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What are Voice of the Customer tools?

The Voice of the Customer gives businesses the opportunity to listen to customers and the challenge of managing large amounts of data.

Voice of the Customer tools manage the data, collecting it from multiple sources and analysing it to understand the customer experience.

They have no biases about your business and present data and insights to guide you to fix, improve or transform your products, services and touchpoints.

They give you and your team time to reflect and act on what you hear. When you invest in a VoC tool and take action, you can expect improved retention and more sales. In other words sustainable growth.

Who can 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 that means VoC tools are now within the reach of smaller businesses.

Why I assess VoC tools

When I looked for information about VoC platforms,  many reviews were hidden behind expensive paywalls and generally focused the usual, large suspects. Reviews in the public domain tend to be fairly light. I wanted to provide sufficient information that smaller businesses could find a VoC tool to meet their needs.

While large businesses have dedicated IT purchasing departments to collect business requirements and manage vendor selection, smaller businesses often struggle to make objective decisions about software and software as a service.

So I designed this study to help SMEs and small corporates select a Voice of the Customer tool to:

  • gather and analyse customer feedback.
  • share customer insights.
  • improve customer experience.

The 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 you. If you need help with that, take a look at the white paper.

I update existing reviews once a year and add new platforms as often as possible.

How I assess the tools

I ask each vendor to complete a questionnaire exploring their capabilities in seven categories:

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

After reviewing their answers, I invite each vendor to provide a 15-minute demonstration followed by 30-minute Q&A with optional participation from a client. Then I write full review for each vendor and summarise on this website. All vendors review the draft reviews and are invited to correct factual errors and add information to cover the same subjects as their competitors.

Click here to learn more about the assessment process.

My biggest takeaway

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. I don’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.

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.

 AlternaCXHello CustomerInMomentLimetropyMyCustomerLensOMBEA InsightsOPINATOROpinyinSandsivSurveySensumSurvicateWonderflow
Analysis languages 2+27103100+E35527250+17N/A13
Employee experience (VoE)YesYesYesYesYesYesYesYesYesNoNoYes
Inner loop (individual issues)YesYesYesYesNoYesYesYesYesYesYesNo
CX 😊 Business ⩩ Performance 📈
Outer loop (systemic issues)YesYesYesYesYesYesYesYesYesYesYesYes
ROI calculationYesNoYesYesNoNoNoManuallyYesNoNoManually
Total price £, ££, ££££-££££££££-£££££££-£££-£££££-£££

Continue your Voice of the Customer Journey

What is the Voice of the Customer?

Want to know more about the Voice of the Customer, how it works and why you should use it? Click the button below to read more.

VoC tools you should consider

Click below for a summary of the tools I have reviewed and see which one suits your business.

Schedule your free consultation and learn how you can keep up with rising customer expectations.

After our confidential, 30-minute consultation, you will…

  • See a path to using customer feedback to drive product, service and operational improvements
  • Feel confident you and your team can continuously improve
  • Be keen to get ahead of your competitors by using customer ideas to innovate
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