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Improving voice of the customer analysis with generative AI

Author

Listed:
  • Sterne, Jim

    (Business Scaling Consultant, Online Marketing Analytics & Founder, Applied Technology Evangelist, USA)

  • Davenport, Thomas H.

    (Professor, President's Distinguished Professor of Information Technology, Babson College, USA)

Abstract

This paper explores the integration of generative artificial intelligence (GenAI) in voice of the customer (VoC) analysis to provide deeper understanding of prospects and customers. GenAI has enormous potential to enhance customer satisfaction, refine products and services and improve the customer experience. This speculative paper illustrates how GenAI can keep pace with increasing customer expectations and the volume of feedback by uncovering nuanced sentiments, trends and customer needs through context comprehension and its conversational query capabilities. The paper explores the power of GenAI in VoC analysis for improving customer satisfaction, accelerating troubleshooting and resolution and upgrading products and services. Additionally, this paper addresses the role of GenAI in advanced communication routing, agent support, multilingual support and sentiment analysis, showcasing its ability to provide comprehensive and context-aware insights.

Suggested Citation

  • Sterne, Jim & Davenport, Thomas H., 2024. "Improving voice of the customer analysis with generative AI," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 10(1), pages 32-41, June.
    • Handle: RePEc:aza:ama000:y:2024:v:10:i:1:p:32-41
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    More about this item

    Keywords

    generative AI; GenAI; voice of the customer; VoC; customer satisfaction; sentiment analysis; customer feedback analysis;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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