Small teams can start with simple survey builders. Larger businesses may need advanced analytics, automation, and CX features.
Customer survey software is used to create and send questionnaires to customers to measure their satisfaction and gather feedback. The best customer survey software tools include HubSpot Service Hub, SurveyMonkey, and SurveySparrow. They also include Qualtrics, Typeform, Zonka Feedback, and Jotform.
Customer survey software helps you understand how customers feel about your brand. For example, they may be dissatisfied with a customer support interaction. If you understand this, you can act quickly before customers leave.
According to Verint, 79% of customers would switch to a competitor after one bad experience in 2026. Customer survey software helps you identify issues early. But not every tool does the same job.
Some are best for quick post-purchase surveys, while others support Voice of Customer (VoC) programs. I’ve organized the best customer service software by use case. You’ll learn the pricing, pros, cons, key features, and how to choose the best options for your business.
Disclaimer: This content contains some affiliate links for which we will earn a commission (at no additional cost to you). This is to ensure that we can keep creating free content for you.
I compared each tool based on survey types, distribution channels, and integrations. I also checked reporting and AI analysis, pricing, and ease of use:
I also looked at what happens after you gather survey responses. Collecting feedback is the easy part. Closing the loop is where the tools really differ.
This means using the feedback you collected to understand the issue and respond to it. Then, you can take action to improve the customer experience and increase retention.
I compared each tool based on survey types, distribution channels, and integrations. I also checked reporting and AI analysis, pricing, and ease of use. I looked at how well each tool helps you act on customer feedback after collecting it.
Compare the seven customer survey software tools at a glance to see what each is best for and how much it costs. The table also includes whether each tool offers a free plan and how users rate it on G2:
| Tool | Best For | Starting Price | G2 Rating | Free Plan? |
|---|---|---|---|---|
| HubSpot Service Hub | Feedback tied to your CRM | $20/month/seat | 4.4/5 (~2,919) | Yes, but surveys require paid plans |
| SurveyMonkey | General-purpose surveys | Team plans start at $25/user/month. Individual plans start at $35/month. | 4.4/5 (~23,897) | Yes, free for individuals |
| SurveySparrow | Conversational and omnichannel surveys | $39/month, billed quarterly | 4.4/5 (~2,067) | Yes |
| Qualtrics | Enterprise customer experience programs | Contact Sales | 4.4/5 (~3,018) | No |
| Typeform | Engaging, design-led surveys | $39/month | 4.5/5 (~1,017) | Yes |
| Zonka Feedback | Real-time multichannel CX | Custom pricing | 4.7/5 (~82) | No |
| Jotform | Free customizable surveys and forms | $39/month | 4.7/5 (~5,396) | Yes |
Consider team size, your survey type, and the marketing automation or CRM tools you already use. Don't buy the longest feature list. Buy the software your team will actually use every week.
Here’s a quick choice framework with tools to consider:
By Team Size:
By Survey Type:
Then think about what you'll do with the responses. Collecting feedback only helps if you use it to improve the customer experience. For example, you could provide better support or simplify onboarding.
You can also choose customer service software tools with AI text analysis. This helps you understand open-ended responses and spot common issues faster.
You may also need a tool for more specific use cases. For customer effort score survey software, tools like Zonka Feedback let you collect CES natively.
For customer success survey software, look for tools that let you track recurring NPS alongside customer or account data. These include tools like HubSpot.
Before you choose a tool, always ask yourself these five questions:
The best tool depends on your survey needs, budget, and team size. Some tools are best for customer feedback tied to your CRM, such as HubSpot Service Hub.
You can also choose VoC survey software or tools built for general surveys and conversational feedback. Choose a tool that also helps you analyze survey responses and act before customers leave.
Customer survey software is a tool that helps you design, send, and analyze surveys. It helps you measure how customers feel about your product, service, or support.
It helps you capture feedback across channels like email, in-app, SMS, and website. You can turn responses into scores and use those insights to improve customer experiences.
In 2025, poor customer experience put $3 trillion in sales at risk, according to Qualtrics. Customer feedback can help teams spot problems early and decide what needs fixing. This can help increase customer retention in the long run.
Businesses typically follow the four-stage feedback loop. Collect feedback, analyze responses, act on them, and follow up with customers. Here's the feedback loop in practice:
Most customer survey software tools also center on three feedback metrics. These include CSAT, NPS, and CES:
| Metric | What it Measures | Best Question to Ask |
|---|---|---|
| CSAT (Customer Satisfaction) | How satisfied a customer is after an interaction | “How satisfied were you with X?” |
| NPS (Net Promoter Score) | Whether customers would recommend your brand to others | “How likely are you to recommend us?” |
| CES (Customer Effort Score) | How easy it was to get something done, such as changing a password | “How easy was it to resolve your issue?” |
Some custom feedback survey software also supports open-text responses. This means customers can answer in their own words, rather than using rating scales. Enterprise customer experience (CX) survey software also adds journey analytics.
Customer feedback survey software helps you create surveys, collect responses, and analyze the results. You can turn feedback into scores that help you identify problems faster. This way, you can improve the customer experience and increase retention.
The best customer survey software tools include HubSpot Service Hub, SurveyMonkey, and SurveySparrow. You can also choose from Qualtrics, Typeform, Zonka Feedback, and Jotform.
Below I’ve broken down each tool’s key features, pros, cons, pricing, usability, tool level, and pro tips.
Image via HubSpot
HubSpot is one of the best customer survey software options that sits inside your CRM. Survey responses are linked to customer records. You can view feedback alongside related contacts, tickets, or deals in HubSpot.
Service Hub users have experienced a 52% increase in ticket close rate and a 72% increase in customer lifetime value (CLV).
Key Features
Pros
Cons
Pricing
Image via HubSpot
Tool Level
Usability
Pro Tip: Turn on automatic ticket creation for detractor responses. This helps your team follow up with unhappy customers faster. This helps increase retention.
HubSpot links survey responses to customer records. This means your team can view feedback alongside contacts, tickets, and deals. This helps teams personalize follow-ups and improve experiences without switching between tools.
Image via SurveyMonkey
SurveyMonkey is one of the custom survey software tools recognized for general-purpose surveys. It’s best for small businesses, startups, and mid-sized businesses.
Over 260,000 businesses around the world trust it.
Key Features
Pros
Cons
Pricing
Individual Pricing:
Team Pricing:
Image via SurveyMonkey
Tool Level
Usability
Pro Tip: Use SurveyMonkey Benchmarks to compare your results with data from similar surveys. For example, a CSAT of 80% might sound good, but if similar businesses average 90%, you know there’s room to improve.
You can choose from over 500 expert-built surveys or create your own in seconds with AI. Non-technical users can get started immediately. You can also analyze open-text responses, understand sentiment, and improve customer experiences.
Image via SurveySparrow
This is a conversational customer experience survey software. It uses a chat-like format to make surveys easier to complete.
SurveySparrow is a good fit for CX teams that collect customer feedback across multiple channels like email, web, or mobile.
Key Features
Pros
Cons
Pricing
Image via SurveySparrow
Tool Level
Usability
Pro Tip: Use recurring NPS surveys to track how customer loyalty changes over time. Then compare scores across segments to spot which groups need attention.
SurveySparrow combines chat-style surveys with multiple ways to reach customers. This includes email, SMS, web, and WhatsApp. You can easily collect customer feedback through the channels they already use.
Image via Qualtrics
Qualtrics is the enterprise end of customer survey software. It's an experience management platform best for research and CX programs across the customer journey.
Businesses using Qualtrics can increase customer retention by up to seven to 13%.
Key Features
Pros
Cons
Pricing
Tool Level
Usability
Pro Tip: Use Experience Agents to detect friction, process requests, and resolve issues. They can also close the feedback loop instantly across surveys.
Qualtrics is built for teams running large customer survey programs. This includes collecting feedback across multiple customer touchpoints and analyzing thousands of responses.
Advanced research, analytics, and governance make it easier to manage that feedback at scale.
Image via Typeform
This customer survey software is best suited for startups or small businesses that need engaging surveys.
It’s trusted by 150,000+ businesses worldwide. Typeform AI also helps you build forms that generate 3.5x more data.
Key Features
Pros
Cons
Pricing
Image via Typeform
Tool Level
Usability
Pro Tip: Keep embedded or pop-up surveys to three to five questions. For post-purchase or email surveys, seven to eight questions can work.
Typeform lets you create engaging, custom surveys with your branding and colors. The one-question-at-a-time format creates a smoother experience for respondents. It helps reduce the feeling of filling out a long form.
Image via Zonka Feedback
Zonka Feedback is a top real-time customer survey software for multichannel feedback
Over 1,000 industry leaders worldwide trust Zonka Feedback. Some users have increased NPS by 30%.
Key Features
Pros
Cons
Pricing
Tool Level
Usability
Pro Tip: Use real-time alerts to route detractors to a manager within minutes. Your team can then contact the customer while the experience is still fresh. Offer more support or a solution depending on the feedback.
Zonka Feedback is useful when collecting customer feedback from many channels. These can include email, in-app, or chat. Zonka Feedback combines survey results, feedback analysis, and customer trends in one place.
You can understand what customers say about your brand without checking each channel separately.
Image via Jotform
Jotform is an affordable online customer survey software tool that 35+ million users trust.
The free plan includes 20,000+ form templates, payment integrations, and widgets. Read this Jotform review for a full breakdown.
Key Features
Pros
Cons
Pricing
Image via Jotform
Tool Level
Usability
Pro Tip: For mobile surveys, use Jotform Cards to show one question at a time. This makes the survey easier to read and complete on a small screen.
Jotform’s free plan comes with all features and access to 20,000+ form templates. If you have a limited budget, you can start building surveys without code.
You can then connect your CRM or marketing tools. Then send survey responses to the right system for your team to follow up.
Q1. What is customer survey software?
A. It's a tool for designing, sending, and analyzing surveys. You can collect feedback across channels like email, in-app, and SMS. Then turn responses into scores your team can act on.
Q2. What's the difference between CSAT, NPS, and CES?
A. CSAT measures customer satisfaction with a specific interaction, such as support. NPS measures loyalty and likelihood of a customer recommending your brand. CES measures how easy a task was to complete, such as changing a password.
Q3. How much does customer survey software cost?
A. It depends on your needs. Some customer survey software tools offer generous free plans, such as Jotform.
Other customer feedback tools tied to CRM, such as HubSpot Service Hub, start at $20/user/month. CX and enterprise platforms like Zonka Feedback or Qualtrics have custom pricing.
Q4. What is the best free customer survey software?
A. Jotform, SurveyMonkey, and Typeform all offer generous free plans. Jotform gives the most generous free build limits. SurveyMonkey is best for quick standard surveys. Typeform is best for building engaging surveys.
Q5. How do I choose the right tool for my business?
A. Start with the type of feedback you need, such as NPS or CSAT. Then check where you’ll send surveys, such as email, SMS, your website, or in-app.
Finally, consider your tech stack. For example, if you already use HubSpot CRM, consider Service Hub for surveys. Enterprise teams may prefer Qualtrics.
Q6. Is customer survey software secure and GDPR compliant?
A. Yes, most tools offer GDPR compliance, encryption, and access controls, SOC 2, and HIPAA. Confirm the certifications on the official vendor's security page before using the tool.
Q7. How do survey tools integrate with my CRM or help desk?
A. Most tools connect through native integrations or Zapier. For example, you can send a customer’s survey response to their CRM record. This way, your sales or support team can see the feedback when they view that customer.
HubSpot does this within its own platform. SurveyMonkey and Typeform can connect with tools like Salesforce and HubSpot.
Q8. How can I increase my survey response rate?
A. Keep surveys short, ask clear questions, and send them through the right channel. Ensure your surveys are optimized for mobile. This way, customers can respond easily wherever they are.
Q9. How should I analyze open-ended survey responses?
A. Group written answers by topic, such as slow support or a confusing checkout. Then check which issues appear most often and use those patterns to decide what to fix first.
Q10. Are customer surveys enough to understand customer feedback?
A. Not always. Surveys uncover how customers feel when they are asked. But reviews, support tickets, calls, and product usage can reveal issues customers never mention in a survey.
Customer survey software helps you create surveys, collect responses, and analyze customer feedback. You can then act on this feedback and improve experiences before customers leave.
The best tools include HubSpot Service Hub, SurveyMonkey, SurveySparrow, and Qualtrics. Other top tools include Typeform, Zonka Feedback, and Jotform. The best customer survey software isn't the one with the most features.
Choose one based on the metrics you want to measure, such as NPS, CSAT, or CES. You should also consider team size, budget, and your tech stack.
For example, use HubSpot Service Hub if you already work with HubSpot CRM. It’s best for small and growing businesses. You won't need to integrate other tools and switch between platforms.
Disclaimer: This content contains some affiliate links for which we will earn a commission (at no additional cost to you). This is to ensure that we can keep creating free content for you.
Email deliverability decides whether the message you just sent reaches someone's inbox or their spam…
Customer retention rate tells you how many existing customers you keep over a set period.…
Customer onboarding software guides new clients through your product so they get value fast. It…
AI data analysis tools use AI and machine learning to examine data and identify patterns,…
Sales productivity tools are software applications that eliminate non-selling tasks such as CRM data entry,…
Generative AI for business creates content like text, code, images, and reports from instructions. It…