Category term

What is Brand voice-of-customer?

Brand voice-of-customer is what shoppers say about a brand at the shelf of a store the brand does not own: how promoters pitch it, what shoppers ask and object to, and which rival is named against it, captured from consented conversations by the brand's own promoters.

For a brand in multi-brand retail it is the only direct line to the customer decision. Sell-through arrives from the retailer late and without reasons; this arrives weekly, by city and by model, in the shopper's words.

Related terms

• Competitor defence: Competitor defence is the measurement of how often a rival is named in a store's conversations, against which product and with what argument, and how well the advisor's answer holds the customer.
• Unmet demand signal: An unmet demand signal is a customer request for a product, variant, feature or finance option that the store could not fulfil, captured from the conversation and aggregated as a demand list beside sell-through.
• ShopperDNA: ShopperDNA is Borentis's term for the composite picture of who visits a store and why, built from consented conversations and, as the platform extends to vision, from anonymous footfall and engagement signals: what customers came for, what they asked, what they objected to, and what made them buy or leave.

Where Borentis applies this

• Brand Voice-of-Customer: The focus group hiding in plain sight.