Customer voice analytics, turned into decisions.
Customer voice analytics is the practice of turning unstructured customer feedback, from reviews, social and video, into structured intelligence that teams can act on. Done well, it tells you not just that sentiment moved, but why, on which product, and what to do next.
Customer voice analytics is the practice of turning unstructured customer feedback, from reviews, social and video, into structured, decision ready intelligence at the level of individual product attributes.
What customer voice analytics is
Every day, customers describe your products in their own words, in reviews, ratings, social posts, videos and support conversations. That is the voice of the customer, and most of it is never read. Customer voice analytics is how you read it at scale, and convert it into something structured, aspects, phrases, personas and sentiment, that a product, brand or ecommerce team can use.
The sources it draws from
- Ecommerce reviews and ratings, on your own store and marketplaces
- Social posts and video, where customers talk unprompted
- Expert and editorial reviews in a category
- Support and call transcripts, a rich and often untapped source
How it is different from social listening
Social listening measures buzz. It tracks mentions, reach and broad sentiment across social media, which is useful for campaigns and brand health. Customer voice analytics measures meaning. It reads structured aspects tied to real products and prices, and it works across reviews, not just social. The two are complementary, but only customer voice analytics reaches the attribute level where product and ecommerce decisions are made.
What good customer voice analytics produces
The output is not a dashboard of counts. It is a clear read of what customers value, what they complain about, and who is saying it, scored aspect by aspect on the actual products. That is what lets a team fix the real driver of returns, decide what to build next, and act at the point of purchase.
How Acquink approaches it
Acquink runs on MASI, a proprietary engine built since 2014 that extracts a category's attributes and scores each across reviews, social and video. Smaartbrand delivers that intelligence to brand, category and R and D teams. Smaartpulse delivers it to the shopper, on the product page and in store.
Frequently asked questions
What is customer voice analytics?
Customer voice analytics is the practice of turning unstructured customer feedback, from reviews, social and video, into structured, decision ready intelligence at the level of individual product attributes.
How is customer voice analytics different from social listening?
Social listening measures mentions, reach and broad sentiment across social media. Customer voice analytics reads structured aspects tied to real products and prices, across reviews as well as social, reaching the attribute level where product and ecommerce decisions are made.
What sources does customer voice analytics use?
Ecommerce reviews and ratings, social posts and video, expert reviews, and support or call transcripts.
How does customer voice intelligence improve product decisions?
By identifying the specific attribute driving an outcome, for example the exact aspect causing returns or winning conversion, so teams act on a cause rather than an average.
See it on your own category.
Take the free Customer Voice Readiness Audit. Six questions, a score, and what the gap is costing you.
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