From Surveys to Signals: How vCons, AI, and Pulse Are Fixing Voice of the Customer

Robert Galop
Jun 1
3 min read

This spring’s vCon Summit was packed with big ideas, but one theme kept popping up in every discussion: Voice of the Customer (VoC). In my session I shared a simple truth - when you really listen to customers, every part of the business wins. Yet most VoC programs are stuck in old habits. Here’s why that matters and how we’re changing it.

Why VoC Drives Business Strategy

Sales hear why deals stall - or close.
Marketing learns the exact words customers use, then echoes them in campaigns.
Product discovers what delights and what frustrates.
Support & Operations spot process gaps before they cause churn.

Companies that listen and act grow faster, spend less to win customers, and keep more of the ones they have. In short, VoC = competitive edge.

Where Traditional VoC Falls Apart

Most programs still rely on post‑interaction surveys and monthly spreadsheets. The painful reality I showed on stage:

Slow cycle – From interaction > survey > analysis > action often takes 90 days.
Tiny sample – Even “best in class” survey programs capture 3‑4 % of customers; over 96% of customers are unaccounted for.
Gatekeepers everywhere – Data lives with analysts and execs, not the people who can fix the problem right now.
Siloed tools – Sales might record calls in Gong, the contact center mines transcripts in CallMiner, and product teams analyze support tickets elsewhere. Each stack hoards its own insights, leaving the rest of the business in the dark.

The typical Voice of the Customer program takes too long to impact the business

The result? Strategy, budgets, and frontline coaching all lean on stale, incomplete, and fragmented data.

Proof a Faster Loop Works

As an executive at a customer feedback innovator, I saw first-hand the impact of flipping traditional VoC programs on their head:

Sending surveys automatically at the moment of service.
Insights landing daily in the inbox of the tech, nurse, or agent who served the customer - plus their manager and the C‑suite.

Daily VoC insights create immediate measurable impact in business performance

Outcomes we saw again and again:

+30‑40 NPS points in months.
7× more referrals.
ROI on ops projects: +60 %, revenue projects: +64 %, customer‑sat projects: +133 %.

Speed and visibility matter.

vCons + AI + Pulse: The Next Leap

Surveys capture only one voice. With the vCon (Virtual Conversation) standard we can now turn every conversation - calls, texts, chats, social posts, even field visits - into a rich, portable data object. Add AI and you get real‑time classification, sentiment, and trend detection at scale.

Our new Pulse platform builds on top of vCons and:

Listens everywhere. Pulls in contact‑center calls, UCaaS interactions, social DMs, field recordings, and legacy surveys.
Understands context. AI models label topics, intent, emotion, and urgency - no coding required.
Delivers role‑based insight. Dashboards for a CEO look very different from those for a product manager or regional ops lead.
Pushes, not just posts. SMS, email, and RCS digests land in your pocket every morning - no dashboard hunting.

In short, Pulse turns VoC from a quarterly report into the daily heartbeat of the business.

What This Means for Telecom & Service Providers

Telcos sit in the middle of every conversation their enterprise customers have -sales calls, marketing campaigns, support tickets, field visits, even social interactions. Because they carry the traffic, they can capture and enrich it, then deliver insights that span the entire customer journey, not just one department.

By packaging interactions as vCons and layering Pulse Prescriptive Insights, carriers can hand enterprises a 360° view of conversations:

A single source of truth for all customer touch-points, breaking down traditional silos.
Early‑warning signals that let brands resolve issues before they snowball into churn.
Data‑driven coaching that harmonizes messaging and experience across channels.
Hard‑number proof of business outcomes that elevates the Telco from bandwidth supplier to strategic partner.

When telcos unlock this goldmine of conversational data, their customers grow faster and retain more revenue - and carriers open up entirely new intelligence‑as‑a‑service revenue streams.

Ready to Hear Every Customer??

We’re piloting Pulse Prescriptive Insights with select carriers and B2B service providers this summer. If you’d like to bring the future of Voice of the Customer to your customers - let’s talk.

Drop us a note and let's get started today.