Voice of Customer Data
Buy and sell voice of customer data data. NPS scores, CSAT surveys, and verbatim customer feedback at scale. The raw voice of millions of buyers.
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Find Me This Data →Overview
What Is Voice of Customer Data?
Voice of Customer (VoC) data encompasses NPS scores, CSAT surveys, and verbatim customer feedback collected at scale from millions of buyers. First formalized in 1993 as a methodology for collecting and analyzing customer expectations and needs, VoC has become essential to both B2C and B2B organizations seeking competitive advantage. The data includes structured metrics like satisfaction scores alongside unstructured feedback from reviews, emails, chats, calls, and surveys—capturing the raw sentiment and priorities of your customer base. Organizations use VoC data to identify pain points, prioritize product innovations, optimize messaging, and track customer satisfaction trends. By analyzing patterns across large feedback volumes, companies gain clarity on what customers truly want and are willing to pay for, enabling faster problem resolution and more targeted improvements that directly impact revenue and retention.
Market Data
USD 3.58 billion
Market Size (2024)
Source: Grand View Research
USD 14.95 billion
Projected Market Size (2030)
Source: Grand View Research
CAGR 29.4%
Growth Rate (2025-2030)
Source: Grand View Research
55%
Retention Boost from VoC Programs
Source: Bain & Co. via Qualtrics
60% higher profits
Revenue Uplift for Customer-Centric Brands
Source: Qualtrics
Who Uses This Data
What AI models do with it.do with it.
Product & Innovation Teams
Use VoC data to align product roadmaps with customer expectations, drive feature prioritization, and stay ahead of market trends. Feedback reveals what customers truly want, enabling faster innovation and reduced time-to-market for relevant solutions.
Customer Success & Support
Leverage NPS scores and verbatim feedback to identify high-priority issues, resolve problems faster, and measure the impact of support improvements on satisfaction. VoC programs enable data-driven prioritization based on urgency and customer impact.
Sales & Marketing Teams
Extract customer language and objections from feedback to refine messaging, improve email campaign effectiveness, and increase cross-selling and upselling success rates. VoC data bridges the gap between what customers say and what campaigns communicate.
Revenue & Retention Leaders
Monitor customer sentiment to predict churn risk, expand the customer base, and boost revenue. Companies that listen and solve problems quickly see customers 2.4x more likely to remain loyal.
What Can You Earn?
What it's worth.worth.
Dataset Size (Small)
Varies
Smaller surveys or feedback sets from niche segments or single product lines typically command lower fees.
Dataset Size (Medium)
Varies
Moderate-scale VoC datasets spanning thousands of respondents or multiple channels generate mid-tier valuations.
Dataset Size (Large)
Varies
Large-scale, multi-source VoC datasets with rich verbatims from millions of customers across industries and geographies attract premium pricing.
Premium Quality
Varies
Datasets with high response rates, detailed demographic information, sentiment labels, and structured metadata command higher valuations.
What Buyers Expect
What makes it valuable.valuable.
Volume & Diversity
Buyers seek datasets spanning thousands to millions of respondents across multiple customer segments, channels (surveys, reviews, calls, chats), and time periods to identify robust patterns and trends.
Structured Metadata
NPS scores, CSAT ratings, sentiment labels, customer demographics, product/segment tags, and timestamps enable buyers to slice data by use case and correlate feedback with business outcomes.
Verbatim Quality
Raw, unedited customer quotes and open-ended responses must be authentic, contextual, and detailed enough to reveal the 'why' behind satisfaction metrics. Vague or generic feedback has limited value.
Data Governance & Privacy
Datasets must comply with data privacy regulations, include proper consent documentation, and mask personal identifiers where required. Buyers verify data sourcing and chain of custody.
Recency & Relevance
Current feedback reflecting recent customer interactions is more actionable than dated responses. Buyers prioritize datasets collected within the past 12 months aligned to their target industries.
Companies Active Here
Who's buying.buying.
Leading VoC analytics platform collecting, analyzing, and distributing customer feedback at enterprise scale. Helps organizations measure satisfaction, identify trends, and optimize customer experiences.
Customer experience and VoC management platform enabling enterprises to collect feedback, analyze sentiment, and act on insights across touchpoints.
VoC and customer experience platform that helps companies collect, analyze, and act on customer feedback to drive retention, revenue, and product innovation.
Customer experience platform integrating voice of customer data with contact center and omnichannel communications to improve service and support outcomes.
CRM and customer experience leader using VoC data to enhance customer understanding, personalization, and cross-functional decision-making across GTM teams.
FAQ
Common questions.questions.
What types of customer feedback are included in Voice of Customer datasets?
VoC datasets encompass NPS scores, CSAT survey responses, Net Promoter Score verbatims, open-ended survey responses, customer review text, email and chat transcripts, and call center recordings or transcriptions. This mix of quantitative metrics and qualitative feedback provides a complete picture of customer sentiment and priorities.
How do companies use Voice of Customer data to increase revenue?
Companies leverage VoC data to optimize product offerings based on stated customer needs, refine sales and marketing messaging to address real objections, improve customer retention through faster problem resolution, and identify cross-sell and upselling opportunities. Customer-centric brands leveraging VoC report 60% higher profits than competitors, and VoC-driven retention programs can boost loyalty by as much as 55%.
What is the current market size and growth outlook for Voice of Customer solutions?
The global customer experience testing and monitoring solutions market (which includes VoC tools and data) was valued at USD 3.58 billion in 2024 and is projected to reach USD 14.95 billion by 2030, growing at a CAGR of 29.4%. This rapid expansion reflects rising demand across retail, BFSI, healthcare, and other industries for structured customer feedback programs.
What quality standards do buyers expect from Voice of Customer datasets?
Buyers expect datasets with large volumes of diverse respondents, clear metadata (NPS/CSAT scores, demographics, timestamps), authentic verbatim feedback that reveals the 'why' behind satisfaction metrics, proper privacy compliance and consent documentation, and recent data reflecting current customer sentiment. Datasets aligned to specific industries and collected within the past 12 months command higher valuations.
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