Getting quality product feedback is essential when building or having just built a new product. It is also an ideal for achieving product-led growth; a trend which is taking hold of the technology market. This type of customer feedback can provide you with critical data that will ultimately drive your product strategy. With this type of feedback, users are not only looking for feedback from customers but also internal teams.
Post updated: June 2022
Keep in mind, however, that despite which tool you decide to use, there are a few things product managers should look out for when collecting product feedback. For example, it is important to collect feedback from various sources as well as on a constant basis. A wide range of sources can give you a more complete picture of how the product or feature is received by the customer or team member. Additionally, collecting product feedback consistently will help you quickly spot trends and be able to iterate faster.
What is product feedback?
Product feedback is feedback shared by your users about their experience and satisfaction with your product. This type of feedback is gathered in various ways including digital feedback surveys, user interviews, customer support tickets, reviews ratings, social media, etc. Though for the sake of this article, we will focus on the first method: digital feedback surveys.
This particular type of feedback is collected in various ways and oftentimes it is centered around a certain product goal such as a product launch, the product development pipeline, user onboarding, or even user testing (i.e. the introduction of new services, features and upgrades).
Why is product feedback important?
Product feedback helps bring focus and alignment to your product strategy. In other words, gathering this feedback ensures that organisations don’t build or improve upon products without knowing the impact it will have on those using the product. Instead, they can put this data to use and more effectively prioritise their features and product launches.
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So the question is, which kinds of tools do you have to choose from in terms of collecting product feedback?
In this post, we’ll dive into four categories of product feedback tools, including:
- Voice of Customer Tools
- Customer Success Tools
- Community Feedback Tools
- User Testing Tools
Let’s take a closer look at each of these categories below.
Voice of Customer Tools
Acquiring voice of customer data is pivotal to the success of your digital channels as well as your product. Voice of customer tools and customer experience tools enable you to gather this data and shape your product to the satisfaction of your customers. They will give you insight into what the customer is thinking, which hurdles they run into on your website or in-app.
1. Mopinion
Source: Mopinion
While Mopinion is not entirely focused on product feedback, many of its customers use this all-in-one user feedback tool for gathering and analysing product feedback, such as MeisterTask, NCSA and atrify. Mopinion is a great solution that collects and analyses feedback from your most important digital channels: websites, mobile apps and email campaigns – all in real time. Mopinion is your helping hand in understanding customers or colleagues. The user-friendly interface allows you to create, design and configure feedback forms as you wish.
You can also target these feedback forms to specific groups of online visitors and get insights into why they are not converting. Your feedback can then be visualised in customizable dashboards and charts for advanced analysis.
To go one step further, digital teams can use intelligent alerts to share these feedback elements and take action in a timely manner.
Pricing: Mopinion offers a variety of pricing packages for today’s digital business. Mopinion’s Growth Package starts at 199 euros per month, followed by the Turbo Package for 499 euros per month. Mopinion offers tailor-made offers for enterprises.
Interested? Start your free trial today or book a demo.
2. Instabug
Source: Instabug
Instabug enables teams to launch products with confidence through extensive bug and crash reports, performance monitoring, and user surveys and feedback in real time.This product feedback tool can also help you increase your response rates with user surveys as the surveys are displayed directly in the user app.
Pricing: The basic package starts at USD 149 per month, the pro package at USD 249 and Instabug creates a personalised offer for a premium package.
Website: www.instabug.com
3. Intercom
Source: Intercom
Intercom serves as a behavioural targeting and intelligence platform. By way of live segmentation (live information on customer behaviour), this product feedback tool provides the user with details such as who is using the product and can send out in-app messages and behaviour-driven emails. Users of this tool can also manage any support requests that come up from any channel via a team inbox.
Pricing: There are a number of different packages that only give access to certain features (e.g. sending targeted messages). The full package is $155/month
Website: www.intercom.com
4. Pendo
Source: Pendo
Pendo is a versatile and easy-to-use product feedback tool. This tool assists users in making product decisions, as well as prioritising features. This is done by requesting feature suggestions from customers. Once submitted, other customers can browse feature ideas, vote, and add their own in a feedback form. Pendo has a dashboard where users can analyse the results and see which features are popular or highly-valued by customers.
Pricing: A starter package costs $199/month. However there are also enterprise-level packages available (pricing on request).
Website: www.pendo.io
5. productboard
Source: productboard
productboard is a product feedback tool that allows users to collect feedback from team members and clients on new product features, helping them prioritise products for development. This can be done using a feedback highlighter which links the feedback to features and/or different components of a webpage. With this tool, users can manage product development, product marketing and launch activities all from one location. productboard can be integrated with various popular agile planning tools such as JIRA, Trello and Pivotal Tracker.
Pricing: Pricing ranges from $49/month to $99/month depending on which package you choose.
Website: www.productboard.com
6. AskNicely
Source: AskNicely
AskNicely is another tool that NPS software offers and that summarises ]your product feedback in an easy-to-use dashboard. It offers simple surveys that can be sent on your website or app, or via email, so you can collect customer feedback on a daily basis. As a product manager, AskNicely enables you to share insights with the entire team. The tool has live reports so you can see at a glance which areas are creating a positive experience for users and which are affecting your product.
With AskNicely, your team can respond instantly to customer feedback, either within AskNicely itself or with the help of your CRM.
Pricing: Prices vary – contact AskNicely to book a demo and request about pricing plans.
Website: www.asknicely.com
Customer Success Tools
Customer success is becoming an increasingly important aspect of every business.Customer success tools help businesses proactively spot customers that need attention before they drop off. In fact, this type of software can help you decrease customer churn rate, increase customer engagement and retention, identify upsell and cross-sell opportunities, and discover customer advocates that help boost revenue. But more importantly, it can help you gather product feedback from your customers…
7. Userpilot
Source: Userpilot
Userpilot is a customer success tool that actually doubles as a product feedback tool. Ideal for onboarding customers by way of advanced segmentation, users can shape and personalise the onboarding experience. Additionally, they can gather product feedback with primarily NPS surveys. This gives CS teams and product managers the insights they need to optimise the customer experience.
Pricing Userpilot offers three packages: Traction ($249/month), Growth ($499/month) and Enterprise ($1000/month).
Website: Website: www.userpilot.com
8. SmartKarrot
Source: SmartKarrot
Another customer success tool is SmartKarrot. SmartKarrot is an intelligent platform that lets users operationalise and scale customer success. However, it also offers a nice, built-in product feedback tool. In addition to push notifications and emails, users can also leverage behavioural triggers, NPS surveys, and qualitative feedback surveys.
Pricing: Pricing available upon request. There are, however, several packages to choose from.
Website: www.smartkarrot.com
9. Brightback
Source: Brightback
Brightback is a customer retention automation software that serves customer success as well as product management initiatives. Using a tailored cancel page, this tool enables users to learn more about why their customers churn. The page – personalised using segmentation – gathers insights into customer behaviour, including real-time alerts when a customer cancels.
Pricing: Brightback offers a variety of packages including: Essential ($250/month), Performance ($2000/month) and Enterprise (custom).
Website: www.brightback.com
10. Gainsight
Source: Gainsight
Gainsight – referred to as one of the more ‘heavyweight’ customer success and product experience tools – is a CS tool that also gathers great product feedback. In addition to its main focus which is preventing customer churn, Gainsight organises, categorises, and predicts customer behaviour. With this feature, the tool quickly learns customer behaviour and any possible outcomes.
Pricing: Pricing is available upon request.
Website: www.gainsight.com
Community Feedback Tools
Community feedback tools are essentially feedback forums, whereby feedback is collected through your website and published as a subject in a public forum or community. Typically, within the community, other people are able to vote for the idea, the suggestion or indicate that they have also encountered a certain problem on the website or the app. This also happens to be a great tool for gathering product feedback.
11. ProdPad
Source: ProdPad
ProdPad is a business roadmapping and product feedback tool where teams can share ideas about particular products. All suggestions and feedback are stored in ProdPad’s product backlog so users can quickly access certain items when needed. This tool also provides users with a timeline view layout that shows the latest news on a certain product.
Pricing: This ranges from $99/month (small companies) to $2499/month (large companies). There is also a premium package in between for medium-size companies which is $299/month.
Website: www.prodpad.com
12. Canny.io
Source: Canny.io
Canny is a product feedback tool that enables users to create boards where visitors can post as well. It is a simplistic and organised tool that gives users the chance to have one-on-one interactions with visitors. Canny also saves customer profiles (which store previous posts/comments) meaning visitors only have to sign in once. Additionally, there are voting options, user reports (sent weekly to your email), tagging options, customisation capabilities and more.
Pricing: Depending on the number of users, pricing can range from $50/month (100 users) to $500/month (10,000 users)
Website: www.canny.io
13. 10+ (Zehnplus)
Source: 10+ (Zehnplus)
10+ is a Swiss community platform that is ideal for product feedback. With 10+ you can market and sell your products, create an identity around your services, as well as your products and the communication with your customers. The platform gives you a 360-degree view of how your community members are interacting – whether they’re posting responses, sharing content or providing product feedback.
Pricing: Depending on the number of users, pricing can range from $50/month (100 users) to $500/month (10,000 users)
Website: www.zehnplus.ch
User Testing Tools
Additionally, there are user testing tools that include product feedback capabilities. Similar to community feedback in that these tools take experiences from a panel of users, user testing tools enable the user to test websites, mobile apps, prototypes, wireframes and software products on UX and satisfaction. The difference is, the results are private to the organisation.
14. Userzoom
Source: Userzoom
Every product manager knows that user testing is essential to the development and advancement of a product. User tests help product managers to analyse and, above all, to understand why and how users use their product. So you always know where your problems lie.
Finding the right users for these tests, however, often turns out to be a challenge. User Zoom can help you overcome this challenge. It is a user testing tool that manages the logistics of recruiting test takers and provides a testing platform so you can spend more time researching and analyzing the results. In the end, you can concentrate better on your product.
Pricing: There are three plans starting at $499 per month.
Website: www.userzoom.com
15. UserTesting
Source: UserTesting
UserTesting enables every organisation to deliver the best customer experience powered by human insights. With UserTestings on-demand human insights platform, companies across industries make accurate customer-first decisions at every level, at the speed business demands. With UserTesting, product teams, marketers, digital and customer experience executives confidently and quickly create the right experiences for all target audiences, increasing brand loyalty and revenue.
Pricing: Upon request.
Website: www.usertesting.com
So which product feedback tool is right for you?
In choosing the right product feedback tool, it’s important to consider a number of different factors, including the size of your team (e.g. how many internal collaborators will be involved), how do you want to receive the data (e.g. simple inbox notifications or dashboarding capabilities), and do you want it to be interactive (e.g. that customers can comment/vote on feedback items)?
We hope this overview has given you some inspiration in choosing the right product feedback tool. If you have any suggestions or know of other product feedback tools out there, please feel free to put them in the comments below.
Ready to see Mopinion in action?
Want to learn more about Mopinion’s all-in-1 user feedback platform? Don’t be shy and take our software for a spin! Do you prefer it a bit more personal? Just book a demo. One of our feedback pro’s will guide you through the software and answer any questions you may have.
