The 5 best VoC tools, software, and platforms

Customers are kind of a big deal. How they feel about your company determines whether they sing your praises to friends and family—or sprint toward your competitor. 

But it’s not always easy to capture meaningful customer insights that your business will actually use. Even choosing the right voice-of-the-customer (VoC) tool can be hard: there are dozens of options with different features, capabilities, and integrations.

We’ve got you. In this article, you’ll learn what to look for in a VoC tool and get a shortlist of the five best VoC platforms so you can start collecting insights that help you optimize your product or service.

5 top voice-of-customer tools to understand your users

Voice-of-the-customer research lets you bridge the gap between your customers and your company. By analyzing customer insights, you better understand their wants and needs. This allows you to shape your strategy, improve the customer experience (CX), and tailor your products and services. 

As a result, you see better retention, higher customer lifetime value (CLV), and more business growth. 💪

Here are the five top voice-of-the-customer tools to help you do just that.

1. Contentsquare

Contentsquare’s voice-of-customer (VoC) tools let you collect and evaluate customer experience insights at scale—and at speed. Quickly measure customer satisfaction (CSAT), validate assumptions about your website copy or designs, spot issues before they become a problem, and discover new ways to improve user experiences.  

With Contentsquare’s voice-of-the-customer platform, you get

• AI-powered survey tools with advanced targeting options to create surveys in seconds

• Over 40 easy-to-use, expert-built templates to quickly launch popular options, like concept testing, Net Promoter Score® (NPS®), and exit-intent surveys

• Feedback widgets to put on any website page to collect customer feedback at important touchpoints

• Automated summary reports, powered by AI, for fast analysis of open-text responses

• Response exporting and forwarding to your favorite messaging and productivity platforms, like Slack and Asana

• Sentiment analysis to automatically sort responses as positive, negative, or neutral 

• Zone-Based Heatmaps to visualize how users behave on your site—what gets their attention and what makes them bounce

• Customer Journey Analysis for color-coded customer journey visualizations your team can sort by segment, such as customers who arrive from specific channels or campaigns

• Form Analysis to measure and optimize how users interact with forms, so you can identify friction and troubleshoot solutions

• Impact Quantification, which lets you gauge each customer issue’s impact on conversion, so you can prioritize fixes for your site or app

• Digital experience monitoring, which lets you correlate technical data with behavioral metrics, so you can improve site performance and find and fix errors for your customers

👉Contentsquare is the right VoC tool for you if your mid-sized business or enterprise needs fast access to rich customer insights at scale—and to bridge the gap between feedback and behavior.

Contentsquare offers AI assistance for generating survey questions that fit your unique goals.

💡Pro tip: seamlessly switch between Contentsquare’s voice-of-the-customer and digital experience analytics tools to get a 360-degree understanding of your customers. 

• Receive a vague response to one of your surveys? Watch that respondent’s session replay to gain more context. 

• Spot an issue in a session replay, but don’t understand the root cause? Set up a survey on relevant website pages to get quick feedback from your customers.

• Unsure about low conversion rates on your new marketing initiatives? Use Contentsquare’s product analytics to identify landing pages with high exit rates. Then, set up an exit-intent survey to understand why they leave—and learn how to make their experience better.

Contentsquare’s exit-intent surveys show you why people leave and how you can improve

2. Qualtrics Customer XM

Qualtrics Customer XM is a digital customer experience platform that helps you improve experiences across channels and store locations. Use it to improve your understanding of the customer journey and drive fast decisions based on data. 

With Qualtrics’ voice-of-the-customer platform, you get

• Website and mobile app feedback to gain valuable insights on how to optimize the digital experience

• Session replays to supplement VoC and learn why customers feel frustrated

• Omnichannel analytics dashboards to visualize the impact of friction on the customer experience

• Contact center analytics to understand customer sentiment across calls and emails and improve customer support

• Sophisticated survey creation software with a drag-and-drop interface

• Online listening to learn what customers say about your brand and products across calls, chats, posts, and mentions—to discover what matters most to them

👉Qualtrics CustomerXM is right for you if you primarily need call center analytics and social media listening in an enterprise-level VoC tool—and your employees have the technical skills to navigate a fairly complex user interface (UI).

3. Forsta HX

Forsta HX is a tool to help you gather, analyze, visualize, and act on human experience (HX) data, which includes CX, employee experience (EX), and market research insights. Gather information on key touchpoints or channels, create visualizations and dashboards, and send mobile notifications. 

With Forsta’s voice-of-the-customer platform, you get

• Secure and compliant survey software to run surveys online, over the phone, and on paper

• Analytics like word clouds and trees to help you understand your VoC data

• Market research controls like polling and backroom chat

• Online listening tools to learn what customers are saying on review sites and social media

• Interview capabilities to interact face-to-face with real customers 

👉Forsta HX is right for you if you primarily use your voice-of-customer insights to power market research and can live without robust behavioral analytics. 

💡Pro tip: choose a tool that makes it easy to connect with real users in your target demographic. With Engage, powered by Hotjar and part of the Contentsquare group, you can set up research interviews in minutes. Access our diverse pool of 200,000+ participants or invite your own. 

✔️Screen interviewees, schedule interviews, and send invites with ease

✔️Get automatic transcriptions in 20+ languages

✔️Record, add notes, and send clips to teammates from your video call

Engage works seamlessly with our voice-of-the-customer features and DXA tools—saving you time in your workflow.

Schedule, host, transcribe, and share customer interviews with Engage, a perfect complement to the Contentsquare platform

4. Medallia

Medallia is an experience platform that gives you insights into your customers, employees, and patients. Using AI and machine learning (ML), Medallia surfaces predictive insights to drive decisions and action.

With Medallia’s voice-of-the-customer platform, you get

• Feedback collection via personalized email, mobile, voice, video, and web surveys with built-in targeting logic

• Listening tools across channels, from chat logs to social reviews 

• Advanced analytics to understand the complete customer experience, detect trends, and predict your users’ future needs

• Personalized dashboards and workflows so all employees can access the metrics they need to make CX improvements

• Central profiles that bring together customer data across all their experiences so you can provide personalized service

👉Medallia is right for you if your global enterprise needs complex predictive analytics capabilities in its VoC tool—and can navigate a learning curve. 

5. SurveyMonkey Enterprise

SurveyMonkey Enterprise is a customer experience insights platform that lets you build and launch customizable forms and customer surveys. Get feedback to understand customer needs, make key business decisions, save time with data analysis tools that let you visualize and filter your data, and scale your feedback programs by creating admin controls and groups.

With SurveyMonkey Enterprise’s voice-of-the-customer platform, you get

• AI-powered surveys and forms with a large library of expert-created templates to choose from

• Analytics tools, such as word clouds and sentiment analysis, to make it easy to understand and share your survey results

• Built-in reports and dashboards to analyze hundreds of results fast

• Integrations with popular platforms like Salesforce and HubSpot to connect survey insights with your existing customer data

• Helpful AI recommendations and automated survey creation using GPT

• User roles and controls to speed up your workflows and keep survey projects on time

👉SurveyMonkey Enterprise is right for you if your team needs a VoC tool exclusively for survey creation and analysis. 

💡Pro tip: combine your survey insights with digital experience analytics to boost retention after a product launch or website revamp. 

If you’re using Contentsquare, just follow four steps: 

1. Create an NPS® survey in seconds from a template

2. Monitor user sentiment over time, noting any uptick in negative responses

3. With a click, get more context by watching session replays of the users who gave that negative feedback

4. Create a ‘detractor’ segment, and apply it in our Journey Analysis tool for an intuitive visualization of how these users progress through your site

Everything you need to understand and optimize the full user experience—and improve retention—is all right there in Contentsquare. 🙌

Go from reading a customer’s feedback responses to watching their session replays with one click in Contentsquare

Gather voice-of-the-customer insights to optimize your product

Your company’s success depends on finding ways to satisfy and delight your customers. VoC tools show your customers you care about what they have to say—and that you aim to continually impress them.

Approach your surveys, feedback, and interviews with a sense of curiosity and a growth mindset, and you’ll be on the path to making optimizations that delight your customers.

FAQs about voice-of-the-customer tools