Pay attention to every comment from consumers, Ali CCO's customer voice has been completely upgraded

Yien.com learned that on March 4, the merchant experience intelligent operation platform "Voice of Customer" under the Alibaba Group's Customer Experience Business Group (abbreviated as: Ali CCO) was officially upgraded, with a new iterative evaluation insight system, adding new functions such as evaluation analysis, VOC (Voice of Customer) statistics, and intelligent semantic recognition .

The so-called evaluation insight refers to organizing and classifying users' public product reviews after online shopping , and presenting VOC to merchants in a systematic and visual manner, so that merchants can see at a glance the real feedback from the consumer market on the products, helping merchants to improve product experience, optimize the supply chain , and reversely influence new product research and development, product design and other links, forming a closed loop of product experience.

Customer Voice can intelligently identify keywords in product reviews, such as "thin material", "small size", "pilling", "small weight", "exceeds expectations", "satisfactory style", "easy to use", etc., to help merchants objectively understand market response and make timely adjustments.

For example, if users report in their comments that a product has a lot of pilling problems, the merchant can improve product quality based on VOC; if users report that they are satisfied with the style, the merchant can decide whether to add more inventory.

So far, Customer Voice has covered more than one million Tmall, Taobao, and 1688 merchants. After the upgrade , the weekly activity of merchants has increased by 330 %.

Lu Jia, e-commerce director of Lily Business Fashion , said that both positive and negative reviews are very important VOC assets . By gaining insight into users' public and real reviews, brands can truly and timely understand the consumer market's reaction to a product and quickly adjust product or market strategies.

"No product is perfect. We hope to understand consumers' true thoughts as soon as the product is launched on the market. We will make improvements if necessary and improve if correct, so as to provide consumers with better products and experiences," said Lu Jia.

Zheng Kaidi, customer service supervisor of the Bedemei flagship store , said frankly that the customer service team previously manually sorted out user reviews every month, which was time-consuming and labor-intensive. Customer Voice presents complex user reviews clearly and visually, greatly improving the work efficiency of the merchant's customer service team and promoting the increase in store transactions .

In the era of high-quality growth , understanding consumer needs has become an important issue. Behind every public comment from a consumer are hidden pain points and opportunities. Based on 20 years of service experience, Alibaba CCO uses smart technology to help merchants improve experience, optimize product links, and give full play to service value.

It is reported that Voice of Customer was established at the end of 2015, and was initially only a page for merchants to manage reviews. As merchants and platforms pay more attention to consumer shopping experience , Voice of Customer has gradually become an intelligent operation platform for merchants. In 2018, Alibaba's CCO service evaluation system "New Lighthouse" and Voice of Customer were integrated ; in 2020, Voice of Customer launched functions such as product diagnosis, promotion reports, and consumer insights , becoming the core position for merchants to manage service experience and product experience.

Alibaba

Customer Voice