In this comparison guide, we’re weighing up the 15 best Voice of Customer tools on the market based on features, pricing, and use case.
Without Voice of the Customer data and real insights from real customers, your CX, product design, development roadmaps, marketing, and sales funnels are flying blind.
Voice of customer tools are your company’s radar—allowing you to collect customer insights and turn them into actionable tasks for your team.
But—you need the right tool to collect these insights and turn them into actionable tasks for your engineering teams.
Let’s start with the basics.
What are Voice of Customer tools?
Voice of Customer (VoC) tools are software solutions, platforms, and apps used to collect customer feedback and provide insights into customer satisfaction.
Customers and users are notoriously hard to get feedback from.
In most cases, if a customer’s unhappy with a website or app they’ll leave and not return.
Leaving companies with a high bounce, abandoned cart, or churn rate from free trials without the feedback to help explain why customers aren’t converting or sticking around.
So what do you do when you want to collect feedback and actionable insights directly from customers/end-users?
There are dozens of tools for collecting visual feedback, user acceptance testing (UAT), and there are loads of other website feedback widgets on the market.
You need to understand why customers and users take action (or don’t) on websites or apps so that you know what to improve.
That’s why voice of customer (VoC) tools need to play an integral role in your product development, CX, and UX: they’re essential to creating and maintaining an ongoing feedback loop with customers.
A proactive feedback loop makes it much easier to identify and solve problems. Plus, it shows customers you are always listening to their needs.
And let’s face it; whether you’re running a web development agency with 20 clients, or a busy in-house engineering team, customer feedback will be overlooked.
Unless you’ve got processes and tools to collect the data consistently.
Some VoC tools collect customer feedback using surveys, widgets, and popups, while others dive into data-backed analytics, heatmaps, and sentiment analysis.
What you use depends on the features you need, sector-specific use cases, and budget.
Let’s now look at all 15 tools in more detail—and let’s find out which one is right for you!
15 Best Voice of the Customer Tools
Here’s a list of the best voice of the customer tools in 2023 for feedback management, customer support, and feedback collection.
1. Marker.io
Marker.io collects voice of customer feedback straight into your PM software.
Marker.io is a powerful, easy-to-use, and cost-effective voice of customer tool for web dev agencies, in-house software departments, and UX/CX teams.
The platform is an unobtrusive VoC tool that appears as a widget on development websites, live sites, and apps.
With one click, customers and users can provide data-rich visual feedback.
You can even see the last 30 seconds or more before feedback was submitted using Session Replay.
The best thing is, voice of customer feedback and bug reports go directly into your project management tool—such as Jira, Trello, Asana, GitHub, ClickUp, and dozens of others.
Let’s look at a few more reasons why you’d want to use Marker.io.
Visual Voice of the Customer feedback
Users need a super easy way to give feedback; otherwise you aren’t going to hear from them.
Getting voice of customer feedback is the best way to know how to improve your website or app.
With Marker.io, it takes just a couple of clicks for your customer to leave visual feedback.
It comes with an automatic screenshot, and users can visually annotate it with arrows, shapes, emojis, and other visual aids, and leave a comment so that you know exactly what to change.
For customers and users, giving feedback is a simple 3-step process:
1. Notice something that’s broken or you want to give feedback? Just click the button.
2. Fill out the feedback form and input details.
3. Click on “Report Issue”—done!
Check it out:
Data-rich bug reports
Bugs and errors are a sign that something is broken. Customers get frustrated when websites or apps don’t work as they should.
It’s up to developers to fix the problem.
Unfortunately, reporting a bug—when you’re not tech savvy—is usually too much of a headache.
Customers will draft a low-effort bug report.
And when engineers receive a report saying, “X doesn’t work, can you fix it?”, there isn’t normally enough detail to find a solution to the problem.
Problem solved, with Marker.io, as your team automatically gets the following in every bug report:
- The specific URL/web or app page the customer was on when the bug occurred;
- Environment (specific OS, browser, device, screen size, etc.);
- Console logs, metadata;
- and much more.
With all that data going automatically into the assigned task in the PM tool, your team can quickly fix a bug fix and notify the client or user.
Session replay
With Session replay, you can instantly see what a customer was doing before submitting their bug report or voice of customer feedback. Marker.io gives you:
- Visual and written feedback (screenshots included);
- All of the technical data you need;
- Plus, a video replay of the last 30 seconds (or more) of user activity, so you can see exactly what they were doing (and where) on the website/app before they sent in feedback.
Watch every session replay video in your PM tool, so there’s no jumping between apps.
2-way PM tool integrations
With Marker.io, when a customer reports a bug or provides feedback, that’ll go straight into your PM tool.
Once the task is actioned, it can be marked as resolved in the PM tool. It’ll be synced in Marker.io, and customers can optionally receive a notification, too.
It’s that simple!
Marker.io integrates seamlessly with dozens of market-leading PM tools, such as Jira, GitHub, Trello, ClickUp, Notion, and many more.
This way, your PM suite remains the single source of truth for every task, roadmap item, bug report, and customer feedback piece for every project.
But your customers can stay on your website to report bugs.
Check out 2-way sync in action:
Want to see how Marker compares with other Voice of Customer (VoC) tools? Try Marker.io free for 15 days, add it to your workflow, and let us know what you think!
Pricing: starts at $39/mo.
2. InMoment
A powerful SaaS tool for collecting website or in-app voice of customer feedback.
InMoment (formerly Wootric) comes with the following:
- VoC-centric Net Promoter (NPS), CSAT, and Customer Effort Score (CES) surveys
- A multi-channel approach for asking customers and users questions: Microsurveys via Email, In-app, Mobile, SMS, and Intercom Messenger
- Integrations with other apps, such as Salesforce and Slack so that feedback can be actioned, and users or clients notified instantly
Pricing: No pricing is available—a demo would need to be booked, followed by a 30-day trial.
3. Medallia
An enterprise “Experience Platform” for customer insights and mission-critical action.
Medallia comes with a whole suite of solutions for managing customer experiences. With Medallia, you can:
- Conduct everything from voice of customer surveys to market research;
- Create an experience profile for every customer and get an overview of experiences across touchpoints, channels and journeys over time;
- Implement action-oriented analytics;
- And so much more!
Pricing: Custom quote.
4. Qualtrics XM Clarabridge
Customer experience management tool.
Qualtrics provides enterprise-level experience management (XM), and this includes Clarabridge with:
- Voice of customer surveys and forms;
- Emotional intelligence conversational analytics and data;
- A platform for pulling together all forms of experience data, and loads more!
Pricing: Custom quote.
5. Forsta
Full-service voice of the customer platform.
With Forsta, you can:
- Manage everything related to customer experience (CX) and voice of customer insights;
- Map the customer product experience;
- Generate market and brand insights, and so much more!
Pricing: Custom quote.
6. GetFeedback
Voice of customer feedback and Net Promoter Score (NPS) surveys.
With GetFeedback’s NPS surveys and voice of the customer feedback tools, you can:
- Create and manage multiple NPS and VoC campaigns at scale;
- Trigger surveys and collect feedback based on lifecycle events captured in Salesforce and other CRMs;
- And much more, anywhere along the customer journey!
Every report and survey response comes with a screenshot and metadata, so it is clear what needs changing/fixing across your client's digital domain.
Pricing: Custom quote.
7. Typeform
Popular voice of customer (VoC) feedback widget and survey forms.
Typeform allows you to collect feedback from your customers, anywhere on your website:
- Create and configure relevant surveys depending on your VoC feedback requirements;
- Embed every survey as a pop-up, in the sidebar, or as a feedback button;
- Reports, analytics, and easy-to-use API-based integrations.
Typeform also provides dozens of pre-made survey templates you can use for inspiration (or straight-up copy!).
Pricing: From $21/mo.
8. Verint ForeSEE
Complete CX platform with Voice of Customer feedback loop.
Verint ForeSEE helps companies map the Voice of Customer from start to finish. The XM cloud includes:
- Voice of Customer (VoC) solutions like surveys and deep-dive customer analytics;
- Real-time alerts;
- An easy-to-use dashboard with metrics that helps internal teams close the feedback loop.
Pricing: Custom quote.
9. Mopinion
Point-and-click voice of customer (VoC) feedback tool.
Mopinion removes the guesswork from voice of customer responses so that you know what needs fixing or changing on a website or app.
Mopinion provides:
- Data-rich reports with every VoC response form (browser, URL, etc.)
- Customers can literally click on the problematic element, which is useful for bug reports
- Collect data via on-page contextual surveys (such as, “Did you find the information you were looking for?”)
- Analytics built into every VoC report.
Mopinion also comes with numerous integrations, including Slack, Google Analytics, WordPress, and Jira.
Pricing: From $229/mo.
10. AskNicely
A customer feedback and voice of customer analysis platform.
AskNicely is a platform for collecting customer feedback, aimed at supporting service businesses and platforms
With AskNicely, you can:
- Create custom VoC surveys and with dozens of templates;
- Integrate with your existing workflow so devs & QA teams can take action on customer feedback;
- A suite of tools to collect better reviews and prevent bad ones.
Pricing: Custom quote.
11. SentiSum
An AI-based VoC software and customer sentiment analysis tool.
SentiSum uses Artificial Intelligence (AI) and sentiment tools to measure and prioritize customers in support tickets based on voice of customer analysis. With this tool, you can:
- Understand the voice of customers and sentiment in real-time;
- Use AI to tag and allocate support ticket priorities;
- Deep-dive into VoC data to uncover NPS and CSAT scores.
Pricing: From $1000/mo.
12. SurveyMonkey
Online survey platform for large-scale VoC programs.
With SurveyMonkey, you can:
- Create voice of customer surveys and collect the data in one, central place;
- Integrate this data with other tools and software;
- Use survey templates or create your own.
Pricing: From $68/mo. for an individual, or $25/mo. per team member (starting with a minimum team of 3).
13. SurveySparrow
An all-in-one omnichannel experience management platform.
With SurveySparrow, you can:
- Run ongoing voice of customer surveys;
- Collect CX experience data across all channels;
- Automate and proactively respond to customer feedback;
- …and a lot more!
Pricing: Custom quote.
14. Google Forms
With over 1 billion users, Google Workspace and its suite of business tools need no introduction.
Google Forms is part of the Gmail and Google Workspace suite of services.
And while often overlooked, it is a viable voice of the customer tool with free surveys and data collection.
You can embed them in websites and apps. However, most people use Google Forms to send surveys out via email and social media.
Pricing: Free, or included in a Google Workspace subscription.
15. Zonka Feedback
Customer experience and product feedback management tool.
Zonka Feedback provides omnichannel experience management, CX automation, and the ability to close the feedback loop—all bundled into an easy-to-use, yet comprehensive platform.
Some of its features:
- Measure VoC with NPS, CES and CSAT;
- Omnichannel surveys—online, on website, in-app, in-product, offline, email, SMS and more;
- Real-time alerts, in-depth analytics including text and trends;
- Advanced user segmentation to target the right audiences;
- Trigger surveys directly from the platform or via integrations from Salesforce, Hubspot, ActiveCampaign, Zendesk, Freshdesk, and more;
- Detailed view of each customer and their overtime trends and scores.
Pricing starts from $49 per month, with a 7 days free trial.
So there you have it: a comparison of 15 of the best voice of customer tools on the market.
We hope this post helped you decide on a tool that’s right for you.
Did we miss something? Let us know on Twitter or via e-mail!
