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Voice of Customer: what your customers say, by theme
The VoC tab turns your customer reviews into themes you can use in ads, product pages and replies. Open it at Insights > CX > VoC. The tab heading is Voice of Customer.
Problem and intended user
The creative strategist (the person who plans and makes ad creatives) needs the words customers use for what they wanted and what they got. The ecommerce manager (the person who runs the store) needs to know what makes buyers hesitate. The media buyer (the person who runs your paid ads) needs to know which message fits which kind of customer.
The problem arises when ad copy and product pages rest on guesses. The messaging then misses the real fear or the real proof.
Current workflow
A merchant reads reviews in the review app's own dashboard, copies good quotes into a spreadsheet and tags each one by hand. Some merchants ask an agency to write a messaging document from it.
Prerequisites
- Connect a review platform, or import reviews from a CSV file. See Review apps and CSV import.
- Run a review sync and wait for the analysis of each review to finish. The CX overview explains the review sync bar.
- Wait until Nexus has read your reviews for jobs-to-be-done data. Until then the tab shows Still preparing this view. With no reviews at all, it offers Connect a review platform.
How Nexus works
Nexus reads reviews from your connected platform or your CSV file. AI reads each review and records its story pattern, its tone and its best quote. Fixed rules then sort the reviews into five archetypes, count the themes and build the figures. AI also writes the Key Insight and the text of Messaging by Segment.
Purchase objections come from the questions and feature requests that buyers write in reviews. Nexus keeps the plan you write for an objection each time it refreshes the analysis, as long as that objection stays in the list. When an objection drops out of the list, its plan goes with it.
Nexus does not act on this data. You decide where to use it. The tab depends on the review sync, and Nexus refreshes the analysis by itself after each sync finishes.
The date range
The date range at the top of the page sets the review figures and themes. Turn on Compare in the date range menu to add a "vs." line under each number card. Purchase Objection Map carries an All-time badge and ignores the range. Review Volume by Age Segment ignores the range too, but it has no badge. The wording of each Messaging by Segment card does not follow the range. Its rank, share and review count do.
Refresh the analysis
Nexus refreshes the analysis after each review sync. To refresh it now:
- Select Refresh VoC analysis.
- Wait while the button shows Submitting…, then Classifying…, Synthesizing… and Finalizing….
When the run ends, the tab loads the new results. If it fails, the button reads Retry and a line says "Analysis failed. Please try again."
Plan a response to an objection
- Find the objection in Purchase Objection Map.
- Select Plan Response. When a plan exists, the button reads Edit Plan.
- In the Plan response to objection window, set Status to Unaddressed, Acknowledged, Partial or Addressed.
- Write the Planned response, the Owner (a name or a team) and a Due date.
- Select Save plan.
Exact output
The tab shows these parts from top to bottom.
| Part | What it shows |
|---|---|
| VoC Key Insight | A short summary of what reviews say. Select See more> to read it in full. |
| Reviews Analyzed, Average Rating, Products with Reviews | Three number cards. |
| Products by Review Volume | A table with Product, Reviews, Rating and Positive %, and a product count. |
| Review Story Archetypes | Kinds of praise story, each with a share bar and a sample quote. |
| Top Transformation Themes | Terms that customers use, grouped by category, with a count on each term. |
| Struggling Moments by Product | A card per product with customer quotes about what went wrong. |
| Purchase Objection Map | A table with Objection, Frequency, Severity, Status and Action. |
| Review Volume by Age Segment | A bar chart of review volume by age range. |
| Messaging by Segment | One ranked card per customer archetype. |
Review Story Archetypes
The stories are Validation Story ("Stopped & restarted"), Transformation ("Activity regained"), Third-Party Proof ("Someone else noticed"), Medical Failure ("When doctors failed") and Unexpected Benefit ("Bonus they discovered"). Each bar shows the share of praise stories of that kind.
Purchase Objection Map
Frequency is the share of all questions and feature requests in your reviews that name this objection. Severity reads high, medium or low. Status shows the stage you set with Plan Response.
Messaging by Segment
Each card shows its rank (#1, #2 and so on), the archetype, its share and review count, and the dominant emotion when known. Below sit the Segment name and the lines Fear, Proof and Visual, plus Tone when Nexus sets one.
The five archetypes are Skeptic Convinced (happy customers who doubted at first), Transformation Seeker (a before-and-after story), Relief Seeker (grateful or relieved praise), Validation Seeker (the product confirmed by coming back to it, or by someone else noticing) and Unexpected Beneficiary (a benefit the customer did not expect). The archetype with the most reviews ranks first.
What to do with it
| What you see | Decision or action | Owner |
|---|---|---|
| Messaging by Segment cards | Pick the top segment and write the next creative around its Fear and Proof. This work happens in Studio or your design tool. | creative strategist |
| Top Transformation Themes and sample quotes in Review Story Archetypes | Reuse the customers' own words in ad copy and headlines. | creative strategist |
| The top segment of Messaging by Segment | Check that your ad audience in Meta Ads Manager or Google Ads fits it. This work happens outside Nexus. | media buyer |
| A high objection in Purchase Objection Map | Answer it on the product page or in the FAQ. Record the step with Plan Response. | ecommerce manager |
| A product in Struggling Moments by Product | Read the quotes. Fix the product, its page or its delivery in your store. | ecommerce manager |
| A low Positive % on a product you advertise | Decide whether to keep spending on it. | media buyer |
| Retry or Failed to load VoC data | Select Retry or Try again. If it persists, check the review connection in Settings > Integrations. | ecommerce manager |
Expected value and measurement
This tab can help you write messaging that matches what customers say, and spot objections early.
To check the effect of a change, open Insights > CX > VoC, turn on Compare in the date range menu, and read the "vs." line on Reviews Analyzed, Average Rating and Products with Reviews. Read Positive % per product. Read the Frequency of the objection you worked on.
You cannot isolate the effect of one change. A promotion, a season or a new product can move reviews at the same time.
Limitations and exceptions
- Reviews only. The tab does not read survey answers.
- AI can be wrong. AI reads each review and writes the Key Insight and the lines on each Messaging by Segment card. Read the quotes before you act on a theme.
- Age chart. Nexus uses the year of birth in your customer data. When too few customers have one, the chart says "Not enough data to compute customer age distribution". When there is no age data, it says "Customer age data not available". Customers who only ever received these products as a free gift are left out. A line says how many, for example "1 customer is not counted here — they only ever received these products as a free gift."
When a section is empty
| Message | What to do |
|---|---|
| "No product review data available yet." | Wait for the first review sync. |
| "Story patterns will appear here once review analysis completes." The sections for transformation themes, struggling moments and objections show the same sentence with their own name. | Wait for the analysis, then reload. |
| "Voice of Customer data is still being analyzed — check back after review sync completes." | Wait, or select Refresh VoC analysis. |
| Syncing | Reviews are still arriving. The section fills in by itself. |
If the tab cannot load, it shows Failed to load VoC data with Try again. If preparing your data fails, it shows This view can't load yet.
Demo Mode
- The tab shows sample reviews, with a Sample data badge.
- Plan Response is disabled. Its hover text reads "Disable Demo Mode to plan a response".
- Refresh VoC analysis does not start an analysis.