8 Best Voice of Customer (VoC) Tools To Enhance CX in 2024

"It's all about listening to the customer and figuring out what they need. You can't just say, 'What do we want to sell?' You have to listen."

But how?

A question that we frequently get from customer experience leaders is how can they get a consolidated view and more analytical insights from the voice of the customers, especially when managing feedback across multiple locations and a large customer base.  

And our answer is always the same- implementing a powerful voice of customer software like Zonka Feedback. 

VoC software has the capability to listen to the voice of the customer across every touchpoint in the journey and yet offer a unified view of what the customer is feeling and why. 

If you are also looking to set up a system to listen to every voice of your customer and integrate its insights to improve customer experience, check out our top picks of VoC tools.  

TL;DR

• Voice of Customer tools are software that helps businesses capture and analyze customer feedback from various channels, enabling enterprises to enhance customer satisfaction, drive loyalty, make informed decisions, and achieve higher profitability through actionable insights.
• Our list of top VoC tools includes names like Zonka Feedback, AskNicely, Qualtrics, InMoment, Medallia, CustomerGauge, and more.
•  We have curated this list based on different parameters like their enterprise-level offerings, pros and cons, and the key features that they offer as a VoC tool. 
• At Zonka Feedback, we’ve helped enterprises spanning several countries proactively listen to the voice of their customer with our CX and feedback management software. Schedule a demo with our product experts to get a walkthrough of how our VoC tool can help you or sign up for a free 7-day trial.

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What are Voice of Customer Tools?

Voice of Customer (VoC) tools are powerful resources that enable enterprises to capture and analyze customer feedback from diverse demographics and geographical areas to enhance their overall customer experience. These tools allow companies to engage with customers across various online channels like email, SMS, websites, and mobile apps, as well as offline touchpoints such as kiosk booths and tablets.

Enterprises can leverage different VoC methodologies to effectively listen to their customers, including:

• Surveys, customer feedback forms, and questionnaires
• Customer reviews and ratings
• Text and sentiment analysis
• Net Promoter Score
• Social media monitoring 
• Customer journey mapping
• Email surveys and feedback requests
• In-app feedback and ratings

At Zonka Feedback, we have multiple survey templates that can help you get started with listening to the voice of your customer based on a specific use case, industry, or customer engagement metric you want to measure. 

To get started, you can view and customize this voice of customer survey template. 

Why Use Voice of Customer Software?

In an increasingly competitive market, enterprises must go beyond merely providing products or services; they need to deliver exceptional customer experiences.

Using Voice of Customer (VoC) software offers unique and transformative benefits in measuring and enhancing their CX.

Businesses that actively listen to and act on customer feedback can experience substantial benefits, such as increased customer loyalty, positive brand reputation, and revenue growth.

A prime example is Starbucks.

The company implemented the "My Starbucks Idea" platform, allowing customers to share suggestions and feedback. Many of these customer-driven ideas, like free Wi-Fi and mobile payment options, were implemented, contributing to Starbucks' growth and customer satisfaction.

Here’s how VoC software specifically contributes to these advantages:

• Create a Predictive Customer Experience Strategy: Advanced analytics and machine learning in VoC software predict future customer behaviors, enabling proactive design of customer experiences to anticipate needs and address issues before they arise, ensuring a seamless journey.
• Get a Unified and In-Depth View of Customer Insights: VoC tools provide a comprehensive, unified view of customer feedback, consolidating data from various touchpoints into a single platform, and turning fragmented feedback into strategic assets. 
• Reduce Churn & Improve Retention: Acting on customer feedback promptly boosts satisfaction and loyalty, reducing churn rates and improving retention, as customers feel valued and heard. Businesses using voice of the customer tools show significant improvements in these areas.
• Real-time Alerts & Reports for Continuous Improvement: VoC software enables continuous improvement through real-time analytics and alerts, helping enterprises address issues early, mitigate risks, and maintain customer satisfaction and loyalty. Detailed insights into customer needs drive customer-centric innovation for successful product development.
• Data-Driven Approach for Informed Decision Making: VoC tools enable data-driven decisions by analyzing customer feedback, ensuring strategies align with customer desires and market demands.
• Closing the Feedback Loop for Customer Delight: Voice of the customer software ensures customer feedback is collected, acted upon, and communicated back to customers, enhancing satisfaction, loyalty, and driving positive referrals, thus, closing the feedback loop.

Top Voice of Customer Software 

Voice of Customer survey tools are specialized survey software platforms designed to collect feedback directly from customers regarding their experiences with a product, service, or brand. These customer tools enable businesses to gather structured feedback through targeted surveys and questionnaires.

Here are some popular VoC survey tools:

1. Zonka Feedback: Lowest-priced Enterprise Voice of Customer Software

Zonka Feedback is an AI-driven Voice of Customer software designed to elevate customer experience management across various industries and organizational sizes. It is a comprehensive VoC tool platform that enables businesses to collect customer feedback at various touchpoints and empowers teams to listen to the customers' voices. 

The platform excels in collecting, analyzing, and acting upon customer feedback through multiple channels, including web, in-product, email, SMS, and offline methods.

With the launch of Zonka Feedback 3.0, the software integrates advanced AI capabilities, delivering unprecedented insights into customer emotions and enabling intelligent CX workflows and automation. This robust system transforms feedback into actionable insights, driving impactful enhancements and setting organizations apart from their competitors.

The tool offers intelligent automation powered by AI to automate the overall customer experience process and deliver smoother experiences at every touchpoint of the customer journey.

Companies like PSIPL, Damas, and Simpl have leveraged Zonka Feedback to unlock the full potential of their VoC programs, illustrating the software's efficacy in improving customer satisfaction and loyalty.

Key Features

• AI Survey Creator: Easy-to-use, no-code, AI-powered survey builder + more than 100 survey templates.
• Multi-Channel Feedback Collection: Listen to the voice of the customer through diverse channels, such as website, in-app, email, SMS, QR codes, links, offline, and kiosks.
• CX Metrics and Sentiment Analysis: Track key metrics like CSAT, NPS, and CES, alongside AI-driven sentiment analysis to understand customer emotions and intentions.
• No-Code Mobile Form Platform: Create offline and field surveys with real-time data sync without needing any coding skills.
• Intelligent Workflows: Automate feedback collection, set up real-time alerts, notifications, and auto-responders.
• Unified Response Inbox: Manage feedback through a comprehensive inbox and collaborative action center.
• Advanced Voice of Customer Analytics: Access in-depth survey insights, data trends, page and content reports, and location-based analysis.
• Secure Access Control: Utilize Single Sign-On (SSO) and detailed roles and permissions management.
• Seamless Integrations: Sync data with customer relationship management tools, helpdesk, marketing tools, webhooks, APIs, and more with one-touch integration.
• Feedback Loop Closure: Effectively close the feedback loop via feedback routing, automatic follow-ups, etc., to improve CX.
• G2 Rating: 4.7

2. AskNicely: NPS Focused Voice of Customer Software

AskNicely is a dynamic Voice of Customer software designed to elevate CX by leveraging real-time feedback. This platform specializes in capturing customer sentiments through Net Promoter Score (NPS) surveys, helping businesses understand and enhance their customer relationships.

Featuring a 'leaderboard,' it provides insights into customer interactions and team performance. This helps in assessing employee engagement performance in delivering memorable customer experiences. The tool's insights can be used to coach the frontline team for improved customer service interactions and customer effort score.

Key Features

• Streamlined CX Data Collection: Gather customer experience data effortlessly across all channels.
• Multi-Channel Feedback Collection: Capture feedback through email, SMS, web/mobile embedded surveys, and in-store kiosks.
• Real-Time Dashboards: Access centralized dashboards with real-time trends and insights.
• Performance Tracking: Track location and team performance to maintain consistent service quality.
• Enhanced Customer Insights: Gain deep insights into customer emotions, intent, and behavior.
• Sentiment & Text Analysis: Analyze feedback text to understand customer sentiment.
• Data Segmentation: Segment feedback data for targeted analysis and insights.
• Scorecard Tracking: Create and monitor scorecards for frontline teams to improve performance
• G2 Rating: 4.7 

3. InMoment: VoC Tool With Experience Management

InMoment, an enterprise survey software, provides a sophisticated blend of advanced analytics and intuitive usability, making it an indispensable asset for organizations looking for experience improvement.

Excelling as a Voice of Customer (VoC) software, InMoment captures and analyzes feedback from surveys, social media, and direct interactions. This customer experience software platform offers real-time data processing, sentiment analysis, and AI-driven recommendations, enabling swift trend identification and proactive customer issue resolution. By leveraging InMoment, businesses can foster stronger customer relationships and achieve consistent service excellence.

Key Features

• Unified Data Collection: Listen to customers across channels like email, SMS, social media, web, mobile apps, and in-store and get unified data into one platform.
• Real-Time Text and Speech Analytics: Use AI to analyze text and voice feedback, capturing nuanced customer emotions and sentiments.
• Predictive Analytics: Use machine learning to predict customer behaviors and outcomes from feedback data.
• Experience Improvement Score (EIS): This VoC software also tracks the effectiveness of CX initiatives with a proprietary improvement score.
• Journey Mapping and Touchpoint Analysis: Visualize and analyze the entire customer journey to identify key touchpoints and issues.
• Role-Based Dashboards: Provide customized insights and analytics tailored to different roles within the organization.
• G2 Rating: 4.9 

4. Medallia: VoC Software for Innovative Voice of Customer Program

Medallia is an enterprise feedback management solution with speech analytics that collects customer sentiments at scale from diverse channels including email, website, SMS, and phone. This voice of customer tool engages with customers through both solicited and unsolicited feedback, using advanced text analytics to derive insights in real-time.

Medallia's innovative Voice of the Customer (VoC) program is designed to bring the voice of every customer into your organization.  It achieves this by generating feedback, transforming that feedback into actionable insights, and making these insights accessible to everyone—from the C-suite to the frontline. This enables immediate action and continuous improvement in customer experience. By making customer feedback accessible and actionable, Medallia helps organizations enhance customer satisfaction, loyalty, and overall performance.

Key Features

• Experience Signals Capture: Listen to customer voices wherever they matter, including direct and indirect feedback sources like chat logs, social reviews, operational data such as CRM, HRIS, POS, ERP data, and digital behavior observations.
• Personalized Surveys: Customizable surveys, questions, designs, translations, and distribution through multiple channels like email, SMS, and social media.
• Action-oriented analytics: AI and machine learning-powered approach that prioritizes actions and anticipates behaviors on a large scale
• Evolving Experience Programs: Create VoC programs with self-serving capabilities that deliver role-based reports and alerts, release management controls, and more. 
• Athena AI Integration: Utilizes unsupervised learning to enhance human workflows and augment decision-making processes.
• Unified Cross-Channel Data: Organizes data from social, operational, and direct feedback into one platform with robust APIs and integrations for accessible insights.
• G2 Rating: 4.5 

Medallia can be too complex for many smaller businesses. If you are looking for a simpler tool to capture the voice of the customer you are targeting, check out our list of top Medallia alternatives. 

5. SurveyMonkey: VoC Tool to Amplify Customer Voice

SurveyMonkey's Voice of Customer (VoC) solution is designed to help businesses capture, understand, and act on customer feedback. This voice of customer software enables organizations to collect customer feedback, identify key areas for improvement, and enhance overall satisfaction. The platform supports real-time feedback collection and provides actionable data to improve customer experience and drive business growth.

Beyond customer feedback, it serves as a robust market research tool, supporting a wide range of surveys including market research surveys and event surveys. Its user-friendly interface and powerful analytics capabilities make SurveyMonkey an invaluable tool for capturing and understanding the voice of the customer, driving improvements in customer experience and satisfaction.

Key Features

• Customizable Survey Templates: SurveyMonkey offers a wide range of pre-built templates that can be tailored to specific needs, allowing for quick survey creation.
• Multi-Channel Feedback Collection: The platform supports feedback collection via web, email, and mobile, ensuring you can reach your audience wherever they are.
• Real-Time Response Collection and Notifications: Receive instant notifications and monitor responses as they come in, enabling swift action on customer feedback.
• CRM Integration: Seamlessly integrates with popular CRM systems, enabling a holistic view of customer interactions and more effective follow-up actions.
• Automated Follow-Ups: Automate follow-up emails based on survey responses to maintain engagement and address customer concerns promptly.
• Mobile-Optimized Surveys: Ensures that surveys are easy to complete on any device, improving response rates.
• Multi-Language Support: Reach a global audience with surveys available in multiple languages.
• Data Security and Compliance: Complies with major privacy regulations, ensuring that customer data is handled securely.
• Rating: 4.4 

Finding SurveyMonkey's free plan too limiting? Check out SurveyMonkey alternatives with greater offerings to use as your voice of customer tool.  

6. Qualtrics

Qualtrics is a powerful voice of customer software that prioritizes understanding customer expectations, needs, and product improvement through natural language processing and provides transformational results. It facilitates survey distribution across various channels and offers insights into the voice of the customer, helping in identifying obstacles to delivering a great user experience.

The tool is designed to empower everyone within the team, from executives to frontiline workers, with key customer insights to make informed decisions. This VoC software also unlocks customer sentiments and emotions from operational and experience data. 

Key Features

• Collect Feedback at Every Touchpoint: Gather feedback from customers across all touchpoints, including in-store, online, mobile apps, and social media. 
• Predictive Intelligence Engine: Identify trends and patterns in customer feedback, enabling businesses to anticipate customer needs and proactively address potential issues.
• Role-Based Dashboards: Customizable, role-based dashboards that provide relevant insights to different teams within the organization, ensuring that actionable customer data reaches the right stakeholders.
• Pre-Configured Reports: The VoC tool provides pre-configured reports that simplify the analysis process, allowing businesses to quickly generate and share customer insights with minimal effort.
• Closed Feedback Loop: Address customer feedback promptly and effectively. This system tracks feedback, assigns tasks, and monitors resolutions to enhance satisfaction and loyalty.
• Text and Voice Analytics: Transcribe and analyze customer feedback from open-ended text responses and voice recordings, providing a comprehensive understanding of customer sentiments.
• G2 Rating: 4.4

7. Forsta: HX Platform to Analyze Customer Voice

Forsta, previously known as Confirmit, is a comprehensive voice of customer platform that integrates advanced experience and research technology to help organizations understand their customers better as individuals and drive cultural change.  It offers a 5-part VoC program that includes defining business needs, designing a VoC program that fits the needs, listening to the voice of customers, collecting feedback data through a multi-channel platform, and analyzing feedback to respond to customer queries and complaints. 

Forsta is designed to comprehend human intelligence, visualize the real impact of insights, and act swiftly to resolve customer issues. This makes Forsta an effective VoC tool for measuring various experiences, including customer experience, product experience, employee experience, local listings, and market experience.

Key Features

• Collects Survey Data: Gather customer data and feedback online, over the phone, via intercepts, web, and paper.
• Intuitive Dashboard Designs: Provides user-friendly and visually appealing dashboards for easy data interpretation.
• Case Resolution Management: Simplifies the management of case resolutions.
• Action Workflows: Streamlines permissions and automates processes to enhance efficiency.
• Text Analytics and Emotion Detection: Leverages advanced text analytics, emotion detection, and voice sentiment analysis to understand customer sentiments deeply.
• Data Storytelling: Utilizes infographics and industry benchmarks for effective data storytelling.
• Automated Feedback Routing: Ensures instant and automated routing of feedback to the relevant teams for timely action.
• G2 Rating: 4.2 

8. CustomerGauge: VoC Tool for CGP Brands

Unleash the power of your B2B value chain with CustomerGauge, the pioneering VoC platform designed specifically for CPG success.  Move beyond traditional methods and embrace a digital-first approach that captures customer feedback across multiple channels, including email, SMS, popups, call centers, and even WhatsApp. This always-on feedback loop delivers real-time customer insights, enabling you to identify opportunities and address concerns swiftly, fostering stronger customer relationships and driving growth.

Key Features

• Multi-Channel Feedback Collection: Capture feedback through various channels such as email, SMS, popups, call centers, and WhatsApp
• Automatic Customer Follow-Up Systems: Implement automated follow-up actions based on customer feedback, ensuring timely responses and enhancing customer satisfaction.
• Personalized Dashboards for Every Team: Provide each team with customized dashboards that display relevant data, making it easier to act on valuable insights and drive improvements.
• Internal & External CPG Benchmarking: Benchmark your performance against internal goals and industry standards, leveraging over 6 million global CPG benchmarks to identify areas for improvement.
• Real-Time Feedback and Analytics: Monitor feedback in real-time and access advanced analytics to uncover actionable insights quickly.
• 360-Degree Account Views: Gain a comprehensive view of your account base, identifying at-risk and high-value accounts to enhance retention and growth strategies.
• G2 Rating: 4.2 

Checklist for Selecting Your VoC Platform

Choosing the best Voice of Customer software for enterprises involves evaluating a wide range of features and capabilities that align with your business goals and customer engagement strategies. By considering unique points such as integration capabilities, scalability, advanced analytics, real-time feedback, sentiment analysis, and data security, you can select a VoC tool that empowers your organization to effectively listen to, analyze, and act on customer feedback, driving continuous improvement and customer satisfaction.

1. Strategic Alignment

Clearly define their strategic objectives for implementing VoC software. Are you aiming to enhance satisfaction, reduce churn, improve product offerings, or gain deeper insights into customer needs? Defining these goals will ensure the VoC tool aligns with your overall business strategy and delivers measurable results.

• Define Objectives: Clearly outline your business goals (e.g., improve customer satisfaction, reduce churn, enhance product offerings).
• Measure Impact: Ensure the platform can provide valuable insights that directly impact your strategic initiatives.

2. Integration Capabilities

Seamless integration with existing enterprise systems is crucial. Ensure the VoC software can integrate with your CRM, ERP, helpdesk, and marketing automation tools. Robust integration capabilities facilitate the flow of customer feedback into your existing workflows, enabling a unified view of customer interactions and more effective decision-making.

• CRM Integration: Check for seamless integration with your existing CRM systems.
• ERP and Helpdesk Integration: Ensure compatibility with your ERP and helpdesk solutions.
• Marketing Tools: Verify integration with your marketing automation tools.

3. Advanced Analytics and Reporting

Advanced analytics and reporting capabilities are essential for enterprises. Look for features such as AI-powered sentiment analysis, predictive analytics, and real-time reporting. These tools help you understand customer sentiments, identify trends, and make data-driven decisions that drive strategic initiatives.

• Sentiment Analysis: Look for AI-powered sentiment analysis tools to understand customer emotions.
• Predictive Analytics: Ensure the platform offers predictive analytics for forecasting customer behaviors.
• Real-Time Reporting: Verify real-time reporting capabilities to make timely decisions.

4. Multi-Channel Feedback Collection

Ensure the VoC software supports collecting feedback across the channels that your target audience frequents. Multi-channel feedback collection allows you to capture a comprehensive view of the customer experience across different interactions.

• Email Surveys: Confirm the ability to collect feedback via email.
• SMS Surveys: Ensure SMS feedback collection is supported.
• Web and Mobile Apps: Check for web and mobile app feedback collection options.
• Offline Touchpoints: Verify the ability to collect feedback through kiosks and in-store surveys.

5. Real-Time Feedback and Alerts

Real-time feedback collection and instant alerts are crucial for promptly addressing customer issues. Look for software that provides real-time notifications and alerts to relevant teams, enabling quick response times and enhancing satisfaction.

• Instant Notifications: Ensure the platform provides real-time alerts to relevant teams.
• Quick Response: Verify capabilities for quick response to customer issues.

6. Feedback Loop Closure

Effective VoC software should facilitate closing the feedback loop. This means not only collecting and analyzing feedback but also implementing changes and communicating those improvements back to customers. Tools that support automated follow-ups, task assignments, and tracking resolutions ensure that feedback is acted upon.

• Automated Follow-Ups: Look for automated follow-up features to engage customers post-feedback.
• Task Assignments: Ensure the platform can assign tasks based on feedback for resolution.
• Tracking Resolutions: Verify the ability to track and report on feedback resolution progress.

7. Data Security and Compliance

Data security and compliance with regulations such as GDPR, CCPA, and HIPAA are critical when handling customer feedback. Ensure the VoC software has robust security measures, including data encryption, access controls, and compliance certifications.

• Regulatory Compliance: Ensure compliance with GDPR, CCPA, HIPAA, and other relevant regulations.
• Data Encryption: Verify robust data encryption measures.
• Access Controls: Check for detailed access control and permission management.

8. Customer Support

Reliable customer support is vital, especially during the initial setup and as you scale your VoC program. Evaluate the vendor's support options, including availability, response times, and support channels (e.g., email, phone, chat). Robust customer support ensures you can quickly resolve any issues and make the most of the software's features.

• Availability: Check the availability of customer support (e.g., 24/7 support).
• Response Times: Ensure quick response times from the support team.
• Support Channels: Verify multiple support channels (e.g., email, phone, chat).

Listen to the Voice of Your Customers with Zonka Feedback

Depending on how far along you are in your VoC program, you can choose a VoC survey tool and make great strides. Voice of customer tools that offer your preferred distribution channels, easy integrations, and powerful analytics capabilities can significantly enhance your feedback program.

Zonka Feedback is an all-encompassing VoC platform that lets you listen to the voice of your customers at each touchpoint in the customer journey to paint a holistic picture.

The software is equipped with AI-powered features like Sentiment Analysis and Text Analysis that help to analyze your feedback data and bring out meaningful information. Its voice of customer analytics enables you to actually listen to the voice of customers and take appropriate actions at the right time to close the feedback and build amazing experiences for your customers.

It also offers a free trial. Sign up for a 14-day free trial or simply try out our free plan to explore this voice of customer survey tool. Our teams have created VoC programs for enterprises in various industries like retail, healthcare, restaurant, hospitality, e-commerce, and more, and have helped me measure and improve customer experiences and boost their overall business growth.

Schedule a demo and give us a chance to help you transform CX and boost your business growth.