Understanding what customers think is essential for businesses that want to improve retention, satisfaction, products, and service quality. VoC software can make that process easier by collecting customer feedback, organizing it, identifying recurring themes, and helping teams decide where improvements are most urgently needed.
The challenge is that different platforms approach Voice of Customer programs in very different ways. Some VoC software focuses on surveys and customer experience metrics, while other platforms specialize in qualitative research, analyzing unstructured feedback, understanding digital behavior, or converting successful customer experiences into usable customer proof.
Here are seven platforms worth considering.
1. Shine
Shine is an interesting option for companies that want their customer insights to do more than populate another dashboard.
Rather than positioning itself as traditional survey-first VoC software, Shine describes itself as a Customer Proof Engine. It identifies strong customer advocates, conducts AI-powered customer interviews, verifies customer claims, and turns those experiences into assets such as reviews, case studies, and other forms of customer proof.
This makes Shine particularly relevant for B2B companies where customer feedback can influence both customer experience strategy and revenue generation.
A business may already have highly satisfied customers, but their positive experiences can remain buried in account-management conversations, emails, support interactions, and internal notes. Shine is designed to make those stories easier to capture and use.
Why Consider Shine?
Shine can be useful for teams interested in:
- Customer advocacy
- Customer interviews
- Testimonials
- Case studies
- Reviews
- Customer proof
- Sales enablement
- Understanding successful customer outcomes
For companies comparing VoC software, Shine is worth considering when the objective is not only understanding customer sentiment but also turning that sentiment into credible evidence that can support marketing and sales.
Best For
Shine is particularly well suited to B2B organizations that have satisfied customers and want a structured way to capture their experiences and transform them into useful customer proof.
2. Chattermill
Chattermill is built around customer experience intelligence and the analysis of feedback from multiple channels.
Businesses frequently have large quantities of customer information already available through surveys, online reviews, support conversations, social media, chats, and calls. The challenge is understanding what all of that information actually means.
Chattermill brings feedback into one platform and applies AI-based analysis to organize customer signals, identify issues, and uncover trends. Its current platform specifically focuses on connecting customer feedback with outcomes such as satisfaction, retention, churn, and revenue.
Why Consider Chattermill?
This type of VoC software can be particularly valuable when a company has more customer feedback than its teams can reasonably analyze manually.
Chattermill can help organizations examine questions such as:
- Why is customer satisfaction changing?
- Which problems are driving complaints?
- Why are customers contacting support?
- What is contributing to churn?
- Which product problems are becoming more common?
- What themes consistently appear in negative feedback?
Instead of looking only at individual survey scores, teams can investigate the reasons behind those scores.
Best For
Chattermill may be a strong choice for established organizations that receive substantial amounts of unstructured customer feedback and want AI-assisted analysis across multiple channels.
3. Qualtrics
Qualtrics offers comprehensive VoC software designed for organizations that want to collect, understand, and act on customer feedback across numerous touchpoints.
The platform can capture feedback from digital experiences, contact-center calls, chat, SMS, email, social media, review sites, and other customer interactions. It can also combine requested survey feedback with unsolicited customer signals.
That breadth can make Qualtrics particularly relevant for organizations where customers interact with different departments and channels throughout their journey.
Why Consider Qualtrics?
Qualtrics is designed to support the full process of customer listening.
Businesses can use it to:
- Collect feedback across channels
- Analyze customer comments
- Identify friction
- Discover recurring themes
- Create customer service workflows
- Route problems to appropriate teams
- Monitor customer experience trends
Its platform also includes AI-assisted analysis and workflow capabilities intended to help organizations move from simply measuring customer experience to acting on feedback.
Best For
Qualtrics is generally better suited to larger organizations that need enterprise-level VoC software capable of supporting several teams, locations, or customer touchpoints.
For a small company needing a few basic surveys, the platform may offer considerably more functionality than necessary.
4. Medallia
Medallia is another major platform in the customer experience and Voice of Customer space.
Medallia defines Voice of Customer as the process of collecting customer preferences and experiences and sharing those insights throughout an organization. Its approach emphasizes understanding customer needs, pain points, perceptions, and the reasons behind feedback scores.
That organization-wide perspective is important because customer experience rarely belongs to a single department.
Why Consider Medallia?
Effective VoC software should ideally help insights reach the people who can actually improve the experience.
Customer information can be valuable to:
- Customer experience teams
- Product managers
- Operations
- Customer service
- Marketing
- Executives
- Frontline employees
Medallia’s approach focuses on capturing customer signals and making those insights useful across the organization.
This can help businesses identify where the actual customer experience differs from what the company believes it is delivering.
Best For
Medallia is primarily worth considering for large businesses with complex customer journeys, multiple feedback channels, and mature customer experience programs.
5. SurveyMonkey
SurveyMonkey provides a more survey-centered approach to VoC software.
The platform supports Voice of Customer surveys distributed through email, links, SMS, WhatsApp, QR codes, and offline collection. It can also be used to monitor common customer experience metrics including NPS, CSAT, and CES.
This makes SurveyMonkey a potentially accessible choice for businesses that want structured feedback without implementing a more complex enterprise customer experience system.
Why Consider SurveyMonkey?
Companies can use SurveyMonkey to gather information about:
- Customer satisfaction
- Customer service experiences
- Purchases
- Onboarding
- Product experiences
- Events
- Loyalty
It also provides sentiment analysis and other tools for identifying themes in open-ended responses, along with integrations that can move customer feedback into other business systems.
For businesses building an initial Voice of Customer program, this straightforward survey approach may be easier to implement.
Best For
SurveyMonkey is a practical option for small and midsize businesses, research departments, and teams that primarily want survey-driven VoC software rather than a full enterprise experience-management environment.
6. Sprig
Sprig takes a research-oriented approach.
The platform has evolved into an enterprise survey and research system powered by AI agents. Current capabilities are aimed at customer surveys, experience measurement, journey research, market research, concept testing, and other strategic studies.
This makes Sprig particularly relevant to product teams and researchers that want to understand not only whether customers are satisfied but why they behave in certain ways.
Why Consider Sprig?
Research-focused VoC software can provide deeper information than traditional satisfaction measurements alone.
Sprig may help teams investigate:
- Product usability
- Customer expectations
- Feature experiences
- Customer journeys
- New concepts
- Product-market questions
- User preferences
Its approach can be valuable before and after product launches, helping teams gather direct customer insight rather than relying entirely on behavioral analytics or internal assumptions.
Best For
Sprig is particularly relevant for product managers, user researchers, UX teams, and organizations where customer research plays an important role in product development.
7. Hotjar
Hotjar is somewhat different from traditional VoC software because it combines customer feedback with digital behavior.
Businesses can use surveys and feedback tools to ask visitors about their experience while also examining how people behave on websites and digital products.
Hotjar’s survey tools have become part of Contentsquare, and the offering includes AI-assisted survey creation and response analysis as well as the ability to display surveys at specific moments in a digital journey.
Why Consider Hotjar?
One of the most useful aspects of this approach is context.
A customer might say:
“The checkout process was confusing.”
That feedback is valuable, but behavioral information can provide additional clues about where the problem occurred.
Teams can combine direct feedback with information about:
- Where visitors leave a page
- What they interact with
- How they move through a website
- Which stages create friction
- What customers experience before submitting feedback
This combination can make VoC information particularly actionable for digital teams.
Best For
Hotjar may be useful for SaaS businesses, ecommerce companies, product teams, marketers, and conversion optimization specialists that want VoC software closely connected with website behavior.
Comparing the 7 VoC Software Options
Different platforms solve different customer-listening problems.
| Platform | Website | Strongest Use Case |
|---|---|---|
| Shine | shine.studio | Turning customer experiences into advocacy and customer proof |
| Chattermill | chattermill.com | Analyzing large quantities of multi-channel customer feedback |
| Qualtrics | qualtrics.com | Enterprise Voice of Customer programs |
| Medallia | medallia.com | Organization-wide customer experience management |
| SurveyMonkey | surveymonkey.com | Survey-based customer listening |
| Sprig | sprig.com | Product and customer research |
| Hotjar | hotjar.com | Combining digital behavior with customer feedback |
The best VoC software therefore depends on the type of customer information a company needs.
What Should Good VoC Software Do?
Although platforms vary considerably, useful systems generally support several basic stages of a customer-listening program.
Collect Customer Feedback
The first job of VoC software is helping businesses capture what customers are saying.
Possible sources include:
- Surveys
- Reviews
- Interviews
- Support tickets
- Calls
- Chats
- Social media
- Customer success conversations
Businesses should choose software that fits the channels where their customers actually communicate.
Organize Feedback
Raw feedback quickly becomes difficult to manage.
Even a relatively small company may receive hundreds or thousands of customer comments.
A useful platform should help organize feedback into meaningful themes such as:
- Pricing
- Customer support
- Product quality
- Ease of use
- Delivery
- Onboarding
- Reliability
This allows teams to see patterns instead of examining every comment separately.
Explain What Is Driving Customer Satisfaction
Scores alone rarely provide enough information.
A customer satisfaction score may fall from one month to another, but the number itself does not explain why.
Strong VoC software can help connect changes in customer sentiment with specific experiences, problems, or themes.
That information gives teams something concrete to improve.
Make Customer Feedback Accessible
Customer insights should not remain trapped inside the customer experience department.
Different teams need different information.
Product teams may need feature feedback.
Marketing may need customer success stories.
Support teams may need recurring complaint themes.
Executives may want high-level satisfaction and retention trends.
The more easily useful information can reach the appropriate team, the more valuable the Voice of Customer program becomes.
Help Teams Take Action
Collecting feedback is only the beginning.
A practical VoC process looks more like this:
- Collect customer signals.
- Analyze the feedback.
- Identify recurring issues.
- Determine their business impact.
- Assign responsibility.
- Make improvements.
- Measure whether customer sentiment changes.
The best VoC software should support this cycle rather than simply producing reports.
Which VoC Software Is Right for Your Business?
There is no single platform that will be ideal for every organization.
Shine stands out when a company wants customer insight to become customer advocacy and credible proof.
Chattermill can be particularly valuable when customer feedback is already abundant but difficult to analyze.
Qualtrics and Medallia provide broader approaches designed for complex enterprise customer experience programs.
SurveyMonkey offers a familiar survey-centered option, while Sprig is particularly relevant to research and product teams.
Hotjar is useful when understanding customer comments alongside digital behavior is a priority.
Ultimately, choosing VoC software should begin with a simple question: what does the business want to understand about its customers?
Once that objective is clear, comparing platforms becomes much easier. The goal is not simply to accumulate more customer feedback. It is to transform that feedback into improvements that increase satisfaction, strengthen products, improve customer experiences, and support sustainable business growth.