10 voice of customer tools to improve your consumer experience strategy

Oh, the art of listening. Many businesses put their customers first, but how exactly should that be done?

Often, we believe that we know exactly how to cater to consumers’ needs. But in reality, there turns out to be a slight (read: huge) mismatch in what consumers really want and get from brands.

The solution? Not just giving your customers a voice, but actively listening to it—and implementing what they say (and even don’t say).

Here we’ll look at tools that help you collect and analyze the voices of your customers. 

Voice of Customer Tool	Key Features	Customer Survey Capabilities	Pricing
Attest	Demographics filtering to connect your brand to the right audience Designated customer research support to help you find the best insights in your data Easily share survey results across your organization to get everyone on the same page	Yes	Learn about Attest pricing
XM Discover by Qualtrics	Sentiment analysis Pre-built, industry-specific improvement drivers Automated follow-up with customers	Yes	Available on request
Forsta	Access multiple survey channels such as web, mobile, CATI, CAPI Customizable dashboard designs Multilingual capabilities	Yes	Available on request
CustomerGauge	Sophisticated survey builder B2B customer experience analysis NPS score analysis	Yes	Available on request
MonkeyLearn	Create machine learning models (without coding) Data visualization Agent performance tracking and scoring	Yes	Available on request
Medallia	VoC analysis (including speech, surveys, and SMS) Competitor benchmarking Predict customers’ needs with a dedicated Action Intelligence tool	Yes	Available on request
SentiSum	100+ languages and channels available Multiple integrations available, including Zendesk and Freshdesk AI analytics for speech	Yes	Starts at $2,000 per month
Hotjar	Behavioral VoC insights Hotjar lets you see what users do on your site	Yes	Free plan available; paid from €39/month
Sprinklr	A unified customer experience platform with strong VoC and social listening capabilities	Yes	Available on request

But before we go into details, let’s dive into what we mean by the voice of the customer—it might not be what you think.

What are VoC tools?

Voice of Customer (VoC) tools help businesses collect and interpret customer feedback to improve products, services, and overall experience. They come in various shapes and sizes, including:

• Survey-based tools: Collect structured feedback via questionnaires.
• Social listening tools: Monitor online conversations and brand mentions across platforms.
• AI-driven tools: Analyze unstructured data like support tickets or call transcripts.
• Multi-channel platforms: Aggregate data from web, mobile, support, and CRM channels.

What is the ‘voice of the customer’?

In marketing we speak of the voice of customer (VoC) as the summary of their needs, expectations and preferences. It also crucially includes their aversions—what turns them off. 

It’s everything your customers say—through customer feedback. It’s also what they think and feel about the customer experience—even when they might not put that into words as clearly. 

That means you sometimes will have to read between the lines, or go looking for information in different places. It could be that you’re picking up on a specific preference or aversion in website behavior, which you’ll then further investigate using surveys—combining data for more context.

Tools that help you get insight into the voice of customer for your brand are useful for:

• Feedback collection: from surveys to online reviews
• Data analytics and reporting: get your voice of customer clear in a dashboard that shows what’s being said—and what’s being meant
• Tracking progress: there’s no point in listening to your customers if you’re not willing to implement their suggestions

Want to really understand your customers? Let’s look at some of the tools we recommend. 

The 9 best voice of customer (VoC) tools

Alright, we’ve been pretty picky with selecting voice of customer tools. 

We know that every organization uses different channels, has different types of customers (hello B2B readers!) and different needs. 

We’ve compiled a list of tools that cover voice of customer data collection all in their own way. 

Whether you’re a small business owner, a large B2B corporation or a startup looking to improve your business processes—we’re sure there’s something in here for you!

1. Attest

Attest makes it easy to understand what consumers really think. With access to 150+ million people in 59 countries, their consumer profiling and segmentation tools help you deeply understand target audiences.

Key features:

• Powerful custom research features
• One platform for panel and own customer research
• Robust combination of AI and human data quality checks
• Easily compare markets and consumer segments side-by-side
• Dedicated Customer Research Manager

Pricing: Available upon request – learn about Attest packages

G2 rating: 4.5 out of 5

2. XM Discover by Qualtrics (former Clarabridge Studio)

This tool specializes in automatic text and speech analytics, detecting emotion, intent, and effort across multiple channels.

Key features:

• Sentiment analysis with 150+ NLP models
• Pre-built industry-specific improvement drivers
• Automated customer follow-up actions

Pricing: Available on request

Gartner rating: 4.4 out of 5

3. Forsta

Forsta turns feedback into compelling visual reports. It supports complex VoC programs across multiple touchpoints.

Key features:

• Multichannel survey distribution (web, mobile, CATI, CAPI)
• Custom dashboards
• Multilingual support

Pricing: Available on request

G2 rating: 4.2 out of 5

4. CustomerGauge

Designed for B2B businesses, CustomerGauge focuses on “Voice of the Account.”

Key features:

• NPS score analysis with financial links
• Account-based reporting
• Advanced survey builder

Pricing: Available on request

G2 rating: 4.7 out of 5

5. MonkeyLearn

A no-code AI platform that analyzes customer feedback and turns it into visual dashboards.

Key features:

• Build custom machine learning models
• Data visualizations (graphs, word clouds)
• Agent performance tracking

Pricing: Starts at $299/month

G2 rating: 5 out of 5 (only 1 review)

6. Medallia

A robust experience management tool that makes VoC accessible to every department.

Key features:

• Analyzes speech, SMS, and survey data
• Real-time alerts and personalization
• Action Intelligence to predict customer needs

Pricing: Available on request

G2 rating: 4.5 out of 5

7. SentiSum

SentiSum specializes in support ticket and conversation analysis, tagging them by meaning and sentiment.

Key features:

• AI tagging in 100+ languages
• Integrates with Zendesk, Freshdesk, etc.
• Voice call transcription and analysis

Pricing: Starts at $2,000/month

G2 rating: 4.8 out of 5

8. Verint ForeSEE

ForeSEE brings together behavior, attitude, and inferred feedback in one dashboard.

Key features:

• Real-time alerts
• Multichannel input (site, app, contact center)
• AI-based sentiment analysis

Pricing: Available on request

G2 rating: 4.2 out of 5

9. Hotjar

Great for behavioral VoC insights, Hotjar lets you see what users do on your site.

Key features:

• Heatmaps and session recordings
• Surveys and feedback widgets
• Funnel and behavior analytics

Pricing: Free plan available; paid from €39/month

G2 rating: 4.3 out of 5

10. Sprinklr

A unified customer experience platform with strong VoC and social listening capabilities.

Key features:

• AI-powered insights from social, messaging, and review channels
• Sentiment and emotion detection
• Custom reporting dashboards

Pricing: Available on request

G2 rating: 4.3 out of 5

How to choose the right VoC tool for your business

The ideal Voice of Customer tool don’t just collecting feedback—they create a system that holds your organization accountable. Here’s what to look for when evaluating VoC solutions:

1. Accountability features, not just data collection

The right VoC tool doesn’t just amplify the voice of the customer—it shows you what’s being done with those insights. Look for platforms that include:

• Action tracking capabilities to assign feedback-based tasks
• Implementation timelines with clear ownership
• Progress dashboards that reveal how customer insights translate to business changes
• Closed-loop reporting to measure the impact of improvements

Remember: a tool that only collects feedback without tracking follow-through will ultimately lead to customer frustration when nothing changes.

2. Multi-channel data collection

Customer feedback comes from everywhere—your website, social media, support interactions, and direct surveys. Effective VoC tools should:

• Integrate with your existing tech stack
• Pull insights from multiple touchpoints
• Combine structured and unstructured feedback
• Present a unified view of customer sentiment

3. Real-time analysis capabilities

Waiting weeks to understand customer sentiment can mean missed opportunities. Look for:

• Live dashboards that update as feedback arrives
• Trend analysis that spots emerging issues
• Prioritization algorithms that highlight critical concerns
• Alert systems for immediate attention items

4. Segmentation and filtering options

Not all customer feedback carries equal weight for every department. Powerful VoC tools allow you to:

• Filter insights by customer value, segment, or journey stage
• Customize views for different teams and stakeholders
• Compare sentiment across different customer groups
• Track feedback by product, feature, or service

5. Democratized access with role-based permissions

For VoC insights to create organizational change, they need to reach the right people:

• Look for tools with straightforward sharing capabilities
• Ensure customizable permissions for different roles
• Choose platforms with executive-friendly summary views
• Consider tools that make insights accessible to customer-facing teams

6. Implementation support and expert guidance

The best VoC platforms offer more than technology—they provide expertise:

• Training resources for maximizing tool effectiveness
• Best practices for survey design and feedback collection
• Consulting services for program development
• Benchmark data to contextualize your results

How can VoC tools improve your marketing strategy?

What’s the place of VoC in your marketing strategy? 

It’s important to understand that a VoC tool collects feedback that you can directly incorporate in your day-to-day business processes, but also in your overall marketing strategy. 

Everyone in your organization will benefit when you implement VoC tools: 

• Insights teams would use a Voice of the Customer (VoC) tool for turning raw customer feedback into actionable insights. It allows you to continuously monitor sentiment across channels, spot emerging trends, and quickly identify pain points or unmet needs. This real-time understanding helps shape product development, improve customer experience, and inform strategic decisions—ensuring your brand stays aligned with what truly matters to your customers.
• Marketing professionals can use the VoC to make their messaging more unique and tailored to your specific business and its audience. It also helps them in their timing, where to put the emphasis and connection to customers, creating a better customer experience. 
• Product development teams can use the knowledge emerging from VoC tools to build better products and design better services. Ideally, the use of a VoC tool is aligned with how they are usually gathering feedback in the product development process, so they don’t have to capture feedback across different channels. 
• Sales can seal the deal even faster if they know what the preferences and turn-offs of the customers are. In after-sales, they can even learn to optimize their timing with up- and cross-selling based on the outcome of the VoC tools on existing customers. 

Let’s look at some of the benefits you reap by implementing VoC tools in your marketing setup. 

7 ways VoC tools can transform your marketing strategy

1. Turn feedback into action with better tracking

Ideally, if you listen to customer feedback, your VoC will become stronger and more impactful over time.

These tools will help you combine the best of both worlds and see how customer experience evolves.

Because customer experience is a whole lot more than just customer satisfaction. Voice of the customer data unveils not just what is being said and done in customer service interactions, but more importantly how customers feel about all that.

2. Build stronger relationships inside and outside your organization

Building trusting customer relationships means that you listen to the voice of the customer, and then act on what they said.

Making the Voice of the Customer an integrated part of your business will make your employees feel more connected to the customers—by focusing on what they feel and think, instead of just showing sales numbers.

This can also help improve internal collaboration, because there’s a central focus point: customers.

3. Craft more authentic messaging that resonates

Is your copywriter struggling to find the right words? Did the marketing department run out of ideas for the next campaign? Why not ask your customers?

Of course, this shouldn’t be taken too literally—they’re not on your payroll after all—but there’s a lot of useful data to be found in the voice of the customer.

Customer insights shouldn’t only be used to confirm whether your marketing campaign matches your audience, you can also use it as a source of inspiration to create a better customer experience.

It can go as far as incorporating actual customer feedback in your marketing materials. What this will do, is that people will recognize themselves in the voice of the customer, quite literally, because they use the same words and have the same train of thought.

So next time you’re scrambling for inspiration, ditch the internal brainstorm and dive into the customer insights in your VoC tools!

4. Develop products and services people actually want

Even the best Product Designer can’t come up with a hit on their own—they all need customers to test, improve and ultimately tailor their ideas.

VoC tools are incredibly useful in the product development process, and will also give you direct and indirect feedback on existing products and services, by analyzing customer sentiment in reviews and customer support tickets.

You can use them to get insights into the Customer Effort Score, or to learn more about customer behavior related to using your previous products.

5. Optimize your channel strategy and findability

If you know what your customers are looking for, you know where to put it.

Channels are an important part of the overall customer experience. If your customers think your products and services are great, but are struggling to engage or resonate with the channels you are using, the right VoC solution will give you insight in that, helping you pick other tools that fit the customer journey better.

6. Spot churn signals before customers leave

If you gather enough customer data and unveil what their interests and behavioral patterns are, VoC data can help you prevent churn.

Real-time customer feedback can spot early warning signs of a crisis. If you are noticing survey data is worsening or your Net Promoter Score is dropping like it’s hot, it’s time to take a deep dive in your customer data.

7. Boost both customer loyalty and employee engagement

You don’t just want to avoid disaster, you want to steer directly towards success.

With VoC tools, you can uncover whether there are opportunities for implementing customer programs to improve loyalty and increase customer retention.

Knowing who their customers are, what they feel and think and how to connect with them helps employee engagement. Instead of just dealing with tickets and numbers, give your customer service reps, marketing people and top sales staff access to the data from your VoC tools to show them how they directly impact how customers feel.

Understand the voice of the customer with direct feedback

Getting deeper insights into what your customers are saying—and thinking—could be the missing piece of the puzzle for your marketing strategy.

There’s a lot of information hidden in the interactions with your customers and in multichannel feedback.

Now’s the time to start uncovering it!

If you’re looking for an easy way to collect VoC data through targeted surveys, Attest is the way to go. 

FAQs about the voice of customer tools