In a repeat of last year, Qualtrics and Medallia lead the Gartner Magic Quadrant for VoC platforms 2025.
However, a new entrant joins them: Sprinklr. It shoots into the top-right quadrant, alongside InMoment and Forsta.
Other vendors making a first appearance in the report include SMG and XEBO.ai. Both slot into the niche player quadrant.
There, the VoC providers have company. Indeed, Pisano, Concentrix, and Verint also sit in the bottom-left quadrant.
In 2024, Verint and Concentrix accepted challenger and visionary positions, respectively.
Alchemer, however, escapes the niche player category and places as a challenger this time around.
Alida has dropped out of the report altogether. Meanwhile, several prominent VoC players - including NICE and SurveyMonkey – don’t feature.
The Definition of a Voice of the Customer (VoC) Platform
A voice of the customer (VoC) platform gathers customer feedback from various sources, runs analysis, and converts it into actionable insights.
Most think of customer surveys here. Yet, modern platforms collect VoC data from customer interactions, social media, third-party review sites, and beyond.
Then, utilizing AI analytics, they’ll uncover hidden customer preferences, motivations, and objectives.
From there, a VoC platform can guide customer-facing functions with recommended actions and prescriptive guidance.
CX leaders may also spread key insights to product teams, IT, and numerous other enterprise departments that may benefit.
Gartner highlights key platform features in its report. It then splits 12 VoC providers into the categories: leaders, challengers, visionaries, and niche players. Here’s how they performed.
Gartner Magic Quadrant Leaders
Leaders in the Magic Quadrant pair "solid" business results with a vision they execute via a forward-thinking product strategy and deep support services. They can also demonstrate success across customer segments and industries. This year’s leaders are:
- Qualtrics
- Medallia
- Sprinklr
- Forsta
- InMoment
Qualtrics
Qualtrics wins plaudits from Gartner for its "robust product offering", enabled by a rapid innovation cycle. Exemplifying this, the vendor unveiled new AI agents, market research capabilities, and an innovative Location Experience Hub during its Qualtrics X4 2025 event.
Gartner also pinpoints its "strong" sector focus and "good market responsiveness" as core strengths. Again, the agentic AI offerings Qualtrics has already brought to market exemplify the latter.
Yet, one other strength – which Gartner neglects to mention – is its commitment to original innovation. Qualtrics’ rage click detection and Text iQ functionality are excellent examples of this.
Medallia
Medallia also earns credit for its "robust" platform and focused AI capabilities. Its sophisticated cohort tracking feature is an excellent example. It lets customers develop dynamic segments based on attributes, behaviors, and experiences. Ultimately, that supports scalable personalization.
Additionally, Gartner commends Medallia’s "clear understanding of client needs" and "strong geographic strategy".
However, the analyst overlooks several other key strengths, like its data consolidation expertise - where it competes with CRM and CDP vendors to centralize customer interaction details. That allows Medallia to draw new insights from the VoC data it collects.
Moreover, Medallia has invested massively in converting insight into action. Consider its proactive tools for routing issues to the appropriate department, reaching out to a dissatisfied customer, and sharing coaching advice with reps. These are differentiative.
Sprinklr
In 2024, Sprinklr launched Sprinklr Surveys (now Sprinklr Customer Feedback Management), qualifying it for the Magic Quadrant. The solution joins an ecosystem that includes social media management, CCaaS, and conversational AI.
Sprinklr wants to – in the words of its new CEO, Rory Read – further "knit these solutions together" to provide differentiated innovation. As such, it’s a logical VoC choice for businesses already leveraging other elements of its portfolio.
While Gartner doesn’t recognize this ecosystem as a strength, it somewhat acknowledges this when applauding Sprinklr’s "well-designed" and "comprehensive" platform.
The analyst also underlines additional strengths, including its "strong sales-cycle support" and "robust training and customer community".
Forsta
Forsta – under the name "Press Ganey Forsta" in the report – wins credit for its expertise in highly regulated industries. It exemplifies this in its sector-specific journey visualizations and templates, which simplify feature adoption.
Gartner also spotlights its "value-based sales strategy" and "good product enterprise support" as central strengths. Again, the latter exemplifies how Forsta is adept at solving complexity for its customers, with the ability to assign roles to specific users across hierarchies.
Other strengths not mentioned by Gartner are its visually compelling interface and differentiative features to solicit feedback from the frontline. The latter results from an acquisition strategy that has significantly boosted its market presence.
InMoment
In 2023, InMoment was the first VoC provider to pull generative AI into its platform. That innovation allowed customers to summarize groups of customer comments into concise overviews. Since then, it has rapidly expanded its AI-derived insight capabilities.
Gartner acknowledges this, lauding its "strong" ability to scour datasets - across numerous formats – to make predictions and recommend action.