Measurement & Analytics

Latest Gartner voice of customer report reveals top tech players in the field

Analyst firm report shows four clear leaders, but also illustrates just how much the VoC space is growing and expanding

Qualtrics, Medallia, InMoment and Forsta are leading the way for voice of the customer (VoC) tech solutions, according to the latest Gartner Magic Quadrant research.

The analyst firm’s latest report analysed 14 vendors operating in the VoC space, described as platforms that offer a combination of direct, indirect and inferred feedback collection capabilities alongside analysis and actionability.

Qualtrics, Medallia, InMoment and Forsta all made the top right-hand leaders’ quadrant for their solutions. Qualtrics was recognised for its XM platform and associated customer directory architecture, with particular notice paid to its scalable, granular platform innovation, partner ecosystem and market leadership position. Cautions against the vendor included a relatively high price point, use-case functionality out of the box, and tenacious sales engagement strategy.

InMoment’s Experience Improvement platform was noted for offering a broad set of VoC technologies as well as the vendor’s investment into self-service and workflow automation investments to improve user experiences. The vendor is also building out a four-pronged platform approach covering CX, employee experience, product experience and market experience. Other strengths Gartner highlighted included professional services, industry expertise and a lifecycle approach. Cautions included an underdeveloped partner program, use-case alignment and diversity of actions.

Medallia Experience Cloud also made the leader ranks for strengths such as value realisation from its platform approach to VoC plans, functional innovation, such as new data collection channels for managing complex hierarchies, and its consulting and ISV ecosystem. Cautions meanwhile included total cost of ownership, a lack of B2B2C experience and lower international customer base penetration compared to its competitors.

The fourth leader, Forsta, combines a number of former standalone platforms: Confirmit Horizons (VoC), FocusVision (market research) and Dapresy (visualisation). According to Gartner, strengths of the offering included an ability to thrive in complex organisational hierarchies, operational execution and alignment with research. On the caution side were a modular, one-off program approach, less sophisticated analytical capability and fewer consulting partnerships.

Across the wider pack, challenger players identified with a strong ability to execute but less completeness of vision were NICE and Verint. Visionaries, or companies Gartner sees with great vision but less ability to execute, included Alida (formerly Vision Critical) and SMG.

Those featured in the fourth niche player quadrant were Momentive, Concentrix, Reputation, CustomerGauge, Alchemer and QuestionPro.

In order to be featured, vendors had to have generated more than US$25 million in 2020, be able to ingest social media data and text-based feedback, have multichannel survey tools and ingest inferred and behavioural and operational feedback data. They also needed to provide role-based dashboards, convert data into insights and some form of analytical reporting, provide alerts, workflows and case management and CRM integration and demonstrate global execution.  

Overall, Gartner said the VoC technology space is thriving. Despite the Covid-19 pandemic, the market grew by around 20 per cent in 2020, growing the size of the VoC application software market beyond $2 billion per year. Big-name entrants, Qualtrics’ US$1 billion annual revenue milestone in 2021 and AI-driven analytics are all contributing to innovation and expansion in this space, the analyst firm said.

“Medallia and Qualtrics dominate the VoC marketplace, but they are not always the best fit for all companies,” the report authors stated.

“There is sufficient diversity among the vendors that the procurement shortlists that Gartner sees still vary significantly based on the specific requirements of the program. Differences between buyers, such as industry, company size, geography, departmental use case, price and strategic ambition, ensure that every vendor in this Magic Quadrant (and many who did not make it in) is thriving in this buoyant market.”

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