Voice of the customer program
How consumer brands run a VoC program in 2026 — pillars, cadence, and tooling.
Persona · 01 · Insights
Indellia for Consumer Insights teams.
One dashboard. Every channel. Every SKU. Slice by theme, channel, or time period in seconds — and answer the ad-hoc exec question in minutes, not days.
The short answer
Consumer Insights teams at consumer brands use Indellia to centralize feedback from Bazaarvoice, Amazon Seller Central, retailer review pages, surveys, and social into one searchable picture. The Theme Agent clusters comparable themes across every channel, the SKU Agent links every record to a specific product, and indelliaGPT™ answers ad-hoc questions with citations to the source reviews.
The current state
Six tools. Two-week reports. No SKU view.
If you run Consumer Insights at a consumer brand today, the work looks like this:
- Juggling Bazaarvoice, Amazon Seller Central, internal survey data, and social mentions across 6–10 different tools.
- Quarterly reports are weeks stale by the time they ship.
- "Why did this product's star rating drop 0.3 last month" is a two-week project.
- Your spreadsheet workflow doesn't scale past 50 SKUs.
- You can't tie review themes to specific product variants — color, size, Model#, or part number.
The desired outcome
One picture. Real time. Every SKU.
What good looks like for an Insights team:
- One dashboard with every channel, every SKU, every variant.
- Alerts when something changes — before the exec asks.
- Slice by SKU, theme, channel, or time period in seconds.
- Answer ad-hoc questions from leadership with citations to actual reviews.
- Stop being the bottleneck for Product, CX, and Marketing data requests.
How Indellia helps
Four agents do the heavy lifting.
Shipped
Theme Agent
Comparable themes across every channel.
The Theme Agent auto-clusters reviews, tickets, and survey responses into named topics. No pre-built taxonomy required. You can layer your own taxonomy on top, merge themes, rename them, or pin priority topics for executive reporting.
Read more in the topic modeling definition.
Shipped
SKU Agent
Every record tied to a product.
The SKU Agent normalizes Amazon ASINs, Walmart Item IDs, Best Buy SKUs, and your internal Model#s into one product view. Variant-level granularity included. See SKU-level feedback intelligence for the full method.
Shipped
Anomaly Agent
Deviation, not threshold.
Star-rating drops, theme volume spikes, and channel-specific shifts are surfaced as anomalies — based on prediction-vs-actual deltas, not arbitrary keyword thresholds. Often catches a meaningful pattern days before the category average shifts.
Shipped
indelliaGPT™
Answers with citations.
Ask indelliaGPT™ a natural-language question — "What are users saying about the Model 7 battery this week?" — and get a one-paragraph answer with citations to the underlying reviews. No hallucinations. No invented metrics.
A day with Indellia
8:42 AM. The Slack alert lands.
A scenario from a Head of Insights workflow at a consumer electronics brand:
Slack notification at 8:42 AM: "Model 7X reviews on Amazon dropped 0.4 stars in the past 7 days; dominant theme is 'charger heat'. Related ticket volume on Zendesk is up 38%."
Click through. Indellia opens the SKU view, pre-filtered to Model 7X, with the 14 reviews driving the shift surfaced at the top. Two of them name the firmware version. The Theme Agent has already linked the reviews to the matching support ticket cluster.
By 8:55, the briefing note is in the 9 AM standup deck. The Product team sees it before the exec asks.
Where to go next
Related guides and pages.
How to analyze customer feedback
Method for SKU-level analysis across retail channels and tickets.
Identify emerging themes
The job: spot a trend before competitors do. Walkthrough with the Theme Agent.
Industry: Consumer electronics
How CE brands use Indellia across Amazon, Best Buy, Costco, and Bazaarvoice.
Industry: CPG and home goods
Walmart, Target, Amazon, and Bazaarvoice depth for CPG insights teams.
Customer insights platform
The category page. Where Indellia fits in the customer insights software market.
Trusted by leading consumer brands
FAQ
Frequently asked questions
How long does it take to centralize our feedback in Indellia?
For a typical Insights team with 50–200 SKUs, the initial setup takes a few business days. You connect retail review channels (Amazon, Walmart, Best Buy, Bazaarvoice) and your help-desk via OAuth, upload your SKU map, and the SKU Agent backfills history. Themes start clustering immediately and stabilize over the first week as more volume flows through.
Can we keep our existing taxonomy or do we have to use Indellia's?
Both. The Theme Agent generates an automatic taxonomy from your feedback, and you can layer your existing categorization on top. Most Insights teams run with the auto-generated themes for the first month, then pin the categories that matter to leadership and merge the rest. Custom taxonomies are saved per workspace.
Does Indellia replace our Bazaarvoice feed or complement it?
Indellia ingests from Bazaarvoice-powered retailer pages alongside direct retailer feeds. Bazaarvoice remains your syndication and submission layer for retailer pages; Indellia is the analytics, theme detection, anomaly monitoring, and search layer on top of that data plus everything else you bring in. See the Bazaarvoice glossary entry for context.
Can other teams (Product, CX, QA) see the same data?
Yes — that's the design. Both pricing tiers include unlimited users, so Product Managers, CX leads, and QA engineers can see the exact same theme clusters and SKU views. Different teams pin different dashboards, but the underlying corpus is shared. This ends the "every team has different feedback numbers" problem.
How do I justify Indellia to my CFO?
Indellia is $495 or $1,995 per month — flat. Compared to the per-record or per-seat pricing that competitors use, the math usually pencils within the first quarter for any team with more than two analysts and 50+ SKUs. We do not publish ROI calculators with invented metrics; the practical case is the time saved on data wrangling plus the earlier signal on defects and review-rating drops.
Ask Indellia
Have a specific question?
Indellia's AI agents answer with citations from real customer feedback across Amazon, Walmart, Best Buy, and 20+ retail channels.
Get started
See Indellia on your SKUs.
Start the free trial, or book a 30-minute walkthrough with someone who has worked with Insights teams at consumer brands.