What is the best survey tool for collecting customer feedback and NPS scores?

There isn't a single "best" survey tool, as the ideal choice depends heavily on your specific needs, budget, technical expertise, and the scale of your customer feedback program.

However, for collecting customer feedback and NPS scores, here are some of the top contenders, categorized by their strengths:

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### Top All-Rounders (Good for most businesses)

These tools offer a good balance of features, ease of use, and pricing for general customer feedback and NPS.

1. **SurveyMonkey**

* **Pros:**

* **Widely recognized and easy to use:** Intuitive interface for creating surveys quickly.

* **Robust features:** Offers a wide range of question types, skip logic, and customization options.

* **Dedicated NPS question type:** Automatically calculates and tracks your NPS score.

* **Good reporting and analytics:** Provides dashboards, filtering, and export options.

* **Integrations:** Connects with many popular business tools (CRM, marketing automation).

* **Cons:**

* Can get pricey for advanced features and higher response volumes.

* Design customization can be a bit limited compared to Typeform.

* **Best For:** Small to medium businesses, general customer feedback, quick setup, and those who need a reliable, feature-rich solution without being overly complex.

2. **Jotform**

* **Pros:**

* **Extremely versatile:** More than just surveys, it's a powerful form builder with extensive features.

* **Excellent free tier:** Generous limits for basic use.

* **Advanced logic and conditions:** Allows for highly dynamic and personalized surveys.

* **Tons of integrations:** Connects with hundreds of apps.

* **Customizable design:** Offers many templates and design options.

* **NPS widget:** Easily add an NPS question and track scores.

* **Cons:**

* The sheer number of features can be a bit overwhelming for beginners.

* Reporting is good but might require a bit more setup than SurveyMonkey for specific dashboards.

* **Best For:** Businesses needing a highly customizable and versatile form builder, those on a budget, or users who need complex survey logic and integrations.

3. **Typeform**

* **Pros:**

* **Beautiful and engaging design:** Creates highly interactive and conversational surveys, leading to higher completion rates.

* **Excellent user experience:** For both the creator and the respondent.

* **Intuitive builder:** Easy to create visually appealing surveys.

* **NPS question type:** Built-in functionality for NPS.

* **Good logic and branching:** Allows for personalized survey paths.

* **Cons:**

* Can be more expensive than some alternatives for similar feature sets.

* Reporting is good but might be less analytical than SurveyMonkey for raw data crunching.

* **Best For:** Modern brands, companies prioritizing user experience and design, those looking for high engagement and completion rates, and a conversational approach to feedback.

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### Dedicated NPS & CX Platforms

These tools are specifically designed for customer experience management and often excel at automating NPS collection and analysis.

4. **Delighted**

* **Pros:**

* **NPS-first approach:** Built specifically for NPS, CSAT, and CES.

* **Extremely easy to set up and launch:** Get your first NPS survey out in minutes.

* **Automated distribution:** Send surveys via email, web, in-app, SMS.

* **Powerful reporting and analytics:** Real-time dashboards, trend analysis, and text analytics for comments.

* **Integrations:** Connects with CRMs, help desks, and marketing tools.

* **Cons:**

* More focused on CX metrics, so less versatile for general-purpose surveys.

* Pricing can scale quickly with response volume.

* **Best For:** Companies serious about tracking and improving CX metrics, those who want to automate feedback collection, and need robust NPS reporting.

5. **Promoter.io**

* **Pros:**

* **Specialized in NPS:** Offers deep insights and features tailored for NPS.

* **Automated feedback loops:** Helps you close the loop with customers based on their scores.

* **Advanced segmentation and targeting:** Send surveys to specific customer segments.

* **Strong analytics and trend tracking:** Understand what drives your NPS.

* **Integrations:** Connects with many popular platforms.

* **Cons:**

* Primarily focused on NPS, CSAT, CES, so not a general survey tool.

* Can be a higher price point for smaller businesses.

* **Best For:** Businesses with a mature CX program, those looking for advanced NPS analysis, and automated follow-up actions.

6. **Survicate**

* **Pros:**

* **Versatile feedback collection:** In-app, website, email, link surveys.

* **Dedicated NPS, CSAT, CES surveys:** Easy to set up and track.

* **Powerful integrations:** Connects with CRMs, marketing automation, and analytics tools.

* **Good for targeted feedback:** Trigger surveys based on user behavior.

* **User-friendly interface.**

* **Cons:**

* Pricing can be a factor for high-volume usage.

* While versatile, it might not have the deep general survey features of SurveyMonkey or Jotform.

* **Best For:** SaaS companies, e-commerce, and businesses looking to collect contextual feedback across multiple touchpoints (website, app, email).

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### Enterprise-Grade (For large organizations with complex needs)

7. **Qualtrics**

* **Pros:**

* **Industry leader in CX management:** Extremely powerful and comprehensive platform.

* **Advanced analytics and AI:** Text analytics, predictive intelligence, sophisticated reporting.

* **Highly customizable:** Tailor surveys and dashboards to exact specifications.

* **Robust security and compliance:** Enterprise-grade features.

* **Full suite of CX tools:** Beyond surveys, includes journey mapping, case management, etc.

* **Cons:**

* **Very expensive:** Geared towards large enterprises.

* **Steep learning curve:** Requires dedicated resources to manage effectively.

* Overkill for most small to medium businesses.

* **Best For:** Large enterprises, academic institutions, and organizations with complex, high-volume CX programs and significant budgets.

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### Free/Basic Option

8. **Google Forms**

* **Pros:**

* **Completely free:** If you have a Google account.

* **Extremely easy to use:** Simple drag-and-drop interface.

* **Integrates with Google Sheets:** For easy data analysis.

* **Cons:**

* **Very basic features:** Limited customization, no advanced logic, and rudimentary reporting.

* **No built-in NPS calculation:** You'd have to manually calculate it in Sheets.

* **Generic design:** Not ideal for branding.

* **Best For:** Very small businesses, personal projects, quick informal feedback, or when budget is absolutely zero.

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### How to Choose the "Best" One for You:

1. **Budget:** What are you willing to spend per month or year? Many offer free trials or freemium models.

2. **Scale:** How many responses do you expect? Pricing often scales with response volume.

3. **Features:** Do you need advanced logic, specific question types, or integrations?

4. **Ease of Use:** How quickly do you need to get started, and what's your team's technical comfort level?

5. **Reporting & Analytics:** How deep do you need your insights to be? Do you need automated NPS calculation and trend analysis?

6. **Customization & Branding:** How important is it for your surveys to match your brand's look and feel?

7. **Distribution Channels:** Do you need to send surveys via email, embed them on your website, use in-app prompts, or SMS?

8. **Integrations:** Does it need to connect with your CRM (e.g., Salesforce, HubSpot), marketing automation, or help desk software?

**Recommendation:** Start with a free trial of 2-3 tools that seem to fit your criteria (e.g., SurveyMonkey, Typeform, and Delighted) and see which one feels most intuitive and powerful for your specific needs.