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Customer Feedback Analytics Tools: a Guide for Product Managers

For product managers, customer feedback isn’t just a tool for gauging satisfaction levels. It is a goldmine of insights that can spur innovation, drive growth, and build stronger customer relationships. To tap into this resource, you need a robust customer feedback analytics tool. This article explores how to analyse customer feedback, what constitutes a customer feedback tool, and the top four customer feedback collecting tools in the market.

Analysing Customer Feedback

Analysing customer feedback is a multi-faceted process that involves gathering, interpreting, and acting upon the information provided by customers about their experiences with your product or service. The first step is collecting feedback through various channels such as surveys, social media, and customer support interactions. Once collected, the data is then categorized and analysed to identify patterns, trends, and areas of improvement.

A customer feedback analytics tool can automate much of this process, enabling product managers to focus on making strategic decisions based on the insights derived. These tools not only collect and organize feedback but also use AI and machine learning algorithms to uncover deeper insights that may not be immediately apparent.

Understanding Customer Feedback Tools

A customer feedback tool is a software solution that allows businesses to collect, analyze, and respond to customer feedback. These tools can come in various forms, including online surveys, social listening tools, and customer support software. The primary goal of these tools is to help businesses understand their customers’ needs, preferences, and pain points.

A robust customer feedback analytics tool should offer features such as multi-channel feedback collection, sentiment analysis, trend identification, and comprehensive reporting. It should also integrate seamlessly with other business systems, providing a centralized platform for managing all customer feedback.

Top 4 Customer Feedback Collecting Tools

  1. Medallia

Medallia is a comprehensive customer experience management platform that collects feedback from various channels, including social media, email, and in-app surveys. It uses advanced AI and machine learning algorithms to analyze feedback and derive actionable insights. With its robust reporting and visualization capabilities, product managers can easily track performance metrics and identify trends.

  1. Qualtrics XM

Qualtrics XM is a powerful customer feedback analytics tool that combines feedback collection, data analysis, and action planning in a single platform. It offers a range of features, including survey design, distribution, and analysis, predictive intelligence, and automated reporting. The tool’s AI and machine learning capabilities enable product managers to uncover deep insights and make data-driven decisions.

  1. SurveyMonkey

SurveyMonkey is a popular online survey tool that allows businesses to collect feedback from customers quickly and easily. It offers a range of customizable survey templates, advanced analytics features, and integrations with popular CRM and marketing automation platforms. While it may not have the advanced AI capabilities of other tools, it’s a cost-effective solution for businesses that need a straightforward, easy-to-use feedback collection tool.

  1. Uservoice

Uservoice is a product feedback management tool designed specifically for product managers. It allows users to collect and prioritize product feedback from multiple sources, including email, in-app widgets, and third-party integrations. The tool’s analytics features enable product managers to understand customer needs, track satisfaction metrics, and make informed product decisions.


In the age of customer-centric business, mastering customer feedback analytics is crucial for product managers. By leveraging a robust customer feedback analytics tool, you can transform raw feedback into actionable insights, driving product innovation and delivering superior customer experiences. Whether you choose Medallia for its advanced AI capabilities, Qualtrics XM for its comprehensive features, SurveyMonkey for its simplicity, or Uservoice for its product-centric approach, the key is to choose a tool that aligns with your business needs and goals.

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