Chapter 18
Voice of the Customer/Citizen: Finding Coherence in the Cacophony
IN THIS CHAPTER
Understanding how social media affects consumer and citizen perceptions
Discovering how AI can turn the roar of the crowd into the voice of a customer
Identifying the AI techniques that reveal the voice of the customer
Exploring use cases for AI-enhanced voice of the customer
Voice of the customer (VoC) platforms support customer experience efforts focused on improving satisfaction, loyalty, and brand advocacy. VoC initiatives aren’t new. In some ways, using VoC for market research goes all the way back to the start of branded retailing. Companies have been tuning into customer feedback for decades, using everything from polls to fan mail to gauge their target market’s sentiment toward products and services.
Non-intelligent digital technologies of the 1990s and early 2000s, such as web crawlers, spreadsheets, and search engines, supported simple analysis of customer activity. AI has changed the game. It turbocharges VoC programs to give you the power to collect vast amounts of data for more ...
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