13 Top Voice of the Customer (VOC) Tools for Capturing Feedback

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How do you stand out in a crowded market and deliver a product that truly meets the needs of your customers? You could spend thousands of dollars on research... or simply listen to what your customers have to say.

Capturing customer insights is often called the Voice of the Customer. Behind this poetic name is one of the most powerful ways to collect and understand customer sentiment, improve your product, and increase revenue.

Today, we will explain Voice of the Customer and how it can improve customer satisfaction and help you refine your product. 👇

In short—the best VOC tools in 2025:

1. Featurebase ✨
2. ZonkaFeedback
3. UserVoice
4. Pendo
5. InMoment
6. Qualtrics XM
7. Medallia
8. SurveyMonkey
9. AskNicely
10. Mopinion
11. Prowly
12. Rapidr
13. Sentisum

What is the Voice of the Customer?

Voice of the Customer (VoC) is the process of collecting and analyzing customer feedback to understand their expectations, preferences, and needs. It helps businesses improve products and make them meet customer demands.

Voice of the Customer is unique because it involves collecting feedback through various channels, including feedback forms, satisfaction surveys, social media, customer interviews, review sites, and many others.

Why is VOC important?

Every company wants to build a product with superior customer experience, high lifetime value, no churn, and a growing number of delighted customers. Voice of the Customer can help you do just that. Here are some of the key reasons why VOC matters for SaaS:

1. An improved customer experience

With Voice of the Customer tools, you can build products that customers use and love. If you don't know what feature to build or what bug to fix, Voice of the Customer software helps you determine where your focus should be. You can gauge customer sentiment to solve problems with laser precision.

2. Building customer-centric products

Building a product doesn't require much sophisticated effort in 2025—just a few people can deliver a decent product. However, building a product people love and use daily requires collecting customer feedback and driving actionable insights from it. This is where Voice of the Customer tools come in.

3. Lower churn

When you hear your customers' needs early and address their concerns, there is a lower likelihood that they will churn and switch to another brand. When a business makes an effort to collect and analyze customer feedback, it can understand why customers leave and address those issues before they become threats.

4. Improved decision-making

Don't know which features or bugs to build or fix next?

Voice of the Customer tools help you make important decisions more quickly. By analyzing customer feedback, you'll understand what matters for customer satisfaction, what you should build or fix, and what can wait.

5. Competitive advantage

One of the most powerful ways to stand out in a crowded market is to gather customer insights. It's often the least expensive way to improve customer relationship management and discover what is missing in the customer journey, making your product better than the rest.

6. Brand loyalty

Customers who feel you are listening to them stick around with your business. With a customer platform for collecting feedback, you can get valuable insights about your customers. In turn, they'll show you loyalty, and you'll see an increase in customer lifetime value.

Top VOC tools to collect customer feedback in 2025

From customer satisfaction surveys to sentiment analysis and customer experience management tools, you can take plenty of routes to capture the customer's voice. These are some of the best voice of the customer tools you can try in 2025 to build the best version of your product.

1. Featurebase

Featurebase is one of the best modern VOC tools. It helps you collect all customer feedback in one place from across the internet with the help of surveys, embeddable feedback forms, integrations, and a public Feedback Forum.

You can then connect your customer data to the feedback and prioritize ideas based on customer revenue, company size, etc., to build better products.

Key features of Featurebase include:

• Feedback forum to collect feedback and let users vote on feature ideas
• Embeddable feedback forms (see live demo)
• Customer surveys (NPS, CSAT, etc.)
• Prioritize feedback by customer revenue
• AI feedback analysis & summaries
• Changelogs for closing the feedback loop
• Knowledge base
• Integrations with Slack, Intercom, Discord, Clickup, and many others

Featurebase is among the most affordable options on this list, with prices starting from just $49/month. Plus, it comes with a Free plan, and the onboarding is super simple, so there's no downside to trying it out! 👇

✨ Start collecting & managing customer feedback with Featurebase for Free →

2. ZonkaFeedback

ZonkaFeedback is an AI-driven customer experience and survey platform for teams that want to get actionable product insights from customer feedback without breaking a sweat. Besides typical surveys such as Net Promoter Score and Customer Effort Score, it offers offline voice of the customer tools that get feedback for collecting feedback in person.

Top features include:

• Standardized survey templates (NPS, CSAT, CES)
• Salesforce surveys
• Offline and kiosk surveys
• Product feedback with smart widgets

If you're just starting out, the free plan allows you to get up to 50 responses per month. Paid plans start at $49 per month, unlocking 250 responses and up to three users.

Check out the best Zonka alternatives →

3. UserVoice

Looking for an enterprise-grade feedback suite? UserVoice offers a complex, all-in-one solution tailored for larger teams with custom workflows. With its comprehensive features, UserVoice supports internal feedback collection, user analytics, and roadmap prioritization, though it requires a steep learning curve.

Key features of UserVoice include:

• Idea management
• User analytics
• Roadmap prioritization
• Internal feedback collection & alignment tools
• Satisfaction surveys
• Extensive integrations, including translation support
• SOC2 certification for enterprise security needs

If your team is looking for a robust feedback platform and has the resources to invest, UserVoice provides a variety of advanced capabilities but may be overpowered for smaller, agile startups.

Prices start at $699 per month, with additional costs for enhanced features like customer data connections and feedback collection. For example, collecting feedback starts at $899, and connecting customer data to ideas is $1,350 per month.

Check out more modern UserVoice alternatives →

4. Pendo

Pendo is a powerful, enterprise-focused platform that combines user onboarding, feedback boards, and product analytics to help you understand and enhance the customer journey.

Key features of Pendo include:

• User onboarding
• NPS surveys
• Product analytics (e.g., tracking in-app customer usage)
• Product roadmaps
• Prioritization frameworks
• Session replays

Pendo offers a free plan with limited features, including NPS surveys, a roadmap, and up to 500 monthly users. Pendo's prices are not disclosed, but users report costs ranging from $30,000 to $100,000 per year, depending on the plan.

Check out more affordable Pendo alternatives →

5. InMoment

InMoment is an AI-powered customer experience platform for collecting, analyzing, and understanding customer feedback. It's ideal for businesses that want to get Voice of the Customer insights across channels. Social media, emails, SMS, websites, and call centers are just some places where you can collect feedback to be analyzed later.

InMoment is a great choice because of its:

• Text analytics (state-of-the-art natural language processing tools for sentiment analysis)
• Artificial intelligence features (summarizing VOC data, image recognition, impact prediction, automated actions)
• Detailed out-of-the-box reports to power business growth
• A great mobile app, e.g. for analyzing customer reviews on the go

InMoment does not have publicly available pricing, so you'll have to contact them to determine how much this feedback management platform costs.

6. Qualtrics XM

Out of all the VOC tools listed here, Qualtrics is by far the most comprehensive. It has three platforms: XM for Customer Experience, XM for Employee Experience, and XM for Strategy and Research. We're interested in the first one today.

You can expect to see features such as:

• A mix of VOC data: customer data combined with behavioral cues for valuable insights into customer experience
• Customer journey optimization tools for spotting bottlenecks such as poor customer service interactions or bad product UX
• Website session replay and behavioral analytics
• Omnichannel analytics (e.g., analyzing call center conversations to spot areas of interest)
• Employee engagement and pulse surveys for employee feedback management

Qualtrics has too many features to mention in a single article. Unfortunately, its pricing is also not transparent, so you'll have to get in touch for a personalized quote.

7. Medallia

For enterprise-level companies, choosing the right customer platform can be challenging. Competing against Qualtrics is Medallia, an experience management software for feedback management and collection.

• There are a multitude of ways to get customer "signals": surveys, digital behavior, speech analytics, SMS and chat messaging, point of sale, and many others
• Role-based reporting
• Enterprise-grade security (SSO, data encryption and authorization, and more)
• Self-service admin suite for collecting qualitative and quantitative data in a way that suits you best

You can only request a demo on the Medallia website, and pricing information is not available anywhere else online.

8. SurveyMonkey

If you wanted to create surveys 15 years ago, SurveyMonkey was the default choice, as it's one of the oldest and best-known survey software. Over time, it evolved into a platform for gathering Voice of the Customer insights through forms and market research solutions.

Some of its top features include:

• 250+ survey templates
• 100+ integrations with business tools
• Easy online form creation
• SurveyMonkey Genius: an AI tool for improving the effectiveness of your surveys

Pricing starts at 30 EUR per user per month, but the trick is that you have to purchase seats for three users right off the bat.

9. AskNicely

If you want to collect customer feedback, all you have to do is... Ask Nicely. This full-cycle customer experience platform lets businesses gather customer feedback, assess and analyze it, respond to it, ask for user-generated content, and much more.

Use it to get features such as:

• Multichannel customer feedback from SMS, email, or in-app surveys on your web app or website
• Automated follow-ups
• CRM integrations for aligning customer data
• Multiple survey templates, such as NPS, CSAT, star surveys, conversational surveys, and others

Unlike most other enterprise VOC tools, AskNicely has clear pricing plans. The Learn plan starts at $449 per month and provides up to 12,000 responses per year.

10. Mopinion

Mopinion is one product neatly split into three solutions: websites, apps, and emails. You can use it to identify trends and customer needs across touchpoints, analyze data, and prepare for product changes.

This Voice of the Customer tool offers the following features:

• Customizable website feedback forms that provide context and allow for detailed reporting
• Feedback forms for mobile apps with easy embedding thanks to SDK + advanced triggering
• Drag and drop email surveys with contextual survey data

There are only two plans available in Mopinion. The Standard plan is 259 EUR per month, while the Enterprise one requires contacting the sales team.

Check out the top affordable Mopinion alternatives →

11. Prowly

Prowly is a Voice of the Customer tool that helps you monitor social media. Simply sign up for an account, enter your keywords, and start tracking what people say about you on social media, websites, forums, and review platforms.

Prowly comes with features such as:

• Media monitoring tools
• Sentiment analysis for mentions
• Alerts and summaries for new mentions through email
• Detailed reporting on VOC data

With Prowly, you can gain valuable product and customer insights on autopilot. While it is primarily built for PR professionals and marketers, it's a useful tool for anyone who wants to capture customer data easily.

Prices start at $249 per month, and there is a free trial to see if it's right for your business.

12. Rapidr

Rapidr offers an intuitive platform aimed at larger companies, helping them collect and manage user feedback to improve product decisions. While it includes features for comprehensive feedback management, the pricing may be better suited to large teams.

Key features of Rapidr include:

• Feedback boards, roadmap, and changelog
• Custom domain support
• Email notifications
• User segmentation
• Single Sign-On (SSO)

Rapidr offers three pricing tiers and starts at $49 per month.

Also, check out the top Rapidr alternatives for SaaS →

13. Sentisum

Sentisum uses artificial intelligence tools to help you understand who is leaving customer feedback, in which channels, and how you should leverage that information. It scans all customer interactions in real time to analyze user behavior and quickly make sense of unstructured data.

Top features include:

• Real-time customer feedback analysis with alerts for unexpected issues
• Consolidated insights in one customer feedback board
• Fully custom AI models built for the business success of individual customers
• Review monitoring (and turning reviews into customer support queries)

You can only learn about Sentisum pricing after booking a product demo.

Conclusion

While Voice of the Customer seems like a complex umbrella term, it simply means listening to the customer first-hand and providing the best possible customer experience.

Customer feedback is one of the cheapest ways to increase customer satisfaction. All it takes to get started is the right customer feedback tool.

Featurebase is a modern & powerful VOC tool. It helps you collect feedback with a feedback forum, surveys, embeddable widgets, and integrations. You can then analyze all of that feedback in one place by connecting it to your customers' revenue and much more to make better product decisions.

It comes with a Free plan, and the onboarding is super simple, so there's no downside to trying it out! 👇

✨ Start collecting & managing feedback with Featurebase for Free →