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10 Best Voice of the Customer(VOC) Tools to Measure Customer Experience

10 Best Voice of the Customer(VOC) Tools to Measure Customer Experience

Listening to the voice of the customer (VoC) helps you understand where your company stands. But doing so becomes as challenging as it is important. 

I have firsthand experience with the obstacles one faces while gathering customer feedback and insights. 

They include handling diverse opinions, managing large data volumes, decoding vague responses, addressing survey fatigue, and so on.

That’s why you need the right Voice of Customer (VoC) tool to understand customers’ thoughts and get actionable feedback. These tools help you create engaging surveys, ask the right questions, target specific groups, and analyze the data effectively.

To save you time searching for these tools, I’ve picked the best 10 VoC tools I’ve tried or have been recommended to  me.

Here’s a quick sneak peek:

Best VoC Tools  Best For Pricing 
Qualaroo  Collecting Contextual Feedback Starts at $69/month billed annually 
MonkeyLearn Text Analytics  Starts at $299 for the team plan
Medallia NPS Surveys  Custom Pricing
ResponseTek Sentiment Analysis  Custom Pricing
Qualtrics  Real-Time Service Alerts  Starts at $1,500/year
InMoment  Market Research  Custom Pricing
Forsta Mobile Surveys  Custom Pricing
NICE Satmetrix  Real-Time NPS Tracking Custom Pricing
AskNicely  Real-time feedback sharing with teams $199/month
GetFeedback  Discovering Customer Trends Custom Pricing

Let’s explore each of these details now. 

List of the Best VoC Tools You Must Try

I have carefully selected the best Voice of Customer tools based on extensive research, including analysis of their features, user reviews, and industry reputation.

QualarooBest for Collecting Contextual Feedback

Get Started Free   Get a Demo 

My experience tells me that Qualaroo is among the best voice of customer (VoC) solutions available. It’s a versatile feedback tool that helps me gather customer opinions and experiences through various surveys

What’s impressive is how it helps me collect feedback with context and actionable insights in real time. Qualaroo’s advanced targeting feature allows you to target specific customer segments based on their actions, behavior, location, cookies, or application data. 

You can also add pop-up surveys called NudgesTM to your website, prototypes, and mobile apps. Create surveys from scratch or use pre-designed templates, either way, you’ll be able to customize surveys for your branding.

What is Qualaroo? See How Qualraoo Survey Software Works

What You Will Like:

  • Easy to set up without using any code.
  • Customizable templates for surveys like CSAT, CES, NPS, exit-intent, SUS, etc.
  • You can create surveys with question types such as rating scale, the Likert scale, open-ended questions to collect qualitative data, and closed-ended questions for quantitative data.
  • Extract qualitative insights from written feedback using AI-powered sentiment analysis.
  • An NPS calculator that displays the score on the dashboard, unlike other survey tools.
  • Skip and branching logic to target the right respondents.
  • You can create surveys in 70+ languages.

What You May Not Like:

  • It has a bit of a learning curve.
  • It doesn’t offer dark mode.

Pricing: Starts from $69 per month

You may also like to read: Getting to Know the Voice of Customer

MonkeyLearnBest for Text Analytics 


Have you ever found yourself drowning in customer feedback and needing help to make sense of it all?

MonkeyLearn simplified this process for me by cleaning, labeling, and visualizing all my valuable feedback data in one unified platform, thanks to its advanced AI capabilities.

It provided instant insights by analyzing text data and presenting it in various easy-to-understand charts and visualizations. 

You can delve deep into your data, create custom charts, and filter information using parameters, such as dates and custom fields.

But it truly shines here: MonkeyLearn offers pre-built machine learning models without coding expertise. You can select a model that suits your needs or even build your own. It’s like having your own team of data scientists at your disposal.

What You Will Like:

  • Design a sentiment analysis model tailored to your business without coding.
  • Build sentiment analysis models with your industry-specific language.
  • Advanced algorithms to identify emotions like frustration, joy, concern, and anger.
  • Extract custom data from the free-text feedback.

What You May Not Like:

  • It doesn’t offer the ability to train custom models on your own data.
  • The accuracy of the models can be affected by the quality of the input data.

Pricing: Starts at $299 for the team plan

MedalliaBest for NPS Surveys


Another VoC tool I would suggest is Medallia. It was an excellent solution in understanding the “why” behind our Net Promoter Scores (NPS). We used to struggle with collecting scores, but Medallia took our NPS game to a new level. 

When we noticed a dip in our NPS, Medallia’s real-time insights allowed us to pinpoint the exact experiences causing it. This, in turn, enabled us to take targeted actions to improve our customer experience. 

The best part is that Medallia doesn’t just stop at analysis; it transforms detractors into promoters, driving both customer advocacy and revenue growth. It’s like having a trusted partner to enhance your customer relations and business success.

What You Will Like:

  • Intuitive dashboard to track and analyze Google reviews.
  • You can perform competitive analysis and performance benchmarking.
  • Flag reviews based on parameters like keywords, scores, timings, and more. 
  • Manage access permissions in the reporting section.
  • Text analytics to review comments and open-ended feedback responses. 

What You May Not Like:

  • Some users have found the location of alerts in Medallia to be confusing.
  • The rating scale in Medallia is skewed towards unhappy clients, as the majority of completed surveys come from dissatisfied customers.

Pricing: Custom Pricing

ResponseTek – Best for Sentiment Analysis 


In the US, consumers’ positive sentiment and confidence towards the companies fell down to 38% in 2022 from 44% in 2021. The most substantial decline is in high-income consumers. 

The drop in sentiment signals business problems, including reduced sales and negative PR. You won’t want that for your business. Right?

That’s why I recommend you try ResponseTek’s sentiment analysis tool because it offers a powerful solution for understanding customer feedback. This analysis helps businesses understand how customers feel about their products or services, identify areas for improvement, and make data-driven decisions to enhance the overall customer experience.

What’s more?

The tool employs natural language processing and machine learning to measure emotions and sentiments in customer comments precisely. 

This voice of customer platform also offers personalized and targeted surveys that can be delivered via email, SMS, web, social media, QR codes, or IVR.

What You Will Like:

  • Capture the voice of your customer on any device, in any language, at every touchpoint.
  • Automate survey campaigns to save time.
  • Integrates with GetResponse, Shopify, Playable, etc. 
  • Listening Lab feature to create surveys and measure the results.

What You May Not Like:

  • The AI suite is not as powerful as those of competitors, which may limit the insights and analysis that can be derived from the data.
  • Pricing details are available only via Customer Success Managers.

Pricing: Custom Pricing

QualtricsBest for Real-Time Service Alerts 


Qualtrics is one of the best VoC solutions offering purpose-built solutions to procure actionable customer insights from all interactions.

One feature that has truly made a difference in my contact center operations is Qualtrics’ real-time service alerts. The tool analyzes customer conversations with AI and sends alerts to agents and managers when issues arise. 

This functionality helps pinpoint areas of friction, gauge sentiment, and capture valuable behavioral feedback during conversations. Qualtrics also monitors the performance of its platform and notifies customers of any service disruptions or maintenance through its status page. 

Moreover, Qualtrics doesn’t just provide insights; it actively supports our agents by suggesting optimal next steps, offering empathetic responses, and even facilitating escalations to supervisors when needed.

The result? 

Our agents have become more productive, confident, and empathetic, significantly improving customer satisfaction and loyalty. 

What You Will Like:

  • Pre-designed and customizable survey templates to help you deploy surveys in real time.
  • ExpertReview function that analyzes different questions and provides design recommendations for surveys.
  • Sentiment analysis capabilities to analyze customer emotions in the feedback.
  • Predictive intelligence that analyzes data reports to offer actionable insights.

What You May Not Like:

  • It can be slow and unreliable when dealing with large amounts of data or complex surveys. 
  • The interface is not intuitive or user-friendly.

Pricing: Starts at $1,500/year

Related read: 11 Best Qualtrics Alternatives & Competitor in 2024

InMomentBest for Market Research 


If you’re looking for a VoC tool to conduct market research, look no further than InMoment. It enabled one of my peers to unlock deeper insights from industry data and reveal hidden relationships with advanced analytics techniques like linkage analysis and correlation analysis. 

Predicting and forecasting market trends with precision equipped them to understand the broader market context, enhancing stakeholders’ ability to make informed decisions. This, in turn, optimized their customer experience (CX) programs. 

What You May Like:

  • Customer journey maps that help businesses improve their experience and decrease churn rates.
  • Manages big data straight from the dashboard.
  • Case management to collect individual and collective feedback effectively.
  • Text analysis capabilities to gauge customer sentiment.
  • All-in-one reporting platform.

What You May Not Like:

  • Has a complex dashboard displaying too much information at once.
  • It lacks a search feature, making it difficult to find information on the Resolve dashboard.

Pricing: Custom Pricing

  1. ForstaBest for Mobile Surveys 


Forsta (formerly known as Confirmit) is one of the best VoC tools. As a market researcher constantly on the lookout for the best tools to conduct mobile surveys, I can confidently say that Forsta is a game-changer.

Its user-friendly interface and seamless mobile compatibility had streamlined my research process like never before. The platform offers a wide range of customization options which allowed me to tailor surveys to my specific needs. 

Forsta’s ability to capture authentic customer feedback in real time allowed me to make data-driven decisions promptly. It’s clear that Forsta is designed with the modern researcher in mind, providing a powerful and convenient solution for mobile surveys. 

What You Will Like:

  • Performs text, social, and reporting analytics.
  • You can create and deploy mobile-first and on-site surveys.
  • Multi-channel customer feedback distribution and collection.
  • Poll and panel management.
  • Add rich media like videos, images, etc., to your surveys.
  • Integrates with Affectiva, Salesforce, Import.io, Brandwatch, etc.

What You May Not Like:

  • It has programming issues leading to inaccurate data insights.
  • The reporting licenses are limited so not everyone can access the dashboards.

Pricing: Custom Pricing

NICE SatmetrixBest for Real-Time NPS Tracking


NICE Satmetrix has revolutionized my team’s approach to customer experience management. 

This comprehensive VoC solution excels at gathering feedback from multiple channels, including web, mobile, email, social media, and our contact center. 

Its real-time NPS tracking and industry benchmark comparisons kept us agile and competitive. This enables businesses to monitor customer satisfaction and identify areas of improvement across the customer journey. With NICE Satmetrix, businesses can also leverage AI and analytics to uncover customer insights, personalize service, and drive omnichannel experiences. 

The customer journey mapping capability enhanced our ability to deliver seamless omnichannel experiences, reducing churn, boosting retention, and increasing revenue.

What You Will Like:

  • AI-powered analytics provide actionable insights.
  • Deep insights into high-risk interactions so that companies can take corrective measures.
  • Holistic solutions to manage omnichannel feedback and offer a unified customer experience.
  • It supports trend discovery, hyper-personalized and real-time surveys. Also, it gels well with Salesforce, Microsoft Dynamics, Oracle, Freshdesk, Zendesk, etc.

What You May Not Like:

  • Data analysis of multiple surveys is tricky.
  • The integration with Salesforce is not seamless and requires manual work.

Pricing: Custom Pricing

AskNicelyBest for Real-time Feedback Sharing with Teams


AskNicely was my go-to voice of customer tools for conducting outbound surveys before Qualaroo. It simplifies the collection of feedback by offering customizable email, web, or SMS surveys designed to engage customers. 

The platform measures various metrics like NPS, 5-Star, CSAT, and Customer Effort score. It provides real-time feedback visibility through web, mobile app, and TV dashboards, along with seamless integration into CRM and business intelligence tools.

I liked its automated follow-up feature. It sends gentle reminders to respondents who haven’t completed the survey, increasing our response rates significantly. 

The real-time analytics dashboard is a lifesaver, too; I was able to monitor results as they rolled in, making it easy to spot trends and make quick adjustments to our outreach strategy.

What You Will Like:

  • You can create conversational and short surveys.
  • Skip logic to help you zero in on your audience.
  • Multiple question types to collect diverse customer data.
  • Theme customization and survey previews for designing survey cards. 
  • Advanced text analytics to categorize the responses.
  • Tag the team members with internal notes.

What You May Not Like:

  • Relies heavily on the net promoter score (NPS) as a measure of customer satisfaction.
  • The survey question format can be restrictive and may not allow for complex branching or logic. 

Pricing: $ 199/month

Here’s an interesting read: 10 Best AskNicely Alternatives & Competitors in 2024

GetFeedbackBest for Discovering Customer Trends


GetFeedback is an excellent option as a VoC tool with a drag-and-drop editor to create flawless surveys. It simplifies the daunting task of tracking NPS®, CES, CSAT, digital experience, and purchase experience.

It excels at unraveling the complexities of customer behavior and trends, making it a standout choice for businesses aiming to enhance their customer experience.

Although I only tried it briefly, I liked its ability to effortlessly gather feedback from multiple sources, including email, SMS, web, and mobile. This versatility is complemented by its integration with Salesforce, ensuring that every piece of customer data is at your fingertips.

What You Will Like:

  • Rich dashboard offering 360-degree feedback insights by showing feedback analysis reports.
  • Real-time feedback data analysis.
  • Feedback management with its customizable surveys, reporting, and analysis.
  • Predictive analysis functionality that helps businesses make decisions based on solid data.
  • It supports mobile surveys and multi-channel communication.

What You May Not Like:

  • Limited reporting and analysis features; lacks question filtering.
  • Doesn’t support video responses or screen recordings.

Pricing: Custom Pricing

Which VoC Tool Should You Choose?

And with that, we wrap up our list of the VoC tools you can consider for your business. Remember, customers will tell you what they need; you just have to ask them the right way and listen. 

Now, coming to the main question: which tool you must choose?

Well, I would recommend three options:

Option A: Qualaroo 

Qualaroo stands out as a versatile feedback tool that excels in gathering customer opinions and experiences through various survey types. Its ability to provide real-time feedback with context sets it apart, making it superior to traditional email surveys. You can also track various customer satisfaction metrics with it.

Option B: MonkeyLearn 

MonkeyLearn simplifies the daunting task of managing and understanding customer feedback. It employs advanced AI capabilities to clean, label, and visualize feedback data, presenting insights through easy-to-understand charts and visualizations. 

Option C: Medallia 

This tool excels in analyzing the “why” behind NPS scores, facilitating targeted actions to enhance the customer experience. It’s a trusted partner for businesses seeking to improve customer relations and overall success through NPS surveys.

Among these exceptional options, I believe Qualaroo stands out as the best VoC tool. Its ability to provide real-time, context-rich feedback and its ability to target specific customer groups make it a game-changer for businesses looking to enhance their customer experience and drive actionable insights.

Learn More About Voice of the Customer Tools 

  • What Is the Voice of the Customer?

The Voice of the Customer (VoC) refers to gathering and understanding customer feedback, opinions, and preferences. It involves actively listening to customers through surveys, reviews, interviews, and other channels to gain insights into their needs and expectations. VoC helps businesses make informed decisions and improve products or services based on customer input, enhancing overall satisfaction and loyalty.

  • What is the best tool for analyzing VoC data?

The best tool for analyzing VoC data depends on your specific needs and resources. Some popular options include Qualtrics, SurveyMonkey, Medallia, and ProProfs. ProProfs, in particular, offers user-friendly survey and feedback collection tools along with reporting and analytics features to help businesses gain valuable insights from VoC data. Ultimately, the choice should align with your organization’s objectives and budget.

  • What is the best way to measure VoCs?

The best way to measure the Voice of the Customer (VoC) is through a combination of quantitative and qualitative methods. This includes surveys, feedback forms, social media monitoring, focus groups, and customer interviews. 

Analyzing these data sources provides a comprehensive understanding of customer sentiment, preferences, and pain points, allowing organizations to make data-driven improvements and enhance customer satisfaction. 

Watch: How to Create a User Research Survey

  • What is a VoC manual?

A VoC manual is a document or set of guidelines created by an organization to establish standardized processes for collecting, analyzing, and utilizing customer feedback and insights. It typically outlines the methodologies, tools, and best practices for effectively gathering and interpreting customer opinions and preferences to drive product or service improvements and enhance customer satisfaction.

  • What is a VoC activity?

A VoC activity refers to any specific action or process undertaken by a business or organization to collect, analyze, and act upon customer feedback and insights. 

This can include activities such as conducting customer surveys, reading and analyzing online reviews, holding focus groups, or even monitoring social media discussions related to their products or services. VoC activities aim to understand customer needs and preferences better and use that information to improve products, services, and overall customer experience.

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About the author

Shivani has more than 3 years of experience in the modern creative content paradigm and technical writing verticals. She has been published in The Boss Magazine, Reseller Club, and HR Technologist. She is passionate about Artificial Intelligence and has a deep understanding of how organizations can leverage customer support technologies for maximum success. In her free time, she enjoys Nail art, playing with her guinea pigs, and chilling with a bowl of cheese fries.