7 Best Voice of the Customer Tools Compared for CX Leaders

Voice of customer tools help you capture what customers are really saying across surveys, support conversations, social reviews and product feedback.

But most teams don’t struggle with collecting feedback. The challenge is turning scattered inputs into a clear direction. That’s where the right VOC tools matter. They help you spot themes, flag issues early and give every team — from product to support to marketing — something actionable to work with.

And not all voice of customer tools are designed the same. Some specialize in analyzing open-text responses, others in high-volume ticket tagging or multi-channel feedback routing. So if you’re choosing a new tool or trying to figure out whether your current one is pulling its weight, this list is all you need.

What are voice of the customer tools?

VoC tools help enterprises collect and analyze customer feedback from across channels — surveys, emails, live chat, call transcripts, social media, app reviews and more. They’re designed to turn raw input into structured insights that different teams can immediately work with.

Unlike general CX platforms, which focus on delivering and managing experiences, VoC tools focus on the feedback loop itself — capturing customer signals and turning them into direction for product, service and experience teams.

Their role in enterprise insight programs is becoming broader by design. As Gartner predicts, by this year, 60% of organizations running VoC programs will expand their listening beyond surveys into voice and text-based sources. That shift reflects a growing need to understand not just responses, but real behavior and expression. This is the kind that rarely fits into a rating scale. Because the closer you get to how customers really express themselves, the sharper your decisions get.

Top 7 voice of the customer tools in 2025

Here’s a distilled list of the top eight voice of the customer tools for you to watch out for in 2025.

Sprinklr Insights

Sprinklr’s Voice of Customer tool, part of its AI-driven Insights suite, brings together feedback from 30+ digital channels. It combines owned data with public conversations to create a 360-degree view of customer sentiment, intent and behavior. With real-time analysis and GenAI support, it helps brands track shifts in sentiment, understand intent behind conversations and plug insights straight into product, service and marketing workflows.

Top features

• Real-time customer feedback capture across 30+ channels, 400K+ media sources, 1B+ websites, and official firehose partnerships for a complete view.
• AI-driven analysis with 90%+ accuracy using specialized and generative models to surface themes, detect root causes and deliver clear, relevant recommendations.
• Unified VoC platform with built-in extensibility to capture feedback, generate insights and drive action through standard connectors and APIs.

Customer testimonials

What works best

“The platform excels at gathering and analyzing data across multiple channels simultaneously, which gives us a really comprehensive view of brand sentiment and market trends. The AI-powered analytics are particularly impressive - they help us spot emerging trends and potential issues before they become major concerns. It is also easy to integrate and implement, and the customer support is also excellent.” Source

What could be better

“The learning curve with Sprinklr Insights is pretty steep - it can be overwhelming at first because there are so many features and options. The ease of use of the interface, while powerful, isn't particularly intuitive and sometimes feels like it was designed more for power users than casual team members.” Source

Verdict: Sprinklr Insights stands out for its flexibility, customizability and depth. It’s built to adapt to complex enterprise needs, with strong integrations across social media, websites and third-party platforms. The real differentiator is the support — onboarding is hands-on and the customer service team is quick to jump in and solve problems as they come up. A strong contender on this list, Sprinklr’s flexibility comes with a learning curve. For users who aren’t familiar with enterprise tools or AI-driven analytics, the interface can take time to get comfortable with. Still, for teams that need power, scale and support in equal measure, Sprinklr Insights delivers on all three.

Medallia

Medallia excels at capturing both structured and unstructured feedback across channels and turning it into real-time, role-specific insights. Its strength lies in advanced text analytics that connect verbatim feedback to experience scores and in making those insights accessible—from the frontline to the C-suite.

Top features

• Speech-to-text transcription in 30+ languages with AI-powered text analytics to identify pain points, improve contact center KPIs.
• Digital behavior analysis that detects frustration and engagement signals across web and app sessions, scores experiences and links behavior to feedback.
• Video feedback analysis with facial and object recognition to detect emotional expressions, predict customer NPS and extract structured insights from visual data.

Customer testimonials

What works best

“Medallia is a user-friendly tool, and I have had good experiences with the 3P provider and Medallia team as well. I am learning how to use the tool in a more effective way, and I like that it is possible to make adjustments as needed for our reality.” Source

What could be better

“The documentation and data dictionaries sometimes are not updated in a timely manner. Also, suggesting the use of the newer features to modernize existing programs would be a big plus.” Source

Verdict: Medallia stands out for how well it can be tailored to fit your business — from custom setups to seamless integrations with tools like session replays. The interface is clean, fast, and easy to navigate once you're in. That said, some of the deeper features take time to learn, especially if your team’s new to the platform. It’s powerful, but you’ll want a solid onboarding plan.

Qualtrics

Qualtrics Voice of Customer helps organizations bring customer feedback into every corner of the business, from leadership to the front line. With customizable dashboards and pre-built reports, CX teams get role-specific insights they can act on quickly. It’s built to close the loop faster and make customer experience a shared, company-wide effort.

Top features

• Predictive CX analytics that assess experiences in real time, trigger automated workflows and guide teams to act on the most impactful moments.
• Text and sentiment analysis using NLP to extract key themes, categorize feedback and track changes in customer sentiment over time.
• VoC-driven automation with scalable case management and ticketing to route feedback and trigger follow-ups.

Customer testimonials

What works best

“I personally felt using the Qualtrics platform is hassle free and easy to learn by exploring the features of it. I have mostly used the platform to develop the dynamic surveys by using the multiple question types provided in this tool will help the analyst to ask various kinds of questions to the customer to get the absolute experience of the product...” Source

What could be better

“At times [it is] difficult to remember the UI and integration options. However, with frequent use, it becomes easy and one can implement integrations.” Source

Verdict: Qualtrics is widely praised for its survey creation capabilities — intuitive design, flexible logic and a wide range of visualizations make it a strong choice for capturing voice of customer data. The charts are polished and easy to interpret. However, while it’s powerful as a standalone tool, integrations can be complex and some users find the API restrictive. It works best when used as the central platform, not as one part of a broader tooling mix.

PG Forsta

PG Forsta’s VoC brings together feedback from every channel and device into a single system. It supports both self-service and managed models, with tools to visualize the customer journey, highlight problem areas and route insights to the right teams. With flexible workflows, built-in automation, and sharp analytics, it helps brands respond faster, align teams and cut down on data sprawl without cutting corners.

Top features

• Integrated feedback architecture that unifies VoC and traditional research data to deliver a complete, connected view of customer behavior and sentiment.
• Omnichannel survey and interview tools with multilingual support, device flexibility, scheduling and integrated access to sample audiences for any research type.
• Customizable dashboards that let you sort, filter and display data by product, region or business line, with built-in tools for reports and infographics.

Customer testimonials

What works best

“Whilst the product is excellent, I think the part of Forsta that sticks out for me is the support. From onboarding teams, account managers and their support desk. Any question or request gets answered super quick.” Source

What could be better

“It would be nice to have a bit more versatility in creating reports based from within the portal.” Source

Verdict: PG Forsta stands out for its flexibility and responsive support. Even with short lead times, teams often get quick, helpful updates from their representatives. It’s a solid fit for organizations that need tailored solutions and hands-on service. That said, the platform isn’t the most intuitive — some data views can feel clunky and navigating them may require some technical know-how. But once it’s set up, the functionality holds up well, especially for teams that know what they’re looking for.

Concentrix

ConcentrixCX offers a solution built to capture feedback across the full customer journey. It brings together generative AI and real-time feedback tools to help businesses move beyond data collection and into action. The platform centralizes customer experiences and lets teams manage the process from survey design to response routing in one place. Concentrix also emphasizes co-creation, working closely with clients to design, build and run programs that scale with changing CX needs.

Top features

• Omnichannel feedback capture across email, SMS, IoT devices, IVR and more, with branded surveys designed to boost response rates.
• Real-time digital and contact center signal analysis using AI to process interactions from websites, apps, calls, emails and employee notes.
• Seamless system integration through an extensive library of connectors and APIs, enabling smooth data flow across platforms.

Customer testimonials

What works best

“With ConcentrixCX, I was able to gather feedback coming from different sources like surveys and social media. Due to its comprehensive nature, this approach offers insights the customer sentiment and their level of satisfaction.” Source

What could be better

“Their data portal may not be the slickest, but they're continuing to add features and we can get everything we need in real time.” Source

Verdict: Concentrix earns high marks for its account support. Users often describe the onboarding and guidance as proactive and hands-on. The platform itself is strong on insight generation and program design, but there are limitations when it comes to backend data handling. Some tasks still require manual effort, especially around data extraction and formatting. For teams that value strategic partnership over full automation, it’s a dependable option with room to grow on the operational side.

Verint

Verint helps CX teams collect feedback across web, mobile, physical locations and internal systems in real time. As part of the Verint Platform, it supports closed-loop feedback, CX automation and cross-functional collaboration — helping brands reduce the engagement capacity gap and act at scale without stretching resources.

Top features

• A survey management system that supports in-house or managed survey creation, omnichannel delivery and real-time feedback triggers.
• Advanced data visualization tools that combine text, speech, survey and inferred data into unified, interactive dashboards for enterprise-wide CX and EX insights.

Customer testimonials

What works best

“Verint's Voice of the Customer platform is the proverbial swiss army knife of VOC tooling, but usually at the fraction of the cost of other so-called Cadillac services. Whether it's a simple, embedded pulse survey on your website, a multi-faceted exit survey at a live event or a deeply involved and rich user study, Verint's platform enables you to achieve most any task you might have. You don't have to go it alone, though, either. Verint's customer success team brings decades of survey and research experience to the table. They're truly invested in your success.” Source

What could be better

“The interface can sometimes be a bit confusing but with the help of support and other online tools, we can usually figure things out pretty quickly.” Source

Verdict: Verint’s VoC platform is appreciated for its ease of use, especially when it comes to data access, exports and day-to-day administration. Customizations are aplenty. The interface is also noted to be intuitive for most teams. However, users note that customer support can be slow and some documentation or guidance tends to be dense, making it harder to get quick answers without follow-up.

Alchemer

Alchemer focuses on targeted feedback collection with flexible survey logic, customizable workflows and real-time reporting. It enables teams to design VoC programs that integrate seamlessly into existing systems, feeding insights directly into CRM, customer support and marketing platforms.

Top features

• Automated workflows and smart triggers that route feedback to the right teams in real time for faster issue resolution.
• Granular permission controls that manage who can create surveys, edit workflows and access sensitive data based on security roles.

Customer testimonials

What works best

“Support is quite fast across all channels (chat, email, phone), and the setup to replicate survey IDs and personalize the survey forms (adding logos, colors, formats, etc.) is quite easy to use and user friendly.” Source

What could be better

“The UX of the tool can definitely be updated, as there are some things/features within the platform that are still quite old looking. This also applies to the data reports, as they could be more customizable.” Source

Verdict: Alchemer is often chosen for its cost-effective offering — it packs in solid VoC capabilities at a lower price point, which appeals to many teams. However, users have flagged issues with the interface, occasional data loss and limitations in advanced customization.

6 questions you need to ask to evaluate and select the right VOC tool

1. Can it handle both structured and unstructured feedback without friction?

Surveys are just one part of the picture. A good VoC platform should be able to process unstructured data too — think: reviews, call transcripts, chat logs, social mentions, emails. More importantly, it should make that feedback searchable, readable and usable. If you're still wrangling raw transcripts manually or jumping between tools to understand the full story, that’s a signal you’ll hit roadblocks as you scale.

2. Does it meet legal, ethical and regional compliance standards?

When you’re collecting public opinions at scale, especially across social, web and voice, you need to be clear about how that data is being captured and whether it's compliant with regional regulations. Look for platforms that have transparent data sourcing practices, honor user privacy rights and stay current with standards like GDPR, CCPA and HIPAA (if applicable). If it’s scraping data from somewhere, it shouldn’t or retaining personally identifiable information without safeguards — that’s a risk and a liability.

3. How well does it integrate into your feedback and operations stack?

You shouldn’t need to reinvent your internal workflows to use a VoC tool. Whether it’s routing issues to a support ticketing system, surfacing product bugs in a shared dashboard or triggering alerts in a CRM — the platform should work with what you already have. Native integrations, APIs and data connectors are what make the data actionable.

4. Can it separate noise from real signals in real time?

Collecting feedback is easy. Making sense of it, not so much. A strong VoC tool should help you cut through repetition, emotional filler or off-topic inputs — and show you patterns worth paying attention to. Look for tools that have proven natural language processing (NLP), sentiment detection and root cause analysis capabilities. Bonus if they offer custom models tuned to your industry or business type, because that saves time and lifts insight quality.

Did you know? Sprinklr AI is capable of triaging through millions of voices online to filter what’s relevant to your brand. It can sift through the noise to highlight engaging messages that need your team’s attention. And it does it dynamically and in real time.

Want to see Sprinklr AI in action? Shoot us a message!

5. Is the platform built to support closed-loop feedback at scale?

Capturing feedback is only half the cycle. Your VoC platform should help you close the loop, both internally and externally.

→ Can it trigger follow-ups?

→ Can it alert the right team when a detractor shows up?

→ Can it push insights back into the product roadmap or the frontline?

If the tool leaves you with a nice dashboard but no clear path to action, it’s not a system but a silo.

6. Is it usable across every team that touches the customer?

VoC data must move beyond CX dashboards. And your voice of the customer software should enable you to do that. Because essentially, this data is what powers product tweaks, marketing strategy, service recovery and even executive decisions. That means the tool you choose needs to work for teams with very different mindsets — from data-heavy analysts to frontline managers looking for quick wins.

→ Can users filter for what’s relevant to them?

→ Can product folks drill into feature-specific feedback without combing through support logs?

If only one team can make sense of the platform, the rest stay in the dark — and that defeats the point of shared insight.

Must-have features in the best voice of the customer software

Here’s what an integrated, enterprise-ready VoC tool must offer:

1. Omnichannel feedback collection: Ability to capture feedback from all touchpoints — surveys, live chat, call transcripts, emails, in-app prompts, websites, social media, review platforms and even IoT devices. Real VoC starts where the customer is, not just where it’s convenient to listen.

2. Unstructured data processing: Support for large volumes of open-text, audio and video feedback with natural language processing (NLP), speech-to-text and entity recognition. The platform should group feedback into meaningful categories without manual sorting.

3. Real-time alerts and feedback routing: Custom triggers and case management that automatically notify the right teams (like support, operations, legal, product) when urgent issues or patterns are detected. This is about closing the loop and doing it on time.

4. Role-based dashboards: Configurable interfaces that adapt to who’s using the platform, from frontline teams needing issue-level details to executives tracking brand-level metrics. Everyone sees what’s relevant, without getting buried in noise.

5. Integrated text and sentiment analysis: NLP and sentiment engines that break down themes, emotion, intent and impact — not just positive/negative scoring.

6. Pre-built and custom integrations: Support for plug-and-play connections with CRMs, BI tools, journey analytics and support systems — plus APIs to sync with internal tools. A VoC tool that lives in isolation will never scale.

7. Built-in compliance and governance: A VoC platform must ensure that every piece of feedback — whether from surveys, social media or third-party reviews — is captured, stored and used in a way that meets regulatory and ethical standards. Look for GDPR, CCPA, and HIPAA compliance, along with clear data sourcing practices and consent management.

8. Granular permission settings: Your teams should be able to control who can access what, down to the level of survey results, customer identifiers or integration logs. This protects privacy, reduces internal risk and keeps your program audit-ready at scale.

6 steps to prepare for a successful voice of the customer solution implementation

To implement a VoC solution successfully, you need to build such internal conditions that let feedback turn into action. The more prepared your teams are, the faster your VoC program moves from insight to impact. Here’s how to lay the groundwork:

1. Establish committed executive sponsorship

A successful VoC rollout starts with leadership that does more than greenlight the project. You need executives who are actively involved, who reinforce the value of listening, back resource allocation and hold teams accountable for action.

Without this, feedback remains a CX team initiative rather than a company-wide lever for change.

2. Define your VoC purpose and connect it to business outcomes

A clear VoC strategy starts with a clear intent. Whether the goal is reducing service friction, strengthening brand perception, accelerating product decisions or improving conversion experiences, it needs to be documented, agreed upon and mapped to how the organization operates today.

This gives every function a reason to engage and a direction to follow.

3. Map data sources and define how insights will flow to teams

Feedback often enters from multiple points — survey tools, social platforms, contact centers, app reviews, chat logs. Before implementation, map out these sources and determine how data will be consolidated, cleaned and routed to relevant teams.

Define which tools will handle what, and how different feedback formats will be tagged, grouped and turned into usable insight. This step helps prevent data sprawl and ensures the right people see the right signals in time.

4. Roll out in phases to validate what works before scaling

VoC programs are complex. And trying to implement everything at once usually leads to stalled momentum.

Start with a focused use case: a specific channel, customer journey stage or team. Use this phase to test workflows, refine governance rules and identify operational friction.

A strong first implementation creates clarity, builds trust internally and becomes a model you can replicate across other functions.

5. Build internal enablement with team-specific training and tools

Different teams interpret and act on feedback differently. Success depends on preparing each group, from analysts to support staff to product leads, with tailored training, documentation and usage guidelines. Give people clarity on what the data means for their role, how to use the dashboards or tools provided and what decisions they’re expected to make using that input.

6. Set up governance early to maintain data quality and accountability

As feedback starts flowing in, you’ll need rules in place to manage access, control quality and align teams.

→ Define who can create surveys, edit taxonomies, update sentiment models or approve workflows.

→ Outline how personally identifiable data is handled and who owns reporting across regions or business units.

Strong governance ensures feedback doesn’t become fragmented or misused as the program grows.

Read More: 6 Voice of the Customer Strategies To Turn Feedback into Action

If your VoC tool can’t drive action, it’s just storage

Customer feedback is everywhere. It’s tucked into tickets, dropped in reviews, buried in call logs and threaded through every click and scroll. Most teams are already sitting on the signal. The hard part is pulling it together, making sense of it and doing something with it before the moment passes.

That’s the job of a real VoC platform. Stitching these opinions them into a clear direction.

Sprinklr brings that clarity. One platform. 30+ channels. AI that understands your world — not just the words. Built to help teams hear better, see sooner, and act before the damage spreads.

Feedback alone changes nothing. Response does.