4 ways to improve your voice of the customer program with AI

A successful voice of the customer (VoC) program is not just about collecting customer feedback—it's about deriving meaningful, actionable insights that enable you to improve the customer experience, and ultimately grow loyalty and revenue.

Technology continues to transform how businesses understand and respond to customer needs, in particular through the continual advancement of artificial intelligence (AI) which now offers businesses unprecedented speed and depth of analysis.

If you’re struggling with declining survey responses, unsure where to focus your efforts, or simply unable to affect change quick enough, the latest AI innovations will help you overcome your day to day challenges – from day 1.

Let’s explore how.

Available now: AI features that deliver results from day 1

For Qualtrics customers, AI isn't just a buzzword; it's an integral part of our platform that elevates your Voice of Customer programs from data collection to strategic action. All of our solutions are centered around 4 key focus areas that you must get right to maximize the impact of your VoC program.

Deeper listening: Overcoming declining survey response rates to get more actionable feedback

Short open text survey responses are like when your kid comes home from school and says their day was "fine" - what are you supposed to do with that info?

With consumers providing less survey feedback, businesses are increasingly being left blind to the causes of customer issues. So how do you overcome this increasingly common trend and maximize the impact of the survey responses you do receive? Introducing Conversational Feedback. Gone are the days of one-word answers and incomplete feedback, it is now possible to prompt the respondent to elaborate on their survey response if more detail is needed to get to the heart of what your customers mean.

How Qualtrics can help with conversational feedback

Our AI-powered conversational feedback surveys intelligently identifies shallow responses and automatically asks follow-up questions to dig deeper, transforming basic answers into rich, contextual insights.

Customers using this feature have seen remarkable results: 35-40% improvement in data quality and a 7% increase in response rates.

Quicker understanding: Turning mounds of data into actionable insights

But while survey feedback might be declining, businesses are sitting on a goldmine of unstructured data across a multitude of channels. That’s a lot of noise, and it can be really hard for teams to distill that data in real-time into a set of actionable insights that you can strategically prioritize. By the time you’ve sorted through it, it’s often too late, leaving teams fighting a continuous uphill battle to get maximum impact from their VoC program.

How Qualtrics can help with Insights Explorer

Turn mountains of raw feedback into clear, actionable intelligence with Insights Explorer. This powerful tool uses AI to analyze open-text responses and generate concise summaries, headlines, and thematic snapshots—without requiring complex setup or configuration.

Insights Explorer does the heavy lifting so your team can focus on strategic action rather than data interpretation, rapidly identifying experience gaps and emerging trends that deserve immediate attention.

Surface key themes from thousands of open-text responses in less than 5 minutes

Automatic action: Scaling loyalty

Customer feedback is only as good as what you do with it. The best VoC programs are built around a system of action, where teams are empowered to improve experiences and meet your customers’ needs at scale.

Automation is a cost effective and reliable way of helping you do this. You’re able to activate teams and close the loop with customers faster, resolving issues before they become causes of churn. And as your company grows, this system can scale with you, facilitating continuous improvement in customer experience management.

How Qualtrics can help with GPT-assisted workflows

Close the loop with customers more effectively using our GPT-assisted workflows. This feature enables you to:

• Generate insightful, personalized interactions based on survey responses
• Categorize open-text feedback in real-time for strategic follow-ups
• Connect to OpenAI or Azure OpenAI Services through your own API key

These capabilities ensure that every customer communication is meaningful and timely, demonstrating your commitment to addressing their needs.

Empowered frontline: Personalizing the customer experience

Often frontline teams are under pressure to get through the queue, at the expense of service standards. But with customers prioritizing businesses that can build a human connection with those they serve, they must find a way to balance the two. Where your teams show understanding of the customer and a willingness to help them reach their goal. As efficiently as possible.

And here’s the thing: AI can help. Not by replacing your teams who are so vital to scaling great CX, but by enabling them to build a human connection in those 1:1 interactions. With personalized responses recommended by AI, teams are able to better serve their customers, resolve issues faster and scale their impact. All because they were given a head start with AI-suggested responses, tailormade for customers and ready to use.

How Qualtrics can help with AI-personalized responses

Help your support teams respond faster and more effectively with AI-suggested responses that maintain a human touch. This feature:

• Creates emotionally attuned, personalized support responses
• Speeds up ticket resolution and response times
• Reduces customer service costs through more efficient handling
• Increases revenue by decreasing churn and improving online engagement

Coming soon: The next wave of AI innovation

And we're not done, we're continuing to build new ways for AI to help businesses increase efficiency, improve experiences and generate even more value from their CX program. You can read more here: https://www.qualtrics.com/platform/experience-agents/