What if your most satisfied customers became your best ambassadors… to generative AI?
That was the question at the heart of the roundtable organized on September 24 by viavoo, Le Sphinx and Soft Concept: “Very Satisfied… but Silent: How Can You Turn Satisfaction Data into a Driver of Trust and Visibility in the Age of B2IA?”
Because one thing is clear: companies have access to a wealth of customer voice data, but this feedback is still largely confined to customer experience management tools. Yet with the rise of generative AI, brands are now also being described based on what their customers publicly say about them.
From Satisfaction… to Proof
For UCPA, the voice of the customer has become a genuine source of insight for managing the customer experience and evolving its offering.
With 17 satisfaction surveys and more than 50,000 responses each year, its teams have access to a considerable volume of customer feedback. In the aftermath of Covid and against a backdrop of inflation, this data has been instrumental in identifying emerging expectations and helping reshape its offerings.
But its value goes far beyond internal management. Customer feedback is also used for marketing segmentation and external communications: customer testimonials, reviews, satisfaction metrics… all content that enriches the new UCPA website, reassures prospective customers, and provides search engines and AI systems with more information to draw on.in large volumes of textual data. Without automated and cross-channel analysis, it is difficult to understand their real impact.
Not All Satisfied Customers Are Ambassadors
As Chantal Maugis from Le Sphinx pointed out, measuring satisfaction is no longer enough. Two customers may give the same rating for completely different reasons. The challenge, therefore, is to understand what truly creates delight and to identify, among satisfied customers, those who are most likely to spontaneously share their experience.
This requires working with the voice of the customer at several levels: designing surveys to bring the right customer profiles to light, cross-referencing ratings and verbatims to understand the drivers of satisfaction, and then turning this feedback into usable content.
At UCPA, for example, this approach helped uncover different dimensions of the experience at the Esprit Nature resort — location, atmosphere and service — and identify specific areas for adaptation, such as changing expectations around accommodation in response to periods of extreme heat.
Stop Listening in Silos
This is precisely where a 360° approach to the voice of the customer comes into its own.
As Sandrine Garré, Client Sales Manager at viavoo, highlighted, verbatims collected through surveys represent only part of the richness of the customer voice. Spontaneous reviews, complaint forms, chat conversations, social media… customers express themselves across many different channels, with varying degrees of spontaneity and in very different contexts.
Thanks to its multichannel data collection connectors and proprietary AI-powered analytics, viavoo enables companies to centralize and analyze these different sources of customer feedback. This creates a more comprehensive view of the customer experience and helps identify the customer voices that can become genuine proof points for building trust.
Customer satisfaction is therefore more than a performance indicator: it is becoming a visibility asset. In an environment where generative AI increasingly shapes how brands are perceived, surfacing, analyzing and amplifying authentic customer voices is becoming a new strategic priority.
👉 Want to make better use of your customers’ voices and turn their feedback into proof points that build trust and visibility? Fill out our contact form to speak with our experts.