The Voice of Customer feature gives you a single, AI-generated view of your reputation — combining what customers say publicly on review sites with the sentiment captured on your own customer interactions inside TribeCRM.

On the external side, it aggregates and analyses reviews from G2, Capterra, Trustpilot, and Google Reviews. On the internal side, it looks at the sentiment already attached to your day-to-day customer interactions — across Sales, Customer Support, and Communication — so you can compare how customers talk about you in public with how they actually experience you in your conversations.

Both sides are brought together into one combined dashboard with a single composite reputation score, a prioritised list of what to act on, and a full written analysis.

The analysis refreshes automatically on the 1st of every month, and you can run it on demand at any time.

🔒 Insider Program feature — This feature is currently available to customers enrolled in the AI Insider Program, on Advanced and Ultimate plans.

From the Insider Program section, find Voice of Customer and toggle it on.

In the settings panel, choose which review platforms you want to monitor. All four sources are enabled by default:

You can toggle individual sources on or off depending on where your customers are most active.

Choose which groups of internal interactions are included in the analysis. Each channel can be toggled independently:

Only interactions linked to your customer relationships are considered, and only those that already carry a sentiment score are counted.

Once activated, the analysis runs automatically on the 1st of every month. You can also trigger it manually at any time by navigating to the Voice of Customer tab and clicking the Run Analysis button — useful when you want a fresh view ahead of schedule.

The results are organised as a dashboard that combines your external and internal reputation, from a single headline figure down to a per-platform and per-channel breakdown.

A single blended score (out of 5) that combines your external review ratings with your internal interaction sentiment, shown alongside a status label and a one-line AI verdict summarising the overall picture. The external and internal scores are also shown side by side so you can see how they compare.

A short, prioritised list of the most important things to address — drawn from both the complaints in your public reviews and the risk signals in your internal interactions.

For each review platform you'll see a dedicated card covering:

A merged feed of your most recent reviews across all platforms is shown underneath.

A breakdown of the sentiment captured on your own customer interactions, with one tile per channel (Sales, Customer Support, Communication). Each tile shows:

Channels with no scored interactions in the period are marked as Not scored, and positive signals and risk signals are summarised below the tiles.

An expandable written analysis containing the executive summary, the detailed external review analysis, and the detailed internal sentiment analysis — for when you want the full reasoning behind the figures.

The system fetches publicly available reviews from each of your selected platforms — G2, Capterra, Trustpilot, and Google Reviews.

In parallel, it gathers the sentiment already recorded on your recent customer interactions (the last 30 days), keeping only interactions linked to customer relationships, and groups them into the Sales, Customer Support, and Communication channels you enabled.

An AI agent analyses the external reviews for each platform, while a second analysis processes your internal interaction sentiment per channel — extracting scores, distributions, and recurring themes.

A final AI agent brings the external and internal findings together — producing the composite reputation score, the executive summary, and the recommended priorities, surfacing insights that neither side would reveal on its own.

The full analysis is displayed in the Voice of Customer tab, structured into the sections described above and ready to act on.

Keeping track of customer sentiment — both in public and across your own conversations — is time-consuming and easy to deprioritise.

This feature helps you:

What is the difference between external and internal sentiment? External sentiment comes from public review sites (G2, Capterra, Trustpilot, Google). Internal sentiment comes from the sentiment already attached to your own customer interactions inside TribeCRM. The analysis shows both, and blends them into a single composite reputation score.

Where does the internal sentiment come from? It uses the sentiment scores already captured on your customer interactions — it does not create new ratings. Only interactions linked to customer relationships, and only those that already carry a sentiment score, are included.

What time period does the internal sentiment cover? The internal analysis looks at interactions from the last 30 days. The external analysis is based on publicly available reviews at the time it runs.

Why does a channel show "Not scored"? That channel had interactions in the period, but none of them carried a sentiment score — so there is no sentiment to report yet. It usually means sentiment scoring isn't being captured on those interactions.

Can I choose which channels are included? Yes — Sales, Customer Support, and Communication can each be toggled on or off in the settings, just like the external review sources.

How often is the analysis refreshed? Automatically on the 1st of every month. You can also trigger it manually at any time from the Voice of Customer tab.

Which review platforms are supported? Currently G2, Capterra, Trustpilot, and Google Reviews. Support for additional platforms may be added in future releases.

Can I share the results with my team? The results are visible to anyone with access to the Voice of Customer tab in your CRM. For broader distribution, you can share screenshots or export the key findings manually.