SurveyMonkey on Wednesday said it was bringing back a version of its GetFeedback tool that would be simpler and let customer experience (CX) teams take a self-service approach to gathering insights directly from their websites.
Originally conceived as a feedback solution for Salesforce users, GetFeedback boasted customers ranging from Cisco, 3M, Caterpillar and Johnson & Johnson when SurveyMonkey acquired it in 2019. Two years ago, however, the company said it would be retiring GetFeeback Direct by the end of this year.
Competitors have been offering GetFeedback Direct alternatives ever since, while SurveyMonkey was directing those who used the Salesforce-integrated tool to its enterprise product.
The company said it was “reintroducing” GetFeedback as a do-it-yourself offering that allows teams to sign up, choose a plan, create a form or button, and add it to their website using a single line of code.
Spokespeople for SurveyMonkey said executives were unavailable for interviews but provided written commentary* by Mike Greenberg, its direct of product marketing, to 360 Magazine ahead of the announcement.
“Most teams have a ton of website analytics that tell them where visitors drop off. Fewer teams know why,” Greenberg said, adding that GetFeedback by SurveyMonkey will address that with always-on feedback buttons, trigger-based and embedded forms.
“Teams can uncover the friction, confusion, and hesitation behind visitor behavior,” Greenberg said. “That means less guessing as teams work to improve their website experience.”
While GetFeedback was originally known for working across both mobile and website feedback, this version will focus exclusively on the latter, Greenberg said.
SurveyMonkey is revamping GetFeedback at a time when vendors such as Medallia and Qualtrics have gone through corporate financial challenges and are fighting back against post-interaction “survey fatigue.” Many platforms are also increasing their investment in capabilities to gather customer behavioral data at scale as they engage with brands online.
Greenberg said GetFeedback by SurveyMonkey should be seen as a reminder that human feedback remains a critical input to CX strategy by providing continuous, in-context listening.
“So instead of a quarterly survey or a post-purchase email that arrives after the moment has passed, feedback gets captured right where the experience is happening, all the time,” he said. “(It) makes it far easier for agile teams to constantly improve and measure those outcomes.”
Beyond contributing to overall CX improvements, SurveyMonkey said the latest version of GetFeedback will be able to assist with more targeted goals such as reducing website visitor drop-offs and increasing conversion. Greenberg said it will also help CX teams act faster on a root cause rather than relying on another round of A/B tests to improve outcomes.
AI, of course, is also transforming a lot of how people engage with websites, particularly in terms of organic traffic driven via search. Greenberg did not provide any details on whether GetFeedback will be adding any AI-related features.
“We’re not able to share the full roadmap today, but directionally, expect GetFeedback to keep pushing on the same core idea: richer behavioral targeting, more moments and channels to capture feedback in-context, and tighter connections between that feedback and action,” he said.
*Written commentary was checked for AI.