Guide to VoC (Voice of Customer) & VoC Case Study
Why Use Voice of Customer (VoC)?
Voice of Customer (VoC) is a powerful analytical tool that helps you understand how customers experience your products and turn feedback into clear improvement actions.By bringing together customer feedback signals across multiple channels, VoC helps you:
- Get a unified view of customer feedback for your products
- Identify products that may need attention based on poor customer experience
- Understand the key issues affecting customer experience and prioritize improvement opportunities
- See how each product is performing relative to the ones in the same category
- Use AI-powered diagnosis as a reference for deeper analysis
What is VoC?
VoC is a product insight tool in Seller Center that helps you analyze customer feedback and better understand product experience performance. In the current version, VoC highlights products that may need closer attention based on their performance relative to similar products, helping you prioritize review and improvement.Key things to know about VoC data:
- Actionable insights only: VoC focuses on issues you can actually act upon and improve. It is designed to exclude issues owned by platform-side issues and relatively subjective buyer-experience feedback.
- Comprehensive feedback channels: VoC aggregates feedback from multiple channels — including product reviews, aftersales tickets, platform customer service, and more.
Overview Page
The Overview page gives you a clear view of product-level customer feedback signals, so you can quickly identify products that need attention and decide where to focus first.
Start with Product insights
Before reviewing the product insights, first check the time fields at the top right of the page:- Last updated: The most recent data refresh time
- Data range: The order period covered by the metrics on the page
Products shown in VoC are categorized as Poor, Fair, and Good based on how they perform relative to the category average:
- Poor: Your product is performing significantly below the category average
- Fair: Your product is performing below the category average
- Good: Your product is performing in line with or better than the category average
Under Product insights, next to Total products, click Poor, Fair, or Good to view the corresponding products in the list below.
Review the product list
After selecting a product group, review the product list to identify which products need attention first.Use Sort by to reorder the list based on your review needs. By default, products needing the most attention appear first. This is intended to help you quickly focus on the products that may require the most immediate actions.
Understand relative performance
The 'Index' section shows how a product compares against the category average.It helps you understand whether a product is performing above, near, or below the category baseline. In general, a higher index value indicates a higher risk of underperformance and signals that the product needs immediate attention.
Review issue distribution
The 'Issues Distribution' section shows the main issues affecting a product and how much each issue contributes to the product's total VoC.Issues are ranked from highest to lowest contribution, so you can quickly spot which ones are contributing most to the product’s current performance.
- Up to 10 issues are shown on the page by default
Voice of Customer product insights
The Product Insights Page provides a deeper look at a single product. Use it to understand how the product is performing, what is driving customer feedback, and which actions can help you improve.
You can open this page by clicking a product name from the Overview list.
Review the Performance
The Performance Overview section shows how the product is performing across different dimensions based on the last 30 days of data, along with a 90-day trend to help you see how performance has changed over time.- VoC index: The overall Voice of Customer performance of the product relative to the category average. A higher value means worse performance. The VoC Index includes — but is not limited to — two parts: Product and Fulfillment, so you can quickly tell which type of issue is affecting the overall index.
- Product index: Performance driven by product-side feedback (e.g., product quality, listing accuracy).
- Fulfillment index: Performance driven by fulfillment-side feedback (e.g., missing/wrong items, damaged items, delivery experience).
Each index is labeled as Poor, Fair, or Good, with the day-over-day change (e.g., ▲ +0.3, ▼ -0.2) shown next to the value.
The 90-day trend helps you see how the product's performance has changed recently. Hover over any date on the chart to view that day's Index value and order range.
Identify the key issues
The Issue Detail section lists the main issue types affecting the product's performance, ranked by their share of total VoC. You can use both the Distribution and the Index to decide which issues contribute the most and should be prioritized for fixing.
- All: Distribution of all issues contributing to the product’s VoC.
- Critical issues: The high-priority issues that most directly affect customer experience. Customer feedback is AI-analyzed to help you prioritize the issues that need immediate attention.
- User perception issues: Subjective buyer feedback (e.g., feel, fit preference). These issues are not counted in the VoC index and are shown for reference only. They may still influence buyer experience, so it's worth keeping an eye on them.
Take action with best practices
The Best practices section provides category-specific case studies and a General correction actions guide.
Each card links to recommended fixes that other sellers have applied to similar issues. Click Learn more on the card matching your category to view the full guide.
Use the Quick actions on the page
At the top right of the page, you can also access shortcuts to:
- Manage product: Update listing details, images, and attributes for this product.
- Manage return: Review and handle return requests for this product.
How to Improve VoC
General Correction Actions
Root Cause | Solution Suggestion |
[Content: Content Misleading Promotion] Misleading Promotion Explicit Mention Description: Customers report concerns about misleading information they encounter in video or LIVES. | [Listing] 1. Remove any assets that don’t match the product. Use real product photos for main images; avoid heavy AI retouching. 2. Content and Specifications: State clear function limits and intended use. Add usage instructions and size/model/color comparisons. Remove misleading claims. 3. SKU Identification: Make SKU names and images clearly show key differences (e.g., “Rechargeable” vs. “Battery”). 4. Creator Management: Require creators to test and shoot with the actual product. No exaggeration or false claims. Notify partners of product changes. 5. Establish Ongoing Review Mechanisms: Take down exaggerated videos and stop working with non-compliant influencers. [Service] 1. Proactive expectation management: Send customers a message immediately after purchase to set correct expectations and explain the product’s actual features/effects. |
[Service:Customer Service Experience] Seller Didn't Solve The Problem/Seller Response Slow Description: Customers report issues regarding communication or problem-solving with customer service. | [Service] 1. Proactively contact customers who left negative reviews to resolve issues (compensation / return/exchange) 2. Respond to after‑sales within 24 hours and send customers a satisfaction survey 3. Increase customer service coverage 4. Strengthen training for customer service staff |
[Fulfillment and Logistics : Slow Dispatch & Delivery] Slow Delivery Timeliness Description: Customers report the package delivery time was too long. | [Fulfillment and Logistics] 1. Choose faster/reliable delivery options 2. Warehouse: Introduce a WMS system to classify SKUs and double-check picking/packaging. 3. Logistics cooperation adjustments: Add backup channels; customers can choose expedited delivery when placing an order. [Service] 1. Inform buyers via IM if delivery may be late, offer to collect feedback and reship immediately to prevent negative reviews or refund requests. 2. Apologize and explain the delay reason, and provide appropriate compensation or discounts. 3. Send tracking links and compensate for abnormal delays. |
[Fulfillment and Logistics: Missing & Incorrect Items] Missing Products Description: Customers report issues with their orders, including missing, incorrect, or incomplete items upon delivery. | [Fulfillment and Logistics] 1. Contact logistics partners to strengthen pre-shipment checks to prevent under-shipments. [Service] 1. Provide rapid reshipment or refunds for customers who received nothing or only part of their order. 2. For large items shipped in multiple parcels: inform customers in advance and provide all tracking numbers. 3. Share shipping information with buyers in IM ahead of delivery and remind them to pick up their packages promptly. 4. Calm the customer, explain the cause, offer appropriate discounts, guarantee compensation for lost items, and reship within 48 hours. |
[Fulfillment and Logistics: Missing & Incorrect Items] Wrong Item Description: Customers report issues with their orders, including missing, incorrect, or incomplete items upon delivery. | [Fulfillment and Logistics] 1. Third party warehouse correction: Redefine the shipping SOPs with warehouses to prevent wrong or missing shipments; consider switching to more reliable warehouses. 2. Fully migrate to faster/reliable delivery options. 3. Implement a dual-check shipping process: (1) verify order information and (2) perform itemized physical inspection. Assign dedicated staff to check style, size, and quantity before dispatch to prevent incorrect deliveries. [Service] 1. Immediate reshipment: After‑sales team should quickly resend the correct items for orders not received or shipped incorrectly. |
[Fulfillment and Logistics: Parcel & Product Damage] Inner Packaging & Product Damage Description: Customers report that parcels or products arrive damaged upon delivery. | [Fulfillment and Logistics] 1. Packaging: Upgrade to blister trays or foam-molded packaging to provide shock protection. [Service] 1. Customer reassurance: Apologize to customers and offer appropriate compensation or resend items. |
FAQ
Q: Where can I access VoC?- Log in to Seller Center homepage
- In the left-hand navigation bar, go to Account health
- Click Voice of Customer to enter the Overview page
Q: What do "Poor" and "Fair" stand for? These are VoC levels that show how your product’s VoC performance compares with the average level in its category. We suggest prioritizing and improving products labeled “Poor” and “Fair.”
- Poor: The product is performing significantly below the category average
- Fair: The product is performing below the category average
Q: How can I appeal if I disagree with a VoC diagnosis?Currently, VoC does not support an appeal process. If you have concerns or disagree with a specific issue diagnosis, please contact your AM for further assistance.
Q: Are reviews without text counted toward VOC?No. VOC only counts reviews that contain text. Reviews without any text are not included in the VOC index.
Q: I see some negative feedback in VOC and want to verify or follow up on the specific orders, but I can't find the corresponding order ID. What should I do?The VOC page does not display the order ID directly. Since a significant portion of negative feedback comes from after-sales channels, we recommend you go to After-sales Tickets to review the relevant complaint records and locate the corresponding order information there for further verification and follow-up.