Go to app

Customer feedback platform

Dovetail understands the importance of customer feedback for business growth. Through analysis, gain a greater understanding of why your customers behave the way they do and what you can do to improve their experience.

Try for freeView pricing

Platform-based feedback analysis

Automatically transcribe your feedback and analyze it at lightspeed with fast and powerful analysis features. Highlight and tag key themes across your unstructured data to uncover patterns. Segment and visualize these patterns to form actionable insights.

Customer feedback is indispensable in helping businesses learn how their customers feel about their products, services, or web pages. It gives insight into what's being done right and what areas require improvement in order to build customer satisfaction and loyalty.

A customer feedback platform is used to collect customer feedback, identify any gaps, and then improve the customer experience. 

What is a customer feedback tool?

A customer feedback tool gathers information from surveys, rating systems, or questionnaires and distributes feedback data in real time. 

By using multiple channels, such as an embedded website button, email, phone, chat, social media, and in-person interactions for feedback collection, these tools help businesses gain comprehensive, immediate, and valuable information that can be used to improve the overall customer experience.

Examples of customer feedback sources include:

  • Traditional surveys. 

    Traditional surveys collect feedback from users on websites and apps. You can use them for a wide variety of purposes. They regularly take the form of a feedback button or an emailed invitation to express an opinion.

  • Community feedback. 

    Feedback left on social media sites qualifies as community feedback. These public forums allow users to discuss a product together, signaling when more people have the same problem or idea.

  • Webshop reviews.

    In a webshop review, an invitation to express an opinion is sent to the customer in a confirmation email following a purchase. When the customer clicks on the invitation, they’re taken to a review form that requests a star rating from one to five and a comment indicating satisfaction with the purchase.

  • Visual feedback.

    Frequently used by marketeers and user experience specialists, visual feedback tools are employed to improve the usability of a page. They help to quickly identify bugs or items that are unclear to the user.

Customer feedback tools uncover insights across all kinds of touchpoints.

How to measure and analyze customer satisfaction

Customer feedback is important because it’s one of the best measurements of customer satisfaction. This data is crucial when it comes to making business decisions.

There are a few ways you can measure customer satisfaction:

  1. Customer Satisfaction Score (CSAT).

    This is found by adding the sum of all customer feedback responses and dividing that number by the number of respondents.

  2. Customer Effort Score (CES).

    This is a measure of customer loyalty. It’s determined using the same method as the CSAT, but it deals with the ease of user experience when collecting data for this metric. 

  3. Net Promoter Score (NPS).

    Also calculated using the same method as the CSAT, the NPS is a method of determining how likely existing customers are to recommend your products or services to others.

  4. Churn rate.

    A measurement of how many customers are lost during a cycle, the churn rate formula equals the number of customers at the start of a cycle minus the number of customers at the end of a period, divided by the number of customers at the end of a cycle. 

  5. Customer retention rate.

    Referring to an organization's ability to retain paying customers, the customer retention rate is calculated by subtracting the total number of new customers acquired during a cycle from the number of new customers at the end of the cycle, divided by the number of customers at the beginning of the cycle. You then multiply that result by 100.


    A combined measurement of service and quality, SERVQUAL data qualifies reliability, assurance, tangibles, empathy, and responsiveness.

To analyze customer satisfaction, quantitative data and qualitative data should be combined and measured against targeted surveys. You can do this manually, using spreadsheets, or ideally, with a reliable customer feedback platform.

What to look for in customer feedback tools

Customer feedback tools provide insights that help in measuring progress and making strategic decisions for your business. 

A well-designed customer feedback tool should be easy to use, integrate with existing applications, and offer multi-channel feedback. Pricing affects the overall value and ROI the business can expect from the tool. 

Make data-driven decisions with customer feedback tools 

Keeping the consumer top-of-mind is the key to business success. When you focus on customer satisfaction, the decisions you make automatically aid in gaining retention and loyalty. That's the main reason why customer feedback is so important. 

Analyzing feedback manually, however, is a tedious and time-consuming task. Investing in customer feedback tools significantly reduces the amount of time it takes for you and your team to develop, gather, and make sense of customer surveys and reviews. You can make better use of that time by focusing on the production and improvement of goods and services. 

Customer feedback tools help you make the data-driven decisions needed for sustainable growth.

Create a better customer experience with Dovetail

Putting the customer first translates to a better customer experience and a higher conversion rate. Dovetail offers a top-notch solution to storing customer research and feedback all in one place so that actionable insights can be created. 

Dovetail’s products help you bring your customer into every decision by:

Streamlining product feedback

Gather feedback from multiple sources to begin identifying general themes. Dive deeper into your accumulated data to tag specific opportunities and the frustrations your customers are experiencing. 

Analyzing customer support tickets

Support tickets provide valuable insight into the overall customer experience. Identify critical issues by tagging themes and even organizing tickets according to periods to uncover patterns over time.

Unpacking your app store feedback

Numerical ratings and reviews provide a wealth of information about your products and services. Create a single source for feedback from both iOS and Android apps to identify positive and negative patterns.

Building the voice of your customer

By combining all customer feedback derived from surveys, support tickets, social media comments, etc., and analyzing it in one place, you can better understand who your customers are. Create engaging insights into the voice of your customer to share with your team. 

Understanding the reasons why customers churn

Customer feedback can give you some idea about why customers choose to leave you. Prioritize opportunities to reduce customer churning and increase retention.

Import and export customer feedback data, build your repository, and analyze your data to make important data-driven decisions for your business with a single insights hub for all your customer feedback.

Harvard Business Publishing
Warner Music Group
Hear Me Out
ZoCo Design
DoubleCheck Research
The Honeycomb Works
Intrepid Group
Royal Bank of Scotland
Zip Money
Universal Music
Meld Studios
Condé Nast
BCG Digital Ventures

Join 10,000 teams building a customer insights hub

Get started for free, then upgrade from $50 USD / month.


OverviewChannelsMagicIntegrationsEnterpriseInsightsAnalysisPricingLog in


About us
© Dovetail Research Pty. Ltd.
TermsPrivacy Policy

Log in or sign up

Get started for free


By clicking “Continue with Google / Email” you agree to our User Terms of Service and Privacy Policy