Gartner has found out that listening to the voice of customers can increase upselling and cross-selling by 15-20%. At the same time, the report also discusses how the customer retention expenditure can be reduced by 25% as well.

These numbers are like the tip of an iceberg, not just any iceberg – the Titanic-destroying type.

It is widely known that catering to customer needs makes a business. So, if a business needs to do so, they need to actively listen to customers. And that’s where VoC tools come into play.

Since you are here, we presume you already understand the importance of listening to customers. And, of course, you are also in search of a VoC tool. Well, look no further…we have you covered.

Apart from listing the top voice of customer tools, we will be providing you with insights on how to choose a tool as well. If you want to read that, then use the following jump link, otherwise, read on.

Feature to look for in a VoC tool
How to choose the right VoC tool?

10 Best Voice of Customer (VoC) Tools

We have reviewed each tool of their features, pricing, and more, and have considered those tools that are VoC-focused and those that offer VoC tools. So, let’s begin.

1. SurveySparrow

Starting Price: $19 per month

G2 Rating: 4.4 (1900+ reviews)

homepage-of-surveysparrow-one-of-the-best-online-survey-tool

Free Version	Free Trial	Reputation Management	Feedback Collecting Channels
Yes	Yes	Yes	20+ channels, including WhatsApp

VoC tools are essentially those tools that help you understand vital information about your customers. So, if that’s the case, then SurveySparrow is undoubtedly one of the best voice-of-the-customer tools in the market.

Through their appealing and conversational surveys, you can engage with your customers and extract helpful feedback about how they feel about your brand.

NPS, CSAT, and CES Surveys

Launch NPS®, CSAT, and CES surveys to measure customer satisfaction and loyalty. You can clearly understand the challenges faced by the customers, their expectations, opinions, and more.

Omnichannel Distribution

Reach out to customers through their preferred channels, further satisfying their expectations. The tool supports more than 10 channels to share your survey including WhatsApp and Offline.

Reputation Management

Keep your reviews in check across various platforms from one place. SurveySparrow's reputation management feature consolidates customer reviews from all review platforms. This way you track and manage customer feedback at one place.

Notable Features of SurveySparrow

AI surveys help you create brand new surveys from scratch in seconds.
Advanced AI-powdered text analytics feature helps you understand the exact emotions behind feedback and more.
Compliant with international and national privacy laws and offers enterprise-grade security.
The reporting and analysis is in real-time. Easy integration with 3rd-party tools like CRM, email marketing tools, etc., for a streamlined workflow.
Collect feedback at specific touchpoints, giving a complete view of the customer journey.

The tool offers multiple pricing options for its customers. The starting price is at $19 per month when billed annually. For more details, you can visit the pricing page.

If you are interested in testing the tool’s effectiveness, you can always try out the free forever plan of the tool.

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2. Medallia

Starting Price: Available upon contact

G2 Rating: 4.4 (144 reviews)

Free Version	Free Trial	Reputation Management	Feedback Collecting Channels
No	No	No	Web, email, social media, review platforms, and in-app

Though Medallia crowns itself to be an experience management platform, it’s a worthy VoC tool. The reason for this is that it provides a complete toolset to capture and analyze customer responses. You can gather insights from the web, email, social media, and more.

Its advanced features allow for in-depth voice of customer analysis and allow you to share these insights across teams.

Notable Features of Medallia

Comprehensive customer feedback capturing. Enterprise-grade security measures to safeguard collected data.
Analysis of customer data through AI to identify trends and customer sentiments.
Real-time processing of customer feedback for timely insights.

3. Qualtrics XM

Starting Price: Available upon contact

G2 Rating: 4.4 (533 reviews)

homepage of the tool qualtrics XM — Source: Qualtrics

Free Version	Free Trial	Reputation Management	Feedback Collecting Channels
No	No	No	25+ channels

Qualtrics XM is yet another experience management platform in this list. But by providing features like real-time conversation analytics and online survey tools, it’s another VoC tool to consider.

Businesses looking to automate actions and want indispensable insights should definitely try Qualtrics.

Notable Features of Qualtrics XM

Acts as a single hub for all VoC campaigns, simplifying management and analysis.
The automation can be implemented based on customer feedback to enhance customer experience.
Easily integrates with 3rd-party tools such as Slack and HubSpot for streamlined workflows.

4. InMoment

Starting Price: Available upon contact

G2 Rating: 4.7 (366 reviews)

homepage of inmoment software — Source: InMoment

Free Version	Free Trial	Reputation Management	Feedback Collecting Channels
No	No	No	Web, email, social media, and review platforms

InMoment is a platform designed to help businesses optimize their customer experience. Though this is the case, the tool’s Experience Hub makes for a good VoC tool. The tool not only collects data but also applies predictive analytics and AI to offer actionable insights.

It allows you to collect and connect feedback data from everywhere. This includes all touchpoints and channels and uses the data to provide a holistic view of the customer journey.

Notable Features of InMoment

Their Active Listening™ conversational bot uses real-time text analytics and generative AI to listen and respond to customer feedback.
Its NLP engine, coupled with AI, makes sense of all the customer data and provides actionable insights.
The tool can predict and anticipate your customer’s next move and intentions.
Its XI platform enables companies to enhance customer experience by aligning customer and market needs with business goals.

5. NICE

Starting Price: $94 per month (for VoC)

G2 Rating: 4.3 (1500+ reviews)

Homepage on the survey software - NICE — Source: NICE

Free Version	Free Trial	Reputation Management	Feedback Collecting Channels
No	No	No	12 + channels, including web and app

As a co-developer of the Net Promoter Score (NPS®), NICE Satmetrix is a powerhouse among the voice of customer tools. It excels in omnichannel feedback collection and advanced analytics. This VoC survey software easily manages all types of data, giving businesses everything they need to deeply understand customer feedback.

Notable Features of NICE

The tool supports real-time capturing of customer feedback across multiple channels.
It uses advanced analytics to interpret both text and audio feedback.
You can collect feedback based on specific touchpoints.
The dashboards are intuitive and can be used to monitor feedback and analytics in real-time.

6. AskNicely

Starting Price: Available upon request

G2 Rating: 4.7 (900+ reviews)

homepage of the software - asknicely — Source: Asknicely

Free Version	Free Trial	Reputation Management	Feedback Collecting Channels
No	No	No	Website and app

AskNicely markets itself as a top voice of customer tool. And to an extent, it is a good one. It does provide real-time customer feedback collection and personalized service improvement. However, its compatibility with over 50 platforms makes it a highly integrable voice of the customer software.

Notable Features of AskNicely

The surveys are customizable and can be shared across multiple channels.
It has in-built responses that help with prompt and timely responses to customer feedback.
Supports NPS®, CSAT, and CES surveys to gauge customer perception of your brand.

7. SentiSum

Starting Price: $3000 per month

G2 Rating: 4.8 (10+ reviews)

Free Version	Free Trial	Reputation Management	Feedback Collecting Channels
No	No	No	Emails, chats, phone calls, surveys, and reviews

SentiSum’s focus is on helping the customer support teams of every business. In a way, they are closer to the voice of customers (pun intended). Their software’s aim is to understand the reasons why customers are contacting the support.

So, by providing detailed insights into customer service conversations and customer sentiments, it identifies the areas that need improvement. This voice of customer software is particularly effective for teams looking to elevate their CX.

Notable Features of SentiSum

Its omnichannel feedback analysis feature can integrate feedback from multiple sources. These include but are not limited to surveys, social media, and reviews.
It uses ML and NLP to analyze customer feedback, determine customer sentiment, and identify key themes.
Like most Voc tools we discussed here, SentiSum also offers real-time monitoring and analytics. This way, you can respond to customer concerns faster and improve customer support.
The tool automates the creation of support tickets from social media comments and other feedback. Thereby, it helps streamline the process of addressing customer inquiries and issues.
It offers strong integrations with tools like Zendesk, Intercom, Dixa, Freshdesk, and Gorgias.

8. Mopinion

Starting Price: € 259 per month

G2 Rating: 4.1 (20+ reviews)

homepage of the voc tool - mopinion — Source: Mopinion

Free Version	Free Trial	Reputation Management	Feedback Collecting Channels
No	No	No	Only web, app, and email

Mopinion is yet another tool that can help you collect analyze customer feedback from various channels. The tool is particularly effective for enhancing customer experience management.

It offers an agile feedback solution to understand the why behind customer behavior. This platform excels in helping digital teams understand and act on customer feedback. It's intuitive user interface further make the tool attractive.

Notable Features of Mopinion

Its conversational feedback option presents feedback request in a chat-like format.. Therefore, you can expect better engagement.
The tool also offer real-time feedback collection allowing you to respond promptly to customer issues.
It offers flexibility in designing feedback forms to suit specific needs.
The tool provides clear, actionable insights for improving digital customer experiences.
Its integration capabilities with tools like Jira, Slack, and GA4 allows for a unified feedback collection and analysis approach.

9. Forsta HX

Starting Price: Available upon contact

G2 Rating: 4.2 (300+ reviews)

homepage of the software - forsta — Source: Forsta

Free Version	Free Trial	Reputation Management	Feedback Collecting Channels
No	No	No	Only web, app, and email

In 2022, Confirmit, FocusVision, and Dapresy merged, marking the inception of Forsta. Forsta is actually an online survey tool, much like SurveySparrow. But its Human Experience (HX) is considered one of the most powerful VoC tools available.

It combines the capabilities of advanced survey design and deployment, rich analytics, and more to understand and enhance customer interactions across multiple touchpoints.

Notable Features of Forsta

The surveys are engaging and very easy to create and launch.
The dashboard houses dynamic visualization options to provide a clear idea behind data.
It seamlessly integrates with 3rd-party tools like Adobe Experience Cloud and Contentsquare to enrich customer data.
It allows for feedback collection from across multiple touchpoints for a complete view.

10. Verint XM

Starting Price: Available upon contact

G2 Rating: 4.3 (300+ reviews)

homepage of the voc tool - verint — Source: Verint

Free Version	Free Trial	Reputation Management	Feedback Collecting Channels
No	No	No	Telephone, email, web, SMS, and mobile

Verint XM - formerly known as ForeSee - is an enterprise experience management software. It offers a set of features to help you effectively collect and analyze the voice of customers.

One of the key features that helps with this is the comprehensive feedback collection. It captures both direct and indirect feedback from various channels. This allows you to gather a complete view of customer sentiments and experience across touchpoints.

Notable Features of Verint XM

The tool uses advanced analytics to process and interpret customer feedback, deriving actionable insights.
It provides real-time insights into customer feedback. This way you can identify and address issues as they rise.
Its geo-location feature can analyze customer feedback specific to physical store locations. Therefore, you can get insights into in-person customer experience.
The platform also includes automated actions based on customer feedback such as trigger alerts.
It consolidates customer feedback from various sources, providing a unified view of customer insights.

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Voice of Customer Tools - Features To Look For

Voice of customer program includes a meticulous approach to listen, gather, analyze, and act upon customer feedback and customer engagement. Voice of customer tools are efficient operators which help a business to station a VoC program.

Here are some must-have features you must look for in the voice of the customer tool you opt for.

Feature 1 - Build Engaging Surveys

Choosing a voice of customer tool that offers a sleek interface must be at the top of your priority list. Instead of bombarding your audience with a bunch of irrelevant and unnecessarily long questions, build engaging & smart surveys that offer a refreshing experience.

Here's a VoC survey created with SurveySparrow.

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Make sure that you choose a tool that offers diverse question types, and intelligent logic branching to ask what’s relevant. Employ surveys that are visually-appealing & containing crisp questions to get precise responses.

Feature 2 - Survey Share Options

10+ survey sharing options in surveysparrow

Ensure that the voice of customer surveys you draft reaches every single one of your target customers. This helps to increase the survey completion rates. In order to achieve this, pick out a voice of customer tool that offers multiple channels to share surveys like WhatsApp, email surveys, web links, social media, and SMS to name a few.

When there are more channels, customers have the liberty to pick one of their choices to give feedback.

Feature 3 - Multi-device Capability

If you opt for a voice of customer tool that requires the customers to hop on to their desktop, then you can expect some disappointing numbers for response rates.

Multi-device capability to view surveys across different devices

Multi-device capability is a must-have feature of any tool, be it any domain. In this manner, your customers can take the survey using any device-smartphone, tablet or desktop, and still get a great experience. Don’t miss out on a single customer, each review counts.

Feature 4 - Recurring Surveys

Voice of customer process isn’t a one-time deal; it has to be implemented consistently. Thus a crucial part of the program involves sending the voice of customer surveys to customers to collect feedback from them.

However, doing this process over and over again makes absolutely no sense. Look out for a voice of customer tool that offers the feature to send automated pulse surveys; this saves your time, efforts, and resources.

Feature 5 - Audience Management

Using the voice of customer data, you can find out the section of your customers who are happy, unhappy, and neither of the two.

With the audience management feature, you can segment your audience into various categories based on requirements. You can segment the audience, for example, based on their NPS score as promoters, passives, and detractors and set up follow-up and engagement strategies for each of them.

Feature 6 - Uncover Rich Insights

Needless to say, implementing a VoC program helps you to gain new perspectives on what your customers expect from the product and services you offer.

the functions of surveysparrow's text analytics software - cognivue

For this, you need a voice of customer tool that drills down on the data collected to provide rich insights, discover blind spots and uncover aspects that may have been overlooked before. When you know what your customers need and expect, you can improve and make your product the best one out there.

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How to Choose the Right VoC Tool?

It’s possible that you might have heard this question more often, and for good reason. Choosing the right VoC tool is crucial if you want to meet your business goals. So, to ensure you select the most suitable VoC tool for your organization, consider the following insights.

1. Define Your Objectives:

This is a common thing that comes before exploring any tools. Clearly defining what you hope to achieve will narrow down the list.

Are you looking to improve customer satisfaction, reduce churn, increase loyalty, or gather insights for product development? Your objectives will guide your choice of tool.

2. Consider Integration Capabilities:

A VoC tool should seamlessly integrate with your existing tech stack, including CRM systems, analytics platforms, and other marketing tools. This integration ensures you can easily combine and analyze data across systems.

3. Evaluate Data Collection Methods:

Different tools offer various data collection methods. This can be anything from surveys and social listening to review analysis. Consider which methods are most relevant to your customer interaction points.

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4. Analyze Analytics and Reporting Features:

The ability to analyze and make sense of the collected data is crucial. Look for tools that offer actionable insights, real-time analytics, and customizable reporting.

5. Assess Scalability:

Choose a tool that can grow with your business. Consider the tool’s ability to handle increased volumes of feedback and additional features or integrations you may need in the future.

In other words, as your business grows, the tool should cater to changing needs.

6. Understand Pricing and ROI:

Evaluate the cost against the expected return on investment. Consider not just the initial cost but also any additional fees for integrations, additional surveys, or data analysis features.

11 Questions to Ask When Choosing a VoC Tool

Here are some questions you should ask when connecting with the team of a voice of customer tool. The answers for each tool will provide insights into how effective the tool is.

How does the tool collect and integrate customer feedback from all touchpoints?
Can the tool easily integrate with our existing technology stack?
What kind of analytics and insights does the tool provide? Are they actionable?
Is the tool user-friendly for both our team and our customers?
How does the tool manage and protect customer data?
Is it compliant with data protection regulations like GDPR?
Can the tool scale up as our business grows in size and complexity?
What is the total cost of ownership, including setup, subscription, and any additional features?
Is there a trial period or demo available to evaluate the tool before making a commitment?
What kind of customer support and training does the provider offer?
Are there any success stories or case studies from businesses similar to ours using the tool?

You don’t necessarily need to follow this order. But asking all these questions definitely will help you understand more about the tool and ultimately select one.

Here is the contact link of SurveySparrow’s team. You can start by connecting with them.

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Top 10 Voice of Customer (VoC) Tools to Look for in 2025