Voice of customer analytics, made actionable.
Voice of customer analytics converts what customers say, across reviews, social, video and support, into structured intelligence that product, brand, insights and ecommerce teams can act on, at the level of individual attributes.
Voice of customer analytics is the practice of converting what customers say across reviews, social, video and support into structured, decision ready intelligence at the level of individual product attributes.
What voice of customer means
The voice of the customer is the unprompted, real language customers use about your products and category. Voice of customer analytics is the discipline of capturing that voice and making it usable, moving from raw text to scored aspects, phrases, personas and clear decisions.
Who uses it, and for what
The language that resonates, in customers' own words, for messaging and campaigns.
What to fix and what to build, from the attributes customers raise.
The aspect issues that move ratings, conversion and returns.
Why aspect level matters
A voice of customer programme that stops at an overall satisfaction score cannot be acted on, because no team owns an average. Reaching the attribute level, and tying it to real SKUs, is what makes the voice of the customer operational rather than merely interesting.
How Acquink delivers it
Acquink's MASI engine processes customer voice from many channels into aspect level intelligence, in multiple languages, with confidence tiering. Smaartbrand answers questions for internal teams, and Smaartpulse carries the intelligence to the shopper at the point of decision.
Frequently asked questions
What is voice of customer analytics?
Voice of customer analytics is the practice of converting what customers say across reviews, social, video and support into structured, decision ready intelligence at the level of individual product attributes.
Who uses voice of customer analytics?
Brand and marketing, product and R and D, and ecommerce and category teams, each acting on a different slice of the same customer voice.
What is the difference between voice of customer analytics and customer voice analytics?
They describe the same discipline, turning unstructured customer feedback into structured intelligence. Acquink uses customer voice to decision intelligence to emphasise that the output is a decision, not just a report.
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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