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Can SMEs use Voice of the Customer tools?

Using a VoC platform is an easy decision for multinational corporations. They see the value in automated, consistent data collection, analysis and presentation. Their employees can focus improving business practices and delivering excellent customer experiences.

But, and not to put too fine a point on it, the platforms huge corporations buy can do everything and come with a commensurate price tag. Thankfully, we live in a world where technology helps start-ups build excellent solutions. And the vendors in this study are great examples of passion meets business know-how, meets innovation and customer focus.

Their size means that most are focused on a specific market, this brings differences between them which make them ideal for some clients and less appropriate for others. This study doesn’t rank the vendors or talk about weaknesses. Each is brilliant and dedicated to listening to customers to help their clients succeed, they just have different approaches and different strengths.

This assessment presents consistent information about each vendor, their platform and consultancy services, see the table below for a quick summary, visit each vendor’s page or sign up for the full review to use it to short-list the right platforms for your needs. If you need help with that, the white paper will help.

Click here to learn about the assessment process.

The common features

A sea of (feedback) sources

All the tools interact with an array of feedback sources from surveys to social media, call recordings to chatbots.

A drove of dashboards

All these platforms present data to support decision-making processes. All can be tailored and most are highly graphically, with dashboards clients can filter by customer, system, geographic, etc. Clients can set alerts using a variety of triggers and conditions and many provide regular reports with more interpretation.

A surfeit of support

Each vendor recognises clients need more than data to satisfy their customers. We see a range of service offers from implementation support to education and action taking. Some vendors include support in their pricing, others charge for consulting services.

A legion of lessons

Each platform continues to develop based on the feedback of its clients – updating functionality to meet changing client needs.


Each platform has grown inline with its clients’ needs and its own beliefs and philosophies and each is worthy of consideration by any SME or small corporate looking for a partner in its use of customer feedback.

Use the table below to start your comparison and visit each vendor of interest using the links in the header. If you want a shortcut to your short list, please sign up for the full review.

Why assess Voice of the Customer tools for SME's?

Large businesses have dedicated IT purchasing departments to collect business requirements and manage vendor selection.

This study is designed to help SMEs and small corporates select software to:

  • gather and analyse customer feedback.
  • improve customer satisfaction.
  • manage the closure of inner and outer loops

How we assessed the tools

Using a questionnaire, we explored capabilities around seven categories:

  • The closed-loop process
  • Employee experience
  • Technology
  • Implementation and benefits realisation support
  • Budget
  • Specialisms
  • Social proof

Following review of the responses, we invited each vendor to provide a 15-minute demonstration followed by 30-minute Q&A with optional participation from a client. Then we wrote a full review for each vendor and summarised on this website. All vendors reviewed the draft reviews and were invited to correct factual errors and add information to cover the same subjects as their competitors.

 AlternaCXHello CustomerInMomentLimetropyLoopVOCMyCustomerLensOMBEA InsightsOPINATORSandsivSurveySensumSurvicateWonderflowWootric
Analysis languages 2+27103100+6E355250+17N/A13E
Employee experience (VoE)YesYesYesYesNoYesYesYesYesNoNoYesYes
Inner loop (individual issues)YesYesYesYesYesNoYesYesYesYesYesNoYes
CX 😊 Business ⩩ Performance 📈
Outer loop (systemic issues)YesYesYesYesYesYesYesYesYesYesYesYesYes
ROI calculationYesNoYesYesManuallyNoNoNoYesNoNoManuallyNo
Total price £, ££, ££££-££££££££-££££££££-£££££-£££££
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