Voice of the Customer

Voice of the Customer (VOC) is a technique that is used to gather data, information and knowledge regarding what your customers think about your products and services (as well as those of your competitors) and how they use them. Many companies claim that they “know” what their customers needs/wants are but fail to truly gather and understand them in a beneficial way. Voice of the Customer techniques include, but are not limited to:

• Focus groups
• Direct discussion or interviews
• Surveys
• Clinics
• Internet
• Listening posts
• Situational or Scenario assessments

Once this information is gathered, it can be utilized to change the current product or process or design a completely new product or process all based on the Voice of Customer.