“A poor product manager blames their tools.”
That’s our super original take on the old proverb.
The aim of this article is to take away that excuse. That might sound scary, but the reality is that once you have the right tools, the right system in place, that managing customer feedback will be a walk in the park.
But before you grab your Frisbee and set off, we should explain that customer feedback involves a few different processes.
You need to collect customer feedback, you need to manage and store customer feedback, and you need to analyze customer feedback so you know what it all means.
We’ve compiled a list of some top tools for each of these processes to suit SaaS companies of all shapes and sizes (we don’t discriminate!) and to suit any budget.
Customer Feedback Collection Tools
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All Wile E Coyote wanted was some customer feedback. [Photo Credit]
Google Forms (Free / Startups)
Google Forms is part of the Google suite. You can use it to quickly create online surveys with all sorts of question types, and easy to customize designs. You can then share the link with your customers and start collecting their data. A useful feature of Forms is that you can export the data directly to a Google Sheet to help with the next stage of customer feedback.
Hively (Free / $15pm / Startups)
Hively uses two simple questions to gather customer feedback: How happy are you? And why? Using two questions like this improves your response rate - customers want surveys to be as quick and painless as possible. Hively uses a gamification system so you can track feedback by employee, and create a leaderboard. Just don’t get too competitive.
Typeform (Free / $25pm /SMEs - Enterprise)
Typeform allows you to create beautiful looking forms which can be completely personalised with your own branding. The benefits of using your own branding is that your customers are more likely to trust the form, rather than being sent over to another product to use. You can then export your data to an excel spreadsheet.
Fieldboom ($49pm / SMEs - Enterprise)
Fieldboom are a relatively new addition to the market, providing a platform for companies to create great-looking forms and quizzes to help capture more leads and subscribers. Forms are completely customizable and allow you to assign scores to leads if, for example, their answers determine how likely they are to close.
Customer Feedback Management Tools
Organizing customer feedback can be like this, only a lot less fun. [Photo Credit]
Google Sheets (Free / Startups)
If you’re using Google Forms to collect your customer feedback, it makes sense to use Google Sheets to store and manage it. Google’s version of Excel is easy to use and has all the features you need to manipulate your data. Storing it on Google Drive makes it easy to share with anyone in your company who needs to access it.
Trello (Free / Startups - SMEs)
Trello is a great product management tool which is normally used to enable teams to collaborate and know what needs to be done. In the case of customer feedback management, Trello can be used to input your data into one place where everyone can see it and discuss it. This allows you to prioritize features and see an overview of what your customers want.
Usersnap ($69pm / Startups - SMEs)
Usersnap allows you to store all of your customer feedback data in one dashboard, easily accessed by all of your team members. You can also use their widget to collect the data in the first place. Once you’ve gathered your feedback, you can use this tool to search through and organize feedback using a range of criteria.
Customer Feedback Analytics Tools
How people used to analyze customer feedback. [Photo Credit]
Keatext (N/A / Startups - Enterprise)
Keatext is a text analysis tool. You put in the customer feedback you’ve collected and it uses an artificial intelligence to analyse the answers for sentiment, topics, and keywords. It then provides graphs and charts so you can easily understand what your customers are talking about, and the reasons they’re talking about it.
Satsum ($45pm / Startups - Enterprise)
Satsum offers an overview of your customer experience, enabling you to see exactly what your customers like and dislike. You can dig down into the metrics to gain useful insights into your customer’s journey. Handily, it also contains a tool for gathering customer feedback too.
Mopinion ($399pm / SMEs - Enterprise)
Mopinion provides real time analytics software so you can access recent and relevant customer feedback data. You can produce easy to read reports with graphs and charts. Their labeling tool allows you to categorize issues and feedback, so that you can access the exact data that you need.
So that’s it. Some of the best tools for customer feedback management with a range of prices to suit any SaaS business.
Hope you find these tools useful, and if you think we’ve missed any major ones, then please do let us know.
Have a good one!
