Lesson #11 Revisited: Where You Start with VoC Depends on Where You Are—And How AI Can Help Along the Way

Discover how AI is transforming Voice of the Customer programs at every stage—Building, Growth, and Optimization. Learn how AI enhances feedback analysis, predicts churn, and connects VoC to business outcomes, all while keeping human insight at the core.

Sean McDade, PhD

Sean McDade, PhD

Founder & CEO, PeopleMetrics

When I first wrote Listen or Die, I outlined how organizations typically fall into one of three VoC phases: Building, Growth, or Optimization.

No matter where you start, the goal remains the same—creating a VoC program that delivers actionable insights, improves customer experience, and drives business results.

That hasn’t changed.

But what has changed is how AI is starting to reshape VoC, especially in the later phases, making it easier to scale, analyze customer feedback, and identify actions that drive real improvements.

The Three Stages of VoC—and How AI Fits In

1. The Building Phase: Getting the Basics Right

For companies just starting their VoC journey, the focus should be on foundations, not technology. This phase is about choosing the right customer touchpoints to measure, ensuring survey distribution is automated, and getting leadership buy-in.

The core steps in this phase remain the same:

  • Start with a relationship survey to establish a baseline for customer sentiment.
  • Identify a moment of truth—a critical touchpoint where experience can make or break customer loyalty.
  • Ensure you can access customer contact data so you can send feedback requests at the right time.
  • Secure a VoC champion—a leader who will push the program forward and ensure it stays a priority.

AI isn’t a game-changer here. At this stage, VoC is about getting processes in place and making sure the right people have access to customer feedback. AI can help later, but first, organizations need a strong foundation.

2. The Growth Phase: Expanding VoC and Driving Action

Once an organization has VoC up and running, the next step is scaling it across more touchpoints, making feedback available across teams, and driving measurable improvements. In the past, this required manual data analysis, slow report generation, and reactive decision-making.

This is where AI starts making a difference.

How AI is Helping in the Growth Phase:

  • Automating Text Analytics – As I have mentioned in this blog series, AI can now analyze thousands of open-ended survey comments, identifying key themes and sentiment without manual effort.
  • Detecting Early Warning Signs – AI can spot subtle patterns in feedback that indicate dissatisfaction, even before scores drop.
  • Prioritizing Customer Follow-Ups – AI can help CX teams focus on the customers most at risk of churn, ensuring the right follow-ups happen.

Example:
A hotel chain in the Growth Phase integrates AI-powered text analytics into its VoC program. AI detects an increase in complaints about long check-in times, even though overall NPS scores remain stable. The company launches a mobile check-in option before dissatisfaction starts impacting revenue.

AI here isn’t replacing VoC work—it’s helping teams find insights faster and ensuring they take action on the most important issues.

3. The Optimization Phase: Connecting VoC to Business Outcomes

By the time an organization reaches the Optimization Phase, VoC is embedded in company culture. The challenge now is keeping momentum, demonstrating ROI, and continuously refining the program.

This is where AI delivers the most value.

How AI is Helping in the Optimization Phase:

  • Linking VoC to Business Metrics – AI can analyze how customer experience impacts revenue, churn, and long-term loyalty, helping CX leaders prove the financial impact of VoC. What used to take an experienced analyst days can be done in seconds.
  • Generating Prescriptive Insights – Instead of just identifying trends, AI can recommend specific actions based on historical patterns. Again, the speed and accuracy of AI doing this is impressive.
  • Automating VoC-CRM Integration – AI can connect VoC insights with customer relationship management tools, ensuring frontline employees see real-time feedback. This used to be a value add to VoC programs and now can be done easily with AI agents.

Example:
A financial services firm in the Optimization Phase integrates AI into its VoC reporting. The system links customer satisfaction data with churn rates and revenue impact, proving that reducing wait times for loan approvals increases customer retention by 15%. This insight helps secure additional investment in process improvements.

At this level, AI isn’t just identifying problems—it’s helping prioritize solutions and connecting VoC to business performance!

Where AI Stops and Humans Take Over

As I always do in these blog posts, let’s not forget that humans are vital to make AI in VoC work on b behalf of the customer.

Simply put, AI is making VoC faster, more efficient, and more insightful—but it doesn’t replace human judgment.

  • AI can identify customer pain points, but teams still need to fix the underlying problems.
  • AI can predict churn risk, but relationship managers must rebuild trust with customers.
  • AI can personalize survey follow-ups, but a chatbot or agent won’t replace a meaningful conversation with a frontline employee.

Organizations that combine AI-powered insights with human-driven action will be the ones that win.

The Bottom Line

No matter where you are in your VoC journey—Building, Growth, or Optimization—AI is helping organizations scale, analyze, and act on feedback more effectively.

  • In the Building Phase, focus on fundamentals, not AI. The priority is getting the right processes in place.
  • In the Growth Phase, AI helps uncover insights faster, prioritize follow-ups, and drive CX improvements.
  • In the Optimization Phase, AI is proving VoC’s financial impact and recommending strategic actions.

But AI alone isn’t enough.

The best VoC programs still require leadership, culture, and accountability.

And as I said many times in the book and will repeat here - listening to customers is one thing—acting on their feedback is what separates great companies from the rest.

Where Are You in Your VoC Journey?

Is your company just starting VoC, scaling it across teams, or optimizing an established program?

How has AI played a role in your strategy?

Drop your thoughts in the comments—I’d love to hear how your organization is evolving!

Comment Here!

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