How to use AI to tap into the Voice of the Customer
24 Nov 2025
5.5 min read
If your customers were unable to check out on your site, how quickly would you want to know? What about if lots of them told you about a product that was defective? Or if they started complaining about something new that you weren’t expecting?
We imagine that the answer to all of those is “as soon as possible”. The good news for you is that’s exactly what DigitalGenius’s Insights AI product does.
What is Insights AI?
Insights AI allows ecommerce businesses to understand the Voice of the Customer (VOC) in real time.
Using DigitalGenius’s proprietary AI, Insights AI automatically creates topics for tickets that come into your help desk. It also analyses customer sentiment, and can be cross-referenced by product type or SKU. This means you can see which products are generating Anger or Disappointment, or which are leaving customers satisfied.
With this information, you can also monitor trends over time. You can see if there is a declining sentiment for a particular topic, that needs your intervention, or if a topic has suddenly popped up and is dominating the tickets you’re receiving.
Accurate tagging
One of the challenges with old-school wrap codes to categorise tickets was that it relied heavily on agents manually categorizing tickets. While managers really appreciate this being done correctly, agents’ either don’t see the benefit or they don’t have the time. And if agents are dealing with a mountain of backlog tickets, they can start to get lazy.
Either they can end up picking codes at random, or using judgement to pick one that ‘looks’ right. For wrap codes to be practical, agents have to be able to find an appropriate wrap code quickly, so customer service managers can end up choosing very broad categories that may not perfectly fit.
AI can achieve much greater accuracy when looking at written tickets, meaning that managers can get the information they need to make decisions.
Finding the “unknown unknowns”
Another issue with manual tagging is that pre-set tags cannot take into account every eventuality.
The upshot is that because topics can be created as they happen, managers can find the ‘unknown unknowns’ – those topics that no one could foresee.
Imagine there is a bug on your site where customers cannot add more than one of an item to their cart or basket. Would you have planned for that when you were building your topics?
Insights AI takes care of that, so you don’t have to. Managers get the level of granularity they need. This is a game changer for sharing the Voice of the Customer with the wider business. It means that brands can now make confident decisions based on real insights from their customers.
Alerting you to issues you need to know about
It’s one thing to have this data in a dashboard, but the real power comes in the alerts. Because, let’s face it: we all have dashboards or reports that we don’t look at every day.
You can set up alerts to come directly to your email inbox when there is a spike in particular topics or sentiment. So if customers are unable to complete orders, you can be notified quickly and take the necessary action. This could potentially save a brand thousands in lost revenue if customers’ lose their impulse to purchase, or go elsewhere.
Making the case for customer service initiatives
Customer service can sometimes be an unloved part of a brand, but they are the closest to customers, and can tap into the Voice of the Customer. But for customer service managers to be able to make effective changes, they need the data to back it up.
You might have spotted a pattern in some of the tickets you are reviewing, but that may not be enough to convince your leadership team to invest in an initiative to fix it. If you have data showing that you’ve spotted a problem, which could have a significant negative impact on your brand, then leaders tend to sit up and take notice.
With accurate topics and sentiment data, you can start to build a case for your initiatives and bring the Voice of the Customer into leadership decision-making and show how you can increase retention, AOV, or a major ecommerce metric.
Insights for the whole organization
It’s not just customer service managers who benefit from this level of insight: it’s the whole team.
Operations & Logistics teams
When something goes wrong in the supply chain, or the shipping process, it’s important to spot it and fix it. It could be an under-performing carrier, or a warehouse that is struggling to get items out on time. If you can get granular insights you can more quickly diagnose the problem and pinpoint a fix – preventing customer complaints, returns and refunds.
Product teams
It’s a fact of life that some products develop a fault, or that there can be a bad batch here and there. Insights AI can tell product teams when a particular product is causing repeated problems so they can take a look and address the issue before it impacts future customers.
Marketing and Social teams
The second place customers go to complain about an issue is social media or reviews sites. If you are slow to address their issues, you can find your name being dragged through the mud, or a whole host of terrible reviews landing on third party sites. If you can see these issues happening, you can educate your team and respond appropriately to prevent any damage to your brand reputation.
C-Suite
You want to take your company in the right direction? You’ll need to understand what matters to your customers. Insights AI can help you understand what your customers are telling you, so you’re informed about what’s really going to impact your bottom line.
What can you do with Insights AI?
The possibilities are almost endless, and if there’s anything you’ve ever spotted in customer service tickets, we can surface it. But here are some real examples of how brands are using Insights AI right now:
Detecting spikes in customers reporting checkout issues on the website
Finding spikes in customers reporting issues arriving damaged – in particular a food product whose jar kept smashing.
Peaks in complaints for one particular carrier – perhaps in a certain region
Poor sentiment linked to particular SKUs – which products are making customers unhappy
Emerging & declining topics – which topics are suddenly exercising customers and which are going away
Breaking down larger topics – for example, why are we getting more questions about returns when the policy page is clear.
If you think these types of insights could make a difference to your business, get in touch with our team today.
