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Guide to VoC (Voice of Customer) & VoC Case Study

06/04/2026

Product Analytics

Summary

  • One-line takeaway: VoC helps sellers spot, prioritize, and fix product experience issues faster.
  • Core Value/Change: ① Unifies multi-channel feedback ② Flags Poor/Fair products vs category average ③ Uses AI diagnosis as reference
  • Index & Logic: ① Higher VoC Index means worse relative performance ② Includes Product and Fulfillment indexes ③ User perception issues excluded from index
  • Actionable Steps: ① Review Poor/Fair products regularly ② Check issue distribution and best practices ③ Update listings, quality, returns, or service accordingly
  • Immediate next action: Open Seller Center > Account health > VoC

Guide to Voice of Customer (VoC)

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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
Core Value: Turn customer feedback into actionable product insights and help you prioritize where to take action first

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.
Where to find VoC:You can access VoC in Seller Center > Account health > Voice of Customer

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.
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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
This helps you understand how recent the data is and what time period the metrics reflect.
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
Check your VoC regularly to stay on top of product performance. Prioritize products rated Poor and Fair, as these products may indicate elevated product experience risk and may result in potential platform enforcement. Timely review and improvement can help address potential issues and improve performance.
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
Use this section to identify the main issue drivers for a product and prioritize your next actions.

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.
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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

VoC Case Study

Since June 2025, we have launched a Voice-of-Customer (VoC) complaint-correction program to help sellers address negative customer feedback. Each week, we selected a number of key SKUs, provided sellers with a consolidated VoC summary, and required corrective actions along with a follow-up report within five days. We then monitored each SKU for 20 days to validate the results.
Sellers who reduced their VoC complaints not only avoided penalties but also experienced meaningful order growth. Every recommended solution is typically supported by no less than five real seller case studies. Reducing VoC complaints, therefore improving customer experience, has proven to be one of the most effective levers for driving order volume.
*Please refer to the recommended actions below. These solutions have been successfully implemented by other sellers to address similar issues in their shops.

Fashion & Sports Product Issues

Root Cause
Solution Suggestion
[Product: Product Information Inconsistency]
Inconsistent Color
Description:
Customers report that the product received does not match the information shown on the product listing, such as size, appearance, function, included items, quantity, condition, or perceived value.
[Listing]
1. Add photos of real-life settings and color comparison charts to help users choose colors more easily.
2. Add a collection chart of color blocks for currently available color.
3. Shoot videos showing how the clothing looks on people with different skin tones and hair colors, and adjust the brightness and darkness of the images.
4. Add color comparison charts under different light/weather conditions.
[Product: Customer Disatisfaction with Product]
Poor Visual Effect
Description:
Customers report dissatisfaction with the product, including effectiveness, comfort, smell, overall satisfaction, or willingness to recommend or repurchase.
[Listing]
1. Add graphic or video guides on “Wearing/How to Wear” to instruct customers on how to wear the product.
[Product]
1. Add a small “Wearing/How to Wear” card in the package to guide customers to wear according to the instructions.
2. Conduct user testing: invite users of different body types to participate in trying on, collect data to optimize the product.
3. Communicate with suppliers to modify the clothing style/support.
[Service]
1. After purchase, customer service should DM users a short image or video guide on wear/use/cleaning.
[Product: Product Information Inconsistency]
Inaccurate Size
Description:
Customers report that the product received does not match the information shown on the product listing, such as size, appearance, function, included items, quantity, condition, or perceived value.
[Listing]
1. Add a size chart: Clear steps for measuring; indicate specific dimensions (bust, waist, hip, etc.); state fit characteristics (e.g., "loose fit", "runs small");
2. Display try-on effects of models with different body types, marking their height, weight, and tried-on size.
3. Optimize short video/live scripts: Creators introduce their own size and recommendations; hosts hold size charts during live streams.
4. Ensure the size chart and any product measurements use the same units (e.g., if the chart is in inches, list all product measurements in inches).
[Product]
1. Supplement large-size SKUs based on user needs.
2. Check size standards and revise charts: Identify styles with sizing complaints and optimize dimensions (e.g., waist/hip) for target demographics.
3. Strengthen factory quality inspection: Randomly measure key parts before shipment to ensure consistency with the size chart.
[Service]
1.Pre-sales: Train Customer Service to ask for basic measurements (bust, underbust, height, weight) and provide size recommendations.
[Product: Poor Product Quality]
Material Issues/Fabric Issues
Description:
Customers report issues related to the product’s quality, usability, materials, durability, or potential safety risks that affect normal use or raise concerns after receiving the product.
[Listing]
1. Add washing instructions (e.g., "Hand wash in cold water, dry flat").
2. Add fabric texture descriptions: Explain slight wrinkles due to packaging and how they recover.
3. Add comparison charts of packaging state vs. recovery state after washing.
4. Show “wrinkle removal after washing” in short videos/lives.
[Product]
1. Switch to high-quality factories and sign new quality agreements (require material inspection reports).
2. Conduct comprehensive inspection of each batch before leaving the factory.
3. Optimize fabric: Use materials with better resilience, softness, and shaping effects (e.g.hexagonal mesh cloth).
[Service]
1. After-sales: Soothe the customer, send improved replacement products to complainants, or offer compensation.
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Electronics & Electrical Product Issues

Root Cause
Solution Suggestion
[Product: Poor Product Quality]
Poor Function Effect
Description:
Customers report issues related to the product’s quality, usability, materials, durability, or potential safety risks that affect normal use or raise concerns after receiving the product.
[Listing]
1. User Education: Provide clear user manuals and 15-30s video guides (unboxing to usage).
2. Add "Inapplicable Scenarios" prompts in PDP (e.g., specific wall types for adhesives).
3. Add usage precautions (e.g., "Charge before first use").
[Product]
1. Recall problematic batches or offer free replacements.
2. Change/Upgrade suppliers to meet industry standards.
3. R&D Feedback: Ask factories to optimize production based on high-frequency negative feedback (e.g., insufficient brightness).
4. Strengthen Quality Check: Add charging tests, durability tests, aging tests, and extreme environment tests.
[Service]
1. Pre-service: Send operation guide videos immediately after sign-off.
2. Troubleshooting: Standardize CS scripts for common issues (voltage, contact, audio mode) to guide self-check.
3. After-sales: 48h resolution for verified quality issues (refund/replace).
4. Intervene promptly: If dissatisfaction persists, offer coupons or small cash gestures as goodwill to restore satisfaction.
[Product: Product Information Inconsistency]
Unsuitable Size
Description:
Customers report that the product received does not match the information shown on the product listing, such as size, appearance, function, included items, quantity, condition, or perceived value.
[Listing]
1. Add detailed size and weight descriptions to PDP to avoid misunderstanding.
[Product]
1. Analyze design pain points and improve product to be more ergonomic.
[Product: Poor Product Quality]
Connection Issue
Description:
Customers report issues related to the product’s quality, usability, materials, durability, or potential safety risks that affect normal use or raise concerns after receiving the product.
[Listing]
1. Title: Add "Only applicable to [Model]" or similar.
2. Main Image: Display only connectable models.
3. PDP: Add a compatibility table to match devices.
4. SKU: Rename to include "Applicable to [Model]".
[Product]
1. Improve product software/hardware to enhance compatibility.
[Product: Poor Product Quality]
Missing Product Parts
Description:
Customers report issues related to the product’s quality, usability, materials, durability, or potential safety risks that affect normal use or raise concerns after receiving the product.
[Fulfillment and Logistics]
1. Feedback to supplier to optimize packaging verification process.
[Service]
1. Proactively prioritize resending missing parts for free or installation videos.
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Beauty & Personal Care Product Issues

Root Cause
Solution Suggestion
[Product: Customer Disatisfaction with Product]
Unpleasant Smell
Description:
Customers report dissatisfaction with the product, including effectiveness, comfort, smell, overall satisfaction, or willingness to recommend or repurchase.
[Listing]
1. Provide objective and detailed scent notes on PDP to manage expectations.
[Product]
1. Insert a "Scent or Perfume Notes" in the package.
2. Synchronize scent feedback to perfumers/R&D for future formulation improvements.
[Product: Poor Product Quality]
Poor Function Effect
Description:
Customers report issues related to the product’s quality, usability, materials, durability, or potential safety risks that affect normal use or raise concerns after receiving the product.
[Listing]
1. Create and upload tutorial videos (Education).
2. Add comprehensive "Operation Guidelines" to PDP.
3. Explain correct usage in Lives and short videos.
[Product]
1. Improve product technology/durability.
[Service]
1. Send operation video immediately upon delivery, proactively avoids negative reviews and after-sales issues caused by consumers not knowing how to use the product.
2. 48h resolution for quality issues (Reship/Refund/Replace).
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Relevant Doc:

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.
Relevant Doc:

FAQ

Q: Where can I access VoC?
  1. Log in to Seller Center homepage
  2. In the left-hand navigation bar, go to Account health
  3. Click Voice of Customer to enter the Overview page
Q: Why don't I see VoC for some products?Only products meeting the minimum order and feedback threshold for VoC diagnosis are shown. If a product does not yet have enough data, it will not be displayed in the product list.
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: Why do delisted products still appear in VoC?VoC is built to help sellers gain a comprehensive understanding of consumer feedback and develop business insights. Historical consumer feedback associated with a product is retained in VoC and is not removed upon delisting, because these insights can continue to inform your future improvements — helping you get lasting value from every piece of consumer feedback.
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.
PreviousHow to appeal a violation

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