Top Customer Survey Tools for Business Insights

Petteri PuumalaPetteri Puumala
Last edited: June 19th, 2024

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Customer feedback is crucial for any business aiming to improve its products, services, and overall customer experience.

A great survey tool can help you gather actionable insights efficiently.

With my years of experience in sales and later in customer success, I have deep understanding of what works.

And what doesn’t.

I’ll showcase seven of the best customer survey tools available in 2024 and provide a comparison of their features to help you make an informed decision.

Why Do I Need a Customer Survey Tool?

Collecting customer feedback is essential for several reasons:

  1. Understand Customer Needs and Expectations: Customer survey tools allow you to gather direct feedback from your customers, helping you understand their needs, preferences, and expectations. This understanding is critical for making informed decisions about your products and services.
  2. Improve Customer Satisfaction: By collecting and analyzing feedback, you can identify areas where your business is performing well and where improvements are needed. Addressing these areas can significantly enhance customer satisfaction and loyalty.
  3. Enhance Product Development: Customer insights can guide product development and innovation. Knowing what customers like or dislike about your products helps you make improvements and develop new features that meet their needs.
  4. Measure Customer Loyalty: Tools like Net Promoter Score (NPS) surveys help measure customer loyalty and predict business growth. High NPS scores often correlate with high customer retention and referrals.
  5. Data-Driven Decision Making: Survey tools provide data that can be analyzed to uncover trends and patterns. This data-driven approach helps businesses make strategic decisions backed by real customer insights.

In short, when you have customer data from different stages of the customer journey, you’ll be able to improve your services.

This will lead to happier customers and more sales in the future.

Benefits of Using Customer Survey Tools

Using customer survey tools can bring several benefits to your business:Improved Customer Retention: Understanding customer pain points and addressing them promptly can lead to higher customer retention rates.

Enhanced Customer Experience

Regular feedback helps you continually refine and enhance the customer experience, leading to happier and more satisfied customers.

Eezy Personnel was able to increase its Net Promoter Score from 46 to 70 by regularly measuring customer satisfaction. More importantly, it improved its business based on actionable insights from its customers.

Increased Revenue = More Money

Satisfied customers are more likely to make repeat purchases and recommend your business to others, driving increased revenue.

Competitive Advantage

Staying attuned to customer feedback can give you a competitive edge. You can quickly adapt to changing customer preferences and market trends.

Better Marketing Strategies

Feedback can provide insights into how customers perceive your brand and products, allowing you to tailor your marketing strategies more effectively.

Employee Engagement

Sharing positive customer feedback with employees can boost morale and engagement. Employees who see the impact of their work on customer satisfaction are more motivated and productive.

7 Best Online Survey Tools

1. Trustmary

Trustmary is a comprehensive customer feedback platform designed to help businesses collect, analyze, and act on customer insights.

It offers an intuitive interface and robust features tailored to enhance customer experience and drive business growth with social proof.

Key Features:

  • Automated customer feedback collection
  • Customizable survey templates
  • Detailed analytics and reporting
  • Seamless integration with CRM and marketing tools using Zapier
  • Video testimonials and review collection

2. SurveyMonkey

SurveyMonkey is a popular and versatile survey tool known for its ease of use and wide range of features. It offers customizable templates, analytics, and multiple distribution options, making it suitable for businesses of all sizes.

Key Features:

  • Wide range of survey templates
  • Advanced survey logic and branching
  • Real-time results and analytics
  • Integration with popular apps like Salesforce and Mailchimp

3. Qualtrics

Qualtrics is a premium survey tool designed for businesses needing advanced analytics and predictive intelligence. It’s particularly strong in providing detailed customer insights and is used by many large enterprises.

Key Features:

  • Predictive intelligence and advanced analytics
  • Automated workflows and action planning
  • Extensive integration options
  • High customization capabilities

4. Typeform

Typeform stands out with its engaging and interactive survey designs. Its user-friendly interface allows for the creation of highly personalized surveys that improve response rates.

Key Features:

  • Customizable and interactive forms
  • Conditional logic
  • Integration with over 500 apps via Zapier
  • Real-time data analytics

5. Jotform

Jotform offers a simple drag-and-drop interface for creating surveys quickly. It provides a variety of templates and integrates with numerous third-party applications, making it a flexible choice for many businesses.

Key Features:

  • Drag-and-drop form builder
  • Extensive template library
  • Integration with popular tools like Google Drive and Dropbox
  • Data encryption and security features

6. QuestionPro

QuestionPro is a comprehensive survey tool that offers advanced features like survey logic, robust analytics, and automated workflows. It is suitable for businesses looking for in-depth customer feedback analysis.

Key Features:

  • Advanced survey logic and branching
  • Real-time analytics and reporting
  • Automated workflows
  • Multiple distribution channels
trustmary is the best tool for creating feedback surveys

7. Survicate

Survicate allows you to collect customer feedback through various channels, including email, web, and mobile apps. It’s designed to help businesses gather insights quickly and easily without needing extensive technical knowledge.

Key Features:

  • Multi-channel distribution
  • Pre-built survey templates
  • Real-time results dashboard
  • Integration with CRM and marketing tools

Choose Survey Tool for Your Needs

This is not a one-size-fits-all type of situation.

Factors Impacting Survey Tool Fit

  • Budget
  • Pricing model of the tool
  • Industry-specific restrictions in getting customer feedback
  • Need to measure customer satisfaction (Net Promoter Score, CSAT, user feedback…)
  • How many surveys are sent monthly
  • Number of feedback surveys
  • Usability of survey app
  • Integration options to existing tools
  • Customer segmentation option (and the need for that)

When you know what you need, it’s easier to find the right online survey tool for your need.

Some look for more advanced tools, while others are happy with a basic tool with great usability and clear user interface.

Basics of Creating Online Surveys

To start collecting feedback, you’ll need to create surveys.

Here’s the basic flow of creating a survey:

  • Define what kind of customer data you want to collect
  • Decide what you want to measure (NPS, CSAT, star rating, customer effort score …)
  • Add at least one open-ended question

Sophisticated surveys include conditional logic that allows you to customize the next question based on the answer to the first one.

Choose Distribution Method

To gather customer data and get survey responses, you’ll need to send the survey to customers.

Some online survey tools allow you to distribute the same survey with all the following methods


What is the best customer survey tool for small businesses?

Trustmary is an excellent choice for small businesses due to its user-friendly interfaces, customization options, and affordable pricing. Ask unlimited questions and analyze responses.

Can I integrate these survey tools with my existing CRM?

Yes, most of these survey tools offer integration with popular CRM systems like Salesforce, HubSpot, and more.

How do I choose the right survey tool for my business?

Consider your specific needs, such as the complexity of the surveys you want to create, the level of analytics required, and your budget.

Are these survey tools secure?

Yes, all the mentioned survey tools offer security features to protect your data. Trustmary is founded in Europe, so its GDPR-compliance is top-notch.

Petteri Puumala
Petteri Puumala
Petteri Puumala works as a Customer Retention Manager at Trustmary. He is especially knowledgeable on integrations and automations, and has helped dozens of businesses build automatic feedback and review collection processes.


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