Voice of the Customer (VoC) platforms shed light on customer needs and perceptions.
In doing so, they surface valuable insights that guide cross-functional actions to enhance customer experiences.
Some even suggest AI-driven actions, exemplifying how far the space has come from stale, survey-building solutions of years gone by.
Yet, particular vendors have done more than others to drive the VoC space forward.
Gartner aims to segment these vendors in its Magic Quadrant report, isolating four market leaders in its evaluation of ten prominent VoC platform providers.
→ THE 2025 Edition: Check out CX Today’s coverage of the latest Gartner Magic Quadrant for VoC.
The Definition of Voice of the Customer (VoC) Platforms
Voice of the Customer platforms unify "feedback collection, analysis, and action" tools within a single solution – according to Gartner.
These collection tools gather direct, indirect, and inferred feedback across first-party and third-party voice, digital, and in-person channels.
Much of this now comes from conversation transcripts and recordings. Yet, VoC platforms must still provide the ability to craft and field surveys – across various platforms - and gather the responses.
The analysis tools then help to derive insights from structured and unstructured data sets – sharing those via reports, visualizations, and techniques.
Lastly, the action tools help businesses act on the insight via alerts, workflow, case assignments, and sometimes auto-generated recommendations.
By utilizing these solutions as part of a single strategy, businesses aspire to continuously improve CX, enhance customer service, bolster retention rates, drive revenue growth, and/or understand perceptions of their brand.
Alongside these must-have capabilities, many vendors offer additional features. These range from options to aggregate data from other enterprise systems and closed-loop feedback automations to sentiment analysis and the ability to collect engagement data from third-party platforms.
Gartner analyzed the depth of each vendor’s vision to bring such features to their customers alongside their deployment histories.
After, the research firm divided each VoC provider into four segments: Leaders, Challengers, Visionaries, and Niche Players.
Gartner Magic Quadrant Leaders
Leaders in the Magic Quadrant match an innovative, considered vision with a track record of “significant successful deployments” that cross various industries and sizes of businesses. In doing so, many competitors often view them as the standard bearers within the space. This year’s leaders are:
- Qualtrics
- Medallia
- InMoment
- PG Forsta
Qualtrics
Qualtrics has committed $500MN to invest in generative AI (GenAI) over the next four years. That includes the delivery of a GenAI assistant that aids contact center agents in responding in real-time to customers and managers in coaching their teams. Gartner believes this exemplifies one of Qualtrics’ core strengths: product innovation. Qualtrics also stands out for its customer experience, analysis, and insight. The vendor’s analytics suite supports the latter, which leverages advanced machine learning and includes more than 40 “out of the box” guided projects.
Medallia
Medallia supports businesses in determining critical ROI drivers and leveraging those to guide the “highest-value” customer improvements. According to Gartner, this showcases the vendor’s ability to realize greater value across VoC use cases and enterprise environments. Like Qualtrics, Medallia also excels in its product innovation, enabling sophisticated automations, workflows, and video analytics. Lastly, the analyst highlights Medallia’s deep base of consulting and ISV partners as a notable strength, with the latter including the likes of Adobe, Salesforce, and ServiceNow.
InMoment
Last year, InMoment became the first VoC vendor to release a GenAI-powered solution, leveraging ChatGPT to generate concise summaries from hundreds of disparate pieces of customer feedback. That perhaps highlights its market understanding and drive to make VoC insights more accessible. Gartner applauds this alongside InMoment’s geographic strategy, life cycle/journey approach, and impact predictor. The latter allows businesses to zoom in on phases of the customer life cycle, aiding customer journey orchestration efforts.