When I originally wrote about the need for external VoC partners, the main debate was whether companies should invest in a full-service VoC solution or manage the process themselves with a basic survey tool.
Today, the conversation has evolved.
AI-powered VoC platforms are emerging, promising to automate everything from data collection to predictive analytics.
Some even claim they can replace the need for external expertise altogether.
But here’s the reality: AI is making VoC more efficient, but it doesn’t eliminate the need for human expertise.
A successful VoC program isn’t just about gathering data—it’s about making sense of it, getting buy-in across the organization, and driving real action.
So, do you need a tool or a true VoC partner? Let’s break it down.
What AI Is Changing in VoC
As I have covered in previous blog posts, AI is undoubtedly reshaping VoC in several ways:
- Automating feedback collection across surveys, call transcripts, social media, and chat interactions
- Predicting trends by analyzing patterns in customer sentiment and behavior
- Prioritizing issues by identifying what’s most likely to impact loyalty and revenue
- Closing the loop faster by triggering automated follow-ups for certain customer concerns
These capabilities make VoC more scalable and immediate.
But they don’t solve the deeper challenge: What do you actually do with the data?
Why You Still Need a VoC Partner
AI is a powerful tool, but it’s not a strategy. A VoC partner brings:
- A strategic lens: AI can tell you what customers are saying, but it can’t determine how to act on that insight. Should you focus on wait times or product quality? A good VoC partner can tell a story based on customer feedback and helps set priorities.
- Change management expertise: AI can surface customer pain points, but real improvement requires buy-in from leadership and front-line teams. VoC partners help drive organizational alignment.
- A human check on AI’s conclusions: AI models aren’t perfect. They can misinterpret sentiment, flag false positives, or miss cultural nuances. A VoC partner ensures AI insights translate into meaningful action.
The Future: AI + Human Expertise
In three years (or less), my prediction is we will see AI-native VoC platforms that can:
- Auto-generate strategic recommendations based on customer sentiment shifts
- Predict revenue impact for different CX initiatives
- Seamlessly integrate VoC data into CRM and business intelligence platforms
These AI-native platforms will likely be from different software companies than who you might be using today.
But even then, human guidance will still be critical.
AI will provide insights, but VoC leaders will decide what to do with them, how to implement change, and how to rally teams around customer-centric improvements.
The Bottom Line
AI is transforming VoC, but it’s not a replacement for strategic expertise.
If you’re deciding between a basic survey tool and a full-service VoC partner, ask yourself: Do you just want data, or do you want real CX improvements?
What do you think—will AI-native VoC platforms replace traditional partners, or will human expertise always be necessary? Let’s discuss in the comments.
