Voice of the Customer (VOC) · Head to head

Medallia vs Qualtrics

Both products compete in Voice of the Customer (VOC). Voice of the Customer (VOC) software collects, analyzes, and routes customer feedback across surveys, in-app prompts, reviews, and support interactions. It gives product, marketing, and CX teams a structured view of customer sentiment and unmet needs to guide decisions. Here are the facts the B4 Index maintains on each, side by side.

The two files, side by side

Medallia

Qualtrics

What it is

Medallia's software platform provides keen insights to improve customer experience, contact center experience, employee experience and digital experience.

Market leader; powerful survey engine, enterprise analytics, aggressive contracts

Website

medallia.com ↗

qualtrics.com ↗

Pricing

$100,000+/year

$1,500-150,000+/year

Categories served

Voice of the Customer (VOC), Customer Feedback & Analytics, Voice of Customer (VoC) Survey & Feedback Platform, Customer Data Platform (CDP), Marketing Resource Management (MRM), Customer Feedback & Survey

Voice of the Customer (VOC), Customer Feedback & Analytics, Customer Feedback & Survey

Status

Active · verified September 2026

The Medallia file → The Qualtrics file →

The decision underneath the comparison

Choosing between Medallia and Qualtrics assumes you're buying Voice of the Customer (VOC) at all. That's the prior question, and the B4 Index scores it on two axes: how much Voice of the Customer (VOC) differentiates you, and how far AI has come at building it. Read the build-versus-buy considerations for Voice of the Customer (VOC) before you shortlist either product.

Vendor facts are maintained independently of any B4 verdict and re-verified on a monthly liveness check. See the full methodology.