Request Demo

8 SurveySparrow Alternatives for B2B Companies (According to Gartner)

March 2, 2023

Customer experience (CX) is becoming the most important differentiating factor for businesses today.


Today’s consumers expect companies to understand their needs while creating a strong, emotional connection to their brand. So, businesses now more than ever need CX software to continually gauge customer sentiment and deliver on customer demands.

SurveySparrow is one of the better-known online survey tools that lets you do just that. Recognized for its simplicity, it allows users to create and distribute surveys through multiple channels and to analyze responses through a range of report filters that expose helpful insights.

However, like all software, it does have its limitations.

For example, users have noted that the modular system of subscriptions limits the number of Net Promoter Score (NPS) projects that can be open at any one time, which can restrict your surveying capabilities. Meanwhile, other users have found it difficult to link customer feedback to actionable steps for employees.

Below, we take a look at eight SurveySparrow alternatives to consider for gathering customer feedback and growing your bottom line.

SurveySparrow Alternatives for Collecting and Acting on Customer Feedback

1. CustomerGauge

G2 Score: 4.6

Ranked as the best CX tool for B2B companies in Gartner’s 2020 Critical Capabilities report, CustomerGauge is a worthy alternative to SurveySparrow. Designed to help brands with complex business accounts gauge customer feedback, and to act on that feedback, there’s no better solution for B2Bs.


CustomerGauge’s Account Experience (AX) package provides a powerful reporting suite with the best available surveying technology at its heart to understand the range of sentiment of everyone in your customer account.

Surveys can be created quickly with the survey builder and customizable campaigns can be automated across channels to increase responses and deliver actionable insights.

What’s more, the tool directly links customer feedback to revenue.

That means when it comes to understanding NPS scores and other CX metrics in terms of their financial impacts, CustomerGauge excels. Meanwhile, targets can be set based on hard CX data that’s linked to your bottom line, so everyone in your business clearly understands the value of their efforts.

With Account Experience, you can view account feedback from an overall viewpoint or drill down to get to the nitty-gritty of responses and gain powerful insights into your B2B relationships. You can prioritize accounts by value, NPS score, or the health of the relationship, for an organized view that lets you easily see which actions will have the biggest impact on the customer experience and your bottom line.

CustomerGauge Key Features

  • NPS, CES scores, and other channels of customer feedback are linked to clearly and concisely understand their impact in terms of revenue

  • Survey and non-survey feedback is automatically captured from customer accounts in real-time

  • Customer sentiments and feedback can be drilled into for specific detail that can drive satisfaction

Our users are particularly complimentary about the transactional and relational survey functions and powerful reporting tools for analyzing customer sentiment.

One customer commented:

“The account support [for CustomerGauge] is astounding. I like the ability for everyone to have a personalized look, and to share reporting inside the platform. We are able to reach out to customers near instantly so long as our employees are monitoring.” (marketing research and analytics specialist, telecommunications)

SurveySparrow vs CustomerGauge: How Do They Compare?

SurveySparrow and CustomerGauge are both highly effective tools for collecting customer sentiment and perform incredibly highly among reviews.

However, they each have their specific audiences.

SurveySparrow focuses on smaller businesses, for example, while CustomerGauge is much better suited for medium to large brands. And while SurveySparrow is great for B2C clients, it’s not equipped to handle the complexities of B2B.

If you’re a B2B brand looking for support to actively improve your CX, not just measure it, CustomerGauge is the solution to choose.

2. Qualtrics CoreXM

G2 Score: 4.7

Qualtrics is a software that helps companies understand the customer journey so they can engage proactively on the customers’ terms. It’s one of the biggest customer surveying tools out there with more than 11,000 organizations using the software.

More than SurveySparrow, Qualtrics guides users to action with predictions for possible churn risks that are based on customer behavior and feedback. The strong B2C focus of the software uses text and statistical analysis to expose customer behavior and sentiment patterns.

Interestingly, the dashboard is role-based so employees can have an overview of CX and the touchpoints they’re responsible for themselves — something that helps focus action but can limit visibility.

The journey optimizer helps employees prioritize specific touchpoints they have influence over.

User-friendly tools and customer service support are highly regarded by users. However, tech support can be a bit patchy and some customers feel the pricing is steep for the level of functionality allowed.

“I like this survey platform a lot. … If there was something I'd want to see improved it would be the look and feel function of the survey design. It tends to be slightly limited, even more, when it comes to implementing universal test design.” (User in Higher Education, G2)

Key Features of Qualtrics

  • CX dashboard that lets users see which touchpoint improvements will have the greatest influence on the customer’s journey

  • Real-time feedback is captured across as many as 27 different channels

  • Employees receive customized suggestions on how to enhance B2C interactions

SurveySparrow vs Qualtrics: How Do They Compare?

SurveySparrow and Qualtrics are two of the biggest names in the CX software landscape.

However, they differ in some key respects.

Firstly, SurveySparrow caters much more to smaller businesses, while Qualtrics has more customers among medium and large businesses. And, typically, while SurveySparrow’s customers are in marketing and software industries, Qualtrics is much more popular in higher education settings.

While both tools can likely provide the support you need, this could have an impact on which you choose.

3. AskNicely

G2 Score: 4.7

Like other customer survey software, AskNicely is designed to collect feedback so that frontline employees can positively influence the customer experience.

Workflows can be set up so employees receive notifications and alerts to prompt the right action at the right time. And, for example, difficult issues are managed through case management features to resolve problems quickly and consistently.

In fact, the focus on really helping your employees (not just your customers) is key to AskNicely.

For example, recognition features ensure employees that are doing things well receive the acknowledgment they deserve. Managers can quickly identify high-performers with team scorecards and robust diagnostic tools can help identify the staff that stand out.

The simple-to-use survey features and candid feedback gathered from customers are two of the aspects users appreciate most.

“The user interface is very mobile-friendly and has a very fun consumer-facing look. … [But I don’t like] the inability/extra steps required to customize the workflow like sending an email before an NPS survey. This has led to us uploading various CSV files which is time-intensive. They offer chat support but we have found that it is often under-staffed or has a response time similar to submitting a case via email.” (Administrator in Logistics, G2)

AskNicely’s Key Features

  • Surveys are quick to create and simple to send

  • The frontline focus on customer experience assists with coaching and motivating employees

  • Trigger emails and alerts help customer service people take the right actions faster

SurveySparrow vs AskNicely: How Do They Compare?

SurveySparrow and AskNicely are similar software options for surveying customers, but there are a few key differences.

AskNicely is all about speed, both for setting up the software and getting surveys out to customers to kick-start your NPS program. The workflows are designed to help customers and coach employees to provide a better service.

However, SurveySparrow’s modular subscriptions make it better for smaller organizations who only want to pay for the parts they use and leave the rest. SurveySparrow aims for a focus that works for marketing and software businesses while AskNicely is more frequently used in health care, real estate, and financial services.

4. Google Surveys

G2 Score: 4.5

Google Surveys is part of the Google Workplace suite and is designed for anyone at all who wants to run a survey.

That gives it an adaptability that other platforms can lack.

For example, surveys can be used for querying the general population based on specific demographic sets or screening questions. Meanwhile, more focussed feedback campaigns with greater functionality are managed through Google’s premium option, Surveys 360.

One of the perks of the Google Survey software is that responses are delivered in hours, then analyzed and presented in graphs and charts that make analysis simple. Dashboards are automated to help users gain insights and understand the data for faster decision-making. Then, results can be easily shared via email, links, or spreadsheets.

However, if you’re interested in collecting customer feedback for NPS, Google Surveys can’t do it all itself.

Instead, you’ll need to input feedback from Surveys or Surveys 360 into an NPS system of some type to determine NPS scores and generate actionable steps.

Google Surveys Features

  • Fast and simple survey creation

  • Surveys 360 allows for custom targeting and remarketing to audiences

  • Feedback and analysis can be easily shared with colleagues and other stakeholders

SurveySparrow vs Google Surveys: How Do They Compare?

Google Surveys has a strong market research and analysis focus, which is great for identifying new audiences and getting feedback for new product innovations. However, using surveys for CX and NPS means shoehorning the software into your customer feedback program and linking it to additional systems to gain the necessary insights.

On the other hand, SurveySparrow is a survey-focused CX tool at heart with additional modules such as chatbot support designed specifically for customer engagement and feedback. If you’re a small business looking for CX support, rather than just surveys, SurveySparrow is probably better equipped.

5. SurveyMonkey

G2 Score: 4.7

SurveyMonkey is designed to make requesting customer feedback an everyday exercise.

Integratable with a number of CMS’s, automated workflows can be set up to support organizational policy really simply.

A single admin dashboard provides visibility and control over all users. However, unlike other customer survey creation software, SurveyMonkey surveys can be designed in collaboration with teammates as well as by individuals. Then, trend insights, sentiment, and behavior patterns can be shared through project management systems like Jira and Asana.

The dedicated NPS solution enables CX programs to be launched with the help of pre-built customer survey templates, reports, and best practices all ready to go.

SurveyMonkey Features

  • Collaborative survey building tools

  • Automate customer feedback collection through multiple channels

  • HIPPA, GDPR, and SSO compliant data collection

SurveySparrow vs SurveyMonkey: How Do They Compare?

SurveySparrow may have a greater market share with smaller businesses, who benefit from the platform’s conversational style of surveying that brings a personal touch to feedback collection.

However, SurveyMonkey is one of the best-known survey platforms across small, medium, and large enterprises. In fact, it’s one of the biggest CX platforms out there, and brand recognition can give your organization's surveys more credibility. It may be a good fit for you, whatever the size of your business.

In terms of overall performance, there’s no great difference between SurveySparrow and SurveyMonkey, according to G2.

SurveyMonkey performs better in terms of ease of use, ease of setup, and the ability to meet your requirements.

6. Typeform

G2 Score: 4.7

The beauty of Typeform is that it lets companies create quizzes, forms, and surveys that feel fun to complete. This platform claims to secure higher levels of survey completion, and therefore more reliable feedback.

So, if your primary concern is your response rates, Typeform could be for you. Questions are paired with images or videos and questions are delivered one at a time with conditional logic, ensuring relevant and conversational questions follow-up.

Surveys can also be served as interactive videos for higher engagement levels.

The survey tool integrates with CMS, project management apps, and dedicated NPS software so workflows can be created, survey results shared with colleagues, and actionable insights generated for employees to create better customer experiences.

Users particularly love the speed and ease of creating forms and the flexible uses of the software. However, to prevent multiple responses from single customers, additional coding is needed.

Typeform Features

  • Multiple templates for surveys, quizzes, and forms

  • Integrates with CRM, project management apps, and customer service software for workflow automation and team action

  • Video ask function for interactive ‘live’ surveys

SurveySparrow vs Typeform: How Do They Compare?

SurveySparrow aims for conversational feedback collection but Typeform takes this a step further by making feedback fun. The strongest element of Typeform’s offering is certainly the gamification of CX surveying, which works as well for early customer prospecting as it does for gauging CX.

However, given this, Typeform is not a good fit for B2B brands. Rather, like SurveySparrow, Typeform is aimed at younger audiences. Yet Typeform offers much more interactive feedback forms than SurveySparrow.

7. ConcentrixCX

G2 Score: 5

Founded in 1983, Concentrix is an established name in customer experience management (CEM) and consultancy. However, it’s no longer just a consultancy.

The company’s CX software, ConcentrixCX, was named in Forrester Wave’s Customer Feedback Management Platforms review as a strong performer. Like many of the other CX software in this list, ConcentrixCX collects omnichannel feedback, using analytic tools and AI to detect patterns and reveal actionable insights.

For example, employees are alerted to customer issues in real-time to help them quickly close the loop, reduce the risk of churn, and improve long-term customer satisfaction. What’s more, as ConcentrixCX integrates with multiple CRMs and project management tools, feedback can be fed through predefined workflows so teams can take action faster.

However, a number of reviews note some technical issues, such as that pulling data from the system into spreadsheets can be difficult, with some data landing in incorrect fields.

ConcentrixCX Features

  • Customer feedback software combined with CX consultancy services and design

  • Feedback from calls, emails, customer service operative notes, and more are used to develop CX insights

  • Action planner enables step-by-step CX improvement roadmaps to be created, tracked, and measured

SurveySparrow vs ConcentrixCX: How Do They Compare?

ConcentrixCX’s greatest advantage over SurveySparrow is the ability to combine the software with additional consultancy and CX program design. The workflows, improvement maps, and insights generated from feedback using AI are also helpful capabilities for embedding a customer-centric approach to business processes.

For smaller organizations, the simple modular functionality and associated pricing structure of SurveySparrow often make more sense. But, ConcentrixCX could be for you if you’re looking for complete CX transformation.

8. Medallia Experience Cloud

G2 Score: 4.6

Another SurveySparrow alternative is Medallia Experience Cloud. This well-established platform helps companies generate feedback, gain insight from responses, and share it with all employees so they can take action based on the data.

Its emphasis is on helping all employees, from frontline staff to the C-Suite. Combining AI with human intelligence to deliver actionable customer insights to relevant people within an organization is the aim of this cloud-based software.

That means customer responses can be matched to specific employees and collected across a diverse range of channels. Feedback is then integrated within the system to generate insights, understand preferences and intent, and identify opportunities to deliver delight in real time.

Users love the text analytics, reporting features, and strong customer service culture. However, some customizations can be clunky and support for these types of issues tends to be slow.

Medallia Experience Cloud Features

  • AI text analytics of customer responses across all channels

  • Medallia Experience Cloud users community, where resources and content are shared among CX professionals

  • Simple to customize case management

SurveySparrow vs Medallia: How Do They Compare?

While SurveySparrow supports small businesses well, Medallia sits at the other end of the CX software spectrum. Its target audience is large enterprises.

The comprehensive CX solution simplifies case management and uses AI to clarify actions in response to customer feedback. If you’re looking for a full B2C CX software solution for a large organization, Medallia is worth considering, particularly if your business is in the manufacturing, hospitality, or retail sectors.

CustomerGauge: The SurveySparrow Alternative for B2B Brands

CustomerGauge is the only CX management tool built with B2B companies in mind.

Use the platform’s NPS surveys to find out what your customers are thinking at all levels of an account, from your product users to key decision-makers. Then, based on their feedback, act to improve their experience and reduce churn.

Get started here!

About the Author

Author Icon
Sabrina Tessitore
Sabrina is Content Marketing Manager and qualified B2B AX-pert at CustomerGauge. She provides the strategies necessary for B2B companies to build ROI-generating NPS programs. In Sabrina's free time, you can find her seeking out new coffee shops or spending time with her Shih-Poo, Ruby.
Subscribe now to get the latest from the CustomerGauge Blog
See our Privacy Policy and GDPR terms.
More On This Topic
Loading Symbol