How Can Artificial Intelligence AI Help Improve The Customer Experience?

Customer-Centricity Tutorials
Emre Calisir
November 1, 2022
It represents Artificial Intelligence (AI).

Voice of the Customer (VoC)

Voice of the customer (VoC) basically refers to the summary of customers’ expectations, preferences, and dissatisfaction with your product or service. In other words, VoC is a process of collecting and analyzing customers’ feedback, complaints, or suggestions. There are various sources containing this feedback, such as social media, live chat, email, or online customer reviews. Each channel requires a different method to collect data.

Wouldn’t it be perfect analyzing the VoC coming from different data sources on the same platform without distracting among different tools? Tools provide exactly this with its integrations with different platforms. Take a look at the following data sources that can collect your customer’s expectations.

Some VoC Data Sources

  • Support Tickets (Zendesk Live Chat, Ticket, and Post-ticket Surveys)
  • Text-based NPS verbatims via file upload or server-to-server integration
  • Google Play and App Store
  • Twitter
  • Facebook
  • Instagram
  • Reddit
  • E-commerce Product Reviews

How AI revolutionizes Voice of Customer Analytics?

There are cutting-edge no-code AI tools that provides quick, actionable insights within a few clicks. So, even a person who does not know anything about coding or programming can easily catch insights with these tools. So, our tool democratizes artificial intelligence through its easily usable interface by anyone.

The Importance of Voice of the Customer

  • Improve your service or product

Listening to your customers’ ideas is one of the key points for developing your business strategy because they are the ones who use your product or service. So, their perspective and feedback will be beneficial not only for increasing your revenue but also improve the quality of your product.

  • Retent and attract customers

Another benefit of the voice of the customer (VoC) is that it helps companies with customer retention as well as attracting new customers. Consumers who get better services will continue to use the service. Similarly, their positive sentiment will help you to get new customers. When we consider the impact of online reviews on customer decisions, other customer happiness is a key point to attract new customers.  

  • Have a competitive advantage

VoC is essential for catching a competitive advantage in the marketplace. An academic article argues that “customer satisfaction and measurement issues have vital roles for businesses in providing and maintaining a competitive advantage.” So, VoC is vital for both your business and having an advantage against your competitors.

  • Spot early warning and potential brand crisis

With regular VoC, you can detect a problem and take action to solve the issue.

VoC Examples


The analysis of Deliveroo’s Google Play Store reviews showed that 66 users complained about the inaccuracy of Deliveroo’s map and how it affects their experience in many ways, such as late delivery and cold food delivery. Users stated that this problem is rooted from:

• Deliveroo’s failure to update its GPS.

• Drivers could not understand the explicitly stated address.

• Deliveroo drivers frequently deliver food to the wrong house although they are in the right street.

So, Deliveroo needs to be proactive about this issue to maintain its customer base. One negative comment will lead to the loss of 30 customers. In a highly competitive market, users can easily change their delivery platform or at least give a try to Deliveroo’s competitors.

To see the whole report, click here.


91% of consumers stated that a store’s return policy is a factor that influences their purchase decision. A fair return policy is even more important for online stores because customers can’t touch or try the product. It is a way to make your brand more trustworthy.

H&M would refund online purchases if the items were returned without any damage in 30 days. H&M promises to refund 30 days after the return. However, over Google Play store, we found that 477 customers are dissatisfied with the refund policy of H&M. These negative reviews peaked in August 2020 which should prompt H&M to review what occurred regarding refunds in August 2020 if they haven’t already.

So, H&M should comply with their refund policy to prevent the loss of potential customers. People are especially complaining about the long period between refund requests and the arrival of refunds, so they need to minimize the gap between them.

To see the whole report, click here.

3 Steps of VoC

While not all tools in the market cannot provide all three steps at the same time, you can find the best voice of the customer tool containing each step with the help of this article. So, instead of creating manual templates or benchmarking, you can realize a VoC through one channel. Pivony, at this point, will be a beneficial tool to develop your voice of customer strategy.

How to use Pivony to improve voice of the customer analysis?

While not all tools in the market can provide all three steps at the same time, you can find the best voice of the customer tool containing each step with the help of this article. So, instead of creating manual templates or benchmarking, you can realize a VoC through one channel. Let’s look at the ideal approach to analyze the voice of customer data.

Step 1: Collect

As mentioned before, tools have integration with various platforms where you can collect customer feedback. The only thing you should do is decide your platform and generate a Dashboard. Also, the dynamic Dashboard feature allows continuous data flow, and you can actively track your customer’s feedback on this Dashboard.

Step 2: Analyze

Dashboard indicates:

  • Sentiment analysis allows you to see the change of positive or negative sentiment over time. Then, you can also analyze whether your customer service solves the problems effectively.
  • The intent analysis includes complaint, praise, suggestion, and remark. So, at a glance, you can see your customers’ intent. For example, you can directly see complaining customers by selecting “complaint,” or you can find your promoters by selecting praise.
  • AI Topics. Self-adaptive learning algorithms make it possible to understand any context. Tools like Pivony come ready with these functionalities. AI Topics can make the invisible visible. Identifying the critical conversation patterns can find out very niche customer expectations that can help you build an entirely new strategy.
  • Insights are the last step of analyzing and the first step of acting. By creating insights, you can see all customer feedback on the same page.

Step 3: Act

You can reach whichever segment you want in a heartbeat with emails and more. With built-in email marketing features, you can directly contact your target customers. Besides, Slack and Trello integrations allow you to contact related departments that will take action about target customers and assign tasks to them.

Emre Calisir
Emre is the Founder and CEO at Pivony. He has 10+ years of experience in Research & Development.

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