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Qualtrics Named a Leader in 2021 Gartner® Magic Quadrant™ for Voice of the Customer

Last updated:  December 2, 2021

Qualtrics recognized as a Leader for Ability to Execute and Completeness of Vision 

PROVO, Utah and SEATTLE, Dec. 2, 2021 Qualtrics (Nasdaq: XM), the leader and creator of the Experience Management (XM) category, has been named a leader in the 2021 Gartner® Magic Quadrant™ for Voice of the Customer*. Qualtrics is positioned highest for its Ability to Execute in the Leaders Quadrant for Qualtrics CustomerXM™.

Gartner® defines Voice of the Customer (VoC) as “software applications that integrate feedback collection, analysis, distribution and action into a single, interconnected platform to help understand and improve the customer experience (CX).” VoC software “enables leaders supporting CX to enhance the way they listen to and understand customers. The insights generated create actions that help improve customer loyalty and provide measurable business benefit.” According to Gartner®, the VoC market grew by around 20% in 2020, which has increased the size of the VoC application software market beyond $2 billion per year.

“We believe Qualtrics’ continued leadership in the 2021 Gartner® Magic Quadrant™ for Voice of the Customer is a testament to our accelerating customer momentum, expansive partner network, and incredible product innovation,” said Brad Anderson, President of Products and Services at Qualtrics. “The ability to capture, analyze and act on experience data has never been more important, and organizations are turning to Qualtrics to deliver personalized experiences at scale, all on the world’s #1 experience management platform.”

Qualtrics CustomerXM™ helps companies of all sizes drive engagement and build loyalty with new and existing customers at scale. Its products and solutions and industry leading expertise allow every team along the customer journey – from CX leaders to frontline employees – to transform organizations’ customer experience programs to systems of action.

Qualtrics has continued to invest since this assessment was completed, with the recent acquisitions of Clarabridge and Usermind, which will bring leading omnichannel conversational analytics and journey orchestration technology to the Qualtrics XM Platform™. The combination will enable companies to tune in and analyze all of the feedback their customers are already sharing, wherever they’re saying it, and deliver personalized experiences at scale.

*Gartner®, 2021 Magic Quadrant™ for Voice of the Customer, Jim Davies and Ed Thompson, 30, November 2021

Gartner® does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner® research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner® disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Gartner® and Magic Quadrant™ are registered trademarks of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved

About Qualtrics

Qualtrics, the leader and creator of the Experience Management (XM) category, is changing the way organizations manage and improve the four core experiences of business—customer, employee, product and brand. Over 13,500 organizations around the world use Qualtrics to listen, understand and take action on experience data (X-data™)—the beliefs, emotions and intentions that tell you why things are happening, and what to do about it. The Qualtrics XM Platform™ is a system of action that helps businesses attract customers who stay longer and buy more, engage employees who build a positive culture, develop breakthrough products people love and build a brand people are passionate about. To learn more, please visit