| <strong>Slack</strong> | Sends real-time feedback notifications |
| <strong>GitHub</strong> | Links directly to development workflows |
| <strong>Trello</strong> | Syncs with task management tools

One standout feature is Bugherd's public feedback system. This allows unlimited guest feedback without requiring accounts or training [1][3]. Its Kanban-style task board organizes feedback into prioritized, manageable tasks [1][5].

Compared to tools like Usersnap, which focus on annotations, Bugherd shines with its precise element pinning and automatic technical data collection. Its strong emphasis on integration and technical accuracy makes it a great fit for development teams. Next, we’ll dive into how SurveyMonkey addresses broader feedback needs.

5. SurveyMonkey

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SurveyMonkey is a powerful tool for collecting and analyzing feedback, tailored for B2B enterprises managing large-scale input from various stakeholders. It combines advanced survey features with user-friendly analysis tools, making it a go-to choice for detailed feedback initiatives.

| Feature Category | Capabilities |
| --- | --- |
| <strong>Survey Creation</strong> | Create unlimited surveys with skip logic, randomization, and custom variables |
| <strong>Analysis Tools</strong> | Includes text analysis, sentiment analysis, and multi-survey comparisons |
| <strong>Data Export</strong> | Export data in formats like CSV, XLS, PDF, and SPSS |
| <strong>Customization</strong> | Add custom branding, logos, colors, and personalized survey URLs

The Premier Annual plan, priced at $119/month, allows up to 40,000 responses per year. It also supports integrations with tools like Displayr for automated data analysis and visualization.

| Integration Type | Purpose |
| --- | --- |
| <strong>Displayr</strong> | Enables advanced data visualization and analysis |
| <strong>CRM Systems</strong> | Syncs customer data seamlessly |
| <strong>Business Intelligence</strong> | Automates reporting and delivers insights |
| <strong>Payment Systems</strong> | Collects feedback tied to transactions

SurveyMonkey also offers advanced pricing analysis tools, including the Van Westendorp and Gabor-Granger methods. It shines in specific feedback scenarios like: Market research, Customer satisfaction surveys, Gathering testimonials. With HIPAA compliance and 24/7 support, SurveyMonkey is equipped to handle secure, critical feedback processes for businesses.

6. HubSpot

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HubSpot's customer feedback system works seamlessly within its CRM ecosystem, making it a great choice for B2B companies that want to manage customer experiences through its Service Hub.

The platform supports popular survey types like NPS, CSAT, and CES, allowing businesses to gauge customer satisfaction, loyalty, and service effectiveness at crucial moments. Surveys can be automatically triggered after resolving support tickets, providing real-time insights and enabling quick action on customer issues [7].

| Feature Category | Capabilities |
| --- | --- |
| <strong>Survey Management</strong> | Customizable surveys with branding, sent via email, web, and chat |
| <strong>Analytics</strong> | Feedback visualization and reporting powered by AI |
| <strong>CRM Integration</strong> | Links feedback data directly to customer profiles |
| <strong>Automation</strong> | Triggers surveys and automates response workflows

In 2024, HubSpot introduced AI tools like automated sentiment analysis and real-time survey triggers, making it easier to gather and act on feedback efficiently [9]. These AI-driven tools help identify response patterns and prioritize next steps, simplifying feedback management.

HubSpot also integrates with tools like Userpilot, enabling advanced segmentation and targeted feedback collection [8]. This integration builds on HubSpot's CRM strengths, offering a unified view of customer feedback across various segments and product lines - ideal for handling complex B2B feedback needs.

Although many of HubSpot's feedback features require a paid subscription [6], the platform's ability to merge feedback with CRM data provides a clear edge for businesses already using its tools. Its standout feature is automating feedback collection during key customer interactions while maintaining a holistic view of customer relationships.

7. Medallia

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Medallia is a platform designed for large enterprises to gather and analyze feedback from multiple touchpoints. Unlike HubSpot's CRM-focused feedback tools, Medallia provides a comprehensive system aimed at managing customer experiences on a large scale.

In 2024, Medallia introduced its AI engine, Ask Athena. This tool simplifies feedback analysis by identifying trends and generating tailored responses, making it easier for enterprises to handle complex feedback streams effectively [10].

| Feature | Description |
| --- | --- |
| <strong>Data Collection</strong> | Gathers feedback from surveys, transcripts, and digital interactions across channels |
| <strong>AI Analytics</strong> | Uses AI to detect trends and automate response generation |
| <strong>Integration</strong> | Offers built-in connections with platforms like Salesforce, ServiceNow, and Adobe |
| <strong>Security</strong> | Provides high-level security controls suited for enterprise needs

The platform delivers strong results, including:

  • A 21% boost in customer satisfaction

  • A 90% improvement in productivity

  • A 700% return on investment[11]

Medallia ensures feedback is routed to the right teams through automated workflows, enabling timely responses [11]. Its robust system is especially effective for industries with strict security requirements and complex feedback needs [12].

8. Forsta

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Forsta stands out by blending customer feedback from multiple channels with market research tools, creating a powerful platform for gathering and analyzing data.

Its Digital Feedback Collection system captures insights through various methods, including digital surveys, email, live chat, and even rich media like audio, video, and social media sentiment.

| Channel Type | Features |
| --- | --- |
| <strong>Digital Surveys</strong> | Mobile-friendly, intercept surveys that work seamlessly across devices |
| <strong>Communication</strong> | Feedback through email, live chat, and kiosk systems |
| <strong>Rich Media</strong> | Collects audio, video, and analyzes social media sentiment |
| <strong>Data Integration</strong> | API connections for smooth integration with other systems

In 2024, Forsta expanded its integration capabilities by teaming up with Apix-Drive. This partnership connected the platform to over 294 third-party systems, simplifying feedback workflows [14]. The Story Designer feature transforms complex data into easy-to-understand narratives, making it accessible for various teams [15].

Key Features

| Aspect | Functionality |
| --- | --- |
| <strong>Analysis Tools</strong> | Real-time dashboards with automated alerts |
| <strong>Automation</strong> | Tools for managing tactical and strategic actions |
| <strong>Mobile Support</strong> | Surveys that work across all devices

Forsta also offers automated workflows to ensure feedback is distributed promptly, and its security measures are designed to meet the needs of regulated industries [13]. This makes it an excellent choice for mid to large-sized businesses looking for detailed insights and actionable feedback.

9. Trustpilot

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Trustpilot helps businesses showcase genuine customer reviews with the support of its Content Integrity Team and fraud-detection software. For B2B companies, it offers tools to build trust and improve customer retention by highlighting real customer experiences.

| Core Capabilities | Description |
| --- | --- |
| <strong>Review Management</strong> | Collect reviews automatically, detect fraud, and respond efficiently |
| <strong>Integration Options</strong> | Connects with platforms like Shopify, Zendesk, and Hootsuite |
| <strong>Business Tools</strong> | Features like custom dashboards, API access, and real-time notifications |
| <strong>Analytics</strong> | Tracks performance and provides customer insights

In 2024, Trustpilot expanded its integration options to work more smoothly with various business systems, improving workflow efficiency [18].

Integration and Automation

| Feature | Business Impact |
| --- | --- |
| <strong>Real-time Updates</strong> | Get instant alerts for new reviews and feedback |
| <strong>Custom Dashboards</strong> | Create tailored reports and analytics for business goals |
| <strong>Automated Workflows</strong> | Simplify the process of collecting and responding to reviews

For example, Dashlane leveraged Trustpilot to increase click-through rates by 93% and boost conversions by 14.5% [16].

Pricing and Value

Plans start at $200/month, with higher tiers offering additional features for larger businesses [17]. Interestingly, 64% of consumers prefer businesses that actively respond to feedback rather than just aiming for a perfect reputation [18]. While Trustpilot emphasizes credibility through genuine reviews, Feefo takes a more specialized approach to managing customer feedback and reputation.

10. Feefo

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Feefo is a customer feedback platform designed to automate the process of gathering verified reviews from real customers after a purchase. This approach ensures that every review is both genuine and reliable.

| Core Functionality | Description |
| --- | --- |
| <strong>Automated Collection</strong> | Automatically sends review requests post-purchase |
| <strong>Review Verification</strong> | Guarantees feedback comes from real customers |
| <strong>Analytics Suite</strong> | Delivers in-depth insights and actionable data |
| <strong>Integration Options</strong> | Works seamlessly with HubSpot and other platforms

Features and Business Impact

Feefo turns customer feedback into actionable insights using its analytics tools. It boosts business visibility by improving search rankings, enabling social sharing of reviews, and allowing for quick responses to customer feedback. Its integration with platforms like HubSpot ensures smooth syncing of customer data and automates feedback collection requests [20].

| Feature Type | Business Benefits |
| --- | --- |
| <strong>SEO Benefits</strong> | Enhances Google seller ratings and search rankings |
| <strong>Response Tools</strong> | Facilitates prompt engagement with reviewers |
| <strong>Analytics</strong> | Provides tailored reports and insights |
| <strong>Integration</strong> | Simplifies workflows by connecting with existing systems

Platform Overview

Feefo offers two pricing tiers: Essential at $169/month and Enhanced at $369/month. The Enhanced plan includes advanced features like NPS tracking and access to a dedicated success manager.

In 2024, Feefo upgraded its analytics tools to offer deeper insights into customer sentiment and behavior patterns [19]. Its automated workflows make collecting feedback straightforward while maintaining authenticity, which is especially useful for B2B companies aiming to strengthen their reputation through genuine customer reviews.

Advantages and Disadvantages

This breakdown shows how different tools tackle the challenges of integrating feedback in B2B environments.

Table 1

| Tool | Key Advantages | Key Disadvantages |
| --- | --- | --- |
| Zealot | • AI-powered insights require strong customer data  <br>• No per-user pricing  <br>• Works with many platforms | • New to the market  <br>• Setup process can be tricky  <br>• Needs a lot of data |
| Crazy Egg | • Excellent website analytics with heatmaps  <br>• Simple and intuitive to use | • Focuses only on website feedback • Limited survey options  <br>• Weak B2B features |
| Usersnap | • Integrates with project management tools  <br>• Offers visual feedback  <br>• Enables real-time teamwork | • Geared toward technical feedback  <br>• Basic analytics features  <br>• Can be technically challenging |
| Bugherd | • Clear visual feedback  <br>• Tailored for developers  <br>• Easy to set up | • Primarily for bug tracking  <br>• Lacks satisfaction metrics  <br>• Basic reporting tools |
| SurveyMonkey | • Highly customizable  <br>• Extensive template options  <br>• Scales flexibly | • Risk of overusing surveys  <br>• Lacks roadmapping features  <br>• Can be pricey for enterprises

Table 2

| Tool | Key Advantages | Key Disadvantages |
| --- | --- | --- |
| HubSpot | • Built-in CRM integration  <br>• Includes marketing tools  <br>• Automates data collection | • Relies heavily on its ecosystem  <br>• Pricing is complex  <br>• Steep learning curve |
| Medallia | • Strong enterprise-level security  <br>• Advanced analytics  <br>• Handles multi-channel feedback | • Expensive to use  <br>• Complicated to deploy  <br>• Requires extensive training |
| Forsta | • In-depth insights into experience  <br>• Excellent analysis tools  <br>• Gathers feedback through various methods | • Interface can be hard to navigate  <br>• Needs technical expertise  <br>• Limited self-service features |
| Trustpilot | • Boosts SEO  <br>• Public review platform  <br>• Builds brand credibility | • Limited control over reviews  <br>• Risks from competitors  <br>• Cost can be a factor |
| Feefo | • Automates verified review collection  <br>• Offers strong analytics  <br>• Integrates well with other tools | • Focuses on post-purchase feedback  <br>• Customization options are limited  <br>• Premium features come at a cost

When choosing a tool, align it with your goals, resources, and budget to improve customer satisfaction and refine your products. As we'll discuss later, the key is finding a tool that fits your feedback strategy.

Conclusion

Choosing the best feedback platform comes down to understanding your organization's specific needs, technical capabilities, and budget. Modern platforms now include features designed to meet a variety of business requirements.

For larger organizations, Medallia and Forsta stand out with their strong analytics and security options. If you're already using a CRM, HubSpot offers seamless integration for feedback collection. On the other hand, businesses looking for budget-friendly options might lean toward Zealot or HubSpot, especially since Zealot's pricing model avoids per-user charges. For those just starting with feedback tools, user-friendly options like SurveyMonkey or Crazy Egg might be the way to go. Meanwhile, specialized tools such as Bugherd cater to development teams, and Trustpilot helps businesses build public trust.

The key is to match the tool with your feedback strategy and available resources. Remember, the most expensive tool isn't always the right choice. Pick a platform that aligns with your goals and can grow alongside your business, turning feedback into meaningful actions to improve retention and drive growth.

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