The IDC MarketScape 2023–2024 report places Medallia in the Leaders category for Voice of the Customer (VOC) applications. Medallia stands out for its comprehensive platform that collects and analyzes direct, indirect, and inferred feedback, with strong analytics and AI-driven action capabilities. Its strengths include robust mobile access, closed-loop feedback, and integration across organizational hierarchies. However, buyers must plan their VOC programs well and understand contract details to avoid cost surprises. Medallia is ideal for organizations needing scalable, complex VOC solutions with measurable impact on customer experience.

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