Top Voice of Customer Tools for 2024

David Pop


min read

In this insightful guide, we traverse through the cream of the crop among 10 Voice of Customer (VoC) tools available, evaluating them based on their features, cost, and applicability, especially in light of understanding and enhancing the customer journey.

Without a clear grasp on customer sentiments and experiences, businesses may find it challenging to meet customer expectations and enhance customer satisfaction. Voice of Customer (VoC) tools play a crucial role in collecting, analyzing, and acting on customer feedback across various channels, thus creating a direct line of communication between your business and your customers.

VoC tools serve as a mechanism for your organization to collect and understand customer experiences, sentiments, and feedback, subsequently turning them into actionable insights for your teams.

Let's delve into the fundamentals.

What are Voice of Customer tools?

VoC tools are digital software solutions, platforms, and applications dedicated to collecting customer feedback and unveiling the level of customer satisfaction. They are your lens into the customers' perceptions, gathering feedback from diverse sources like surveys, reviews, social media, chat transcripts, and more.

Engaging with customers can sometimes resemble solving a complex puzzle with feedback being the missing pieces. The challenge amplifies when a dissatisfied customer exits a website or app, creating a void of essential feedback.

The landscape offers a plethora of tools for visual feedback, user acceptance testing (UAT), and other feedback widgets, aiding in understanding the action or inaction of users on digital platforms and pinpointing areas of enhancement.

VoC tools are more than just customer feedback collectors; they are the cornerstone of your customer-centric ecosystem, playing a pivotal role in product evolution, customer experience (CX), and user experience (UX). They are the conduits for establishing a proactive feedback loop, making problem identification and resolution a less daunting task while showcasing your unwavering commitment to addressing customer needs.

Whether orchestrating a web development firm with a diverse clientele or managing a bustling in-house engineering unit, the specter of overlooking customer feedback looms large. However, with structured processes and the right VoC tools, consistent data collection and analysis become part of your organizational DNA.

VoC tools come with a diverse arsenal - surveys, widgets, pop-ups, data-driven analytics, heatmaps, and sentiment analysis, tailored to meet different sector-specific needs and budget allocations.

Now, let’s delve deeper into the 10 tools, unearthing the one that resonates with your organization.

Top 10 Voice of the Customer Tools

Presented is a selected list of the top Voice of the Customer (VoC) tools of 2024, tailored for effective feedback management, customer support, and insightful feedback gathering.

Through these tools, not only can you turn the tides of customer dissatisfaction, but also catalyze the transformation of disgruntled customers into raving brand advocates, much like the ripple effect of a positive customer service experience echoing through the digital word-of-mouth channels.

The narrative of turning a negative customer experience into a positive testimony underscores the quintessence of VoC tools, being the catalysts for nurturing a culture of customer-centricity, innovation, and ultimately, unwavering customer loyalty.

1. ClientZen

Web-based Voice of the Customer and customer feedback analytics tool, acclaimed as one of the top-used VoC tools, is a boon for VoC and Customer Experience specialists. Its user-friendly interface and effortless data visualization capabilities enhance the ease of analyzing customer feedback and deriving actionable insights.

ClientZen is a platform that simplifies your work by helping you to track your customer's health status, renewal inquiries, and subscription status. See emerging trends and recurrent topics, monitor feature adoption and new releases in one single platform.

  • Automated Tagging: By leveraging AI, ClientZen quickly organizes feedback, offering a deeper insight into the emotional context of each response.
  • Insights Discovery: Dive into the heart of your client's thoughts with ClientZen, extracting valuable insights from every piece of feedback for data-informed decisions.
  • Sentiment Analysis: With ClientZen's sentiment analyzer, accurately capture the true intent behind every customer remark.
  • User Segmentation: ClientZen refines its offerings by segmenting users grounded in their feedback, ensuring tailored solutions for unique needs.
  • MRR Tracking: Understand the financial significance of each feedback by closely tracking the associated Monthly Recurring Revenue (MRR).
  • Release Impact: Utilize ClientZen to keep a pulse on how product alterations affect customer sentiments, ensuring your updates are always in line with customer desires.

Best suited for: Medium to enterprise-scale teams.

Price: Essential package starts at 100 euro/ month but they offer free trial as well.

2. SurveyMonkey

Web-based Survey Platform for Extensive Voice of the Customer Initiatives.

Utilizing SurveyMonkey, you are empowered to:

  • Forge Voice of Customer surveys and amass the data in a unified, central hub;
  • Merge this data with additional tools and software;
  • Employ pre-designed survey templates or craft your own.

Pricing: Commences at $68/mo. for a single user, or $25/mo. per team member (beginning with a baseline team of 3).

3. Typeform

Favored Voice of the Customer (VoC) feedback widget and survey forms.

Typeform empowers you to garner feedback from your customers, anywhere across your website:

  • Craft and tailor surveys based on your VoC feedback needs;
  • Incorporate each survey as a pop-up, within the sidebar, or as a feedback button;
  • Reports, analytics, and user-friendly API-based integrations. Typeform also offers an array of pre-designed survey templates for your inspiration (or for direct utilization!).

Pricing: Starting at $21/ month.

4. Qualtrics XM Clarabridge

Customer Engagement Management Instrument.

Qualtrics furnishes enterprise-grade experience management (XM), encompassing Clarabridge with:

  • Surveys and forms tailored for capturing customer voices;
  • Emotional intelligence-driven conversational analytics and customer data;
  • A comprehensive platform to consolidate various forms of experience data, among many other features!

Pricing: Tailored quote.

5. SurveySparrow

A comprehensive omnichannel experience management platform.

Utilizing SurveySparrow, you are empowered to:

  • Conduct continuous voice of customer surveys;
  • Gather customer experience data across all channels;
  • Automate and actively address customer feedback; ...and much more!

Pricing: Custom quote.

6. GetFeedback

Voice of Customer Feedback and Net Promoter Score (NPS) Surveys.

Leveraging GetFeedback’s NPS surveys and voice of the customer feedback utilities, you can:

  • Design and oversee numerous NPS and Voice of the Customer (VoC) campaigns efficiently on a large scale;
  • Activate surveys and gather feedback corresponding to lifecycle events recorded in Salesforce and other CRM systems;
  • And a plethora more, at any juncture along the customer journey! Each report and survey response is accompanied by a screenshot and metadata, clarifying the aspects requiring alteration/rectification across your client's digital realm.

Pricing: Custom quote.

7. MonkeyLearn

MonkeyLearn offers a user-friendly interface that facilitates the tracking of key metrics effortlessly. By simply uploading the Voc data and starting the analysis, the tool promptly provides customer insights via its dashboard. It also offers ready-to-use machine learning models that can be tailored to meet your business needs.

MonkeyLearn is tailored for:

  • Conducting no-code text analysis
  • Labeling customer feedback for easy sorting
  • Tracking customer sentiment by topic
  • Creating custom charts for clear visualization
  • Combining and filtering data swiftly

The tool is adept at visualizing data through graphs, charts, and pie charts to analyze customer sentiment over time, marking its place as a notable voice of the customer tool. The analysis of survey responses can be done based on sentiment, intent, or requests. The Template and Customized dashboards enhance its ease of adoption, although a broader range of third-party integration options would be a valuable addition. However, the pricing may pose a challenge for smaller teams and enterprises.

Pricing: The basic plan starts from $299/month.

Best suited for: Medium to enterprise-level teams.

8. Google Forms

Boasting more than 1 billion users, the array of business tools within Google Workspace are widely recognized.

Google Forms is nestled within the roster of services offered by Gmail and Google Workspace.

Though sometimes under the radar, it stands as a practical voice of the customer tool, offering complimentary surveys and data gathering capabilities.

These forms can be integrated into websites and apps. Nevertheless, the common practice is to distribute Google Forms surveys via email and social media.

Pricing: Complimentary, or encompassed within a Google Workspace subscription.

9. Medallia

Medallia is a voice of customer tool, embodied in an experience management software platform. It empowers you to capture signals at every touchpoint along a customer’s journey. The robust analysis it provides sheds light on customer engagement and helps in assessing attrition risk, aiding in the enhancement of customer satisfaction and retention rate.

Medallia is tailored for:

  • Creating segments to group similar customers together
  • Staying updated with real-time reporting and analytics
  • Receiving push notifications for instant updates
  • Integrating with leading third-party tools
  • Accessing data on the go with Medallia Mobile

Medallia facilitates frontline employees in providing feedback and suggestions regarding customer experience. The application of AI and machine learning enables the analysis and prediction of buyer behavior and sentiment. For a swift response to customer feedback, alerts can be directed to the appropriate individual or team. However, the tool could be streamlined for easier navigation, and the setup and re-assignment of alerts could be simplified. Additionally, there's room for improvement in the functionality of its search bars.

Pricing: Contact the company for a pricing quote.

Best suited for: Small, medium, and large-sized teams.

10. Zonka Feedback

Customer Interaction and Product Feedback Management Solution.

Zonka Feedback delivers omnichannel experience management, CX automation, and the capacity to complete the feedback cycle—all encapsulated within an accessible, yet thorough platform.

Here are some of its features:

  • Assess Voice of the Customer (VoC) using NPS, CES, and CSAT;
  • Omnichannel surveys—online, on website, in-app, in-product, offline, email, SMS and beyond;
  • Real-time notifications, comprehensive analytics encompassing text and trends;
  • Sophisticated user segmentation to reach the desired audiences;
  • Launch surveys directly from the platform or through integrations with Salesforce, Hubspot, ActiveCampaign, Zendesk, Freshdesk, and more;
  • Detailed customer insights into each customer and their longitudinal trends and scores.

Pricing commences at $49 per month, accompanied by a 7-day free trial.

How to Choose the right Voice of Customer tool

Enhancing customer experience is critical for businesses in today’s competitive landscape. The treasure trove of insights obtained through adept Voice of the Customer (VoC) tools not only illuminates the path of understanding customer feedback but also acts as a compass guiding toward improved satisfaction and loyalty.

The platforms delineated above each carry a bouquet of distinct features and capabilities, accentuating the importance of selecting a tool that resonates with your business objectives and needs. The scale of your business, be it a budding enterprise or a colossal entity, should not deter the investment in VoC tools, given their potential to significantly uplift your bottom line.

Key Takeaways:

  • Listening to your customers is crucial for improving customer experience and driving better business results.
  • A careful approach in choosing a platform, considering your use cases, integration needs, analytical capabilities, and ease of use, is wise.
  • The journey of improving the customer experience and creating positive brand impressions is a continuous effort, supported by strong VoC insights.

It's wise to engage with VoC providers, explore demos tailored to your business, and understand the capabilities of these tools.

The highlighted features like embedded surveys, easy customization, smart analytics, mobile responsiveness, strong data security, and smooth third-party integrations guide you through selecting VoC tools in the market.

VoC tools go beyond just gathering data; they reflect customer perceptions, drive data-driven actions, and help build a customer-centric culture.

Investing in a VoC tool is about nurturing relationships with your customers, understanding their needs, and making their feedback a key part of your business growth.

The effort to understand your customer's voice today is an investment in your business's success tomorrow. VoC tools are the threads connecting customer satisfaction and business growth.

As you venture into improved customer interaction and feedback management, let the Voice of the Customer guide your business towards enriched customer relationships and sustained growth.

Customer feedback made easy

Customer feedback tagged automatically

Real-time customer sentiment scores

Pain-points evolution over time

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David Pop

Marketing Manager at ClientZen