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Head of Customer Research
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.
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.
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:
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:
Want to really understand your customers? Let’s look at some of the tools we recommend.
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!
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:
Pricing: Available upon request – learn about Attest packages
G2 rating: 4.5 out of 5
Hear your customers’ voice with the #1 consumer insights tool
Quickly gather quality data with our easy-to-use consumer research platform coupled with on-demand support from our research experts.
This tool specializes in automatic text and speech analytics, detecting emotion, intent, and effort across multiple channels.
Pricing: Available on request
Gartner rating: 4.4 out of 5
Forsta turns feedback into compelling visual reports. It supports complex VoC programs across multiple touchpoints.
G2 rating: 4.2 out of 5
Designed for B2B businesses, CustomerGauge focuses on “Voice of the Account.”
G2 rating: 4.7 out of 5
A no-code AI platform that analyzes customer feedback and turns it into visual dashboards.
Pricing: Starts at $299/month
G2 rating: 5 out of 5 (only 1 review)
A robust experience management tool that makes VoC accessible to every department.
SentiSum specializes in support ticket and conversation analysis, tagging them by meaning and sentiment.
Pricing: Starts at $2,000/month
G2 rating: 4.8 out of 5
ForeSEE brings together behavior, attitude, and inferred feedback in one dashboard.
Great for behavioral VoC insights, Hotjar lets you see what users do on your site.
Pricing: Free plan available; paid from €39/month
G2 rating: 4.3 out of 5
A unified customer experience platform with strong VoC and social listening capabilities.
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:
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:
Remember: a tool that only collects feedback without tracking follow-through will ultimately lead to customer frustration when nothing changes.
Customer feedback comes from everywhere—your website, social media, support interactions, and direct surveys. Effective VoC tools should:
Waiting weeks to understand customer sentiment can mean missed opportunities. Look for:
Not all customer feedback carries equal weight for every department. Powerful VoC tools allow you to:
For VoC insights to create organizational change, they need to reach the right people:
The best VoC platforms offer more than technology—they provide expertise:
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:
Let’s look at some of the benefits you reap by implementing VoC tools in your marketing setup.
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.
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.
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!
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.
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.
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.
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.
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.
Choose the right VoC tool for you
Understand global consumer preferences and improve your VoC score with Attest’s intuitive survey builder and dashboard.
Voice of the Customer (VoC) is a research method that’s used to collect customer feedback. A VoC program can help you capture how your customers feel about your business, product or service, giving you insights that can help you create a stronger customer experience. Try Attest’s consumer profiling software to uncover real customer insights.
Look for a tool that has both a dashboard that is easy to use, and robust data collection methods that match your goals. Many market research solutions for VoC are complicated, so determine first what type of feedback collection and customer analytics you’re looking for. We recommend using a JTBD template to gather customer insights.
Start by listening, and based on what you’re discovering, set new goals for your VoC metrics. Create a plan of action, such as a customer program, or create a new customer experience. Keep your eye on the data as you implement changes and reflect often. Don’t be afraid to let the VoC directly affect the way you do business: often, your customers really do know best.
Elliot joined Attest in 2019 and has dedicated his career to working with brands carrying out market research. At Attest Elliot takes a leading role in the Customer Research Team, to support customers as they uncover insights and new areas for growth.
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