When I wrote Listen or Die in 2017, we were witnessing a major shift in how businesses captured customer feedback.
Voice of Customer (VoC) software had already disrupted traditional CSAT tracking, making it faster, cheaper, and more accessible. But even then, I couldn't have fully anticipated how AI would transform this landscape.
Today, I want to revisit this evolution and explore how AI is reshaping VoC programs—not by replacing human connection, but by enabling deeper, more meaningful customer relationships.
The VoC Revolution: A Quick Refresher
Remember those clunky CSAT telephone surveys? The ones that interrupted dinner and cost a fortune?
VoC software changed all that.
Suddenly, businesses could gather feedback continuously, reach every customer (not just a sample of them), and act on customer feedback in real-time.
But that was just the beginning.
AI: The New Force Multiplier
AI isn't just another tech upgrade—it's fundamentally changing how we understand and respond to customer needs. Here's what I'm seeing in the field now:
1) Real-Time Pattern Recognition
I recently worked with call center whose AI system spotted a trend in customer complaints about their billing process. In the old days, it might have taken months to notice this pattern through quarterly CSAT reports. Their AI flagged it within days, allowing them to fix the issue before it impacted churn.
2) Unfiltered Truth
One of my favorite examples comes from a hospitality client who discovered their AI-analyzed social media feedback painted a very different picture than their traditional surveys. Turns out, customers were more honest on social media than they were in survey feedback channels. This revelation led to meaningful changes in their service recovery program.
3) Predictive Insights
Here's what excites me most: AI isn't just telling us what happened—it's helping predict what will happen! A telecommunications company we work with now uses AI to identify customers likely to churn based on subtle changes in survey feedback patterns. This allows them to intervene before problems escalate.
The Human Element: More Important Than Ever
But here's the thing—and I can't stress this enough—AI isn't replacing human judgment. If anything, it's making the human element more crucial than ever.
I recently sat with a CX team reviewing their AI-generated insights. The system had perfectly categorized thousands of customer comments and identified key trends. But it took human expertise to:
- Understand which issues aligned with company strategy
- Decide which problems to prioritize
- Create personal connections during critical customer interactions
The Bottom Line
CSAT telephone tracks are a relic of the past.
VoC software changed the game, making customer feedback real-time, scalable, and actionable.
Now AI is taking VoC to another level—helping companies analyze unstructured feedback, eliminate bias, predict customer needs, and personalize follow-ups at scale.
But AI alone isn’t enough. The best VoC programs combine AI’s efficiency with human judgment and action.
Your Turn
How is your organization balancing AI and human interaction in your VoC program? What challenges are you facing? What successes have you seen? Share your experiences in the comments below—I'd love to hear your perspective.
Remember: Technology enables better listening, but it's still humans who turn listening into action.
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