Feedback software built for ordinary businesses

Why this exists

Small and mid-sized businesses are judged publicly, constantly, by people who never told them anything directly. A restaurant finds out about a bad night from a review written three days later. A garage learns that the courtesy car process is confusing only when a customer stops booking. A shop with genuinely good service sits below a competitor on the map results because nobody ever asked its happy customers to say so.

The tools that solve this properly have historically been built for organisations with a customer experience department. They assume someone owns the programme, reads the dashboards weekly and can interpret a driver analysis. That describes almost none of the businesses that need the information most.

The alternative most owners end up with is a free survey tool, an email list exported from somewhere, and a spreadsheet nobody opens after the first month. It collects data without producing decisions, which is arguably worse than not collecting it at all, because it burns the goodwill of customers who took the time to answer.

FeedbackHub was built to close that gap. Ask automatically at the right moment, across the channels ordinary customers actually use, and do the interpretation work so that what lands in front of the owner is a short list of things worth acting on rather than four hundred rows of text.

What we believe about feedback

Timing beats wording

A mediocre question asked thirty seconds after the experience will outperform a beautifully crafted one asked next week. Memory decays fast and emotion decays faster. Most of the engineering in this platform exists to make the request arrive at the right moment without anyone having to remember to send it.

Short forms are not lazy forms

Every extra question costs responses, and the questions people abandon on are usually the ones nobody was going to act on anyway. If you cannot name the decision a question will inform, it should not be on the form. Where depth is genuinely needed, conditional logic is the answer, not length.

The comments matter more than the scores

A score tells you that something changed. Only free text tells you what, and only free text produces a fix. The problem was never that businesses do not value comments, it is that reading them at volume is impractical. That is exactly the sort of task worth handing to a machine, which is why sentiment scoring and theme grouping are core rather than an upsell.

Bad feedback is the valuable kind

A five star response confirms what you hoped. A two star response with a specific complaint is the only thing on the list that will make you money next quarter. Any system that quietly discourages the second in favour of the first is optimising the wrong number, which is why low scores are recorded, counted and surfaced rather than filtered.

Customers should not have to work

No app, no account, no login, no password reset, no fourteen questions. The customer is doing you a favour and the interface should behave accordingly. Anything that adds a step to their side of the exchange had better justify itself on yours.

How we work with businesses

Most of the failures we see in feedback programmes happen in the first fortnight, and almost none of them are technical. A form gets built with fourteen questions. Requests go out three weeks after purchase. Nobody is assigned to read the alerts. The QR cards end up in a drawer behind the till.

So setup is a conversation rather than a signup form. We ask how you sell, when a job actually finishes, who would act on a complaint at four o'clock on a Saturday, and what you already suspect customers are unhappy about. The form, the channel and the timing come out of those answers.

We would also rather tell you that you do not need something. Plenty of businesses need one form, one QR code and one alert rule, and pushing SMS, three integrations and a multi-branch rollout at them produces a bigger invoice and a worse outcome. Start with the smallest thing that produces a decision, then expand once someone is actually reading the reports.

Pricing without games

We quote per business rather than publishing a headline figure, because the honest number depends on volume, channels and setup, and those vary enormously between businesses that look identical from outside. Carrier costs for SMS and WhatsApp are passed through rather than marked up, and they appear as their own line so you can always see what the platform costs and what the networks cost.

Your data belongs to you and can be exported or deleted. There is no lock-in mechanism beyond the ordinary one, which is that the product should be worth keeping.

What FeedbackHub is not

Being clear about the boundaries saves everyone time, and there are a few things this product deliberately does not do.

It is not a review generation service. We do not write reviews, post on anyone's behalf, or offer anything that would breach a review platform's terms. What the product does is remove the friction between a customer who is quietly pleased and a public profile that would otherwise never hear from them.

It is not a reputation management service that hides bad feedback. Low scores are recorded, counted in your averages and surfaced in your reporting exactly like high ones. A system that filtered them would be measuring your optimism rather than your business.

It is not an enterprise voice-of-customer suite. There is no driver analysis, no predictive churn modelling and no journey mapping module. Those are real disciplines and they matter at a certain scale, but a business with four branches needs to know that the queue at the till is annoying people, and needs to know it this week.

It is not a marketing tool. The messaging capability exists to ask for feedback, not to send promotions, and using it for the latter is both against the terms and a reliable way to get a sending domain into trouble.

Who builds it

FeedbackHub is built and supported by The Apps Galore. The same team writes the code, runs the infrastructure and answers the support requests, which is deliberate: the fastest way to keep a product honest is to make the people who build it deal with the consequences.

If something in the platform does not work the way this page describes, tell us. We would rather hear it from you than read it somewhere public, which is, after all, the entire argument this product is built on.