Table of Contents

• Top 6 Customer Experience Software Tools Reviewed

  • Quick Comparison Table

  • 5 Best Customer Feedback Management Tools 2025 (Fu …

  • 1. InMoment

    • Core Features

    • Use Cases

    • Integration Capabilities

    • Pricing and Scalability

  • 2. Forsta

    • Core Features

    • Use Cases

    • Integration Capabilities

    • Pricing and Scalability

  • 3. Hotjar

    • Core Features

    • Use Cases

    • Integration Capabilities

    • Pricing and Scalability

  • 4. Miro

    • Core Features

    • Use Cases

    • Integration Capabilities

    • Pricing and Scalability

      • sbb-itb-7f9c192

  • 5. Qualtrics XM

    • Core Features

    • Use Cases

    • Integration Capabilities

    • Pricing and Scalability

  • 6. Medallia

    • Core Features

    • Use Cases

    • Integration Capabilities

    • Pricing and Scalability

  • Pros and Cons Comparison

  • Conclusion

  • FAQs

    • What should businesses look for when selecting the …

    • How do integration features in CX tools improve cu …

  • Integration Features in Customer Experience (CX) T …

    • What are the costs and benefits of using customer …

Top 6 Customer Experience Software Tools Reviewed

Customer experience (CX) software helps businesses manage and enhance every interaction with customers. With 49% of customers leaving brands due to poor experiences and 86% switching after two bad interactions, investing in CX tools is critical. The right software can increase sales conversion rates by 15–20% and improve satisfaction by 10–20%.

Here’s a quick look at the 6 leading CX tools covered in this article:

• InMoment: AI-powered insights, real-time sentiment analysis, and predictive modeling.

• Forsta: Advanced survey capabilities, Predictive NPS, and multi-language support.

• Hotjar: Heatmaps, session recordings, and direct user feedback for website optimization.

• Miro: Visual collaboration for customer journey mapping and team workflows.

• Qualtrics XM: Enterprise-level feedback analysis, workflow automation, and dynamic segmentation.

• Medallia: Omnichannel feedback collection, predictive analytics, and AI-driven insights.

Quick Comparison Table

Each tool has unique strengths, from AI-powered analytics to visual collaboration. Read on to explore their features, use cases, integrations, and pricing to find the best fit for your business.

5 Best Customer Feedback Management Tools 2025 (Full Demo)

1. InMoment

InMoment's XI Platform is a customer experience solution designed to gather and connect structured and unstructured data from every customer interaction. By using AI, the platform transforms raw feedback into actionable insights, helping businesses anticipate customer needs and address potential issues before they escalate. Here’s what makes InMoment stand out.

Core Features

The Active Listening feature of the XI Platform captures 2.4 times more actionable feedback compared to traditional surveys by monitoring customer interactions across multiple channels [1]. Meanwhile, Smart Summaries streamline data analysis, cutting manual work by 75% and saving businesses an average of $8,000 per insights report [1]. The platform’s AI processes unstructured data to uncover patterns, trends, and anomalies. Real-time sentiment analysis flags drops in customer satisfaction, while advanced tools like emotion recognition, conversational intelligence, and predictive modeling allow for automatic customer segmentation. This enables teams to respond up to seven times faster than traditional methods, tailoring their actions to meet specific customer needs [1].

Use Cases

InMoment’s impact is evident in real-world applications. For example, in 2024, Jack in the Box adopted InMoment AI to automate feedback analysis and uncover trends driving key business decisions. Tony Darden, Chief Operating Officer of Jack in the Box, highlighted the benefits:

This approach accelerated regional insights and contributed to company-wide sales growth [3].

Foot Locker also uses InMoment to map customer journeys. Tyler Saxey, Director of Customer Experience at Foot Locker, shared:

In the healthcare sector, the platform helps providers track patient interactions - from booking appointments to follow-ups - pinpointing issues like long wait times or confusing booking systems. These insights enable providers to improve patient satisfaction [7]. Similarly, financial services companies rely on InMoment’s text analytics to analyze complaints about app usability, guiding focused improvement efforts and measuring satisfaction gains after implementation [7].

Integration Capabilities

InMoment integrates seamlessly with major platforms like Salesforce [10], HubSpot CRM [9], and Zendesk [6]. Additionally, it offers custom integrations and an enterprise-grade API to meet specific technical needs. This integration ensures customer experience data flows smoothly into CRM systems, marketing tools, and sales platforms - eliminating data silos and providing a comprehensive view of the customer journey. Through Segment integration, the platform automatically installs tracking libraries and SDKs, sends customer data directly to InMoment, and routes survey responses back to Segment for use in other analytics and marketing tools [8].

Pricing and Scalability

Known for delivering rapid ROI, InMoment is highly rated by users, scoring 4.7/5 on G2 and 4.4/5 on GetApp, with customer support earning a 4.6/5 rating [4] [5]. Customers frequently praise its user-friendly design and responsive support team. However, some users have reported challenges with customizing surveys and reports, making it a better fit for organizations with dedicated CX teams [5].

Built on a cloud-based architecture, InMoment is designed to handle the high data volumes required by enterprises while maintaining the security standards expected by Fortune 500 companies.

2. Forsta

Forsta's HX platform brings together customer, employee, and market research data, making it easier for businesses to base their decisions on solid data. Let’s break down its features and see how it performs in real-world scenarios.

Core Features

The HX platform is designed to collect, analyze, and visualize both structured and unstructured feedback, offering deeper insights. With advanced analytics tools, users can quickly search, sort, and filter data. On top of that, customizable alerts and email templates help automate repetitive tasks, saving time and effort [26,27].

One standout feature is Forsta's Predictive NPS, which uses machine learning to estimate satisfaction scores for non-responders, covering up to 95% of a customer base [14]. Giles Whiting, Chief Operating Officer and Managing Director at Forsta, highlights the value of this feature:

Forsta also shines in gathering feedback from multiple channels. It combines quantitative data with qualitative insights, such as video interviews or focus group feedback, for a more comprehensive understanding [13].

Use Cases

Forsta’s features translate into real-world advantages. For instance, in January 2025, GNC utilized Forsta's AI Summary tool to simplify customer feedback analysis. According to Michelle Walkley, Director of Consumer and Competitive Insights at GNC:

This efficiency allowed GNC to shift its focus from merely reacting to feedback to actively improving the customer experience [11].

Forsta is especially useful for organizations dealing with diverse, multi-lingual customer bases. It supports multi-language CX management across various markets [12]. Additionally, healthcare providers use it to monitor patient journeys, while financial services firms analyze customer satisfaction across digital and traditional channels [13].

Integration Capabilities

Forsta integrates seamlessly with major business systems through REST and SOAP APIs [16]. It connects with CRM platforms like Salesforce and Microsoft Dynamics, analytics tools such as Adobe Analytics and Adobe Experience Cloud, and automation solutions like Zapier, Tealium, Zendesk, Twilio, and Brandwatch [15]. Impressively, Forsta’s API-driven ecosystem has maintained a 99.995% uptime over the past five years [16]. As Forsta describes it:

Pricing and Scalability

Forsta offers annual subscriptions starting at $500–$1,000, with pricing scaling based on feedback volume and survey complexity [18]. This makes the platform particularly suitable for large organizations or research teams managing extensive surveys and large datasets [19]. While Forsta has received recognition from SelectHub analysts for its Feedback Channels and Mobile Capabilities [18], its complexity may pose challenges for smaller teams or those new to survey software [19]. Organizations should assess their resources to ensure they can fully utilize Forsta’s extensive feature set.

3. Hotjar

Hotjar is a platform designed to provide insights into product experiences, helping over 1.2 million websites across more than 180 countries understand their visitors’ behavior and improve user experiences based on real-world data [21]. By combining analytics with feedback tools, Hotjar enables businesses to refine their websites and enhance customer satisfaction.

Core Features

Hotjar stands out by using a two-pronged approach to data collection through its Observe and Ask tools [20]. The Observe tools include session recordings and heatmaps, which visually display where users click, scroll, and move on a webpage. These features help identify patterns like form abandonment or content areas that fail to engage users. On the other hand, the Ask tools - such as feedback widgets and surveys - allow businesses to directly gather insights from their visitors. As Eric Peters, Growth Marketer at HubSpot, explains:

This combination of observational data and direct feedback equips businesses to pinpoint and solve specific challenges.

Use Cases

Hotjar has proven useful in a variety of real-world scenarios. For example, in February 2025, Theresa, a marketing professional working for a mid-size company, highlighted how she uses scrollmaps and heatmaps on different devices to shape her conversion rate optimization (CRO) strategies [23]. Similarly, Frances W. shared in August 2024 how Hotjar helped her uncover a usability issue on her e-commerce site - a non-clickable dropdown menu element was causing visitors to leave [23]. With 75% of Software Advice reviewers coming from organizations with two to 200 employees, users like Lawrence A., a marketer without a technical background, appreciate how simple Hotjar is to set up. He uses it to generate content ideas and identify potential website problems [23].

Integration Capabilities

Hotjar integrates seamlessly with various tools to streamline workflows and enhance its functionality. For instance, its integration with Google Analytics allows businesses to filter Hotjar data by Google Analytics events and even trigger surveys based on specific user actions [25][26]. For A/B testing, Hotjar can connect with platforms like Unbounce, AB Tasty, Optimizely, and Convert, providing detailed insights into how visitors behave during tests. Splitbase, a conversion agency, reported in March 2023 that combining Hotjar with Convert Experiences helped BestSelf Co. achieve a 27% boost in conversions and a 13% increase in "add to cart" actions [28].

Beyond analytics, Hotjar integrates with collaboration tools like Slack, Microsoft Teams, Jira, and Trello, making it easy to share insights with team members. Its Zapier integration and API also allow users to create custom connections with thousands of other apps, ensuring flexibility for various workflows [24][27].

Pricing and Scalability

Hotjar offers flexible pricing plans to cater to businesses of all sizes. The Observe product, which includes heatmaps and session recordings, is free for up to 35 daily sessions. Paid plans start at $32/month for 100 sessions, $80/month for 500 sessions, and $171/month for enterprise-level needs [29][30]. The Ask product begins with a free tier offering 20 monthly responses, scaling up to $48–$128/month depending on response volume [29]. For user interviews through the Engage product, pricing starts at $40/month for up to 36 interviews annually [29]. Businesses can save 20% by opting for annual billing, and there’s a 10% discount for subscribing to two paid products [29].

With an impressive overall rating of 4.7/5 on Software Advice - scoring 4.6/5 for ease of use and 4.5/5 for functionality - Hotjar remains a trusted choice for businesses aiming to improve their customer experience [23].

4. Miro

Miro brings a visual and collaborative approach to customer journey mapping, setting it apart from traditional data-driven CX tools. With a user base exceeding 90 million and trusted by over 250,000 companies worldwide, Miro empowers teams to map and refine customer journeys in a dynamic, interactive way [31][34]. Instead of focusing solely on data collection, Miro emphasizes teamwork and visual clarity to help organizations enhance their customer experiences.

Core Features

Miro offers a suite of tools designed to help teams visualize and improve customer interactions. The Intelligent Canvas provides an unlimited workspace, allowing users to create detailed journey maps enriched with embedded media and data [31]. Pre-built frameworks, such as the User Journey Mapping Workshop, 5E Service Blueprint, and Customer Touchpoint Map Template, save time while offering flexibility for customization [31]. Teams can annotate and refine journey flows using essential mapping tools [32].

Collaboration is at the heart of Miro's platform. Its Collaboration Suite supports real-time teamwork with features like voting, presentation mode, and bulk editing [36]. The Integrated Insights & Actions feature uses AI to analyze customer journeys, identify patterns, and translate opportunities into actionable tasks within project management tools [31]. Additionally, the Seamless Sharing & Integration feature allows teams to embed live journey maps into documentation tools or export them for presentations [31].

Use Cases

Miro is widely used across industries to tackle complex customer experience challenges. Its visual collaboration tools help cross-functional teams align on ideal customer experiences in a single, adaptable space [31]. Studies reveal that 90% of organizations employing customer journey mapping report reduced churn and fewer customer complaints [37].

One example comes from a startup in Amsterdam that used Miro to streamline its user experience process. The results? Significant time savings and improved team efficiency. Marcel Hadderingh, Jr. User Experience Designer, shared:

Teams frequently turn to Miro for tasks like mapping user stories, creating scenario maps, developing wireframes, and designing visuals [35]. The platform supports a variety of methodologies, including brainstorming sessions, agile workflows, research and design processes, and strategic planning [33].

Integration Capabilities

Miro seamlessly integrates with over 150 tools, helping teams stay connected without interrupting their workflows [41]. These integrations reduce the need for constant app-switching and create a centralized hub for customer experience efforts.

David Grabner, Miro's Product Lead for Apps and Integrations, explains:

A standout example of Miro's integration capabilities comes from Cprime, which developed a custom connector for a cloud-based strategy execution platform. This allowed teams to use Miro for research, ideation, customer journey mapping, and user story development, with the ability to export results directly into the client’s platform [38].

Pricing and Scalability

Miro offers flexible pricing plans tailored to businesses of all sizes, from startups to large enterprises. Its combination of native integrations and a developer platform ensures that organizations can adapt Miro to their specific workflows [39][40]. For businesses with unique needs, Miro’s integration marketplace and API capabilities enable custom solutions [38].

Serving over 250,000 companies, Miro’s scalability makes it a fit for organizations of all sizes and complexities [34]. By complementing traditional data-driven tools with a visual, collaborative approach, Miro enhances CX strategies and continues to redefine what CX software can achieve.

sbb-itb-7f9c192

5. Qualtrics XM

Qualtrics XM is an experience management platform designed to help organizations better understand and address customer needs. With a presence in over 100 countries and a client base of 20,000 companies, including 75% of the Fortune 100, it has solidified its role as a trusted leader in customer experience management. The platform processes an impressive 2 billion conversations, showcasing its ability to handle large-scale data analysis effectively[42][47].

Core Features

Qualtrics XM combines feedback collection, actionable insights, and workflow automation into one cohesive platform[43]. Its AI-powered tools analyze data from various touchpoints to provide a unified, 360° view of customer interactions. This allows businesses to identify patterns and anticipate customer needs more effectively[42][43][44].

Key features include dynamic segmentation to personalize customer experiences and AI-driven routing that ensures the right team members are alerted when specific satisfaction thresholds are met[43]. The platform also supports automated workflows to streamline operations. Its functionality is divided into three main components: XM D for data collection, XM IQ for insights, and XFlow for workflow automation[43].

Use Cases

Organizations across industries have used Qualtrics XM to transform their customer experience strategies. For instance, a healthcare and biotech company with revenues between $3 billion and $10 billion reported that the platform helped shift their focus from isolated touchpoint measurements to understanding complete patient journeys[45]. A manufacturing company described the platform as a "game changer", highlighting its proactive support and customer involvement in pilot programs. Meanwhile, a software company credited Qualtrics XM with delivering insights that directly influenced improvements in their customer experience efforts[45].

Integration Capabilities

Qualtrics XM integrates seamlessly with existing systems, offering pre-built connectors and custom API options for maximum flexibility[46]. It connects with popular CRM and ERP solutions, enabling businesses to trigger actions based on feedback. For example, teams can receive instant updates via Slack or maintain real-time data in tools like Google Sheets[46][47].

In March 2023, Qualtrics partnered with Merkle to integrate Merkury's identity resolution capabilities with Qualtrics Experience iD (XiD). This collaboration enables brands to identify, analyze, and act on customer data in real time. Fabrice Martin, Chief Product Officer of Qualtrics XM for Customer Frontlines, noted:

This integration strengthens cross-platform customer experience strategies by unifying data and insights.

Pricing and Scalability

Qualtrics XM uses a flexible, usage-based pricing model calculated on "interactions", or the individual data records processed to generate insights[49]. This structure allows organizations to scale their usage while retaining enterprise-level functionality. The platform is highly rated on Gartner Peer Insights, with 92% of users recommending it and an overall score of 4.4/5 (including 4.6/5 for product capabilities and 4.5/5 for service support)[45].

The platform is offered in three distinct suites: Customer Experience, Employee Experience, and Strategy & Research. Organizations can also opt for a full suite package with simplified upgrade paths[49]. As a cloud-based solution, it ensures easy scalability and accessibility, though pricing may vary depending on industry-specific security needs and product configurations[49][50]. For those interested in testing the platform, a free trial is available to explore its features before committing to a subscription[50].

6. Medallia

Medallia Experience Cloud is a comprehensive platform designed to enhance both customer and employee experiences by leveraging AI to deliver insights across various interaction points [51].

Core Features

Medallia's platform processes an impressive 60 billion signals from 1.2 million weekly active users [53]. It gathers feedback across diverse channels such as voice, video, digital platforms, IoT devices, social media, and corporate messaging tools [54]. Key features include omnichannel feedback collection, unstructured data analysis, predictive analytics, real-time reporting, risk scoring, and self-service options [51].

The platform’s AI capabilities shine through its text analytics, unified architecture, and generative AI [52]. Its orchestration tools streamline customer journeys and interactions [51], while AI-powered insights help businesses identify self-service opportunities, reducing the need for direct customer service intervention [53].

In March 2025, Medallia introduced Smart Response, a feature that enabled Venetian Resort Las Vegas contact center agents to efficiently address customer concerns. The rapid adoption of this tool provided valuable feedback for further refinement [52].

Mark Bishof, CEO of Medallia, highlighted the platform's evolving role:

These advancements position Medallia as a leader in delivering actionable insights across the customer journey.

Use Cases

Medallia has delivered measurable results for its clients, including a 30% boost in average customer spending and a 185% three-year ROI [53]. The platform helps businesses uncover upselling opportunities and fosters a workplace culture focused on creating outstanding experiences [53].

For instance, Dick's Sporting Goods has used Medallia's voice-of-customer insights to fine-tune its operations. Miche Dwenger, VP of Ecommerce Experience at Dick's Sporting Goods, stated:

Medallia’s ability to provide actionable insights strengthens customer loyalty and trust while helping organizations achieve their goals more efficiently. A retail industry reviewer shared:

Integration Capabilities

Medallia offers extensive integration options, connecting with hundreds of systems via APIs and ETL processes. It works seamlessly with legacy systems and popular platforms like Workday, Salesforce, ServiceNow, and Adobe [55]. These integrations enable teams to collaborate in real time on customer experience data, driving personalized actions and insights. Employees can access and act on customer feedback directly from their existing CRM systems, streamlining workflows by eliminating the need for additional logins [57].

Andersen Corporation has leveraged these integration features to shift its business focus. Kelly Aronson, Chief Information Officer and SVP at Andersen Corporation, shared:

Pricing and Scalability

Medallia is tailored for large enterprises managing feedback across multiple channels [58]. Its pricing model is based on "Experience Data Records", which represent individual customer or employee interactions [59]. Costs range from several thousand to tens of thousands of dollars annually, with additional expenses for implementation, training, and advanced analytics [58]. Each Experience Data Record includes access to analytics, workflows, data security, and self-service tools [59].

The platform’s scalability allows it to grow from supporting a single department to an entire global organization [56]. However, its complexity and pricing make it more suitable for mid-sized to large companies rather than small businesses [58]. Medallia has consistently earned accolades, including being named a Leader in the 2025 Gartner Magic Quadrant for Voice of the Customer Platforms for the fourth year in a row [56]. It also enjoys high user satisfaction, with Gartner Peer Insights reporting a 4.7/5 overall rating and 96% of users recommending the solution [51].

Pros and Cons Comparison

Each CX tool comes with its own set of advantages and drawbacks. Recognizing these trade-offs can help businesses choose the right solution based on their unique goals, budget, and technical capabilities. Below is a breakdown of the key strengths and challenges of each tool, complementing the detailed analyses provided earlier.

InMoment stands out for its AI-powered text analytics and its ability to gather feedback from multiple channels. It’s particularly effective at processing unstructured data and turning it into actionable insights, making it a great choice for larger enterprises. However, its complexity and pricing structure might deter smaller businesses.

Forsta is popular for its advanced survey features and powerful analytics. Its data visualization tools make it easier to understand customer sentiment, but the platform’s steep learning curve often requires dedicated training for effective use.

Hotjar simplifies understanding user behavior with tools like heatmaps and session recordings. Its visual interface is user-friendly, even for non-technical teams, and its pricing makes it an appealing option for small to medium-sized businesses. That said, its focus is limited to digital interactions.

Miro offers a collaborative platform for customer journey mapping, allowing teams to work together on CX strategies. Its flexibility supports custom workflows, but it lacks the deep analytics and automated feedback collection available in more specialized CX tools.

Qualtrics XM delivers enterprise-level experience management with advanced survey logic and statistical analysis capabilities. It’s well-suited for complex research and integrates easily with existing business systems. However, the cost of its full-feature package may be prohibitive for organizations with simpler CX needs.

Medallia excels at processing large volumes of customer data and providing AI-driven insights across multiple interaction channels. Its scalability makes it an excellent choice for large organizations with intricate CX requirements. On the downside, its high implementation costs and need for dedicated support can be barriers for some businesses.

Beyond their core features, factors like pricing, integration options, and support services play a critical role in differentiating these tools. Pricing models can range from clear monthly subscriptions to custom enterprise agreements. Integration capabilities vary widely, from basic connections to extensive API offerings.

Support is another key consideration, especially during implementation. Tools aimed at smaller businesses often provide self-service options and community forums, while enterprise-grade solutions typically include dedicated customer success teams and implementation specialists. Choosing the right tool means aligning its complexity and support offerings with your team’s technical expertise and operational needs.

Conclusion

Choosing the right customer experience (CX) software is more than just a tech decision - it’s a move that directly influences your bottom line. The ideal solution should align with your company’s goals, budget, and overall CX strategy.

As discussed earlier, top-tier CX software brings together data management, personalization, and omnichannel support to elevate every customer interaction. When evaluating options, take advantage of free trials, assess how well the software integrates with your existing systems, and factor in the total cost of ownership. Even small improvements in customer retention can make a big difference - boosting profits by 25% to 95% with just a 5% increase in retention rates [61].

Experts emphasize the importance of CX in driving growth:

The most successful CX strategies pair the right tools with clear metrics and a strong organizational commitment. By aligning software capabilities with your team’s strengths and your customer experience goals, you can achieve long-term success. The right CX software doesn’t just enhance interactions - it delivers measurable value that resonates throughout your business.

FAQs

What should businesses look for when selecting the best customer experience software from the reviewed options?

When choosing customer experience software, it’s important to focus on a few critical elements to find the right match for your business.

Start with integration capabilities. The software should connect effortlessly with your current systems, making workflows smoother and boosting overall efficiency.

Next, think about the features that matter most for your business goals. Look for tools offering AI-driven insights, real-time feedback collection, and advanced analytics to help improve customer satisfaction and refine interactions.

Lastly, assess how well the software aligns with your specific objectives. Whether your priority is faster response times, personalized customer journeys, or improving overall satisfaction, the platform should support your goals and help you deliver an exceptional experience. :::

How do integration features in CX tools improve customer interactions?

Integration Features in Customer Experience (CX) Tools

Integration features in customer experience (CX) tools are game-changers for how businesses interact with their customers. By connecting various platforms and systems, these tools allow companies to centralize customer data, creating a clear, unified view of each customer’s journey. This centralized approach helps businesses deliver tailored experiences, respond more quickly, and simplify their workflows.

These tools also bring automation into the mix, handling repetitive tasks and offering real-time insights. This means customer service teams can focus on meaningful interactions while having instant access to the most up-to-date information. By eliminating data silos, integration ensures that everyone on the team is working with the same information, which leads to better teamwork and smarter decisions. In short, integration doesn’t just streamline operations - it also boosts customer satisfaction, making it an essential feature for any CX tool. :::

What are the costs and benefits of using customer experience software for large enterprises?

Implementing customer experience software often comes with notable upfront expenses, such as licensing fees, training costs, and integration efforts. For instance, some platforms may charge around $1,500 per user annually, while others offer tailored pricing to meet the needs of larger enterprises. These expenses can feel particularly steep for smaller businesses.

That said, for larger organizations, the returns can far exceed the initial investment. These tools provide critical customer insights that help businesses enhance satisfaction, strengthen loyalty, and lower churn rates. They also streamline operations and support data-driven strategies, paving the way for revenue growth and a more respected brand image. Although the upfront costs might seem daunting, the long-term benefits of improved customer engagement and experience management often make these tools a smart choice. :::