Dovetail is aiming to slash the time it takes organisations to identify customer experience (CX) problems, solve them and close the loop. By integrating artificial intelligence features throughout its product suite, the vendor claims to enable companies to rapidly compile detailed feedback, analyse it, and identify problems.
“We leverage AI to speed up the whole process of understanding what customers want and we depend on AI to quickly build what customers want,” Srinivas Krishnamurti, VP of product, Dovetail told CXM.
Solving failure demand
Theoretically, this could help organisations to identify and resolve issues of ‘failure demand’ in contact centres. Failure demand, where an organisation spends its time responding to issues relating to CX failures, can account for anywhere between 15% and 80% of all communication in a contact centre.
Solving failure demand can have a transformative impact on an organisation, but identifying the root cause of an issue can be a major challenge. “When there is already a whole bunch of data coming at you, the biggest problem is how can you make sense of it all,” explained Krishnamurti.
Understanding insight is tough
“Understanding key insights that are dribbling in, is really hard. We’re leveraging AI and automating the whole workflow,” he added.
For example, Dovetail claims it’s able to aggregate and analyse support tickets to identify issues that are “bubbling up”, said Krishnamurti.
Dovetail can also help CX managers ‘close the loop’ on persistent customer experience failures. With AI algorithms tracking themes across hundreds of conversations, managers can see if issues persist after corrective action or whether they decline.
Closing the feedback loop
Closing the loop is vitally important when building trust with clients. According to Qualtrics 2025 Consumer Trends Report, a lack of trust between customers and brands is a major contributor to tumbling customer experience scores.
“The challenge for organisations is to show customers they’re actually acting on feedback. That’s where the closing loop is really important,” explained Krishnamurti.
Despite a growing level of automation, due to tools like Dovetail, humans still have a vital oversight role to play. Although AI may compile reports, it still needs to be ‘sense checked’.
Taking a humans in the middle approach
“We have a human in the middle approach. [So] we do a bunch of work, the AI does a bunch of work and it shows it to the human to say, ‘Hey, are you good with this before you publish it?’ A lot of the work we do is to make sure the AI is looking at our data. And it’s not hallucinating,” said Krishnamurti.
Since last year the software vendor has been adding artificial intelligence features in products. In April it introduced its Magic AI brand and then released Dovetail 3.0 carrying multiple AI features, such as Ask Dovetail, which allows users to interrogate customer data.