DYK # 15: Did you know that AI will transform VoC programs from measurement practices into the engine room of the experience improvement function?

🔮It’s December, and that can only mean one thing - it’s Predictions Time!

By now you probably know that apart from running my own CX consulting business - Melanie Disse Consulting - I’m also part of Ecosystm, a Technology Research and Advisory firm. And as part of my role as CX & VoC Advisor at Ecosystm, we looked into the crystal ball to predict what we think is going to happen in 2024.

So today, in our monthly DYK series we ask… “Did you know that AI will transform Voice of Customer (VoC) programs from measurement practices into the engine room of the experience improvement function in 2024?”

Let’s look into the prediction:

In 2024, AI technologies will transform Voice of Customer (VoC) programs from measurement practices into the engine room of the experience improvement function.

The focus will move from measurement to action – backed by AI. AI is already playing a pivotal role in analysing vast volumes of data, including unstructured and unsolicited feedback. In 2024, VoC programs will shift gear to focus on driving a customer centric culture and business change. AI will augment insight interpretation, recommend actions, and predict customer behaviour, sentiment, and churn to elevate customer experiences (CX).

Organisations that don’t embrace an AI-driven paradigm will get left behind as they fail to showcase and deliver ROI to the business.

2024 is the year of the AI-backed mindset shift as organisations start to leverage VoC as the engine room for experience improvements, leaving behind purely survey-driven measurement practices.

Why did we predict that?

For far too long, VoC has primarily been seen as a way to measure performance (from a customer point of view?!), with a focus on internal reporting of performance. We measure, we report, and then?! We measure again.

Albert Einstein told us long ago that the definition of insanity is doing the same thing over and over again and expecting different results.

While performance measurement is an integral part of VoC programs, it’s important to view it as just  that - a part of the program. We need to measure and understand, and most importantly use the insights we generate to drive action to improve the customer experience. Performance isn’t  going to change if we don’t change anything! (well, it might get worse …)

Having a solid Insights to Action Framework in place is key, and technology should serve you as an enabler. In 2023, we’ve already started to see AI technologies impacting how we listen to our customers, analyze what they tell us, and how we can enable action.

2024 will be another step change as we see the focus of VoC practices move towards driving action and enabling a customer centric culture within the business.

As always, for any questions or if you’d like to have a chat about what we predicted, don’t be shy to get in touch!

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