Voice of the customer tools help provide a complete view of the customer experience by collecting feedback across multiple channels. Collecting customer data can be difficult, but VoC tools can make the process easier.
What are voice of the customer tools?
Voice of the customer tools are software applications that integrate feedback collection, analysis, distribution and action into a single, interconnected platform to help organizations understand and improve customer experience. Feedback collection channels can include email, websites, paper, text messages, voice interactions and more. These complement, and are sometimes integrated with, digital experience monitoring tools that improve quantitative analytics of user experience.
VoC tools typically capture data from email, websites and voice interactions at scale. These tools reach well past surveys to include indirect signals such as reviews, social posts and contact center conversations, and inferred signals such as clickstream, purchase history and telemetry data.
A successful VoC program provides in-depth and actionable feedback that guides new products and business models. It can also identify gaps or problems that enable teams to resolve issues before they grow out of control. VoC tools focus on improving the qualitative and behavioral aspects of the user experience, such as what the customer said, bought or clicked on.
Recent innovations in generative and agentic AI are now starting to support auto-tagging of topics and sentiment, conversational assistants that answer questions about the feedback and AI agents that recommend or trigger the next action.
This article examines 10 of the top voice of the customer tools and services to consider based on research from sources including leading market research firms. The tools in this unranked list have the essential capabilities that organizations might need to use feedback to improve customer experience. The list is in alphabetical order.
Overview of voice of the customer tools
Alchemer
Traditionally, Alchemer focused on services that allow businesses to automate the collection, workflow, integration and ability to act on customer feedback. Its key strength is weaving data from other applications and processes the organization already uses, such as email, enterprise communication tools, customer support systems, CRM and IT service management systems. All feedback and data can also integrate with business intelligence tools for deeper analysis and association with revenue and customer engagement models.
Alchemer’s acquisition of Chatmeter, an AI-driven customer intelligence platform, enhanced its ability to interpret indirect signals from reviews, listings and social media channels. Together, these capabilities support a single customer view across solicited and unsolicited feedback channels.
It supports a wide breadth of features with integrations that route feedback into the tools that teams commonly use today. This can help teams spin up or enhance their VoC program to support various use cases and customer signals without requiring an extensive enterprise-scale implementation.
The Pulse AI capabilities add sentiment and theme analysis across reviews and social media channels. They also support image analysis using multimodal large language models. It’s a strong fit for retail, hospitality and financial services. It’s used by brands such as CNN, FedEx and Alaska Airlines.
Medallia
Medallia is well-known for an extensive range of VoC capabilities for capturing and analyzing feedback across various channels to build a unified view of the customer journey. AI and machine learning help tune incoming signals for processing across prebuilt components for many industries. Its Frontline-Ready AI service simplifies access for management teams. This extends to front-line employees and can be managed using its Org Sync features to enforce governance and controls.
These capabilities also ease the dissemination of the appropriate level of detail contextualized across different types of teams and regions. Medallia is a good fit for large organizations that need strong governance controls and broad coverage. Some of its capabilities come with a higher cost of ownership and a longer implementation timeline than some alternatives. However, it may be a good fit for organizations, particularly in compliance-sensitive industries, when these features are planned appropriately.
Pisano
Pisano provides an integrated experience management platform, has a strong presence in EMEA markets and was founded in Istanbul. The company helps customize services for collecting feedback, analyzing the data and then identifying ways to address customer needs more efficiently. For example, it has programs to help companies make sense of metrics like Net Promoter Score (NPS), CSAT and Customer Effort Score, and take appropriate action to address complaints or enhance experiences tailored to local culture.
Online feedback loops run the usual gamut of SMS, email, web and mobile apps. It can also help set up offline touchpoints using tablets deployed in retail locations and branch offices, or via low-friction QR codes.
Pisano can also layer customer journey mapping and automated workflows for various use cases. It’s a good fit for feedback-intensive sectors such as banking and retail, thanks to large programs for institutions, including one of Turkey’s largest banks.
A new generative AI feature, called Leo, orchestrates platform tasks and autonomous workflows. It’s a rising star in its main markets thanks to its strong support network and extensive range of features and supported channels. It may be less of a fit for organizations outside its core market.
Qualtrics
Qualtrics is one of the largest VoC providers, offering a suite of tools tailored for various industries and large enterprises. Its XM platform combines survey-based direct feedback with XM Discover for analyzing structured and unstructured feedback across channels.
It was acquired by SAP in 2019 and then taken private again in 2023 by Silver Lake and CPP Investments in a $12.5 billion deal. It has invested aggressively in AI and acquisitions. Recent acquisitions have included Clarabridge in 2021 and Press Ganey Forsta in 2026, the latter resulted in the acquisition of the Confirmit and InMoment services.
Recent AI innovations have supported or improved conversational feedback, an assistant, synthetic research audiences and AI agents. It also provides a set of integrations and prebuilt components to improve the customer and employee experience.
The company has strong relationships with nearly 200 consultancies and software partners to help customize and implement enterprise-wide rollouts. It does, however, have a relatively higher cost compared with other tools. It’s a good fit for research-heavy programs and large rollouts, although costs may be higher than those of alternatives.
QuestionPro
QuestionPro is a relatively small VoC provider. It is well suited for SMBs — particularly in the education, hospitality, healthcare and travel industries. Over the years, it has extended its integrated suite to support surveys, customer experience and employee experience.
It has a strong value proposition, a relatively accessible price point and an associated consulting service. It excels at standing up VoC programs that can adapt to insights from small cohorts. Recent AI innovations include support for building conversational surveys.
A key strength is the platform’s support and associated consulting services for setting up VoC communities that provide richer insight into a small cohort of engaged customers. The company has also pioneered improvements that correlate NPS measurements with revenue and make it easier for customers to guide improvements to product and service offerings.
While it has a strong set of surveying capabilities, QuestionPro lacks more sophisticated analytics and aggregation capabilities without extensive support.
Revuze
Revuze is a newer AI-native entrant into the VoC space. The company built its platform on top of a proprietary LLM trained specifically for VoC workflows rather than bolting AI onto a legacy survey stack.
The platform can work with a variety of VoC inputs, including reviews, social media posts and survey responses. A defining feature is its ability to mine these signals to make sense of customer sentiment, make recommendations and suggest next steps. It also helps assess the perceived customer experience, with granularity ranging from whole categories or brands to individual SKUs, in many languages.
It’s known for fast implementation and particularly for consumer brands. It also supports modules designed for different roles, including product, marketing, customer insight and e-commerce teams, that speed time to insight. It also comes with agentic AI integrations into common trouble ticket platforms like Jira, Zendesk and Monday.com.
Revuze is a good fit for consumer packaged goods, retail, beauty and electronics brands. Its modules align well with customer support centers that focus on products and markets rather than service business operations. It may be less of a fit for companies seeking a traditional survey-driven feedback program in the service industry.
SMG
Service Management Group (SMG) offers a software with a service (SwaS) model that bundles hands-on support with data interpretation, benchmarking and program guidance to drive actionable customer experience improvement and outreach. It’s a good fit for location-based services such as stores, hotels, restaurants and healthcare services.
It offers a set of prepackaged modules that help companies improve specific experiences, such as click-and-collect. Its Service Profit Chain methodology quantifies the link between employee and customer satisfaction, long-term loyalty and sustainable sales growth.
The company recently rebuilt its core offering on top of an AI core called Ignite, which supports a more consolidated approach to experience management, helping interpret signals from customers, employees and brands as a whole. The new platform supports AI agents and predictive modeling, combined with these signals, to surface root causes of problems and make recommendations to address them. It also supports Ignite Communities to help companies test new offerings and processes.
It may not be the best choice for B2B companies, and its SwaS model may not be an ideal fit for brands seeking a do-it-yourself SaaS tool. Most multiunit brands can expect a full-service experience management program, which includes software and professional services.
Sprinklr
Sprinklr is a newer VoC platform that has developed a variety of AI-native customer experience management product suites, including Sprinklr Social, Sprinklr Marketing, Sprinklr Insights and Sprinklr Service. Users can work with VoC-related information across these tools using the appropriate combination of copilots, AI agents and customer feedback management capabilities. This approach supports numerous workflows across collaboration, analytics and customer experience automation.
It’s built on a unified data management layer that helps teams curate a coherent view of inferred signals from various channels and contact center interactions. This consolidated stack also supports governance and compliance guardrails grounded in the enforcement of business rules. It can also drive closed-loop feedback to automate responses to problems quickly, rather than just flagging issues in reports.
Sprinklr is a good fit for large enterprises wanting to build or extend their VoC programs across more channels. It may not be the best fit for organizations looking to roll out a more focused survey-based VoC program.
Verint
The Verint Experience Management platform enables data collection and integration across digital, physical and contact center databases. Its key strength is its set of speech analytics capabilities built on top of its contact center expertise. These have become more comprehensive and sophisticated, with AI bots and natural language tools that enable the design of more helpful surveys.
It also provides sophisticated analytics that span unstructured text and speech, transcripts and behavioral inputs. It combines this with a predictive experience methodology to help organizations gain insights, automate decisions, keep teams on top of changes and issues, and link changes to desired business outcomes.
As a result, it is best suited for high-volume industries such as retail, financial services, utilities, telecommunications and insurance.
Xebo.ai
Xebo.ai started as Survey2Connect to improve the customer surveying aspects of VoC. These core services have been enhanced to improve customer feedback collection across mobile apps, websites, SMS and email programs. The tools help curate dashboards, track NPS and manage the ticketing process.
It’s a cost-effective fit for companies wanting to jumpstart a survey program that interprets sentiment from open text using tools for creation and analysis. It can also drive alerts in response to changes in feedback patterns. It has a strong EMEA presence, particularly in the Middle East, thanks to support for the Arabic language and local cloud hosting models.
The voice of the customer market has deep roots in the CX world. Despite its longevity, it’s still an active and evolving space with vendor consolidation and yet product innovation as the platforms now feature a wide range of capabilities. Like with other enterprise technology products, certain VoC platforms are best suited for certain business sizes and industries. As always, IT buyers need to vet the market and product options carefully before investing in the technology.
George Lawton is a journalist based in London. Over the last 30 years, he has written more than 3,000 stories about computers, communications, knowledge management, business, health and other areas that interest him.
