10 Best Customer Feedback Systems for Actionable Insights
Customers are busy, surveys get overlooked, and by the time responses come in, the details of their experience may already be forgotten. This can leave you working with incomplete insights and guessing at what customers think.
That’s why having the right system to gather customer feedback makes it easier to understand their thoughts while the experience is still fresh.
While email and online forms still have their place, SMS feedback has become a practical option for many businesses. It’s quick, personal, and allows you to connect with customers in the moment.
In this article, we’ll explore the 10 best customer feedback systems, tools built for a range of needs, from analytics-driven platforms to SMS business solutions.
How Feedback Systems Help You Understand Customer Needs
Customer feedback systems are a continuous source of insight that shapes smarter business decisions.
Customers are more likely to remain loyal to brands that actively listen and respond to their feedback. It translates into repeat purchases and higher lifetime value.
Also, if you monitor feedback in real time, you can catch service gaps, product flaws, or process bottlenecks before they escalate into widespread dissatisfaction.
The value of customer feedback systems isn’t limited to fixing problems. They also uncover opportunities for growth. Analysis from PwC shows that 73% of customers say a good experience is key to influencing their brand loyalty.
Once you study satisfied customer reviews, you can pinpoint what your business is already doing well and double down on it. This could mean refining your most popular features, training staff based on top-rated service interactions, or using customer praise in marketing campaigns.
Finally, when feedback is shared across teams, it becomes a unifying factor that aligns everyone toward better serving the customer. Over time, this focus drives steady, sustainable growth.
10 Best Customer Feedback Systems in 2025
Customer feedback data is essential for you to understand your customers and drive business success. Below, we review ten of the best customer feedback tools, each with its key features and drawbacks.
1. Textellent
Textellent is an SMS marketing platform that stands out as the best choice to gather SMS review requests through text messaging.
It lets you send customer feedback surveys via text using your existing business phone number, so customers see a familiar sender and feel comfortable responding.
Other than being used for surveys, Textellent is a full business texting solution. You can manage marketing campaigns, schedule appointments, and automate follow-ups all in one place.
You can set Textellent to send an SMS survey link after a service visit automatically, then follow up with a thank-you message or a promotional offer through the same platform.
This integrated approach lets you boost customer satisfaction while simultaneously nurturing customer relationships.
Textellent’s features are tailored for ease of use and valuable insights. The platform supports automated campaigns so that you can trigger customer feedback loop requests at key moments.
The system allows quick appointment reminders, two-way messaging, and personalized text blasts, then seamlessly asks customers to rate their experience.
With texting’s immediacy and high open rates, it helps you capture feedback in real time and turn it into understanding customer sentiment.
Sign up for a free trial or request a demo consultation today!
2. SurveyMonkey
SurveyMonkey is a survey tool that makes it easy to create surveys and distribute them across multiple channels. It has a library of templates and question types, from customer satisfaction and product feedback to market research.
The platform allows you to reach customers via email, web links, social media, or QR codes, then analyze customer feedback in a centralized dashboard.
Image Source: surveymonkey.com
After you collect responses, SurveyMonkey’s built-in analytics help identify trends and visualize customer behavior, which you can then report to your team for action. It supports advanced logic to tailor surveys based on respondents’ answers.
The platform also integrates with over 100 other applications, so customer data flows into the systems you already use. You can deploy a Net Promoter Score (NPS) questionnaire using expert-written questions.
A major concern is cost, as many advanced features are behind higher-tier plans and can get expensive for small businesses. There are also reports of limited customization of survey appearance and analytics unless you pay for premium versions.
3. InMoment
InMoment is an enterprise-grade feedback management solution designed to gain actionable insights from customers and increase customer satisfaction.
It specializes in multichannel feedback collection, where you can capture feedback from in-app micro surveys, emails, SMS texts, web intercepts, call center interactions, and more.
Image Source: inmoment.com
The InMoment platform also uses advanced analytics and AI for customer feedback analysis to help you uncover customer pain points and align with customer expectations.
It supports popular metrics like NPS®, Customer Satisfaction Score (CSAT), and Customer Effort Score (CES) through quick micro surveys.
The dashboard and reporting tools let you slice and dice customer insights by different segments and predict outcomes by combining feedback with operational data.
But some users stated that the platform requires technical expertise to tailor or integrate it into specific workflows. Many also mentioned that the platform can feel slow or unreliable at times, with occasional lags in data updates and filtering difficulties in reporting.
4. Zonka Feedback
Zonka Feedback is a feedback form and survey creation platform that helps you manage customer feedback. You can gather insights via email surveys, SMS surveys, website pop-ups, in-app prompts, and offline kiosk surveys.
Zonka comes with features like ready-to-use templates, question logic, and white-labeling options to match your brand.
Image Source: zonkafeedback.com
The platform emphasizes closing the feedback loop as well by setting up automated alerts and workflows. When a negative response comes in, your team is notified immediately to follow up.
However, some specific integrations may not be available natively. Also, setting up certain advanced features can be involved at first. Like many survey tools, the UI has a lot of options, so new users might face a slight learning curve navigating all the capabilities.
5. Userback
Userback is a customer feedback management and bug reporting tool suited for websites, SaaS products, and digital agencies that want visual, contextual feedback.
Customers can highlight an area of your webpage and leave a comment, or record their screen to show an issue. This provides you with annotated screenshots and videos of their feedback in real time.
Image Source: userback.io
Userback’s feedback widget can be embedded on your site or app so that users can click a feedback button, draw on the page, add comments, and submit without leaving the experience.
It supports customer surveys and ratings, so you can ask users questions or gather NPS, not just bug reports. From there, you can discuss the feedback in Userback’s dashboard, tag it, prioritize it, and push it into your development backlog.
One concern is the limited customization of certain elements. Some users wished for more flexibility in how feedback is shared or integrated beyond the provided options. Also, if you have a custom workflow, you might need to use its API or Zapier for further tailoring.
Since its strength is in visual feedback, it’s not a full survey analytics suite, and you might need to supplement it with a dedicated survey tool for extensive quantitative feedback.
6. SurveySparrow
SurveySparrow is a customer feedback platform with a focus on conversational surveys and an engaging user experience. It introduces a dual UI approach that allows you to distribute surveys in traditional form-style or a chat-like interface.
Beyond design, SurveySparrow provides all the standard tools you need to run survey templates and deliver them across the customer journey.
Image Source: surveysparrow.com
You can measure customer satisfaction with NPS surveys, CSAT surveys, product feedback forms, and employee engagement surveys via email, web links, SMS, or embedded on your site.
The analytics module provides sentiment analysis for open-ended answers and can generate reports to highlight key trends at a glance.
Its Share options let you get maximum reach by sharing surveys through email, embedding them on webpages, or running them in chat widgets on your site.
However, users have reported that it can get pricey for small teams, especially on higher plans with advanced features. A few users also mentioned occasional lags in real-time reporting or minor issues like the dashboard not being as insightful as expected.
7. Qualtrics
Qualtrics is a customer success-oriented enterprise XM (Experience Management) platform for large organizations that need to gather and analyze customer interactions from multiple stakeholders.
The platform’s XM engine uses AI and predictive analytics to turn those feedback points into clear recommendations. It offers advanced survey design capabilities where you can choose from dozens of question types and apply complex skip logic, branching, and display conditions.
Image Source: qualtrics.com
On the analytics side, it offers features like text analytics, statistical analysis tools to find correlations in data, and predictive modeling to forecast trends.
The platform’s reporting allows you to create custom dashboards and visualizations, so each team can monitor customer concerns and take steps to improve customer satisfaction.
Given its enterprise nature, Qualtrics does have some cons for potential users to weigh. One of the primary issues is complexity. Since the platform is packed with features, it creates a steep learning curve for new users.
Some users have also described the interface as overwhelming at first, with so many options that it’s easy to get lost in configuration. This complexity also means administration can be time-consuming, and workflows may require a dedicated team member.
8. AskNicely
AskNicely is a customer feedback and experience platform that helps you improve customer experience by empowering your frontline teams. The platform is associated with the NPS framework and turns those scores into daily actionable insights for businesses.
It captures feedback continuously and then feeds that data into dashboards and scorecards that your staff and managers can review every day to support customer retention.
Image Source: asknicely.com
In terms of survey capabilities, AskNicely automates sending feedback requests at relevant moments in the customer journey. You can collect feedback on any channel or embed a feedback form in a webpage.
Looking at drawbacks, AskNicely users have pointed out some considerations, mostly around scale and flexibility. One issue is the pricing model, which may not align well with smaller businesses’ budgets.
It’s often reported that the tool can be relatively costly for what it offers, especially if you are a small company just looking to run basic surveys.
AskNicely also connects well with many systems, but it may not integrate with every niche tool out of the box, potentially requiring custom work for certain workflows.
9. Medallia
Medallia is an enterprise customer experience management platform also being used for large corporations.
The platform lets you enable feedback buttons on your website, integrate with your customer support system to survey after a ticket closes, and analyze social media mentions.
Image Source: medallia.com
The platform enables the broadest native feedback collection for complete, continuous, and modern listening. It then uses powerful AI and machine learning to uncover trends in that feedback, predict metrics like churn or NPS, and recommend actions to improve loyalty.
For feedback collection, you can personalize surveys to match your brand. It supports multimedia feedback, too, where customers can leave voice or video feedback. The platform then transcribes and analyzes for sentiment and keywords automatically.
Since Medallia is tailored for large enterprises and comes with an enterprise-level price tag, it’s said to be among the more expensive CX solutions on the market.
If you are a mid-sized or smaller business, the platform’s pricing for implementation and licensing might be beyond your budget.
It can also be more complex and time-consuming to set up and manage compared to simpler feedback tools. Companies often require dedicated administrators or professional services from Medallia to configure surveys, dashboards, and integrations properly.
10. Survicate
Survicate is a customer feedback platform that lets you collect insights across web, mobile, and email channels. You can deploy various types of micro-surveys with a slide-in widget on your website to ask visitors why they’re leaving or an emailed link to a post-purchase questionnaire.
The platform also supports feedback buttons for always-on passive feedback collection. It gives you multiple listening posts that all feed into one system.
Image Source: survicate.com
Survicate has an Insights Hub and AI Analysis features. These help automatically categorize responses, identify key themes, and use AI to summarize open-ended feedback.
Once feedback is in, Survicate’s analytics dashboards visualize the results in real time. You can see NPS trends, filter responses by user attributes, and generate reports to share.
On the downside, occasional bugs or integration hiccups were a common occurrence for some users. Syncing responses or custom attributes to HubSpot had some glitches at times.
Also, Survicate is not as advanced in analysis as some enterprise tools. If you need complex survey logic or heavy customization in design, Survicate’s simplicity can become a limitation.
Types of Customer Feedback Systems
The right customer feedback system for your business depends on how you interact with customers, the type of information you want to gather, and how quickly you need responses. Below are the main types you can consider.
Direct Feedback Systems
Direct feedback systems help you in collecting customer feedback through structured methods you control, such as online surveys, feedback forms, phone interviews, and focus groups.
Because you control the questions, timing, and delivery method, the responses you collect are focused on the specific aspects of the customer experience you want to measure.
When you address negative feedback quickly in this setup, it can improve customer satisfaction and build trust.
An automated texting software like Textellent is among the top customer feedback tools for this approach. It sends a short text survey immediately after a visit, purchase, or appointment.
The survey might be as simple as “How was your experience today? Reply with a number from 1 to 5”, which customers can answer in seconds.
Automated Customer Feedback Systems
Automated systems use technology to send, collect, and sometimes analyze feedback. They can trigger surveys after specific actions, such as completing a purchase or ending a support chat.
Many of these systems include AI-powered analytics tools to uncover patterns and support data-driven decisions.
If you want to put SMS automation to work in your feedback process, Textellent is a powerful tool. It sends automated SMS surveys using your existing business phone number, so messages feel familiar and personal to customers.
You can set it up to trigger surveys immediately after a transaction, appointment, or service call while the experience is still fresh.
With Textellent, you’re not just collecting feedback but also creating an ongoing, automated loop that keeps you connected to your customers. Sign up for a free trial or request a demo consultation today!
Indirect Feedback Systems
Indirect systems capture insights from channels where customers are already sharing their opinions without being prompted. This includes social media comments, reviews on Google, call center notes, and product ratings.
These give you an unfiltered look at how customers feel, but you have less control over the topics discussed.
You have to monitor the tools by integrating them with popular project management tools, spot recurring themes, and address them in ways that align with customer preferences.
In-App and Real-Time Feedback Systems
In-app and real-time systems gather feedback while the customer is using your website, software, or mobile app.
They can appear as pop-ups, embedded forms, or quick rating widgets, often asking about the exact page or feature the customer is engaging with. This makes it easier to connect the feedback to a specific part of the customer journey and act quickly on it.
Why SMS Could Be Your Most Powerful Feedback Tool
Text messages have open rates above 98%, and most are read within minutes.
Therefore, you can reach customers in real time after they’ve interacted with your business. This results in faster, more accurate feedback that reflects how customers feel in the moment.
Customers also respond more to SMS because it feels personal and quick. There’s no lengthy form to fill out unless you want to include one via a short link.
A single text can ask for a simple rating or invite the customer to answer a couple of targeted questions, and they can do it anywhere, in less than a minute.
When used well, SMS feedback can uncover insights that get lost in slower channels. It works across industries, from retail to healthcare, and complements your other feedback methods.
How Textellent Turns SMS into a Customer Feedback Asset
Textellent takes the speed and reach of SMS and builds a complete feedback solution around it.
You can set up automated texts with links to surveys that go out right after a purchase, appointment, or service call to create a steady flow of feedback you can act on instantly.
Textellent also works with your existing CRM or scheduling tools, automatically sending surveys based on triggers you define. You can segment customers, personalize messages, and track response trends without any technical setup.
Because it’s more than just a survey tool, Textellent also helps you keep conversations going. The same platform that collects feedback can send automatic text reminders, order updates, and promotional messages.
You can maintain a continuous connection with customers, turning each interaction into a chance to learn, improve, and strengthen loyalty.
If you’re looking for a feedback system that’s fast, easy to manage, and proven to boost response rates, Textellent is worth exploring. Sign up for a free trial or request a demo consultation today!
How to Optimize Customer Feedback Systems for Better Insights
A well-designed customer feedback system is only as valuable as the way you use it. The best approach gathers more responses and turns those responses into insights you can act on. Here are some proven best practices to follow.
Keep Surveys Short and Focused
One of the fastest ways to lose a customer’s attention is by sending a survey that feels too long or complicated.
A good approach is to focus on one main goal per survey. If you want feedback on a recent purchase, stick to questions about product quality, delivery experience, and overall satisfaction.
Avoid mixing in unrelated questions, as this can cause respondents to lose interest. Even open-ended questions should be brief and clear, which gives customers space to share details without overwhelming them.
You can also improve response rates by letting customers know upfront how long the survey will take. A simple message like, “This will only take 2 minutes,” sets expectations and makes them more willing to participate.
Ask for Feedback at the Right Time
SMS marketing frequency and timing can make a big difference in how customers respond to your feedback requests. The best moment is right after a meaningful interaction.
For example, asking for feedback immediately after an online order arrives can help you learn about the delivery speed, packaging, and product quality. At the same time, the experience is still top of mind.
Similarly, service-based businesses often send surveys right after a completed appointment, while customers still remember the details. It captures more accurate feedback and shows that you value their opinion in real time.
Offer Incentives to Boost Participation
Even satisfied customers may not always take the time to respond to feedback requests. You can offer a small incentive, which can be the extra push they need to share their thoughts.
The key is to make your customer appreciation gift relevant and appealing to your audience so it feels like a genuine thank-you rather than a bribe.
Incentives also help you hear from a broader group of customers, not just those who had a strong positive or negative experience. When more people participate, you get a more complete view of customer sentiment, which makes your feedback data more reliable.
Follow Up and Close the Loop
If a customer shares a concern or reports a problem, you have to reach out promptly with an acknowledgment and, if possible, a resolution. This direct response can turn a negative experience into a chance to build stronger loyalty.
For example, if multiple customers mention a specific issue with a product or service, you can send an update letting them know you’ve made improvements based on their suggestions. Transparency reinforces trust and keeps customers engaged with your brand.
Automate Feedback Requests and Boost Response Rates—Try Textellent!
Customers are most honest and specific when they can share their thoughts right away. Textellent makes that possible using a combination of personalization and automation that turns every interaction into an opportunity to improve.
You can set Textellent to automatically send feedback or review requests after key events, such as a completed appointment or an order fulfillment. The platform integrates with popular CRM and scheduling systems, which allows surveys to be triggered by customer actions.
SMS automation tools help keep your feedback collection consistent and timely, while freeing your team to focus on reviewing results and responding when needed.
If you’re ready to make customer feedback quicker and easier to manage, sign up for a free trial or request a demo consultation today!
FAQs About Customer Feedback Systems
What are customer feedback systems?
Customer feedback systems are tools or platforms used to collect, organize, and analyze customer opinions about your products, services, or overall experience.
They help you understand what customers think, identify areas for improvement, and enhance customer satisfaction over time. These systems can include surveys, SMS feedback, online reviews, and even social media monitoring.
What is the best feedback tool?
The best feedback tool depends on your business size, industry, and communication preferences. For many businesses, SMS-based feedback offers the highest response rates because it reaches customers instantly.
Textellent is a leading choice for this, as it sends automated texts with links to surveys through your existing business number, making it easy to collect timely, high-quality feedback without manual work.
How to create a customer feedback system?
Start by defining your goals, such as measuring satisfaction after a purchase or improving a service process.
Next, choose your channels (email, SMS, website pop-ups, in-app surveys), then design short, relevant questions with an intuitive interface so they’re easy for customers to complete.
You can set up automated triggers so surveys go out at the right time, and make sure you have a process to review results, share them with your team, and act on what you learn.
What is the customer feedback rating system?
A customer feedback rating system is a method of measuring satisfaction using a numerical or scaled format.
Common examples include an NPS, which asks customers how likely they are to recommend you on a scale of 0–10, or a CSAT, where customers rate their experience on a scale (such as 1–5 stars).
These scores help you track performance trends and benchmark your service over time.
