Understanding what customers think and feel has always been at the heart of delivering great service, which is where Voice of the Customer (VoC) comes in.
By capturing feedback and analysing interactions, contact centres can identify what works, what frustrates customers, and where improvements are needed.
For years, however, VoC has relied heavily on manual surveys and analysis, which made the process slow and often incomplete. But today AI is transforming VoC.
To find out more, we asked Matthew Clare, VP, Product Marketing at UJET, to explain what’s next with VoC and how AI is transforming it into a faster and more reliable tool.
Video: What’s Next With VoC: VoC Is Finally Becoming Everything We’ve Always Wanted It to Be
Watch the video below to hear Matthew explain what is next with VoC and how it is developing to become what we’ve always wanted it to be:
With thanks to Matthew Clare, VP, Product Marketing at UJET, for contributing to this video.
This video was originally published in our article ‘What’s Next for Voice of the Customer (VoC)?‘
4 Ways AI Is Transforming VoC in the Contact Centre
Voice of the Customer (VoC) has been part of the contact centre landscape for more than a decade.
The goal has always been to capture feedback, understand customer sentiment, and use that insight to improve the customer experience, but the problem was that traditional VoC relied heavily on manual processes.
Customers were asked to complete surveys, while supervisors and managers had to spend hours reviewing responses before taking action. Insights were often delayed, incomplete, and out of date by the time changes were made, as Matthew explains:
“I think what’s interesting about Voice of the Customer is this is nothing new. We’ve been talking about VoC for the last decade or more in the contact centre industry, and part of the challenge that we’ve had over the last 10 years or so is really the manual nature of voice of the customer.
Whether that’s your customers actually having to respond to surveys at the end of a chat or a phone interaction, and then having supervisors and managers having to manually analyse these responses and try to interpret the data as best they could, so they could then take action to improve the customer experience on the other end.
And as soon as there’s manual tasks that need to be done within these workflows, everything starts to fall apart.”
With the arrival of AI, this is finally changing. AI tools are making VoC faster, smarter, and more actionable, helping contact centres better understand their customers and respond in real time.
Here are four ways technology is transforming how organizations approach VoC:
1. Real-Time Feedback and Support
AI-powered tools can analyse conversations as they happen, they generate accurate transcripts, interpret tone and emotion, and provide agents with in-the-moment guidance or suggested next steps, as Matthew continues:
“With the emergence of AI and the access to LLMs over the last couple of years, we’re really starting to finally see voice of the customer being everything it could.
Whether this is AI-based transcripts coming in, providing agents with contextual summaries as conversations pivot from virtual agent to human agent conversations.
Whether this is leveraging the LLMs again to do real-time sentiment analysis, not just sentiment analysis based on keywords, but actually interpreting emotion and tone, and then leveraging real-time voice of the customer input, with AI assistance and agent assist tools, to actually provide real-time coaching and next best action guidance based on this conversational intelligence.”
This not only helps agents feel more confident when handling difficult situations, but it also gives managers immediate visibility into what customers are saying and feeling.
2. Deeper Insight Through Conversational Analytics
Conversational AI goes beyond surveys to reveal the reasons behind customer behaviour.
It can score satisfaction automatically, without requiring customers to complete feedback forms, and uncover patterns that explain why issues occur.
“I think another big piece of technology that’s really changed the game here is the addition of conversational AI analytics, which is really helping businesses understand the why behind every customer interaction.
Doing things like scoring customer satisfaction without even needing a customer to respond to a survey and really using these conversational analytics engines to provide you with your conversational truth and ultimately keep organizations grounded in their conversational truth.”
By creating a reliable “conversational truth”, these systems give organizations a clear and detailed picture of what drives satisfaction and what causes frustration.
3. Smarter Quality Management
Automated quality management is another area where AI is making an impact. Instead of relying on occasional manual reviews, AI can evaluate every interaction, whether handled by a live agent or a virtual agent.
“On the AI front, I think it’s important that as we’re talking about voice of the customer to also consider automated quality management and the role that this plays in score carding – both virtual agent and human-led interactions – such that we’re continually improving and we have a feedback loop into the organization to ensure that conversations and customer satisfaction can continue to grow.”
This ensures consistency in scoring, removes bias, and allows performance trends to be tracked continuously, and as a result, coaching and improvement become part of the everyday workflow rather than an occasional exercise.
4. Continuous Improvement Through Automation
AI does more than just capture feedback; it integrates insights directly into operations. By automating analysis, updating scorecards, and flagging opportunities for coaching, AI ensures that lessons from customer interactions are applied quickly.
This creates a feedback loop where both agents and processes improve in step with customer expectations.
If you are looking for more great insights from the experts, check out these next:
- 5 Ways AI Is Transforming the Agent Experience
- Tips to Improve Call Abandonment Rates
- How to Break Bad Habits in Workforce Planning
Author: Robyn Coppell
Published On: 17th Oct 2025
Read more about - Video, Analytics, Artificial Intelligence (AI), Automation, Conversational AI, Employee Feedback, Matthew Clare, Quality, UJET, Videos, Voice of the Customer
