10 Tools for Tracking Customer Experience, From Behavior to Feedback

Tracking customer experience means following several kinds of signals at once, and no single tool collects all of them. To see what customers do, teams use web and product analytics such as Google Analytics, Amplitude and Contentsquare (formerly Hotjar). To hear what customers say when asked, they run surveys with SurveyMonkey or HubSpot Service Hub. To follow what customers say unprompted, they track support conversations in Zendesk or Intercom and public conversations in Sprout Social, and they watch real people use the product with UserTesting. To understand why the numbers move, they analyze the open-ended feedback all of these tools collect, which is where Kimola fits.

This guide is about measuring and tracking customer experience across digital touchpoints. If you are looking for platforms that run customer experience programs, manage reputation or support customer success teams, see our guide to customer experience management tools.

This guide is written by the Kimola team. Kimola is our product, so we explain where it fits and where it doesn't, and we describe every other tool based on its public documentation.

What Tracking Customer Experience Involves

Most customer experience tracking starts with numbers. Behavioral metrics show where visitors drop off, which features people use and how often they come back. Survey metrics such as Net Promoter Score (NPS), Customer Satisfaction (CSAT) and Customer Effort Score (CES) show how customers rate the experience at a given moment. Support metrics show how many issues come in and how satisfied customers are with the answers.

These numbers are good at telling you what happened: a score dropped, a checkout step lost more visitors, ticket volume rose after a release. They are less good at telling you why. The explanation usually sits in text: the comment under a low NPS score, the description in a support ticket, the review on an app store. Tracking customer experience well means collecting both, and having a way to read the text at the scale it arrives.

Some large organizations run all of this inside a single experience management suite. This guide takes a different approach and covers specialized tools, each strong at one type of signal, that teams of any size can combine.

How We Chose These Tools

We picked tools that each capture a distinct customer experience signal and that teams actually use for that job. For every tool we looked at what it tracks, how long it takes to set up, whether there is a free plan or trial, whether pricing is published, and whether its data can be exported or connected to other tools. Prices are taken from each vendor's own pricing page.

Tracking What Customers Do

Google Analytics

Google Analytics is Google's web and app analytics service. It shows where visitors come from, which pages and events they engage with, where they convert and where they leave. For customer experience tracking, it is usually the first place to spot a problem: a landing page with an unusual exit rate or a checkout step that loses more visitors after a redesign. Its integrations with Google Ads, Search Console and other Google products make it especially useful for connecting marketing channels to on-site behavior.

Google Analytics tells you what visitors did, not what they were trying to do or how they felt about it, so it is most useful alongside a feedback source. Teams new to GA4 often need time to learn its event-based reports and explorations.

Pricing: The standard version of Google Analytics is free. Google Analytics 360, the enterprise version, is sold under contract through Google's sales team. It adds higher limits, such as data retention of up to 50 months instead of 14, unsampled explorations and service level agreements.

Amplitude

Amplitude is a product analytics platform. Where Google Analytics focuses on websites and marketing channels, Amplitude focuses on what users do inside a product: which steps of onboarding they complete, which features they adopt or abandon, and which groups of users keep coming back. Its plans also include session replay, in-product guides and surveys, and an AI Feedback feature that summarizes feedback from public and uploaded sources. Amplitude acquired Kraftful in 2025 and folded its feedback analysis capabilities into the platform.

Amplitude fits product teams that want behavior and feedback side by side. Getting reliable results depends on a well-planned event tracking setup, which usually needs engineering time at the start.

Pricing: Amplitude has a free plan with 2 million events per month, 10,000 session replays per month, one guide or survey and 2,000 AI Feedback records per month. The Plus plan starts at $0 and scales with usage, and Growth and Enterprise plans are priced on request.

Contentsquare (formerly Hotjar)

Hotjar, the heatmap and session recording tool, merged into the Contentsquare Group on July 1, 2025, and new Hotjar accounts can no longer be created. Hotjar's heatmaps, recordings and surveys now live inside Contentsquare, an experience analytics platform, and Hotjar's pricing page redirects to Contentsquare's. Existing Hotjar users can still log in.

For customer experience tracking, Contentsquare shows how visitors actually move through a page: where they click, how far they scroll, where they hesitate and where errors interrupt them. On-page feedback buttons and targeted surveys let teams ask visitors a question at the moment of friction, and responses are connected to what the visitor did before and after answering. Contentsquare is built for websites and digital products; it does not cover feedback that arrives through other channels, such as support tickets or app store reviews.

Pricing: Contentsquare has a free plan with 200,000 monthly sessions, one month of data access and basic surveys. The Growth plan starts at $39 per month, and the Pro and Enterprise plans are priced on request.

Asking Customers Directly

SurveyMonkey

SurveyMonkey is an online survey platform. It is one of the most common ways to run NPS, CSAT and other customer experience surveys, with templates for both, survey logic, and distribution by link, email, website and other channels. Its paid team plans include AI-assisted analysis of responses.

SurveyMonkey is easy to start with, which makes it a practical choice for teams running their first regular customer survey. Response limits apply on every plan, and connecting survey results to other customer data usually takes integrations or exports.

Pricing: SurveyMonkey has a free Basic plan with up to 10 questions per survey and a limited number of responses. Individual plans include Advantage at $39 per month and Premier at $139 per month, both billed annually, and Standard at $149 per month billed monthly. Team plans start at $30 per user per month for Team Advantage, with a minimum of three users.

HubSpot Service Hub

HubSpot Service Hub is HubSpot's customer service software, built on the HubSpot CRM. Its customer feedback tools include NPS, CSAT and CES survey templates, custom surveys and feedback dashboards that show scores, sentiment and response volume. Because responses are stored on the customer's CRM record, teams can see how a customer rated the experience next to their tickets, deals and conversations.

Service Hub fits teams that already use HubSpot and want feedback tied to customer records. The feedback surveys are available only on the Professional and Enterprise plans, so teams on the free or Starter plans need a separate survey tool.

Pricing: Service Hub has a free plan and a Starter plan, which do not include feedback surveys. Professional starts at $100 per seat per month and Enterprise at $150 per seat per month.

Tracking Support Conversations

Zendesk

Zendesk is a customer service platform for ticketing, messaging, help centers and AI agents. Support conversations are one of the richest customer experience signals a company has, because customers describe their problems in their own words. Zendesk's CSAT surveys ask customers to rate an interaction, and teams can add an open-ended question for customers who give a negative rating. Analytics dashboards track satisfaction, volume and response times.

Zendesk is built for support operations, so its reporting is strongest on service metrics. Reading the themes across thousands of ticket descriptions and survey comments usually needs an additional analysis step.

Pricing: Support Team starts at $19 per agent per month and Suite Team at $55, both billed annually. CSAT surveys are included from Suite Professional, which costs $115 per agent per month billed annually. Enterprise plans are priced on request, and there is a 14-day free trial.

Intercom

Intercom is a customer service platform built around messaging, with an AI agent called Fin that answers customer questions across chat and email. When a conversation is closed, Intercom can ask the customer to rate it on a five-point emoji scale and then leave a comment. Negative ratings and their comments are collected in their own view, which gives teams a steady stream of feedback tied to specific conversations.

Intercom fits teams that handle most support through chat and in-app messaging. Its more detailed CSAT workflows, such as controlling when and to whom ratings are sent, are available only on the Advanced and Expert plans.

Pricing: Intercom seats are $29 per month on Essential ($19 for new customers), $85 on Advanced and $132 on Expert. Fin is priced from $0.99 per outcome, and a free trial is available.

Watching Real People Use Your Product

UserTesting

UserTesting is a user research platform that records real people as they use a website, app or prototype and talk through what they are doing. Teams run moderated and unmoderated tests with participants from a panel that spans more than 60 countries, and the platform adds transcripts, sentiment analysis and AI-generated summaries. In September 2026, the company behind UserTesting changed its corporate name to Auros; UserTesting and User Interviews continue as product brands under the new name.

UserTesting answers a question the other tools in this guide cannot: what happens when a specific type of customer tries a specific task. It collects new data from recruited participants rather than tracking real customers over time, so it complements continuous tracking rather than replacing it.

Pricing: Pricing for UserTesting's Advanced, Ultimate and Ultimate+ editions is not published and is available on request.

Following Public Conversations

Sprout Social

Sprout Social is a social media management platform for publishing, engagement and analytics. Its Smart Inbox brings messages and comments from social networks into one place, and its add-on Listening tool tracks keywords, brands and topics across networks such as X, Instagram, Facebook, LinkedIn, Reddit and YouTube, with sentiment and trend analysis. For customer experience tracking, this shows how customers talk about a brand in public, often before those issues reach a survey or the support queue.

Sprout Social is strongest at real-time monitoring and responding to conversations as they happen. Listening is not included in the base plans and has to be added separately.

Pricing: Plans are priced per seat per month: Essentials at $79 billed annually, Standard at $199, Professional at $299 and Advanced at $399. Enterprise is priced on request. Listening and Premium Analytics are available as add-ons from the Standard plan, and there is a 30-day free trial with no credit card.

Understanding Why the Numbers Move

Kimola

Kimola is an AI platform that turns customer feedback into enterprise-grade market research. Teams analyze the feedback they already have, such as survey responses, support tickets, call transcripts and social conversations, or collect public reviews by pasting a link to a product page on Amazon, Trustpilot, Google Play, the App Store and other platforms. In a customer experience tracking stack, Kimola sits after the tools that collect feedback: it reads the open-ended text they gather and explains what is behind the scores.

From scores to reasons. Kimola finds themes in the data itself, without predefined labels, and gives every theme mentioned in a comment its own sentiment. A comment that praises an app's design but complains about slow load times is counted as positive on design and negative on speed, instead of being averaged into one neutral score. Kimola then asks every comment research questions called Dimensions, such as Pain Points (what is going wrong), Motivations (why customers choose you) and Unmet Needs (what they wish were different). Other columns in your data, such as the NPS score, region or plan type, are used in comparisons, so you can see which themes drive low scores in a particular segment.

Tracking change with Signals. Kimola tests combinations of themes, Dimensions, segments and time periods, and only statistically significant differences and trends become Signals. If mentions of app crashes rise in the latest period compared with the previous one, that shows up as a Trend only when the change is large enough to be real, not when a few extra comments happen to arrive. Scores are deterministic, so the same data always produces the same ranking, which matters when you compare results month to month. Action Plans go one step further: Kimola forms hypotheses from the analysis, tests each one against the feedback, and keeps only the actions the evidence supports.

Working with the tools you already use. Survey exports from tools like SurveyMonkey can be uploaded as a file, and Kimola connects directly to Zendesk, Intercom and Google Sheets. Public reviews from app stores, Trustpilot and other platforms can be collected by pasting a link, including reviews of competitors. On paid plans, Feeds keep collecting new mentions for the keywords and links you choose. On the Enterprise plan, Spaces analyze a growing channel, such as a quarterly NPS survey, with the same set of models every time, so results stay comparable over time.

Kimola does not design or send surveys, track website or product behavior, or record sessions, so it works alongside the tools above rather than replacing them. It is not built as a real-time social media monitoring dashboard; for responding to conversations as they happen, a tool like Sprout Social is the better fit. If you only receive a few dozen comments a month, reading them directly may be enough. The free Starter plan is limited to 150 queries per month, and Spaces and Funnels are available only on the Enterprise plan.

Pricing: Kimola has a free Starter plan with no credit card required, and paid plans start at $49 per month. Usage is measured in queries, and the full plan details are on the pricing page. Enterprise plans are priced individually and include an account manager.

How to Build Your Customer Experience Tracking Stack

Start with one behavioral source and one score. For a website, Google Analytics is free and covers the basics; for a software product, Amplitude shows what happens inside the product. Add a regular NPS or CSAT survey with SurveyMonkey, or with HubSpot Service Hub if your customer data already lives in HubSpot.

If your support team handles a large volume of conversations, use the satisfaction ratings in your help desk, whether that is Zendesk or Intercom, rather than adding another survey. When you need to see exactly where visitors struggle on a page, Contentsquare's heatmaps and recordings show it, and when you want to watch a specific type of customer attempt a task, UserTesting is built for that. If your brand is active on social media, Sprout Social helps you track and respond to public conversations.

Once these tools are running, you will have more open-ended feedback than anyone can read: survey comments, ticket descriptions, chat ratings, reviews. If you want to understand why scores move, which issues matter most and how they differ across segments and over time, Kimola is built for that.

Frequently Asked Questions

What is the difference between tracking and managing customer experience?

Tracking customer experience means collecting and monitoring signals: behavior, survey scores, support conversations and public feedback. Managing customer experience covers the programs built on those signals, such as closing the loop with unhappy customers, managing reputation and coordinating improvements across teams. Our guide to customer experience management tools covers the second group.

Which customer experience metrics should I track?

Most teams track at least one relationship metric, such as NPS, and one interaction metric, such as CSAT after a support conversation or CES after a task. Behavioral metrics like conversion and retention show whether experience changes affect outcomes. Whichever metrics you choose, collect an open-ended comment alongside the score, because the comment is what explains it.

Can I track customer experience for free?

Yes, at a basic level. Google Analytics is free, Amplitude and Contentsquare have free plans, SurveyMonkey has a free Basic plan with limited responses, and HubSpot Service Hub has a free plan without feedback surveys. Kimola has a free Starter plan with 150 queries per month for analyzing the feedback you collect.

What happened to Hotjar?

Hotjar merged into the Contentsquare Group on July 1, 2025, and new Hotjar accounts can no longer be created. Its heatmaps, recordings and surveys are now part of Contentsquare, which offers a free plan for teams that want the same kind of tools.

Why not just use ChatGPT to analyze customer feedback?

General-purpose AI assistants are good at summarizing a small set of comments. Classifying thousands of comments consistently, testing whether differences between segments are statistically significant, getting the same result from the same data every time and tracing every number back to the feedback behind it need a different kind of infrastructure. That is the work feedback analysis tools are built for.

Conclusion

Customer experience is easiest to track with a small set of tools, each covering one type of signal: behavior, survey scores, support conversations, user tests and public conversations. Those tools show what is happening, and the open-ended feedback they collect explains why. If you want to see how Kimola handles your own data, you can start on the free Starter plan.