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5 Voice of Customer Trends to Watch for in 2024 and Beyond

In the ever-evolving landscape of customer-centric business, staying ahead of the curve is essential for success. Voice of Customer (VoC) strategies have become a cornerstone for companies looking to understand and serve their customers better. As we venture into 2024 and beyond, there are five key VoC trends to watch. These trends promise to shape the way businesses interact with their customers, making for more meaningful, data-driven, and empathetic customer experiences.

1. Use Multi-Channel Insights

In the age of digital connectivity, customers interact with businesses through multiple channels. These channels may include websites, mobile apps, social media, email, and even offline touchpoints like in-store visits or phone calls. Understanding the customer’s journey across these diverse platforms is crucial for creating a unified and seamless experience.

Why it matters:


  • Customers expect consistent experiences regardless of the channel they choose. 
  • Multi-channel insights allow businesses to identify pain points and opportunities throughout the customer journey.
  • Comprehensive data across channels helps in personalizing interactions and tailoring products or services to customer preferences.

To harness the power of multi-channel insights, businesses can:

  • Implement customer journey mapping: Visualize the customer’s path across various touchpoints and identify areas for improvement.
  • Use customer data platforms (CDPs): Centralize customer data from different channels to create a holistic view.
  • Leverage analytics tools: Analyze data from each channel to identify patterns and trends.
By using multi-channel insights, businesses can develop a deeper understanding of their customers and deliver more targeted and effective marketing campaigns.

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2. Get 'Real-Time' Customer Insights

The days of relying solely on historical data to make decisions are long gone. In 2024 and beyond, real-time customer insights are the name of the game. Whether it’s monitoring social media sentiment, tracking website behavior, or gauging customer reactions to new products, real-time data provides a timely and dynamic perspective on customer preferences and needs.

Why it matters:


  • Timely responses to customer feedback can enhance customer satisfaction.
  • Real-time insights allow businesses to make quick adjustments to their strategies and operations.
  • Swift identification of issues can prevent potential crises.
To incorporate real-time customer insights into your VoC strategy, consider the following:

  • Implement social media listening tools: Monitor what customers are saying about your brand and respond promptly.
  • Use website analytics: Track user behavior on your website in real-time to optimize user experience.
  • Set up automated alerts: Receive instant notifications about significant customer feedback or unusual patterns.
By embracing real-time customer insights, businesses can proactively address customer concerns and maintain a competitive edge in the market.

3. Empathize Deeply with Your Customers

Empathy is at the core of VoC strategies. In 2024 and beyond, customers expect businesses to not only understand their needs but also to show empathy and compassion. Customers are more likely to engage with and remain loyal to companies that genuinely care about their well-being.

Why it matters:


  • Empathetic interactions lead to stronger customer relationships and increased loyalty.
  • Customers appreciate businesses that listen, acknowledge their concerns, and take appropriate actions.  
  • Demonstrating empathy can help mitigate negative reviews and customer churn.
To deepen empathy in your VoC approach, try the following:


  • Train your customer service teams in empathetic communication.
  • Collect and analyze qualitative data, such as open-ended survey responses, to understand the emotional context behind customer feedback. 
  • Personalize interactions based on individual customer needs and preferences.
By fostering empathy, businesses can build lasting relationships with their customers, leading to increased customer retention and advocacy.

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4. Enable Better Data-Sharing Between Teams

One of the persistent challenges in VoC strategies is siloed data. Information is often trapped within specific departments, hindering a comprehensive understanding of the customer journey. In 2024 and beyond, breaking down these data silos and enabling better data-sharing between teams is a crucial trend to watch.

Why it matters:


  • Siloed data leads to fragmented customer insights and missed opportunities for improvement.
  • Collaboration between departments can result in a more holistic understanding of customer needs.
  • Streamlined data-sharing enhances the ability to respond to customer feedback effectively.
To facilitate better data-sharing, businesses can:


  • Implement integrated CRM systems that allow data to flow seamlessly between sales, marketing, and customer service departments.
  • Conduct regular cross-functional meetings to share customer insights and discuss strategies for improvement.
  • Use collaboration tools and dashboards to centralize VoC data and make it accessible to relevant teams.


By promoting better data-sharing, businesses can ensure that customer insights are not only collected but also utilized effectively to drive improvements and innovation.

5. Adopt AI and Machine Learning Methods

Artificial Intelligence (AI) and Machine Learning (ML) are poised to revolutionize VoC strategies in 2024 and beyond. These technologies can analyze vast amounts of data, detect patterns, and provide actionable insights at a scale that is beyond the capacity of human analysts. Businesses that embrace AI and ML can unlock a wealth of knowledge from their VoC efforts.

Why it matters:


  • AI and ML can process large datasets quickly, identifying trends that might be missed by traditional methods. 
  • Automation of repetitive tasks frees up human resources for more strategic endeavors.
  • Predictive analytics can help businesses anticipate customer needs and preferences.

To integrate AI and ML into your VoC strategy, consider the following steps:

  • Implement AI chatbots for real-time customer support.
  • Utilize sentiment analysis to gauge customer emotions from textual data.
  • Employ predictive analytics to forecast customer behavior and personalize offerings.

Embracing AI and ML in VoC allows businesses to gather insights more efficiently and drive data-driven decision-making, ultimately enhancing customer satisfaction and loyalty.

In conclusion, the voice of the customer is an ever-evolving discipline that adapts to changes in consumer behavior, technology, and business dynamics. In 2024 and beyond, these five trends are poised to shape the future of VoC strategies. By using multi-channel insights, embracing real-time data, deepening empathy, enabling better data-sharing, and adopting AI and ML, businesses can stay at the forefront of the customer experience landscape. As the business environment continues to evolve, staying tuned into these trends will be the key to creating meaningful and lasting customer relationships in the years to come.

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