Voice of Customer (VOC) Market

Market Definition

Voice of customer (VOC) refers to the processes and tools used to systematically gather, analyze, and act on feedback from buyers and users. It captures verbal, written, and behavioral input to identify preferences, pain points, and unmet needs. The market spans industries such as retail, technology, healthcare, and financial services, where customer insights inform strategy.

Businesses apply VOC for product development guidance, service quality improvement, marketing message optimization, and customer experience enhancement to boost engagement, loyalty, and revenue.

The global voice of customer market size was valued at USD 21.15 billion in 2024 and is projected to grow from USD 23.86 billion in 2025 to USD 62.59 billion by 2032, exhibiting a CAGR of 14.77% during the forecast period. This growth is attributed to the rapid expansion of e-commerce and digital channels, which have increased the volume and variety of customer feedback.

Additionally, the integration of VoC tools with CRM systems and omnichannel platforms allows businesses to analyze feedback across multiple touchpoints, supporting more informed decision-making.

Key Highlights

1. The voice of customer industry size was USD 21.15 billion in 2024.
2. The market is projected to grow at a CAGR of 14.77% from 2025 to 2032.
3. North America held a share of 36.72% in 2024, valued at USD 7.77 billion.
4. The software segment garnered USD 13.35 billion in revenue in 2024.
5. The on-premise segment is expected to reach USD 32.11 billion by 2032.
6. The large enterprises segment secured the largest revenue share of 51.49% in 2024.
7. The retail & e-commerce segment is set to grow at a robust CAGR of 16.59% over the forecast period.
8. Asia Pacific is anticipated to grow at a significant CAGR of 15.85% through the projection period.

Major companies operating in the voice of customer market are Qualtrics, SurveySparrow Inc., Medallia Inc., InMoment, Sprinklr Inc., ContentSquare, Forsta, Verint Systems Inc., FEEDIER TECHNOLOGIES, ProProfs, Zonka Technologies Pvt. Ltd., Wootric, Feedbackify Limited, SurveySparrow Inc., and Chattermill.

Voice of Customer Market Report Snapshot

Voice of Customer Market Regional Analysis

Based on region, the market has been classified into North America, Europe, Asia Pacific, Middle East & Africa, and South America.

North America voice of customer market share stood at 36.72% in 2024, valued at. This dominance is attributed to growing digital connectivity, with the extensive use of smartphones, mobile applications, and digital platforms has increasing customer interaction points.

• In January 2024, the Pew Research Center reported that 90% of U.S. adults own a smartphone, up from 35% in 2011. This widespread smartphone adoption is contributing to increased digital engagement across various sectors.Industries such as retail, BFSI, telecom, and healthcare are actively implementing VoC tools to gather feedback across websites, apps, chatbots, and social media.

This high level of digital engagement is a major factor driving the demand for advanced VoC solutions capable of analyzing large volumes of unstructured customer data.

The Asia-Pacific voice of customer industry is estimated to grow at a significant CAGR of 15.85% over the forecast period. This growth is propelled by the widespread use of mobile devices as the primary access point to digital services.

With an increasing number of users engaging with e-commerce, financial services, food delivery, and healthcare apps predominantly via smartphones, companies are experiencing a significant increase in customer feedback generated through mobile channels. This mobile-first landscape is prompting businesses to invest in VoC tools capable of capturing and analyzing user input from mobile apps, SMS surveys, and in-app chatbots in real time.

• In October 2024, GEODIS launched a continuous Voice of Customer program across 18 markets in Asia Pacific and the Middle East. The system deploys brief, targeted mobile surveys immediately after key customer interactions and automatically initiates follow-ups within five business days.

Voice of Customer Market Overview

Rising focus on customer-centric business strategies is boosting the widespread adoption of VoC solutions across industries . Companies are using VoC tools to capture real-time feedback from multiple touchpoints, including surveys, support interactions, product reviews, and social media platforms. This continuous stream of insights enables organizations to better understand customer expectations, preferences, and pain points.

Data from VoC programs is being used to personalize services, resolve issues proactively, and strengthen brand loyalty, leading to increased customer satisfaction and retention.

• In April 2024, Delighted launched its Surveys Web Widget, which enables businesses to integrate VoC surveys directly on their websites. The widget supports pop-up and embedded tab options for real-time feedback from product pages, post-purchase experiences, and web journeys. It integrates seamlessly with Delighted’s Connect platform for streamlined reposnse consolidation and improved visibility into on-site customer sentiment.

Market Driver

E‑Commerce and Digital Channel Expansion

The rapid expansion of e-commerce and digital service platforms is increasing reliance on voice of customer tools across customer-focused industries.

• In May 2025, the U.S. Census Bureau reported that e-commerce sales reached USD 289.2 billion in Q1 2025, accounting for 16.2% of total retail sales. The agency noted a 7.8% increase in e-commerce sales compared to Q1 2024, reflecting sustained growth in digital purchasing across the U.S.

Businesses are managing rising volumes of feedback across websites, mobile apps, emails, chatbots, and social media channels. VoC solutions help analyze omnichannel input and uncover actionable insights into customer behavior and sentiment.

Industries such as retail, banking, telecom, and healthcare are using these tools to optimize digital experiences, improve response times, and address service gaps. Real-time feedback analysis enables better customer engagement and reduce churn in competitive markets.

Market Challenge

High Implementation and Integration Costs

A key challenge hampering the progress of the voice of customer market is the high cost associated with deploying advanced feedback systems and integrating them into existing CRM platforms. Expenses related to hiring skilled personnel, configuring tools, and establishing data governance frameworks are placing a significant burden on small and medium enterprises. These financial and technical hurdles are limiting the ability of SMEs to capture and act on customer insights effectively.

To address this challenge, market players are offering simplified, cloud-based solutions with modular features and user-friendly interfaces to reduce deployment complexity. Companies are also providing pre-built integrations and scalable pricing models to make adoption more feasible for smaller organizations.

Market Trend

Omni‑channel Integration & CRM Convergence

A key trend influencing the voice of customer market is the integration of VoC tools with customer relationship management (CRM) systems and various communication channels. Platforms are connecting with social media, chatbots, email, and support systems to gather feedback across multiple customer touchpoints. This convergence is enabling a more unified view of customer experiences and improving response strategies.

By leveraging combined data, busineeses can identify patterns, prioritize issues, and tailor engagement more effectively. Real-time analytics and centralized dashboards are helping teams act on insights with greater speed and accuracy. The market is evolving through seamless integrations that support a holistic and consistent approach to customer feedback management.

• In March 2025, Qualtrics launched XM Discover, its new omnichannel Voice of Customer (VoC) listening platform. The solution aggregates real-time customer feedback from websites, mobile apps, emails, chatbots, and social media with embedded AI sentiment analysis. It enables companies in retail, banking, telecom, and healthcare to identify service gaps and optimize digital experiences across channels. The tool faciliatates rapid insight extraction and supports closing feedback loops to enhance customer engagement and reduce churn.

Market Segmentation

• By Component (Software and Services): The software segment earned USD 13.35 billion in 2024, due to the growing need for centralized platforms that can efficiently process, analyze, and generate insights from diverse and high-volume customer feedback across multiple digital channels.
• By Deployment Model (Cloud-based and On-premise): The on-premise segment held a share of 52.69% in 2024, fueled by greater control over data security, customization, and compliance, specifically among large enterprises handling sensitive customer information.
• By Organization Size (Small and Medium-sized Enterprises (SMEs) and Large Enterprises): The small and medium-sized enterprises (SMEs) segment is projected to reach USD 31.75 billion by 2032, owing to the rising adoption of affordable, cloud-based VoC solutions to improve customer engagement and competitiveness.
• By Industry Vertical (Retail & E-commerce, BFSI, Healthcare & Life Sciences, IT & Telecom, Automotive, and Others): The retail & e-commerce segment is  to grow at a staggering CAGR of 16.59% through the forecast period, largely attributed to its high volume of customer interactions across digital touchpoints. This creates a strong demand for real-time feedback analysis to enhance personalization, customer satisfaction, and conversion rates.

Regulatory Frameworks

• In the U.S., voice of customer practices are influenced by federal and state-level data privacy laws. The California Consumer Privacy Act (CCPA) and its successor, the California Privacy Rights Act (CPRA), grant users rights to access, delete, and limit the use of their data, including voice recordings. At the federal level, the Federal Trade Commission (FTC) ensures transparency, while the Health Insurance Portability and Accountability Act (HIPAA) governs health-related voice data.
• In the European Union, the General Data Protection Regulation (GDPR) governs all personal data, including voice and sentiment analytics. It mandates explicit, informed consent, transparency, and the right to access, correct, or erase data. Organizations using VoC platforms must conduct Data Protection Impact Assessments (DPIAs) if data usage poses high privacy risks.
• Japan enforces the Act on the Protection of Personal Information (APPI), which requires organizations to specify the purpose of collecting voice or feedback data and to obtain consent for its use, particularly when sharing data with third parties. Amendments to APPI have strengthened individual rights and introduced breach notification obligations. VoC systems in Japan must ensure proper handling of sensitive data and offer users access and correction rights.

Competitive Landscape

Major players in the voice of customer industry are investing in AI-driven product innovation, strengthening product management integrations, and enhancing feedback analytics capabilities to strengthen their market position.

Companies are focusing on R&D to develop tools that automate feedback collection and analysis. Additionally, partnerships with product teams and customer support functions are helping align VoC solutions with business workflows, ensuring that insights lead to timely and relevant action.

• In May 2024, Productboard launched Productboard Pulse, an AI-powered Voice of Customer solution. The platform centralizes user feedback from app reviews and support tickets, using AI to identify trends and simplify VoC reporting. Integration with product management workflows enables teams to act directly on customer insights.

Key Companies in Voice of Customer (VOC) Market:

• Qualtrics
• SurveySparrow Inc.
• Medallia Inc.
• InMoment 
• Sprinklr Inc.
• ContentSquare
• Forsta
• Verint Systems Inc.
• FEEDIER TECHNOLOGIES
• ProProfs
• Zonka Technologies Pvt. Ltd.
• Wootric 
• Feedbackify Limited
• SurveySparrow Inc.
• Chattermill

Recent Developments (Partnerships/Product Launch)

• In June 2025, Observe.AI unveiled AI Agents for voice of customer intelligence. The new feature introduces autonomous voice AI agents that analyze customer conversations across channels to provide deeper insights. The solution integrates with existing contact center systems to help organizations automate and scale customer intelligence workflows.
• In July 2024, Accenture partnered with Legrand to develop a voice of customer business model. The collaboration uses AI to analyze subtle customer signals, enabling Legrand to optimize investments in marketing, sales, service, and strategic planning. The collaboration focuses on changing customer feedback into actionable plans via a structured VoC framework.