Voice of the Customer for Customer Data Platforms

30 June 2026 - ID G00856473 - 3 min read
By Peer Community Contributor
As privacy regulations tighten and touchpoints multiply, delaying data unification risks immediate market irrelevance, making investment in customer data platforms critical. This note guides chief marketing officers to learn from ratings and reviews shared by their peers on Gartner Peer Insights.

Peer Insights Voice of the Customer

Gartner Peer Insights Voice of the Customer evaluates vendors in a given technology market by applying a specific methodology to aggregated end-user reviews. Vendors are then positioned into four quadrants based on two criteria: User Interest and Adoption (x-axis), and Overall Experience (y-axis) (see Figure 1). See the Methodology section for details.
Along with the historical peer-based perspective represented in this document, Gartner has a related expert-led Magic Quadrant for Customer Data Platforms.
Figure 1. Voice of the Customer for Customer Data Platforms
Source: Gartner (June 2026)
All vendors are classified under specific quadrants based on their “overall experience,” and “user interest and adoption.” The Customers’ Choice quadrant in the upper right represents the highest overall experience, and maximum user interest and adoption. Strong Performer is in the upper left. Aspiring is in the lower left. Established is in the lower right. Eligible vendors as of May 2026 — Customers’ Choice vendors: Amperity, Tealium; Strong Performer vendors: Hightouch, Salesforce, Treasure AI; Aspiring vendors: Adobe, BlueConic; and Established vendors: None.

Reviewers’ Willingness to Recommend

Gartner Peer Insights reviewers rate their willingness to recommend each vendor. Figure 2 compares vendors according to the reviewers’ willingness to recommend them.
Figure 2. Voice of the Customer for Customer Data Platforms, Willingness to Recommend
Source: Gartner (June 2026)
Eligible vendors compared based on their “overall reviews” and reviewers’ “willingness to recommend.”

Vendors’ End-User Rating Summaries

Figures 3 through 9 summarize key information for each vendor included in the “Voice of the Customer”:
  • Overall Rating and rating distribution
  • Other ratings covering specific aspects of the experience with the vendor
Figure 3. Voice of the Customer for Customer Data Platforms, Adobe Vendor Summary
Source: Gartner (June 2026)
This graphic provides a snapshot of the vendor’s rating details, including average rating, number of reviews, reviewer willingness to recommend, a rating histogram, and a breakdown of reviewers’ company sizes, industries and geographic regions.
Read all Peer Insights user reviews for Adobe.
Figure 4. Voice of the Customer for Customer Data Platforms, Amperity Vendor Summary
Source: Gartner (June 2026)
This graphic provides a snapshot of the vendor’s rating details, including average rating, number of reviews, reviewer willingness to recommend, a rating histogram, and a breakdown of reviewers’ company sizes, industries and geographic regions.
Read all Peer Insights user reviews for Amperity.
Figure 5. Voice of the Customer for Customer Data Platforms, BlueConic Vendor Summary
Source: Gartner (June 2026)
This graphic provides a snapshot of the vendor’s rating details, including average rating, number of reviews, reviewer willingness to recommend, a rating histogram, and a breakdown of reviewers’ company sizes, industries and geographic regions.
Read all Peer Insights user reviews for BlueConic.
Figure 6. Voice of the Customer for Customer Data Platforms, Hightouch Vendor Summary
Source: Gartner (June 2026)
This graphic provides a snapshot of the vendor’s rating details, including average rating, number of reviews, reviewer willingness to recommend, a rating histogram, and a breakdown of reviewers’ company sizes, industries and geographic regions.
Read all Peer Insights user reviews for Hightouch.
Figure 7. Voice of the Customer for Customer Data Platforms, Salesforce Vendor Summary
Source: Gartner (June 2026)
This graphic provides a snapshot of the vendor’s rating details, including average rating, number of reviews, reviewer willingness to recommend, a rating histogram, and a breakdown of reviewers’ company sizes, industries and geographic regions.
Read all Peer Insights user reviews for Salesforce.
Figure 8. Voice of the Customer for Customer Data Platforms, Tealium Vendor Summary
Source: Gartner (June 2026)
This graphic provides a snapshot of the vendor’s rating details, including average rating, number of reviews, reviewer willingness to recommend, a rating histogram, and a breakdown of reviewers’ company sizes, industries and geographic regions.
Read all Peer Insights user reviews for Tealium.
Figure 9. Voice of the Customer for Customer Data Platforms, Treasure AI Vendor Summary
Source: Gartner (June 2026)
This graphic provides a snapshot of the vendor’s rating details, including average rating, number of reviews, reviewer willingness to recommend, a rating histogram, and a breakdown of reviewers’ company sizes, industries and geographic regions.
Read all Peer Insights user reviews for Treasure AI.

Market Definition

Customer data platforms (CDPs) are software applications that support customer experience use cases by unifying a company’s customer data from marketing, sales, service, commerce and other sources. CDPs unify customer data to facilitate its output to coordinate profiles between cross-functional systems, create segments and/or audience targets, optimize offers and/or decisions, and inform analysis while distributing insights that create triggers for other experiences.

Methodology

A full description of the methodology can be found on the Gartner Peer Insights Voice of the Customer Methodology page.
Voice of the Customer includes vendors with products aligned to the market that have 20 or more eligible published reviews (and 15 or more ratings for “Capabilities” and “Support/Delivery”) during the 18-month consideration period ending 30 April 2026. Reviews from vendor partners or companies with less than $50 million in revenue are excluded.
In the customer data platforms market, Gartner Peer Insights published 438 reviews and ratings during the consideration period.
The data used in this report is drawn from reviews on Peer Insights, a free peer review and ratings platform that regularly publishes new reviews. The “Voice of the Customer” methodology uses a snapshot of reviews data from a defined timeframe and does not automatically update as new reviews are published. The external Peer Insights site will always have the most updated peer view of the vendors and products in this report.
The numerical ratings scores in each vendor summary graphic (shown as “Rating by Category”) are best interpreted as sample statistics with a reasonable margin for error and not as exact values.