Voice of the customer (VOC)

A voice of the customer (VOC) is a project where a company solicits feedback and information from its client (both past and current) in the form of surveys and interviews, trying to identify opportunities for improvements. The company engages with them, in a variety of techniques (interviews, focus groups), to understand their current pain points, as well as positive points a company will want to focus on in an ongoing manner.

The objective of a VOC is to produce a detailed set of customer wants and needs, organized by importance as well as identifying roadblocks and irritants. A VOC is usually conducted at the start of a new product or service initiative to better understand the customer’s wants and needs

To gain a better perspective of VOCs, check out one of our case studies on the topic (at MRM Proteomics), or read one my articles on the topic, The Marketing Q&A #3: How can I improve my customer’s experience?