The 2025 Guide to Voice of the Customer Software (Features + Tools)
Think back to the last time you gave feedback to a brand. Did you click away from a survey because you felt no one would read it anyway? Imagine if that brand had actually listened — and showed you that your input shaped what happened next.
In 2025, active listening is no longer reserved for therapists. It's a competitive edge in business, leading directly to a high ROI. According to Gartner, companies that connect customer satisfaction and business results are 29% more likely to report CX budget increases and a third less likely to report decreases in their CX budget.
That’s where the voice of the customer (VoC) software comes in. These tools gather all those scattered signals — reviews, surveys, community discussions, even offhand social mentions — and turn them into insights your team can actually use.
This guide will show you what VoC software is, why it matters in 2025, and which tools can help you hear your customers clearly and act faster.
What is Voice of the Customer software?
Voice of the customer (VoC) software is a set of tools that collect customer feedback, analyze it, and turn it into action. Voice of the customer platforms help you understand what people think and feel at every stage of the customer journey.
With a voice of the customer platform you can:
- Gather insights across multiple channels — customer surveys, reviews, support logs, social media, and community discussions
- Analyze customer feedback using dashboards, sentiment tracking, and text analytics
- Spot trends in customer engagement and expectations
- Turn customer insights into concrete improvements in products, services, and support
Instead of looking at single pieces of feedback in isolation, VoC software organizes all those signals in one place. This makes it easier to see how your customers experience your brand and to make decisions that strengthen their trust.
Why is VoC software essential in 2025?
Picture a customer who reaches out to you three different ways: a quick comment on social media, a question through live chat, and detailed feedback in your support survey. Each of these customer service interactions holds a piece of the puzzle. Without the right system, those pieces stay scattered and no one sees the full picture.
That’s why a voice of the customer tool has become essential in 2025. It gives your team a way to bring customer data together, see patterns across the entire customer experience, and respond quickly when things need to change.
According to Qualtrics, 63% of consumers believe companies need to listen more to their feedback.
In essence, this is what makes VoC platforms so important right now:
- Customer expectations are higher than ever — every interaction matters
- Feedback is fragmented — email, in-app, forums, and social channels all collect signals
- Direct relationships matter — AI summaries and zero-click search make it harder to stand out unless you listen actively
- Acting fast pays off — businesses that respond to insights see better retention and satisfaction
- VoC platforms connect the dots — they break down silos so marketing, product, and support teams can identify trends and act on them together
By bringing structure to qualitative feedback, these platforms turn random comments into clear insights and create a path to better decisions.
Common types of voice of the customer tools
Different types of software can be used as a voice of the customer tool, each focusing on a particular way of gathering customer feedback and turning it into useful insights.
Here are the main categories and how they contribute to a better customer experience.
Survey platforms for customer insights
Survey platforms like Qualtrics and Medallia focus on structured customer feedback collection.
They use forms, polls, and customer interviews to capture opinions at specific points of the customer journey. These platforms are often paired with customer journey mapping tools so your expert teams can see where satisfaction improves or drops, making it easier to adjust support, product features, or communication.
Community and discussion tools for customer feedback
Community-first platforms such as Bettermode and Discourse give brands a space to gather customer feedback in a way that feels more organic.
Within a community platform, instead of waiting for a survey to appear, customers share ideas, ask questions, join polls, and respond to Q&A threads. This steady stream of conversation turns into valuable customer data. Bettermode, in particular, helps you spot themes across discussions, analyze patterns in customer sentiment, and connect those insights directly to product and service improvements.
Feedback widgets and microsurveys for customer journey monitoring
Lightweight tools such as Survicate or Hotjar add quick customer feedback management into apps and websites.
These widgets appear at critical points in the customer journey — like after a feature launch or during checkout — to collect short, targeted feedback. Over time, these snapshots give you a running view of customer satisfaction without interrupting the flow of the customer experience.
AI sentiment and analytics tools for analyzing customer feedback
Platforms like Clarabridge and Sprinklr specialize in text analytics and analyzing customer feedback across large volumes of unstructured data.
They pull in comments from email, chat, customer service interactions, social media, and community spaces. Using AI, these systems group topics, highlight spikes in customer sentiment, and make it clear which trends need urgent attention.
CRM-integrated tools for connecting customer data
Many customer relationship management platforms — such as HubSpot and Zendesk — include voice of the customer features.
Because the feedback is stored alongside purchase history, support tickets, and other customer data, it becomes much easier for teams to see the full context. This integration allows them to act faster, improve the customer experience, and close the loop by showing customers that their input leads to real changes.
What to look for in VoC software
The right voice of the customer tool pulls together feedback from every channel where your customers talk to you. Look for a platform that supports omnichannel feedback capture — everything from online reviews, direct feedback from emails, and in-app feedback forms to community discussions and social media monitoring. Bringing these signals into one place makes it much easier to see the full picture.
Analytics and sentiment tracking are just as important. A good VoC platform helps you move past raw survey data and into actionable insights, showing you which issues are trending and how customers feel about specific products or experiences. This also includes data gathered from focus groups and interviews, giving you a mix of structured and unstructured input.
Integration matters too. By connecting your VoC platform to your CRM and product tools, you can combine VoC data with purchase history, support interactions, and feature usage. This context helps you understand patterns and make decisions that lead to improved customer satisfaction.
If you plan to gather feedback in a private online community space, make sure the platform includes moderation tools and flexible user roles. These features keep discussions organized and ensure that the feedback collected is constructive. Customizable feedback flows are also worth considering, so you can decide how and when to ask for input instead of relying on a one-size-fits-all form.
Finally, look for a system that helps you close the loop. A strong voice of the customer (VoC) program doesn’t end with collecting opinions; it tracks how feedback leads to changes and keeps customers informed along the way. Platforms like Bettermode make this possible by combining structured surveys with ongoing community dialogue, so you go beyond a single NPS score and build a space where feedback becomes part of everyday conversations.
How Bettermode supports voice of the customer programs
Bettermode takes a community-first approach to voice of the customer programs. Instead of relying only on survey feedback, it gives you a dedicated space to gather both direct and indirect feedback from every kind of customer interaction.
With Bettermode, your teams can build branded customer communities where product discussions, posts, and polls become a steady source of valuable customer insights. Dedicated Q&A spaces and idea boards make it easy for people to share suggestions, vote on features, and explain their customer needs in their own words.
As these conversations grow, Bettermode helps you analyze feedback in real time. Patterns in topics, sentiment, and recurring requests are easy to see, and insights can be routed directly to the right teams so they can analyze data and act quickly.
All this data laid out on a community wall is essentially an idea board for project managers — it gives you direction on where to go next. Moreover, your customers can see the changes directly, knowing that they made a difference. This creates a two-way street where customers also see updates and changes based on their input, strengthening customer success and loyalty.
Instead of sending one-off surveys, Bettermode helps you turn your entire customer base into an ongoing feedback loop. It becomes part of your digital customer experience and a foundation for a more responsive customer strategy. Over time, these communities evolve into a living resource where customer solutions come not just from the brand but from the collective knowledge of the members themselves.
Voice of the customer software: Top tools to consider
There are many VoC tools available, but the best choice depends on how you prefer to collect feedback, where your digital channels are active, and how you plan to use the insights. Below are six options that help your strategy team gain a deeper understanding of customer behavior and inform business decisions.
Bettermode – Community-powered feedback and VoC platform with fully customizable spaces
A community-powered VoC platform that turns discussions, polls, and posts into insights. It allows you to collect feedback continuously and analyze qualitative data alongside measurable signals. Instead of one-off surveys, Bettermode uses online community conversations to help you surface patterns, predict needs, and reduce customer churn.
Beyond feedback, Bettermode acts as your branded digital hub. You can build a customer support forum where questions are solved openly, and a knowledge base that grows from shared expertise. Every interaction — from product ideas to troubleshooting threads — becomes part of a larger pool of valuable customer insights that can guide business growth.
Key benefits of using Bettermode for voice of the customer programs:
- Continuous feedback from organic community discussions
- Built-in polls, Q&A, and idea boards for structured input
- A single space that combines a knowledge base with a support forum
- Tools to analyze feedback and identify trends in customer behavior
The secret to engagement, retention, and scale?
Top brands already know it.
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Qualtrics – Enterprise survey platform with advanced analytics
Qualtrics is an enterprise experience platform built for large-scale surveys and detailed dashboards. It pulls data from different digital channels and uses predictive analytics to highlight patterns in customer behavior. These insights give teams a solid base for planning improvements and making informed decisions.
Medallia – AI-driven enterprise VoC system with omnichannel inputs
Medallia is an AI-powered VoC system that collects feedback from multiple sources — digital channels, in-person conversations, and support interactions. It helps organizations see the full picture of customer interactions and track key performance indicators that drive business success. Its structured approach often serves as a backbone for unified customer engagement management.
Clarabridge (now part of Qualtrics) – Text analytics and sentiment engine
Clarabridge focuses on natural language processing to understand unstructured text. This sentiment analysis tool scans chat logs, reviews, and social media, then translates them into clear insights about customer sentiment that can be used to refine services and strategies.
UserVoice – Feedback boards and product feature voting
UserVoice gives you a simple way to capture feedback in public. Customers can post ideas, vote on features, and discuss what they need, all in one place. This structured approach makes it easy to see which requests matter most and encourages customers to feel involved in shaping the roadmap — a process that often leads to genuine customer advocacy.
Survicate – Lightweight surveys for product and CX teams
Lightweight and fast, Survicate adds targeted data collection points like website widgets, email links, and pop-ups. It’s a critical component for teams that want quick snapshots of satisfaction levels without running long surveys. It works well as a complement to broader tools like customer self-service software, helping you understand customer behavior and read into it.
Comparison table: Top voice of the customer (VoC) tools
Each one of these VoC tools offers a way to transform raw data into insights that guide business success, support business growth, and lead to a more responsive customer strategy. Let's see how they compare.
Final thoughts: The future of customer feedback is continuous
Customer feedback is no longer an occasional exercise. It’s a continuous conversation that shapes every part of the experience. Surveys still matter, but they are only one piece of the puzzle.
Voice of the customer software gives you a way to listen across every channel and respond with clarity. When you build spaces where people can ask questions, share ideas, and see their input turn into action, feedback stops being a task and becomes part of how your business grows.
Platforms like Bettermode make that shift possible. By combining forums, product discussions, polls, and Q&A in one place, they help you create a loop where listening leads to better decisions, and customers feel like co-creators of what comes next.
Start building a customer community with Bettermode today. It’s free to get started.
The secret to engagement, retention, and scale?
Top brands already know it.
FAQs
What is the voice of the consumer program?
It’s an organized approach to collecting and using customer feedback to guide improvements in products, services, and experiences.
What is the difference between CX and VoC?
CX (customer experience) is the overall perception customers have of a brand, while VoC (voice of the customer) is the process of listening to customers to improve that experience.
What is the most widely used tool for collecting Voice of the Customer?
Survey platforms like Qualtrics are among the most widely used tools, though community-driven platforms such as Bettermode are gaining traction.
What is an example of a voice of customer program?
A good example is a company that combines surveys, community forums, and social listening to gather insights and then updates products or services based on that feedback.
