How VoC Programmes Are Changing

Voice of the Customer (VoC) has always been vital for understanding customer needs, but traditional surveys only scratch the surface.

Low response rates and fragmented insights leave gaps in the picture, while customers continuously share richer signals during conversations with agents.

Using AI, organisations can now capture every interaction, analyse feedback at scale, and act on insights in real time. The result is a more complete and proactive approach to improving customer experience.

To find out more, we asked Jonathan “Kenu” Escobedo, Customer Success Manager at MiaRec, to explain what’s next with VoC and it can be used to identify areas of friction before they become a problem.

Video: What’s Next with VoC: Spot Friction BEFORE Customers Leave

Watch the video below to hear Jonathan explain what is next with VoC and how it can help spot friction before customers leave:

With thanks to Jonathan “Kenu” Escobedo, Customer Success Manager at MiaRec, for contributing to this video.

This video was originally published in our article ‘What’s Next for Voice of the Customer (VoC)?‘

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5 Ways AI is Improving VoC Insights

Understanding your customers is more critical than ever, as Jonathan explains:

“Voice of the customer is evolving quickly. Traditional surveys capture only a fraction of customer feedback with low response rates and limited insights.

Yet, customers are continuously sharing their experiences and conversations with your contact centre agents. Increasingly, organizations are looking at how to automatically analyze these signals to better understand the customer experience. The question is, what’s next?”

Here are five ways AI is helping contact centres unlock deeper VoC insights and turn customer feedback into actionable improvements:

1. Moving Beyond Surveys

Classic VoC relied heavily on post-call surveys like CSAT or NPS, but these methods capture only a fraction of feedback.

Now, AI-driven platforms analyse 100% of interactions, examining sentiment, topics, and CX metrics to uncover not only what customers feel but why issues arise.

“For years, VoC programs relied on post call, CSAT, and NPS surveys, but surveys alone leave gaps. We are seeing a trend of more organizations that are working to capture 100% of interactions, not just a small sample.

AI powered VoC platforms can analyze sentiment, topics, and CX metrics, to uncover why issues occur, not just measure the score. This provides a complete view across the customer base, while reducing effort for agents and customers alike.”

2. Proactive Problem-Solving

Instead of reacting after the fact, modern VoC systems can:

Detect churn risk early
Spot friction points before they escalate
Flag dissatisfied or high-risk customers for outreach

This proactive stance helps prevent problems from becoming customer losses, as Jonathan continues:

“We’re also seeing a shift toward being proactive, spotting friction before it escalates, detecting churn risk earlier, and improving experiences for customers before they leave.”

3. Turning Data into Action

Data is only useful if acted upon, and today’s VoC platforms automate CX indicators such as CSAT, NPS, and Net Easy Score.

“The biggest challenge today isn’t capturing data, it’s acting on it. We are seeing modern VoC platforms helping to automate CX KPIs like CSAT, NPS, NES, and churn detection, surfacing dissatisfied or high-risk customers.

This helps turn insights into clear, actionable priorities by highlighting which customers may need proactive outreach.”

More importantly, they link insights directly to operations, creating clear priorities for improvement and enabling managers to respond quickly.

4. AI Assistants Driving Smarter Decisions

New tools such as Copilot let leaders query VoC data in plain language and these assistants analyse call data, surface recommendations, and provide targeted next steps without complex analysis.

“One recent development is Copilot, an AI assistant that allows leaders to ask questions about their data in plain English.

For example, who are my top five customers at risk of churning, and how can I improve their experience? Copilot analyzes call data and provides targeted recommendations without complex setup.”

This makes VoC insights more accessible to everyday contact centre decisions.

5. Organisation-Wide Impact

The most successful VoC programmes go beyond technology, they ensure insights are shared across the company, from frontline agents to executives.

By breaking down silos, organisations align around a single customer view, making improvements more coordinated and effective, as Jonathan concludes:

“By linking insights directly to operations, VoC moves from being just reporting to enabling efficiency, coaching, and retention strategies.

Technology is only part of the story. We are seeing successful VoC programs when insights are shared across the organization from frontline agents to the C-suite.

When customer experience data is used companywide, silos break down and the entire organization can contribute to improving outcomes.”

Author
Robyn Coppell

Robyn Coppell has worked as Digital Content Manager for Call Center Helper since 2021. After University her first job was in a contact centre and has stayed in this space ever since.

She has experience of contact centre operational management, software systems, css and php coding. She edits a lot of the guest content that is published on Call Centre Helper.

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