11 Best Voice of Customer (VoC) Tools for CX & Marketing Teams

Voice of the Customer (VoC) is the process of gathering and analyzing customers’ thoughts and feelings about your product and their interactions with your business. The right VoC tools and software make this process faster and less manual than running surveys alone.

What Is Voice of the Customer?

Traditionally, teams collected feedback through customer surveys, which come with several downsides:

• Timing: Surveys are collected after the fact, so you can’t address issues before they happen.

• Incomplete data: Not all customers fill out surveys, leaving gaps in your data.

• Skewed responses: Usually only very happy or very unhappy customers respond, excluding the majority who feel somewhat satisfied or dissatisfied.

• Bias and error: Customers may sugarcoat their experience or leave out details, producing inaccurate data.

To solve these problems, more teams now use VoC tools that automatically capture and report on data from interactions across every customer channel. This removes the need to send out surveys, and it avoids the low response rates and skewed results that come with them.

Not every VoC tool works the same way underneath, and that difference matters. Many products marketed as AI-powered VoC solutions actually run on rule-based algorithms, using basic natural language processing (NLP) and keyword matching instead of true language understanding.

A keyword-based system flags key moments, like when a customer uses a specific word to express happiness or frustration, and labels the sentiment as positive or negative. This approach has real limits:

1. Labeling sentiment as only positive or negative misses actual emotions, like anger, disappointment, gratitude, or admiration.

2. Manually entering keywords to catch every phrasing of an idea (for example, “I don’t like how this fabric feels” versus “the material isn’t comfortable”) takes significant effort.

3. Even with that effort, keyword systems miss intent in cases that don’t match a preset phrase, since no list can cover every way a person might say something.

Tools built on natural language understanding (NLU) work differently. They identify the underlying intent behind what a customer or agent says, rather than scanning for specific words, which lets them detect a broader range of sentiments and meanings without requiring hundreds of manually entered keyword variations.

With that distinction in mind, it helps to know what these tools actually look like across categories.

What Are Voice of the Customer Tools?

Voice of the customer tools collect and interpret customer feedback so teams can act on it without relying only on surveys. Most platforms fall into a handful of common types.

Conversation and speech analytics platforms analyze support calls, chats, and emails directly, detecting intent and sentiment as the interaction happens. Feedback management platforms centralize survey responses, reviews, and support tickets into one system so CX teams can track satisfaction trends over time. Social listening tools monitor public conversations across social media and the web, giving marketing teams visibility into brand perception outside of direct support channels. Some platforms, like journey mapping tools, focus specifically on tracking a customer’s experience across every touchpoint, from first contact through renewal.

The tools below split into these two practical use cases: platforms built for customer success and support teams, and platforms built for 

product and marketing teams.

VoC Tools for Customer Success Teams

VoC Tools for Marketing Teams

Top VoC Platforms for Customer Success Teams

1. Level AI

Level AI uses natural language understanding and generative AI to collect and analyze customer feedback directly from interactions, without sending a single survey. This gives teams a faster way to capture insights into customer perceptions and behavior.

Level AI’s Voice of the Customer tools let you:

Beyond that quick overview, four capabilities do most of the work:

• Scenario Engine: Identifies what a customer means, not just the words used, and tags the moment as a scenario, like “Connection Issues” for login trouble, using predefined categories or custom ones for your business. Each tagged moment becomes a searchable conversation tag, such as “Delivery Issues” or “Price Concerns,” and a single conversation can carry several tags.

The platform ships with predefined scenarios out of the box:

You can also define custom scenarios specific to your business:

Each tagged moment shows up as a searchable conversation tag:

• Sentiment Score and tags: Scores every conversation from 0 to 10, weighting sentiment near the end of a call more heavily, and tags specific emotions like anger, disappointment, or gratitude at the moment they occur.

Sentiment Score tracks how a call trends from start to finish:

• Advanced reporting with Query Builder: Combines Level AI’s tagged data with CRM, ticketing, and survey data, so teams can answer questions like which topics correlate with low satisfaction or which agent responses shift sentiment during a call.

Dashboards come ready to use out of the box:

Query Builder lets you build a custom report from scratch:

• Coaching with Real-Time Manager Assist: Gives managers live call metrics, like sentiment score and likelihood to convert, plus one-click access to start a coaching session.

Coaching plans can be assigned directly to agents from the dashboard:

Real-Time Manager Assist surfaces live metrics for calls in progress:

Ready to try Level AI’s Voice of Customer tools? Book a call with our team to see how it can improve your organization’s customer satisfaction and agent performance.

Below, we cover alternative VoC tools for gathering and analyzing customer feedback.

2. Qualtrics

Qualtrics is a customer experience management platform that captures and analyzes VoC data to improve customer satisfaction and loyalty. Customers generate insights from interactions and organize them into customizable dashboards and reports. The platform excels at capturing feedback across multiple touchpoints, including surveys, social media, and customer interactions.

Because Qualtrics is an enterprise platform, it currently offers only custom pricing plans, available upon request.

3. Verint

Verint is a CX automation platform that helps companies increase customer engagement, optimize workforce performance, and improve business processes through analytics and automation. Businesses rely on Verint to identify CX blind spots and bottlenecks in the customer journey.

Verint’s pricing plans are custom and available upon request.

4. Gong

Gong is a revenue intelligence platform that captures and analyzes customer interactions across channels to provide AI-driven insights for sales performance and customer engagement.

Gong doesn’t disclose pricing, since each plan is tailored to the organization. Contact a sales rep for details.

5. Medallia

Medallia is an enterprise VoC platform that helps organizations build customer-centric programs through feedback management and data collection. The platform combines in-app, SMS, and traditional survey methods to capture customer expectations across every touchpoint.

For specific pricing, organizations must contact Medallia’s sales team directly.

6. Chattermill

Chattermill is a customer feedback analytics platform that unifies data from reviews, support tickets, conversations, and social media into a single view. The platform uses deep learning AI to analyze that data at scale, and brands including Amazon, Uber, Tesco, and H&M use it to guide CX and product decisions.

Chattermill’s pricing depends on the data sources and feedback volume a company needs to analyze, and is available upon request.

Top VoC Software for Marketing Teams

1. Brandwatch

Brandwatch is a consumer intelligence platform that helps marketing teams collect and analyze conversations about their brand or product, using social listening and analytics.

Brandwatch provides:

• Comprehensive data coverage: Access to 1.4+ trillion posts dating back to 2008, with 496 million new posts added daily.

• Generative AI assistant: Brandwatch’s Iris finds customer conversations and turns them into readable insights.

• Advanced reporting and visualization: Customizable dashboards with 50+ live visualizations and automated reports.

Brandwatch’s pricing isn’t available online. Contact its sales team for custom pricing.

2. Meltwater

Meltwater is a media intelligence and social listening platform that helps marketing teams monitor and analyze online conversations about their brand and industry.

This VoC software provides features for:

• Real-time social data analysis: Processes data from 100+ million online sources, including social media, blogs, forums, and review sites.

• Brand monitoring: Tracks mentions across channels and reports on conversation volume and quality.

• Sentiment analysis: Flags whether brand mentions are positive, negative, or neutral.

All Meltwater packages are customized. Request a demo from its sales team for pricing.

3. Brand24

Brand24 is a social media monitoring and analytics tool that tracks brand mentions and customer sentiment across channels. It helps agencies, marketers, and PR professionals gather feedback and make data-driven decisions.

Key Brand24 features include:

• Topic analysis: Identifies topics being discussed by the target audience, including sentiment, reach, and share of voice.

• Anomaly detection: Flags unusual spikes or drops in mention volume so teams can respond quickly.

• AI-powered brand reports: Delivers charts, metrics, trend analysis, and strategic recommendations.

Brand24 offers four pricing plans, billed annually:

• Individual: $119 per month

• Team: $159 per month

• Pro: $239 per month

• Enterprise: $399 per month

4. Talkwalker

Talkwalker is an enterprise-level social listening and analytics platform that gives marketers insight into customer conversations and brand perception, helping them track sentiment and benchmark against competitors.

The platform provides:

• Real-time social listening across multiple online channels, tracking conversations as they happen.

• Visual analysis capabilities that detect brand logos, scenes, and objects in shared visual content.

• Advanced customer analytics that consolidates feedback from 300+ sources, including reviews, surveys, and support tickets.

Talkwalker doesn’t disclose pricing, offering only customized plans.

5. Sprout Social

Sprout Social is a social media management platform that adds listening, sentiment analysis, and reporting on top of publishing and engagement tools, making it a common pick for marketing teams tracking Voice of the Customer software conversations at scale.

Sprout Social provides:

• Social listening: Monitors brand mentions and keyword conversations across social platforms and the wider web.

• Sentiment analysis: Flags positive, negative, and neutral mentions within the listening module.

• Competitive reporting: Benchmarks brand performance against named competitors.

• AI Assist: Helps teams draft and refine social posts and replies.

Sprout Social’s base plans start at $79 per seat per month, billed annually. Listening and premium analytics are sold as separate add-ons with custom pricing.

Conclusion: Selecting the Right VoC Platform for Your Business

Choosing the right voice of the customer tool comes down to where your feedback already lives. Contact centers get the most value from platforms like Level AI that analyze conversations directly, without surveys. Enterprise CX teams juggling surveys, reviews, and support tickets may lean toward Qualtrics, Medallia, or Chattermill. Marketing teams tracking brand perception outside of direct support channels need social listening tools like Brandwatch, Meltwater, or Sprout Social. Whichever category fits your team, prioritize platforms that detect real customer intent instead of relying on keyword matching alone.

Interested in adding Voice of the Customer tools to your process? Book a call with Level AI today to learn how we can help increase your brand’s customer satisfaction scores and call center performance.

See What Your Customers Are Really Saying

Capture Voice of the Customer insights directly from conversations—not just surveys. Level AI helps you uncover hidden customer needs and take action to improve every experience.

Schedule a demo

See What Your Customers Are Really Saying

Capture Voice of the Customer insights directly from conversations—not just surveys. Level AI helps you uncover hidden customer needs and take action to improve every experience.

Schedule a demo