How we assessed Voice of the Customer tools for SMEs

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

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.