Brand claims and voice of customer

Who this is for

Marketing operators hardening on-site claims with evidence, and product or content teams using voice-of-customer language to inform messaging and roadmap work.

Where these live now

Brand Claims and Voice of Customer are no longer standalone pages. Claims is now a tab on the Brand page (Brand > Claims tab). Voice of Customer is now a tab on the Customer Voice page (Customer Voice > Voice of Customer tab).

Use the Claims tab when reviewing marketing copy or preparing a launch, so unsupported claims can be reworked before they ship. Use the Voice of Customer tab when iterating on messaging or planning content; the extracted pain points and emotional triggers feed both.

Brand claims (Brand > Claims tab)

Open the Brand page (/intelligence/brand) and select the Claims tab, "Claims found on your site with evidence assessment and trust risk analysis."

• Site selector.
• Summary cards: Total claims, Unsupported count, and the top Trust risk buckets.
• Filter chips: All, Low risk, Medium risk, High risk.
• Each claim row shows the quoted text, an evidence icon (supported or missing), a Trust risk badge, an Evidence type label, and supporting detail.

Empty copy. "No claims found. Run a brand trust analysis to extract claims."

Voice of customer (Customer Voice > Voice of Customer tab)

Open the Customer Voice page (/intelligence/social) and select the Voice of Customer tab, "Customer pain points, anxieties, and emotional triggers extracted from reviews and feedback."

• Summary: Total pain points plus audience-type tiles when available.
• The Emotional language patterns card surfaces sentiment term buckets, triggers, and terminology clusters when language analysis loads.
• A paginated pain-point list with severity and audience metadata.

Empty copy (language library). "No language library yet. Run an audit with social listening (conversation language) enabled to populate emotional patterns and terminology."

Empty copy (pain points list). "No pain points found. Run a review analysis audit to extract voice of customer data."

Workflow

1. Use the Claims tab to harden marketing statements with proof, see Proofs.
2. Use the Voice of Customer tab to feed roadmap and messaging iterations; link themes back to Community questions when they reveal content gaps.

Related

• Brand profile, products, audiences, and proofs.
• Community questions and query clusters.
• Intelligence overview.