Gartner recently released its 2021 Magic Quadrant for Voice of the Customer, naming Qualtrics, Medallia, InMoment and Forsta as the current leaders in this category. Many other vendors, however, are hot on the heels of these leaders as this market continues to expand and diversify.
A Voice-of-Customer (Voc) program is core to most CX / Digital transformation projects, where customers provide feedback about a brands products and services. Gartner uses the term to categorise software technology that integrates feedback collection, analysis, distribution and action into a single, interconnected platform.
A Gartner Magic Quadrant is a culmination of research in a specific market and technology category, giving potential buyers a wide-angle view of the relative positions of the market’s competitors. The Magic Quadrant presents the findings of this research in a graph that is divided into four squares or quadrants.
The 2021 research evaluated fourteen vendors on fifteen criteria, highlighting the competitive positioning of each vendor. Each vendor is then placed in one of these squares:
- Leaders who execute well against their current vision and are well position for tomorrow.
- Visionaries who understand where the market is going, but do not execute well.
- Niche players who focus successfully on a small segment
- Challengers who execute well today but lack a clear vision for the future
In 2021, Gartner named 4 out of the 14 vendors as leaders. Which means they appear in the top right-hand quadrant in the graph. Gartner has also collated a range of end user reviews and ratings of the main contenders in this market https://www.gartner.com/reviews/market/voice-of-the-customer.
