You’d be forgiven if you assumed tools like ChatGPT will quickly replace the need for customer feedback management solutions. Indeed, large language models excel at summarizing unstructured text like customer feedback collected in survey verbatims and customer service calls. In reality, customer experience (CX) pros need to temper their expectations. The risks and effort required to apply generative AI (genAI) to complex customer feedback management translate into a more restrained roadmap for technology providers and CX teams.
Managing Expectations For GenAI In VoC Programs
Only one-third of CX professionals use genAI for voice-of-the-customer (VoC) and CX measurement, according to Forrester data (client access). This low adoption rate highlights that despite the FOMO, you’re not missing out if genAI hasn’t made its way into your VoC program yet. There are a number of good reasons for slower adoption:
- GenAI vs. text mining. GenAI hasn’t significantly disrupted text mining. Hybrid AI, combining knowledge-based and ML-based AI, remains effective for analyzing unstructured feedback.
- GenAI and traditional analytics. GenAI can’t replace traditional analytics like prescriptive and predictive analysis. GenAI’s nondeterministic nature poses risks for business decisions.
- Challenges with unstructured data. VoC programs collect vast amounts of unstructured data, but it’s often siloed and not ready for genAI in terms of organization and data connections.
- Risks of customer-facing use cases. Using genAI to field “conversational surveys” and/or respond to customer feedback could negatively erode customer trust: 78% of US online adults who have heard of genAI agree that companies “should disclose when they are using genAI when interacting with me,” and only 30% say they would trust information provided by genAI.
Proceed With Caution — But Do Proceed!
Customer-facing genAI applications are exciting but risky. CX professionals should proceed with caution, but they can’t ignore the genAI features that are starting to flood the market. We recommend that CX professionals consider the value-add of genAI features before jumping in. For example, genAI-drafted surveys provide little value to a well-established VoC program but might be incredibly useful for a less mature program that needs more support.
Forrester clients: Check out our new report to learn more about genAI and predictive AI for VoC and CX measurement. And reach out if you’d like to chat more about what might be available with your current or future customer feedback management (CFM) solution provider.
