고객의 목소리(VoC) 소프트웨어 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the voice of customer software market size is projected to expand from USD 8.03 billion in 2025 and USD 9.18 billion in 2026 to USD 19.83 billion by 2031, registering a CAGR of 16.65% between 2026 and 2031.

This report is Segmented by Component (Software, and Services), Deployment Mode (Cloud, On-Premise, and Hybrid), Application (Customer Journey Optimization, Closed-Loop Feedback Management, and More), Data Source (Surveys and Questionnaires, and More), End User (IT and Telecommunication, BFSI, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Voice Of Customer Software Market Trends and Insights

Enterprise Shift From Survey Snapshots to Continuous Listening

The voice of customer software market is being shaped by a shift away from quarterly NPS programs toward continuous, multichannel listening. These programs capture behavioral signals, conversations, and product feedback as customer interactions take place. Enterprises are treating each interaction as usable input rather than waiting for a scheduled survey event. Continuous programs can support churn prediction and service recovery workflows that operate throughout the customer journey. In March 2026, Qualtrics reported that its AI Experience Agents resolved 51% of post-service customer concerns for TruGreen in an initial deployment and reduced escalations by more than 30% during the first week. Vendors that establish these ongoing listening programs can extend their role from survey collection to a broader operational platform.

AI-Native Analysis of Unstructured Feedback at Scale

Customer feedback now arrives through calls, chat logs, app reviews, social comments, and digital behavior data. The volume of this material makes manual coding and rule-based categorization difficult to sustain. AI tools help organizations identify topics and sentiment from text and voice data more quickly. Qualtrics stated in March 2026 that Automated Text Analytics reduced deployment time from months to hours and reduced analytical costs by 4 to 5 times. Lower analysis costs make advanced feedback tools more accessible to organizations beyond the largest enterprises. The voice of customer software market, therefore, places greater value on tools that connect a customer signal with a practical action.

Low Response Rates and Customer Survey Fatigue

Survey fatigue can undermine the representativeness of customer feedback programs, as respondents may not reflect the full customer base. The American Customer Satisfaction Index stated in April 2026 that lower participation can create bias toward satisfaction extremes, while customers in the middle disengage. This weakens the data that NPS programs and churn models use for decisions. Lower response levels also encourage organizations to collect passive signals from in-app behavior, voice interactions, and website activity. Privacy rules can narrow the window for outbound contact and require clear consent practices. The voice of customer software market must therefore support survey methods while offering reliable alternatives that do not rely only on direct responses

Other drivers and restraints analyzed in the detailed report include:

1. Omnichannel Customer Experience and Closed-Loop Action Requirements
2. Cloud Deployment Expanding Access for Midmarket Buyers
3. Integration Complexity Across Legacy Experience Systems

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Software held 72.41% of the voice of customer software market in 2025, reflecting enterprise demand for platforms that bring survey management, analytics, and workflow tools into a single operating environment. The software component remains the primary purchase because it provides the data-collection layer, the analytics interface, and controls that enable multiple teams to work from the same feedback record. Organizations are replacing disconnected survey, text analytics, and feedback management applications when separate tools create inconsistent definitions of a customer issue. A consolidated platform can give product teams, service leaders, and marketing teams a shared view of recurring themes, while each team can still use the information for its own purposes. This preference does not remove the need for specialist tools, but it gives broad platforms an advantage when buyers want fewer vendors, common data controls, and less duplication of customer information. The role of software is also changing as providers add AI-based text analysis, guided action planning, and integrations with CRM and contact center systems. These functions make the platform more useful after feedback has been collected because users can connect a signal to an owner, a workflow, or a follow-up action. Large enterprises often favor this approach because it reduces the effort required to move information between a survey tool, a reporting tool, and an operational system. The platform-first model also supports recurring software spending, as the system is used across multiple customer journeys rather than just a single research exercise. The voice of the customer software industry, therefore, continues to center on integrated software environments even as buyers seek flexibility in how individual capabilities are deployed.

Services are projected to expand at a 19.82% CAGR through 2031, faster than the software component, because sophisticated platforms require more than routine installation. Organizations need support to connect feedback applications with CRM, contact center, marketing, and internal data systems that may use different customer identifiers and data rules. They also need assistance defining data models, assigning permissions, setting up workflows, and adapting reports to business users' needs. These requirements are especially important during migration from legacy survey and experience systems, where historical records and existing processes cannot always be moved directly into a new platform. The faster growth of services reflects the practical work needed to make feedback data usable across the enterprise rather than simply available in a dashboard. Sprinklr reported fiscal 2026 revenue of USD 857 million, up 8% year over year, from a platform spanning customer feedback, social media management, and contact center AI. A platform with this scope can require configuration beyond a basic software subscription. Professional services and managed analytics can help organizations adjust workflows as new channels, customer groups, and regulatory requirements emerge. AI automation may gradually reduce manual configuration, but it does not eliminate the need to connect systems or establish rules for data use. Services remain important in the near term because enterprises are introducing AI-powered closed-loop programs while still operating substantial legacy technology estates.

Cloud deployment accounted for 68.19% of the voice of customer software market in 2025, reflecting the continuing shift toward SaaS purchasing and the need to make feedback tools available to teams in multiple locations. Cloud platforms can be deployed without the infrastructure investment required by traditional on-premises systems, helping organizations launch feedback programs with smaller internal technology teams. They can also provide regular product updates and flexible capacity when customer interaction volumes rise during a campaign, a seasonal period, or a service disruption. Shared access is valuable for distributed product, marketing, and service teams that need to review the same customer themes without maintaining separate local systems. Pre-built connectors and configuration tools further support cloud adoption by reducing the work required for routine integrations. Cloud delivery is particularly useful for commercial buyers who want to extend feedback collection across digital channels without a long infrastructure project. Retail, e-commerce, and hospitality firms can use it to respond to varied demand patterns and high volumes of customer interaction. The model also supports midmarket organizations that need enterprise functions but may not have large internal teams to administer a complex platform. These advantages make the cloud the main delivery model for many buyers, even when sensitive data or local requirements limit a fully cloud-based approach. The voice of customer software market consequently retains a strong cloud foundation while buyers choose different deployment models for different data types and operating conditions.

Hybrid deployment is projected to expand at an 18.43% CAGR through 2031 as regulated organizations seek cloud analytics while retaining close control over sensitive information. Healthcare providers, financial institutions, and government organizations may store patient interaction records, financial data, or restricted operational data in controlled environments. They can then use cloud-based reporting and analysis for data that meets their security and governance requirements. This approach lets organizations obtain the flexibility of modern analytics without moving every customer record into a single external environment. The demand is not only about technology preference, since residency rules, contractual obligations, and internal risk policies may determine how the data can be stored and processed. On-premise deployment remains relevant for sovereign entities and industrial organizations with requirements tied to national security, operational technology, or local data residency. Hybrid models address this need by allowing selected functions to remain on-premise while other functions use cloud capacity. Qualtrics reported FedRAMP High authorization and ISO 42001 certification, which supports its position in regulated procurement settings. Such credentials can matter when buyers need evidence that a provider can meet formal information security and AI governance requirements. This combination of cloud convenience and controlled data handling keeps cloud, hybrid, and on-premises options relevant across the voice of customer software market.

Complete Report Scope:

• By Component
  • Software
  • Services
• By Deployment Mode
  • Cloud
  • On-Premise
  • Hybrid
• By Application
  • Customer Journey Optimization
  • Closed-Loop Feedback Management
  • Product and Service Development
  • Brand and Reputation Management
  • Customer Retention and Churn Management
  • Campaign Performance and Experience Measurement
• By Data Source
  • Surveys and Questionnaires
  • Customer Service Conversations
  • Digital Behavior and Web Analytics
  • In-App Behavior and Feedback
  • Social Media, Ratings and Reviews
  • Store and In-Person Interactions
  • Email and Messaging
• By End User
  • IT and Telecommunication
  • BFSI
  • Healthcare and Life Sciences
  • Retail and E-Commerce
  • Industrial Manufacturing
  • Education and Research Institutions
  • Media and Entertainment
  • Government and Administration
  • Travel and Hospitality
  • Other End Users
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Russia
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Southeast Asia
    • Rest of Asia-Pacific
  • Middle East and Africa
    • Middle East
      • Saudi Arabia
      • United Arab Emirates
      • Rest of Middle East
    • Africa
      • South Africa
      • Nigeria
      • Rest of Africa

Geography Analysis

North America held 34.62% of the voice of customer software market in 2025. The region benefits from mature enterprise SaaS adoption, a well-developed customer experience culture, and the presence of major platform providers. U.S. firms in financial services, technology, and retail increasingly use feedback systems as part of operational planning, focusing on churn reduction, service recovery, and workflow automation. Canada supports demand through bilingual feedback requirements and SaaS adoption across financial services and technology, while Mexico is developing as retail and hospitality firms build structured programs with digital commerce growth. Europe is the second-largest regional block, led by Germany, the United Kingdom, and France, where GDPR makes consent management, documented data flows, and processing controls central to platform selection.

Asia-Pacific is projected to expand at a 20.71% CAGR through 2031, the highest regional rate. Mobile-first customer behavior, expanding retail and healthcare sectors, and digital economy programs support the region's adoption of customer feedback systems. Genesys reported that 44% of Asia-Pacific customer experience organizations use agentic AI-powered virtual agents, compared with a global average of 41%. China's mobile retail and digital payment activities generate large datasets that require language-specific analysis under cross-border data restrictions. India's Digital Personal Data Protection Act of 2023 underscores the need for consent-aware collection and governance, while South Korea, Indonesia, Vietnam, and the Philippines are expanding in-app and conversational feedback in digital commerce.

South America is an emerging region, with Brazil supported by e-commerce expansion, financial inclusion programs, and midmarket digitalization. The Middle East and Africa are at an earlier stage, although Saudi Arabia and the United Arab Emirates are increasing investment in customer experience across government services, retail, hospitality, finance, and logistics. South Africa and Nigeria offer longer-term potential as digital infrastructure develops and more organizations create formal customer feedback programs. Many buyers in the region start with cloud survey tools before moving toward broader analytics and omnichannel listening, reflecting the progression seen earlier in more mature regions.

1. Qualtrics International Inc.
2. Medallia, Inc.
3. InMoment, Inc.
4. NICE Ltd.
5. Verint Systems Inc.
6. Momentive Global Inc.
7. QuestionPro Inc.
8. Sogolytics, Inc.
9. Alida Inc.
10. Forsta AS
11. Sprinklr, Inc.
12. Alchemer LLC
13. Typeform S.L.
14. SurveySparrow Inc.
15. Survicate Sp. z o.o.
16. Zonka Technologies Private Limited
17. Feedier SAS
18. Qualaroo Inc.
19. UserVoice, Inc.
20. Wonderflow B.V.
21. Enterpret, Inc.
22. Chattermill Ltd.
23. SANDSIV AG
24. Birdeye, Inc.
25. Service Management Group, Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Enterprise Shift From Survey Snapshots to Continuous Listening
  • 4.2.2 AI-Native Analysis of Unstructured Feedback at Scale
  • 4.2.3 Omnichannel Customer Experience and Closed-Loop Action Requirements
  • 4.2.4 Cloud Deployment Expanding Access for Midmarket Buyers
  • 4.2.5 Privacy, Consent, and Auditability Requirements
  • 4.2.6 Product-Led Feedback Loops Compressing Innovation Cycles
• 4.3 Market Restraints
  • 4.3.1 Low Response Rates and Customer Survey Fatigue
  • 4.3.2 Integration Complexity Across Legacy Experience Systems
  • 4.3.3 Privacy-Safe Handling of Voice, Text, and Behavioral Data
  • 4.3.4 Bundle Competition and Commoditization of Basic Feedback Features
• 4.4 Impact of Macroeconomic Factors on the Market
• 4.5 Industry Value-Chain Analysis
• 4.6 Technology Outlook
• 4.7 Regulatory Landscape
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Threat of New Entrants
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Bargaining Power of Buyers
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Intensity of Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Component
  • 5.1.1 Software
  • 5.1.2 Services
• 5.2 By Deployment Mode
  • 5.2.1 Cloud
  • 5.2.2 On-Premise
  • 5.2.3 Hybrid
• 5.3 By Application
  • 5.3.1 Customer Journey Optimization
  • 5.3.2 Closed-Loop Feedback Management
  • 5.3.3 Product and Service Development
  • 5.3.4 Brand and Reputation Management
  • 5.3.5 Customer Retention and Churn Management
  • 5.3.6 Campaign Performance and Experience Measurement
• 5.4 By Data Source
  • 5.4.1 Surveys and Questionnaires
  • 5.4.2 Customer Service Conversations
  • 5.4.3 Digital Behavior and Web Analytics
  • 5.4.4 In-App Behavior and Feedback
  • 5.4.5 Social Media, Ratings and Reviews
  • 5.4.6 Store and In-Person Interactions
  • 5.4.7 Email and Messaging
• 5.5 By End User
  • 5.5.1 IT and Telecommunication
  • 5.5.2 BFSI
  • 5.5.3 Healthcare and Life Sciences
  • 5.5.4 Retail and E-Commerce
  • 5.5.5 Industrial Manufacturing
  • 5.5.6 Education and Research Institutions
  • 5.5.7 Media and Entertainment
  • 5.5.8 Government and Administration
  • 5.5.9 Travel and Hospitality
  • 5.5.10 Other End Users
• 5.6 By Geography
  • 5.6.1 North America
    • 5.6.1.1 United States
    • 5.6.1.2 Canada
    • 5.6.1.3 Mexico
  • 5.6.2 South America
    • 5.6.2.1 Brazil
    • 5.6.2.2 Argentina
    • 5.6.2.3 Rest of South America
  • 5.6.3 Europe
    • 5.6.3.1 Germany
    • 5.6.3.2 United Kingdom
    • 5.6.3.3 France
    • 5.6.3.4 Russia
    • 5.6.3.5 Spain
    • 5.6.3.6 Rest of Europe
  • 5.6.4 Asia-Pacific
    • 5.6.4.1 China
    • 5.6.4.2 Japan
    • 5.6.4.3 India
    • 5.6.4.4 South Korea
    • 5.6.4.5 Southeast Asia
    • 5.6.4.6 Rest of Asia-Pacific
  • 5.6.5 Middle East and Africa
    • 5.6.5.1 Middle East
      • 5.6.5.1.1 Saudi Arabia
      • 5.6.5.1.2 United Arab Emirates
      • 5.6.5.1.3 Rest of Middle East
    • 5.6.5.2 Africa
      • 5.6.5.2.1 South Africa
      • 5.6.5.2.2 Nigeria
      • 5.6.5.2.3 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Qualtrics International Inc.
  • 6.4.2 Medallia, Inc.
  • 6.4.3 InMoment, Inc.
  • 6.4.4 NICE Ltd.
  • 6.4.5 Verint Systems Inc.
  • 6.4.6 Momentive Global Inc.
  • 6.4.7 QuestionPro Inc.
  • 6.4.8 Sogolytics, Inc.
  • 6.4.9 Alida Inc.
  • 6.4.10 Forsta AS
  • 6.4.11 Sprinklr, Inc.
  • 6.4.12 Alchemer LLC
  • 6.4.13 Typeform S.L.
  • 6.4.14 SurveySparrow Inc.
  • 6.4.15 Survicate Sp. z o.o.
  • 6.4.16 Zonka Technologies Private Limited
  • 6.4.17 Feedier SAS
  • 6.4.18 Qualaroo Inc.
  • 6.4.19 UserVoice, Inc.
  • 6.4.20 Wonderflow B.V.
  • 6.4.21 Enterpret, Inc.
  • 6.4.22 Chattermill Ltd.
  • 6.4.23 SANDSIV AG
  • 6.4.24 Birdeye, Inc.
  • 6.4.25 Service Management Group, Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment