Qualtrics named Leader in 2026 Gartner VoC Quadrant

Qualtrics has been named a Leader in the 2026 Gartner Magic Quadrant for Voice of the Customer Platforms, positioned highest for Ability to Execute and furthest for Completeness of Vision.

Gartner also ranked Qualtrics first across five use cases in its Critical Capabilities research for the category. Qualtrics said the use cases cover structured and unstructured feedback, workflow integration, and business outcomes.

This is the fifth consecutive year Qualtrics has been named a Leader in the Magic Quadrant for Voice of the Customer Platforms. Voice of the customer platforms help organisations collect customer feedback and analyse it to inform service and product decisions.

Across the market, some suppliers have increased their focus on automation and artificial intelligence as customer service operations seek faster responses across more channels. Companies also face growing pressure to handle complaints and service issues consistently across chat, email, phone and social platforms.

AI and feedback

Qualtrics said it captures experience data and connects it with operational data, applying AI across both. According to the company, this supports decisions about when and how to respond to customers.

Qualtrics positions its technology around collecting feedback across channels, including calls, chats, surveys, digital sessions, social media and customer service interactions. It said its systems handle structured feedback, such as survey responses, and unstructured feedback, such as free text and conversation transcripts.

Qualtrics also highlighted its "Experience Agents", which it describes as AI-based agents that assess customer information and the context of an interaction. It linked the approach to more personalised responses and actions during customer journeys.

A Gartner research note pointed to a shift toward more autonomous systems in customer experience work:

"The next wave of innovation will be AI Experience Agents. Today's AI Agents can complete simple tasks such as appointment booking and issue resolution, but the trend is toward agents autonomously assessing customer records and executing personalized actions. Agentic AI is transforming the role of experience agents from reactive to proactive, enabling them to anticipate customer needs and act in real time."

Security positioning

Qualtrics said it holds FedRAMP High and ISO 42001 certifications and cited a strategic partnership with CrowdStrike. Such certifications are often used by suppliers to demonstrate controls around cloud security and AI management systems.

Vendors have been tightening their security and compliance claims as more customer interactions are processed and analysed by AI systems. At the same time, organisations are increasingly concerned about how data used for customer experience analytics is governed, stored and accessed.

Qualtrics said it continues to invest in the Qualtrics Partner Network and the XM Institute, which it described as a community of partners and experts connected to its experience management approach.

Gartner Magic Quadrant rankings can influence shortlists and procurement processes, particularly for large organisations that use analyst research as part of vendor selection. The Voice of the Customer Platforms market includes tools that combine feedback collection, analytics, workflow management and integration with other business systems.

In a statement on the recognition, Qualtrics linked the result to its product direction and customer outcomes. It also framed the ranking in the context of rising customer expectations and rapid technology shifts across service operations.

"In a market where AI is reshaping what's possible and customer expectations are rising, we believe this recognition reflects our ability to deliver innovation and value while the ground is shifting, and our commitment to giving customers the technology, expertise, and insights they need to improve the experiences they deliver."

Qualtrics said it expects "AI Experience Agents" to be a focal point for product development as companies expand customer listening programmes across more channels and move toward more automated decision-making in customer experience operations.