Innovations and best practices in this area include:
A. Consistent classification schemes across all functions
Different modes of naming issues impede the ability to integrate data. Several companies use AI to collect data from multiple sources and rationalize it into common pools with consistent descriptions of customer issues, whether from consumers( via complaints or social posts), dealers, or warranty data.
B. AI for coding and sentiment
AI can be used for coding and sentiment analysis of voice, chat, email, and social posts. Michelin scans social media sources for comments and issues, as well as review sites and social media influencers, regardless of location. Meanwhile, Nestlé / Purina monitors and responds to all its own social properties.
“ We found that stories and descriptions posted by influencers in one geography can have significant impact on consumer expectations in completely different geos where the marketplace is very different,” says Joe Mazure, Director of Consumer Care for North America, Michelin.
“ Each geography cannot assume it is operating separately, at least in the social media world.”
C. AI to identify sources of new customers
AI is increasingly able to ascertain the source of new customers, including the ability to identify and track customers acquired via positive word-of-mouth / mouse( WOM / M).
With the advent of social media, and the ratings / reviews on this channel as primary methods of shopping and customer education, the ability to assess these impacts at the individual customer level as well as at the market segment level, is critical.
AI can review disparate data sources about each customer to tease out correlations for small segments that would be impossible to find using traditional research methods.
In many markets, including all three of the leaders mentioned here, WOM / M impacts can actually be larger than the direct impact of problems on customer loyalty.
D. Customer and employee advisory boards
Establishing customer and employee advisory boards results in both groups proactively noticing opportunities and contributing more actively because they know their comments will have impact.
Michelin and Travelzoo have quarterly employee input sessions, while Nestlé Purina maintains an open channel for contact center employees, beyond simply telling their supervisors.
E. Feedback on the impact of feedback
Showing what was done with feedback dramatically increases future feedback and builds trust that contact center employees can convey to consumers.
CCMC’ s 2025 National Rage Study found that the desire to be heard is almost as important as having the problem resolved. If CSRs assure the consumer that their input will be heard, this significantly enhances satisfaction with the contact.
F. Tracking and proactively offering escalation
Leading companies track complaint escalations and sometimes use AI to identify situations in which proactive escalation should be offered.
Lisa Oswald, Global Head of Member Services, Travelzoo, reports,“ Our frontline reps code reasons for escalations to identify what was missing that led to the appeal, such as a confusing deal page, lack of information, loss of value, or a broken process.
“ Further, we view 100 % of negative surveys as escalations and review all, as they provide information on why the root-cause issue was not resolved when first encountered.”
3. Analysis and Data Integration Have Become Supercharged Analysis and data integration have become supercharged by AI and by the addition of part-time analysts from other functional departments.
The expected actionability of the output has also increased. VOC users now say,“ Don’ t just tell me there is a problem. Identify the cost, the root cause, and suggest mitigating actions.”
A. Cross-functional participation in analysis All of the leading companies include representatives from Product Management and Marketing in the analysis process, and most also include Quality and Performance Improvement personnel.
At Travelzoo, there is a liaison with IT who is resident in the Member Services Department and understands the complete IT product-development environment. This person helps ensure that customer-identified problems are fixed, the analysis is valid, and the recommendations are realistic.
B. AI-enabled integration of diverse data
AI is being used to integrate available data into a single, unified picture of market reality. Integrated data include:
SHOWING WHAT WAS DONE WITH FEEDBACK DRAMATICALLY INCREASES FUTURE FEEDBACK AND BUILDS TRUST...
22 CONTACT CENTER PIPELINE