Solutions for working with feedback and customer experience: from small services to heavy platforms
If the user has a cool customer experience, he will be back soon for a new purchase. How to make sure that everything went well (or, conversely, learn about critical issues)? Ask the customer.
Now more and more companies are using user feedback solutions. They allow not only collecting and analyzing reviews, but also directly improving the customer experience.
The Internet in a short time has made for the customer experience almost more than 100-plus years of expansion of offline marketing. When at the end of the 20th century large companies ran up against the ceiling, the web came to their aid. As the competition for the end user has only grown, getting his attention has become an expensive pleasure.
You must admit that the situation when, on the condition of attracting a client, is spent, conditionally, $ 100, and 10 is returned, cannot be called pleasant. I had to look for new growth drivers. It became clear that the more satisfied the client and the better his client experience was, the greater the potential for profit was laid in him - he would not only return and make a new purchase, but would also advise the company to his family and friends. And so Customer Experience (CX) has become one of the main metrics of a successful business.
How to improve it? More precisely, how to understand what needs to be improved in the first place? Conduct expensive large-scale research. Usability laboratories; users who are trying to interact with sites or interfaces behind Gesell’s mirror (as in films about detectives and investigators) (and, of course, they don’t do it the way they would at home in a relaxed atmosphere); castdev - a series of interviews with customers about their needs, which will require a lot of respondents.
And behind all this is, in general, an understandable and simple goal: to find out what people think about the product, for which it was created . And why not do it right in the context of use? Unlike usability tests, when a person is given a finished task, he comes to the site as if with his own. And it is precisely in the context that he will be able to share the most useful insights.
Now Western companies collect feedback wherever possible: on sites and in mobile applications, in social networks and on otzoviks, in offline stores. These reviews do not interchange usability studies or in-depth interviews, but together with them give a lot of useful insights. Especially when it comes to critical bugs, as in the examples above.
Research is also actively developing in Russia, more and more companies are trying to hear the user and understand him. True, the problem remains the same - where to look for respondents, how to talk with them, how not to get them out of their comfort zone, so that usability research is more accurate.
Large companies are trying to create their own feedback collection solutions, which in itself is very commendable. The only, albeit rather big, “but” here is what to do with tons of feedback further. When you have hundreds in your hands, THOUSAND reviews that you have never dealt with before, the first desire is to curl up and not even stir this beehive.
Therefore, the value of platforms for working with feedback is not only in software, but also in expertise. The collection, processing and analysis, categorization and prioritization of feedback is a constant cycle, which takes a lot of time to maintain. What questions to ask users, in which parts of the user’s path, how to properly target, how to analyze the data received, how to connect reviews with web analytics data (including the session recording tracker, for example, a web browser), to see the behavior of each bug, about which they write - all this is in the competencies of the feedback platforms. We will select their sample in this text.
Disclaimer: If we talk about collecting feedback on sites, then note that the products described below work mainly with large customers - who have a large number of visits (from 100-200 thousand per month). The fact is that the described methods almost never work on projects with low loyalty or attendance. The audience of such sites is more likely to leave the page than leave some kind of feedback.
Full-fledged CX solutions are becoming increasingly popular in the USA and Europe. Such platforms are not just feedback aggregators, but full-fledged agencies to improve customer experience. The high price, as a rule, consists of a combination of offline and online solutions: a series of interviews with customers and employees “on the ground”, tools for working with feedback on websites and in applications, and elaboration of strategies to improve the service.
Allows you to work with feedback on sites, in mobile applications and through e-mail letters. Work with tools is carried out under the strict guidance of Usabilla experts - they help both to configure the collection and analyze the received feedback. Of the minuses - the "biting" price, starting at 30 thousand euros per year, but for this money the company takes all the analytics on itself and prepares reports on the main insights.
Tools: widget, polls, pop-up forms, NPS, widgets for content pages, targeting for all tools.
Platforms: website, mobile application, e-mail.
Format: full project support, tools + expertise.
Price: from 30,000 € per year.
Customers: Philips, Lufthansa, HP, Vodafone.
The market giant CX (the company's value exceeds $ 2.5 billion) does not forget about the tools for working with feedback. With the help of Medallia it can also be collected from any sources, but the main killer feature is a dashboard, on which you can see almost all the necessary information about each client. And machine learning allows you to build approximate user paths and predict problems that need to be urgently solved in order not to lose part of the profit. The main "cons" with such advantages, of course, the price and implementation period.
Tools: widget, pop-up forms, polls, targeting for all tools.
Platforms: website, mobile application, e-mail, SMS, chat bots, social networks.
Format: full project support, tools + expertise.
Price: the price is discussed separately with each client, but given the list of customers, full support, many tools and reviews on the network, we can assume that the tariffs start from several tens of thousands of dollars per month.
Customers: Airbnb, Mercedes Benz, Samsung, PayPal.
A Russian startup based on feedback forms a strategy to improve user experience - UX. The service team organizes offline interviews with employees, helps with design and analytics. The software itself allows you to collect feedback on sites and in beta mode - in mobile applications. Using integrations with web analytics systems, you can monitor the behavior of each user who has left feedback in a web browser. Of the “minuses” - UX Feedback works with projects that have over 100 thousand site visits per month.
Tools: widget, polls, pop-up forms, NPS, targeting for all tools.
Platforms: website, mobile application.
Format: several work options: full project support, tools + expertise / only access to the service.
Price: depends on the involvement of the platform team in the project. For 18750 rub. monthly, you can buy access to the service itself and receive up to 1000 user reviews per month (consultations with the team are included in the tariff). Enterprise-tariff with full support and work on CX starts at 500,000 rubles / year.
Clients: Messenger, Hoff, Ascona, Cyan.
The service offers to look at the widget functions from a different angle. By clicking on the button, the user can also participate in the survey, and give a rating, and just leave a review. But there is one “but” - the form opens in a separate browser window, this can infuriate the respondents. But, unlike competitors, OpinionLab has an interesting feature for offline points feedback - a disgruntled user can attach a geo-tag to the review. The platform team at more expensive tariffs helps with analytics and CX-strategy, but there are simpler plans only with software and settings restrictions.
Tools: widget, polls, targeting for all tools.
Platforms: website and mobile application.
Format: full project support, tools + expertise / only access to the service.
Price: the service positions itself as an enterprise solution, but does not disclose prices - they are agreed personally with each client. We can assume that we are talking about several thousand dollars a month for tariffs with support.
Customers: Dell, Mastercard, Wendy's, GAP.
The next “step” is services for working with feedback. As a rule, we are talking about a set of tools and a support team, which, if necessary, is ready to answer any questions about setting up software. The feedback analysis work here falls on client shoulders.
One of the largest client experience companies has a feedback solution. Qualtrics allows you to collect it almost everywhere - not only on sites and in applications, but also by mail, in social networks, in SMS and chat bots. There are many additional tools here, one of them allows you to track the actions of customers on the site, predict the likelihood of their return, show the feedback history from each of them. The full price of the site is not disclosed, but the cheapest and limited tariffs will cost $ 3,000 / year.
Tools: widget, pop-up forms, polls, targeting for all tools.
Platforms: website, mobile application, e-mail, SMS, chat bots, social networks.
Format: tools + chat support.
Price: from $ 3,000 / year.
Customers: BMW, Xerox, Allianz, Yahoo.
As you can easily guess from the subtitle, we are talking about "self-service" - a model in which the client gains access to the service and fully engages in it himself.
The standard set of tools is complemented here by integrations, as developers say, with any feedback collection services. This means that you can use Mopinion as a “hub” to store reviews from all sources. Feedback can be collected on sites, in mobile applications and by mail. The team does not help to work with feedback, but there are free or very cheap tariffs for small projects.
Tools: widget, polls, pop-up forms, NPS, targeting for all tools.
Platforms: website, mobile application, e-mail.
Format: only access to the service.
Price: depends on the number of pageviews per month and additional parameters. The free rate is designed for projects with 10,000 pageviews / month and is limited to two active polls and a platform site. “Caliber” tariffs start from $ 289 / month - for this price you can choose one channel (website or mail), and for 699 $ / month two out of three (+ mobile application).
Clients: TUI, Canon, Renault, Walmart.
Hotjar combines both feedback tools and some features from web analytics. In addition to the classic widget and a variety of forms and polls, there is a built-in web viewer and heat map. So far, these solutions are available only for websites. Users can also attach screenshots describing errors to the review. The service does not provide expertise on working with feedback and does not have chat support, clients are engaged in setting up their own.
Tools: widget, polls, pop-up forms, NPS, widgets for content pages, targeting for all tools.
Platforms: website.
Format: only access to the service.
Price: depends on the number of pageviews per month. For projects with 20,000 pageviews, Hotjar will cost $ 89 / month, 400,000 - $ 589 / month, 800,000 - $ 989 / month.
Clients: Adobe, Decathlon, Air Canada, SurveyMonkey.
The latest variety of feedback services is polling software. Gathering feedback with just polls is a moot point, since this is the easiest way to get deliberately irrelevant answers (for example, if you formulate the question incorrectly or accidentally direct the user to the desired option). Nevertheless, this is perhaps the cheapest way to get at least some insights from customers.
SurveyMonkey is one of the most deserved and well-known teams in the field of polls. But over time, it became, oddly enough, their biggest problem. The market ran ahead, and polling alone was no longer enough. Therefore, in 2018, the company bought Usabilla and is now working on these two products. And yet, for fans of SurveyMonkey polls, mastheads, especially since the most expensive rates do not exceed 5 thousand rubles / month. But the main "minus" does not change for years - when the user agrees to take the survey, he redirects to a separate window on the service website. This scares off a considerable part of the respondents.
Tools: polls, targeting.
Platforms: any, but redirected to the SurveyMonkey website.
Format: full project support, tools + expertise.
Price: the cheapest rate - 1999 rub. / Month - limited to 1000 answers per month and certain survey settings. The most expensive and unlimited tariff is 4999 rubles / month.
Customers: GoPro, HP, Box, Lyft.
Another survey service that leads the user to their site in a separate window. Even at the most expensive tariff ($ 249 / month) there are restrictions on the number of answers (10 thousand). Plus, to collect feedback in several channels, you will have to pay separately for each.
Tools: polls, targeting.
Platforms: any, but redirected to the Survicate website.
Format: only access to the service.
Price: there is a free tariff, but with a limit of 50 answers. The optimal tariff costs $ 100 / month, but only for one channel. For each next you have to pay the same amount.
Clients: Castorama, Pizza Hut, AEGON, T-Mobile.
Now more and more companies are using user feedback solutions. They allow not only collecting and analyzing reviews, but also directly improving the customer experience.
The Internet in a short time has made for the customer experience almost more than 100-plus years of expansion of offline marketing. When at the end of the 20th century large companies ran up against the ceiling, the web came to their aid. As the competition for the end user has only grown, getting his attention has become an expensive pleasure.
You must admit that the situation when, on the condition of attracting a client, is spent, conditionally, $ 100, and 10 is returned, cannot be called pleasant. I had to look for new growth drivers. It became clear that the more satisfied the client and the better his client experience was, the greater the potential for profit was laid in him - he would not only return and make a new purchase, but would also advise the company to his family and friends. And so Customer Experience (CX) has become one of the main metrics of a successful business.
How to improve it? More precisely, how to understand what needs to be improved in the first place? Conduct expensive large-scale research. Usability laboratories; users who are trying to interact with sites or interfaces behind Gesell’s mirror (as in films about detectives and investigators) (and, of course, they don’t do it the way they would at home in a relaxed atmosphere); castdev - a series of interviews with customers about their needs, which will require a lot of respondents.
And behind all this is, in general, an understandable and simple goal: to find out what people think about the product, for which it was created . And why not do it right in the context of use? Unlike usability tests, when a person is given a finished task, he comes to the site as if with his own. And it is precisely in the context that he will be able to share the most useful insights.
Now Western companies collect feedback wherever possible: on sites and in mobile applications, in social networks and on otzoviks, in offline stores. These reviews do not interchange usability studies or in-depth interviews, but together with them give a lot of useful insights. Especially when it comes to critical bugs, as in the examples above.
Research is also actively developing in Russia, more and more companies are trying to hear the user and understand him. True, the problem remains the same - where to look for respondents, how to talk with them, how not to get them out of their comfort zone, so that usability research is more accurate.
Large companies are trying to create their own feedback collection solutions, which in itself is very commendable. The only, albeit rather big, “but” here is what to do with tons of feedback further. When you have hundreds in your hands, THOUSAND reviews that you have never dealt with before, the first desire is to curl up and not even stir this beehive.
Therefore, the value of platforms for working with feedback is not only in software, but also in expertise. The collection, processing and analysis, categorization and prioritization of feedback is a constant cycle, which takes a lot of time to maintain. What questions to ask users, in which parts of the user’s path, how to properly target, how to analyze the data received, how to connect reviews with web analytics data (including the session recording tracker, for example, a web browser), to see the behavior of each bug, about which they write - all this is in the competencies of the feedback platforms. We will select their sample in this text.
Disclaimer: If we talk about collecting feedback on sites, then note that the products described below work mainly with large customers - who have a large number of visits (from 100-200 thousand per month). The fact is that the described methods almost never work on projects with low loyalty or attendance. The audience of such sites is more likely to leave the page than leave some kind of feedback.
Customer Experience Platforms
Full-fledged CX solutions are becoming increasingly popular in the USA and Europe. Such platforms are not just feedback aggregators, but full-fledged agencies to improve customer experience. The high price, as a rule, consists of a combination of offline and online solutions: a series of interviews with customers and employees “on the ground”, tools for working with feedback on websites and in applications, and elaboration of strategies to improve the service.
- Usabilla
Allows you to work with feedback on sites, in mobile applications and through e-mail letters. Work with tools is carried out under the strict guidance of Usabilla experts - they help both to configure the collection and analyze the received feedback. Of the minuses - the "biting" price, starting at 30 thousand euros per year, but for this money the company takes all the analytics on itself and prepares reports on the main insights.
Tools: widget, polls, pop-up forms, NPS, widgets for content pages, targeting for all tools.
Platforms: website, mobile application, e-mail.
Format: full project support, tools + expertise.
Price: from 30,000 € per year.
Customers: Philips, Lufthansa, HP, Vodafone.
- Medallia
The market giant CX (the company's value exceeds $ 2.5 billion) does not forget about the tools for working with feedback. With the help of Medallia it can also be collected from any sources, but the main killer feature is a dashboard, on which you can see almost all the necessary information about each client. And machine learning allows you to build approximate user paths and predict problems that need to be urgently solved in order not to lose part of the profit. The main "cons" with such advantages, of course, the price and implementation period.
Tools: widget, pop-up forms, polls, targeting for all tools.
Platforms: website, mobile application, e-mail, SMS, chat bots, social networks.
Format: full project support, tools + expertise.
Price: the price is discussed separately with each client, but given the list of customers, full support, many tools and reviews on the network, we can assume that the tariffs start from several tens of thousands of dollars per month.
Customers: Airbnb, Mercedes Benz, Samsung, PayPal.
- UX Feedback
A Russian startup based on feedback forms a strategy to improve user experience - UX. The service team organizes offline interviews with employees, helps with design and analytics. The software itself allows you to collect feedback on sites and in beta mode - in mobile applications. Using integrations with web analytics systems, you can monitor the behavior of each user who has left feedback in a web browser. Of the “minuses” - UX Feedback works with projects that have over 100 thousand site visits per month.
Tools: widget, polls, pop-up forms, NPS, targeting for all tools.
Platforms: website, mobile application.
Format: several work options: full project support, tools + expertise / only access to the service.
Price: depends on the involvement of the platform team in the project. For 18750 rub. monthly, you can buy access to the service itself and receive up to 1000 user reviews per month (consultations with the team are included in the tariff). Enterprise-tariff with full support and work on CX starts at 500,000 rubles / year.
Clients: Messenger, Hoff, Ascona, Cyan.
- Opinionlab
The service offers to look at the widget functions from a different angle. By clicking on the button, the user can also participate in the survey, and give a rating, and just leave a review. But there is one “but” - the form opens in a separate browser window, this can infuriate the respondents. But, unlike competitors, OpinionLab has an interesting feature for offline points feedback - a disgruntled user can attach a geo-tag to the review. The platform team at more expensive tariffs helps with analytics and CX-strategy, but there are simpler plans only with software and settings restrictions.
Tools: widget, polls, targeting for all tools.
Platforms: website and mobile application.
Format: full project support, tools + expertise / only access to the service.
Price: the service positions itself as an enterprise solution, but does not disclose prices - they are agreed personally with each client. We can assume that we are talking about several thousand dollars a month for tariffs with support.
Customers: Dell, Mastercard, Wendy's, GAP.
Services for working with feedback
The next “step” is services for working with feedback. As a rule, we are talking about a set of tools and a support team, which, if necessary, is ready to answer any questions about setting up software. The feedback analysis work here falls on client shoulders.
- Qualtrics
One of the largest client experience companies has a feedback solution. Qualtrics allows you to collect it almost everywhere - not only on sites and in applications, but also by mail, in social networks, in SMS and chat bots. There are many additional tools here, one of them allows you to track the actions of customers on the site, predict the likelihood of their return, show the feedback history from each of them. The full price of the site is not disclosed, but the cheapest and limited tariffs will cost $ 3,000 / year.
Tools: widget, pop-up forms, polls, targeting for all tools.
Platforms: website, mobile application, e-mail, SMS, chat bots, social networks.
Format: tools + chat support.
Price: from $ 3,000 / year.
Customers: BMW, Xerox, Allianz, Yahoo.
Self-service solutions
As you can easily guess from the subtitle, we are talking about "self-service" - a model in which the client gains access to the service and fully engages in it himself.
- Mopinion
The standard set of tools is complemented here by integrations, as developers say, with any feedback collection services. This means that you can use Mopinion as a “hub” to store reviews from all sources. Feedback can be collected on sites, in mobile applications and by mail. The team does not help to work with feedback, but there are free or very cheap tariffs for small projects.
Tools: widget, polls, pop-up forms, NPS, targeting for all tools.
Platforms: website, mobile application, e-mail.
Format: only access to the service.
Price: depends on the number of pageviews per month and additional parameters. The free rate is designed for projects with 10,000 pageviews / month and is limited to two active polls and a platform site. “Caliber” tariffs start from $ 289 / month - for this price you can choose one channel (website or mail), and for 699 $ / month two out of three (+ mobile application).
Clients: TUI, Canon, Renault, Walmart.
- Hotjar
Hotjar combines both feedback tools and some features from web analytics. In addition to the classic widget and a variety of forms and polls, there is a built-in web viewer and heat map. So far, these solutions are available only for websites. Users can also attach screenshots describing errors to the review. The service does not provide expertise on working with feedback and does not have chat support, clients are engaged in setting up their own.
Tools: widget, polls, pop-up forms, NPS, widgets for content pages, targeting for all tools.
Platforms: website.
Format: only access to the service.
Price: depends on the number of pageviews per month. For projects with 20,000 pageviews, Hotjar will cost $ 89 / month, 400,000 - $ 589 / month, 800,000 - $ 989 / month.
Clients: Adobe, Decathlon, Air Canada, SurveyMonkey.
Survey Tools
The latest variety of feedback services is polling software. Gathering feedback with just polls is a moot point, since this is the easiest way to get deliberately irrelevant answers (for example, if you formulate the question incorrectly or accidentally direct the user to the desired option). Nevertheless, this is perhaps the cheapest way to get at least some insights from customers.
- Surveymonkey
SurveyMonkey is one of the most deserved and well-known teams in the field of polls. But over time, it became, oddly enough, their biggest problem. The market ran ahead, and polling alone was no longer enough. Therefore, in 2018, the company bought Usabilla and is now working on these two products. And yet, for fans of SurveyMonkey polls, mastheads, especially since the most expensive rates do not exceed 5 thousand rubles / month. But the main "minus" does not change for years - when the user agrees to take the survey, he redirects to a separate window on the service website. This scares off a considerable part of the respondents.
Tools: polls, targeting.
Platforms: any, but redirected to the SurveyMonkey website.
Format: full project support, tools + expertise.
Price: the cheapest rate - 1999 rub. / Month - limited to 1000 answers per month and certain survey settings. The most expensive and unlimited tariff is 4999 rubles / month.
Customers: GoPro, HP, Box, Lyft.
- Survicate
Another survey service that leads the user to their site in a separate window. Even at the most expensive tariff ($ 249 / month) there are restrictions on the number of answers (10 thousand). Plus, to collect feedback in several channels, you will have to pay separately for each.
Tools: polls, targeting.
Platforms: any, but redirected to the Survicate website.
Format: only access to the service.
Price: there is a free tariff, but with a limit of 50 answers. The optimal tariff costs $ 100 / month, but only for one channel. For each next you have to pay the same amount.
Clients: Castorama, Pizza Hut, AEGON, T-Mobile.
Summary table
| Service | Instruments | Platforms | Format | Price | Customers |
|---|---|---|---|---|---|
| Usabilla | widget polls
pop-up forms NPS, widgets for pages with content targeting for all tools | website, mobile application, e-mail | full project support, tools + expertise | from 30,000 € per year | Philips, Lufthansa, HP, Vodafone |
| Medallia | widget, pop-up forms, polls, targeting for all tools | website, mobile application, e-mail, SMS, chat bots, social networks | full project support, tools + expertise | from several thousand dollars / month | Airbnb, Mercedes Benz, Samsung, PayPal |
| UX Feedback | widget, polls, pop-up forms, NPS, targeting for all tools | website, mobile application | full project support, tools + expertise / only access to the service | full access to the service (up to 1000 answers / month) - 18750 rub. monthly; Enterprise-tariff with full support and work on CX - from 500,000 rubles / year | Connected, Hoff, Ascona, Cyan |
| Opinionlab | widget, polls, targeting for all tools | website and mobile application | full project support, tools + expertise / only access to the service | from several thousand dollars / month | Dell, Mastercard, Wendy's, GAP |
| Qualtrics | widget, pop-up forms, polls, targeting for all tools | website, mobile application, e-mail, SMS, chat bots, social networks | tools + chat support | from 3,000 $ / year | BMW, Xerox, Allianz, Yahoo |
| Usersnap | widget, pop-up forms, polls, targeting for all tools | website | tools + chat support | from 200,000 pageviews / month - from 3,000 $ / year | Airbus, Cisco, Bridgestone, Facebook |
| CustomerSure | widget, polls, pop-up forms, NPS, targeting for all tools | website, mobile application, e-mail, SMS | tools + chat support | cheap rate - $ 499 / month, Enterprise - $ 3499 / month | GBG, Chartboost, Sw! Ftpage, UBT |
| Delighted | polls, pop-up forms, NPS, targeting for all tools | website, e-mail, SMS | tools + chat support | free rate - one channel, 100 answers / month, optimal ($ 224 / month) - all platforms, up to 10,000 answers / month | Uber, Slack, Bose, Hover |
| Mopinion | widget, polls, pop-up forms, NPS, targeting for all tools | website, mobile application, e-mail | only access to the service | free rate (up to 10,000 pageviews / month) - 2 active polls and only the site. $ 289 / month - one channel (website or mail), $ 699 / month - two out of three (+ mobile application) | TUI, Canon, Renault, Walmart |
| Hotjar | widget, polls, pop-up forms, NPS, widgets for content pages, targeting for all tools | website | only access to the service | Depends on the number of pageviews per month. Up to 20,000 pageviews - $ 89 / month, 400,000 - $ 589 / month, 800,000 - $ 989 | Adobe, Decathlon, Air Canada, SurveyMonkey |
| Nicereply | polls, pop-up forms, NPS, targeting for all tools | website | only access to the service | depends on the number of answers, up to 100 answers / month - $ 39 per month, up to 2500 answers / month - 239 $ per month | Soundcloud, Hubspot, Lenovo, Microsoft |
| Surveymonkey | polls, targeting | any, but redirected to SurveyMonkey | full project support, tools + expertise | the cheapest rate is 1999 rubles / month - 1000 responses per month and determined by the survey settings. The most expensive and unlimited tariff - 4999 rubles / month | GoPro, HP, Box, Lyft |
| Survicate | polls, targeting | any, but redirected to the Survicate website | only access to the service | there is a free tariff - 50 answers. The optimal tariff costs $ 100 / month, but only for one channel. For each next - $ 100 / month | Castorama, Pizza Hut, AEGON, T-Mobile |
| Client heartbeat | polls, targeting | any, but redirected to the Client Heartbeat website | only access to the service | cheap rate - $ 29 / month (up to 50 answers), enterprise - $ 449 / month (over 10,000 answers) | R&G, JBS, Stea, effectiveit |
| Customer guru | NPS Targeting | any, but redirected to a separate page | tools + chat support | cheap rate - $ 50 / month (one survey, up to 1000 answers), enterprise - $ 250 / month (any number of surveys, up to 10,000 answers) | Apple, Intel, IBM, Amazon.com |
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