The Evolution of Voice of the Customer

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 Insights were often delayed, incomplete, and out of date by the time changes were made, as Matthew explains:

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 organisations 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:

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.

By creating a reliable “conversational truth”, these systems give organisations 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.

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.