The Voice of Customer (VoC) market continues to evolve rapidly, shaped by AI-driven intelligence, omnichannel engagement, and the convergence of customer, employee, and partner experience. QKS Group, formerly Quadrant Knowledge Solutions, published the SPARK Matrix™ for 2024 and 2025, which provide a detailed assessment of vendor performance, analyzing both Technology Excellence and Customer Impact.
By comparing the 2025 edition with the 2024 matrix, we can see which vendors have sustained leadership, which ones have risen or slipped, and which have exited the matrix altogether.
Consistent Leaders Hold Strong
Several vendors demonstrated stability and continued innovation, holding their Leader positions across both years.
Qualtrics, Medallia, QuestionPro, Concentrix, Verint, Sprinklr, Pisano, and SANDSIV all remained Leaders in 2024 and 2025.
Their resilience reflects strong analytics, enterprise-scale adoption, and deep integration capabilities. These vendors have consistently enhanced their platforms with AI-driven features such as predictive insights, journey mapping, and generative AI-based recommendations. Their consistency shows that innovation and execution over time remain the foundation of sustained leadership.
Leaders on the Rise
One of the most notable shifts is the rise of PG Forsta, which moved from Strong Contender in 2024 to Leader in 2025.
PG Forsta strengthened its Human Experience (HX) platform with advanced feedback collection across surveys, video, and communities. Its strong vertical focus, especially in healthcare, and continued innovation in text analytics and benchmarking helped elevate its position in the 2025 matrix.
Leaders That Slipped
KaptureCX, which was ranked as a Leader in 2024, was repositioned as a Strong Contender in 2025.
While it remains strong in omnichannel feedback and GenAI-driven automation, the shift reflects increasing competition from larger players with global scale and advanced AI innovation. KaptureCX continues to excel in markets like India and Asia-Pacific but faces pressure to expand globally and deepen its indirect feedback analytics.
Strong Contenders
Several vendors retained their Strong Contender positions across both years, including SurveyMonkey, SurveySparrow, Alida, SMG, Upland Software, and Eloquant.
These vendors continue to provide reliable VoC capabilities such as omnichannel feedback collection, intuitive survey tools, and strong self-service workflows. Many also stand out in niche or mid-market segments, offering quick deployment and flexible pricing.
However, compared to the Leaders, they may face challenges in areas such as advanced AI-driven analytics, large-scale enterprise adoption, or globally integrated closed-loop execution.
Vendors Featured in 2024
InMoment, a Leader in 2024, was excluded in 2025. InMoment was featured among the Leaders in 2024 due to its strong VoC platform that combined AI-based sentiment analysis, natural language processing, conversational intelligence, and cross-industry expertise. In May 2025, however, InMoment was acquired by PG Forsta, which consolidated InMoment’s capabilities into a broader Human Experience (HX) Platform. The acquisition integrated InMoment’s conversational CX strengths, including reputation management, cross-industry analytics, and sentiment analysis, into PG Forsta’s existing portfolio, creating a unified experience technology offering.
NICE also featured as a leader in the 2024 SPARK MatrixTM owing to its robust AI-powered contact center platform, CXone Mpower, which captures feedback across channels and delivers powerful customer experience automation. The platform is notable for embedding AI deeply into customer service workflows and enabling proactive automation from intent to resolution. It was not featured in the 2025 Matrix, which could be due to its strategic pivot toward building an AI-first contact center ecosystem. In mid-2025, NICE announced its acquisition of Cognigy, a conversational AI and agentic platform, for approximately $955 million. This move signals a transition from being viewed as a specialist VoC platform to positioning itself as a unified, AI-driven contact center and CX automation provider.
Zoho and Tivian, a Strong Contender and Contender, respectively, were featured in the 2024 Matrix but excluded in 2025. Their absence may reflect a narrowed product scope, reduced visibility in the latest evaluation, or a repositioning in adjacent CX markets.
Key Observations
The 2025 SPARK Matrix highlights how the VoC market is maturing toward AI-driven intelligence, real-time feedback, and unified experience platforms. Leaders continue to differentiate through their ability to operationalize insights at scale, while Strong Contenders maintain reliable capabilities but face mounting pressure from both established giants and emerging innovators.
The movement of vendors like PG Forsta and KaptureCX underscores how execution, global reach, and vertical focus can shift competitive positioning within just a year.
Looking Ahead
As the VoC market continues to converge with Voice of Employee (VoE) and broader Experience Management (XM) platforms, the winners will be those who can unify data, apply AI to drive faster insights, and deliver measurable outcomes across customer journeys.
According to Anish Krishnan, Senior Analyst at QKS Group, “The future of VoC will be defined by convergence. As customer, employee, and broader experience signals flow into unified platforms, enterprises will increasingly demand solutions that not only capture data but also turn it into actionable insights at scale. Vendors that can embed AI-driven intelligence seamlessly within enterprise ecosystems while balancing flexibility, usability, and measurable outcomes will set the pace for the next era of Experience Management.”