10 Survey Tools for Understanding Customer Behavior at Different Touchpoints

In the fast-paced world of customer engagement, understanding behavior at different touchpoints is crucial. Insights from a Chief Marketing Officer and a CEO reveal the most effective survey tools in the market. This article begins with a look at Google Forms for quick customer feedback and ends with Hotjar’s combination of heatmaps and surveys, offering a total of ten expert insights. Discover which tools can transform your approach to customer feedback.

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Google Forms for Quick Customer Feedback

Google Forms is my ideal tool for gathering quick customer feedback. Here’s why:

You don’t need tech skills to create a survey. The interface is intuitive and simple for anyone to use.

Google Forms is completely free, making it accessible for businesses of all sizes.

Create and share surveys in minutes, getting fast feedback when you need it most.

No need for specialized training—anyone can build and send surveys.

Customize surveys with different question types and integrate them with Google Sheets for easy data analysis.

Responses are automatically collected in a spreadsheet, allowing for easy analysis and real-time insights.

Google Forms is the perfect solution for fast, efficient, and cost-effective customer surveys. That said, for large multi-touch stat sig with margin of error or complicated tests, I’d get your data team involved and there are better tools. But for quick info from a touchpoint, Google all the way.

Katelyn Watson, Chief Marketing Officer, Talkspace

Survicate Integrates Across Multiple Platforms

To understand customer behavior at different touchpoints, I prefer Survicate. This survey tool stands out because it integrates seamlessly across multiple platforms, allowing you to gather insights through web, email, and mobile surveys. It’s particularly useful for pinpointing customer sentiment during key interactions, like product onboarding, support queries, or after a purchase. What sets Survicate apart is its ability to segment data based on responses, enabling a deeper analysis of customer preferences and pain points. 

Additionally, its real-time feedback collection ensures that you can address issues promptly, enhancing customer satisfaction and loyalty. I also value its user-friendly interface and robust integrations with tools like CRM and marketing platforms, which make it easier to track customer journeys and take actionable steps. Survicate’s combination of ease of use and advanced analytics helps me stay proactive in improving customer experiences.

Divya Ghughatyal, Digital Marketing Consultant, Gleantap

Typeform Ensures Higher Completion Rates

We rely on Typeform to gather detailed insights into customer behavior. Its intuitive design and customization options ensure higher completion rates compared to traditional surveys. For example, a post-session survey helped us identify that 80% of students preferred weekend tutoring slots, enabling us to optimize scheduling. The platform’s analytics dashboard makes tracking trends effortless, ensuring we stay aligned with client preferences. Typeform’s user-friendly interface makes it a go-to tool for actionable feedback.

Tornike Asatiani, CEO, Edumentors

Knocommerce for Online Store Surveys

I’ve been really impressed with Knocommerce! It’s a fantastic tool for getting inside your customers’ heads and figuring out what makes them tick at every step of their journey. You can ask them questions right after they buy something, if they bail on their cart, or even after talking to support. This really helps you zero in on what they’re thinking and feeling at that exact moment. 

What I love most is how easy Knocommerce is to use. You don’t have to be a tech whiz to create and send out surveys. Plus, it’s made specifically for online stores, so it has all the right features for businesses like ours. And if you ever get stuck, their customer support is top-notch. If you’re serious about understanding your customers and giving them an amazing experience, you should definitely check out Knocommerce.

Even Fusdahl Hulleberg, Chief Marketing Officer, Recharge Health

Mixpanel Tracks Marketing Funnels

I’ve found Mixpanel incredibly helpful in tracking how our clients’ customers move through different marketing funnels—it showed us that 40% were dropping off at the payment page, which helped us fix a major conversion issue. After trying several tools, I stick with Mixpanel because it makes complex data digestible and lets me quickly spot patterns in customer behavior that actually help us make better marketing decisions.

Kevin Pike, President, Rankfuse

SurveyMonkey for Targeted Surveys

One survey tool that has helped us understand customer behavior at various touchpoints is SurveyMonkey. It offers powerful customization options and integration with other platforms, allowing us to create targeted surveys that collect valuable feedback across different stages of the customer journey—from initial inquiries to post-service satisfaction.

I prefer SurveyMonkey because it is user-friendly, highly flexible, and provides actionable insights through its robust analytics features. With the ability to segment responses based on specific customer behaviors or interactions, we can identify patterns, pain points, and areas for improvement, which helps us refine our services and enhance the overall customer experience. This has been instrumental in driving continuous improvement within our business.

Shehar Yar, CEO, Software House

FullStory Tracks Customer Behavior

We’ve used SurveyMonkey for years, and still use it for some applications, but we’ve recently started exploring more robust customer behavior tracking tools. The one that seems most promising to us so far is FullStory. It tracks customer behavior across our website and multiple advertising platforms, along with extrapolating demographic data, to give us a much more robust picture of how our services sell in different markets and to different demographics.

Nick Valentino, VP of Market Operations, Bellhop

Qualtrics Provides Granular Insights

Qualtrics is the industry leader survey tool for a reason. It is a premier choice for businesses looking to gain granular insights into customer behavior and I’ve yet to find any other tool that gives you quite the same level of granularity as Qualtrics. Its Experience Management platform collects data across multiple touchpoints, providing a 360-degree view of customer interactions. Advanced features like sentiment analysis and predictive analytics enable businesses to identify emerging trends and address issues proactively. The platform’s ability to create tailored surveys for different customer segments ensures that insights are actionable and relevant. Qualtrics is particularly valuable for organizations focused on enhancing customer loyalty and retention through data-driven strategies.

Kate Kandefer, CEO, SEOwind

SurveySensum Analyzes Feedback with AI

I recommend SurveySensum for understanding customer behavior at the various touchpoints. The tool is excellent in terms of gathering and analyzing feedback coming in through different customer interactions; thus, businesses can find value in the customer journey. It offers features, such as touchpoint surveys that can be deployed during critical moments, such as right after a website visit or at checkout or after customer service interactions, so that feedback would come in when experiences are still fresh in the customers’ minds.

I prefer SurveySensum because it’s driven with AI for text analytics; this makes it pretty efficient at interpreting qualitative feedback. It further supports omnichannel collection of feedback so that insight can be made from other sources, whether through website, social media, or email. Therefore, a comprehensive approach enables businesses to find those pain points and subsequently optimize those touchpoints for great improvement on the overall experience for a customer.

Sheraz Ali, Founder & CEO, HARO Links Builder

Hotjar Combines Heatmaps and Surveys

I recommend Hotjar for understanding customer behavior at different touchpoints. It combines heatmaps, session recordings, and surveys, offering deep insights into how users interact with your website or app. By observing where users click, scroll, and how they navigate through your pages, you can identify friction points or areas of high engagement.

I prefer Hotjar because it provides both qualitative and quantitative data, allowing businesses to better understand customer behavior at each stage of the user journey. The ability to customize surveys and gather feedback directly from users at key touchpoints helps optimize the user experience and improve conversion rates effectively.

Shreya Jha, Social Media Expert, Appy Pie

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