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Top 9 VoC Tools to Look for in 2024

Kate Williams

Last Updated:  

8 March 2024

8 min read

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.

9 Best Voice of Customer (VoC) Tools in 2024

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)


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 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.

Notable Features of SurveySparrow

  • The reputation management feature consolidates customer reviews from all review platforms. This way, you can track and manage customer feedback in one place.
  • Understand customer pulse with NPS®, CSAT, and CES surveys.
  • 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.
Free VersionFree TrialReputation ManagementFeedback Collecting Channels
YesYesYes20+ channels, including WhatsApp

2. Medallia

Starting Price: Available upon contact

G2 Rating: 4.4 (144 reviews)

homepage of medallia
Source: Medallia

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.
Free VersionFree TrialReputation ManagementFeedback Collecting Channels
NoNoNoWeb, email, social media, review platforms, and in-app

3. Qualtrics XM

Starting Price: Available upon contact

G2 Rating: 4.4 (533 reviews)

homepage of the tool qualtrics XM
Source: Qualtrics

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 for streamlined workflows.
Free VersionFree TrialReputation ManagementFeedback Collecting Channels
NoNoNo25+ channels

4. InMoment

Starting Price: Available upon contact

G2 Rating: 4.7 (366 reviews)

homepage of inmoment software
Source: InMoment

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. Therefore making it one of the best voice of customer tools.

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.
Free VersionFree TrialReputation ManagementFeedback Collecting Channels
NoNoNoWeb, email, social media, and review platforms


Starting Price: $94 per month (for VoC)

G2 Rating: 4.3 (1500+ reviews)

Homepage on the survey software - NICE
Source: NICE

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.
Free VersionFree TrialReputation ManagementFeedback Collecting Channels
NoNoNo12 + channels, including web and app

6. AskNicely

Starting Price: Available upon request

G2 Rating: 4.7 (900+ reviews)

homepage of the software - asknicely
Source: Asknicely

AskNicely is one of those tools that market themselves as a top voice of customer tools. And yes, they do 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.
Free VersionFree TrialReputation ManagementFeedback Collecting Channels
NoNoNoWebsite and app

7. SentiSum

Starting Price: $3000 per month

G2 Rating: 4.8 (28 reviews)

homepage of sentisum
Source: SentiSum

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

  • It uses NLP to automatically tag and categorize customer conversations.
  • The real-time analysis sorts customer queries by importance and topic. This ensures that urgent matters are sorted quickly.
  • The dashboards are easy to navigate and provide quick access to key insights.
Free VersionFree TrialReputation ManagementFeedback Collecting Channels
NoNoNoEmails, chats, phone calls, surveys, and reviews

8. Mopinion

Starting Price: € 259 per month

G2 Rating: 4.1 (28 reviews)

homepage of the voc tool - mopinion
Source: Mopinion

Mopinion 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. Therefore, making it a go-to choice for voice of customer tools.

Notable Features of Mopinion

  • 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 allow for a unified feedback collection and analysis approach.
Free VersionFree TrialReputation ManagementFeedback Collecting Channels
NoNoNoOnly web, app, and email

9. Forsta HX

Starting Price: Available upon contact

G2 Rating: 4.2 (300+ reviews)

homepage of the software - forsta
Source: Forsta

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 to enrich customer data.
  • It allows for feedback collection from across multiple touchpoints for a complete view.
Free VersionFree TrialReputation ManagementFeedback Collecting Channels
NoNoNoOnly web, app, and email

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.

Pro Tip: Surveys are the best option to collect impactful customer feedback.

Voice of Customer Survey Template

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.

  1. How does the tool collect and integrate customer feedback from all touchpoints?
  2. Can the tool easily integrate with our existing technology stack?
  3. What kind of analytics and insights does the tool provide? Are they actionable?
  4. Is the tool user-friendly for both our team and our customers?
  5. How does the tool manage and protect customer data?
  6. Is it compliant with data protection regulations like GDPR?
  7. Can the tool scale up as our business grows in size and complexity?
  8. What is the total cost of ownership, including setup, subscription, and any additional features?
  9. Is there a trial period or demo available to evaluate the tool before making a commitment?
  10. What kind of customer support and training does the provider offer?
  11. 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.

Kate Williams

Content Marketer at SurveySparrow

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