Marketing Glossary
← Back to glossary

Voice of the customer (VOC)

What is voice of the customer (VOC)?

Voice of the customer (VOC) is a term used to describe the process of gathering customer feedback and insights to inform product and service development. It is a way of understanding customer needs, wants, and preferences in order to create better products and services that meet their needs. VOC can be collected through surveys, interviews, focus groups, and other methods.

Why is VOC important?

VOC is important because it provides valuable insights into customer needs, wants, and expectations. It helps companies understand their customers better and develop products and services that meet their needs. VOC also helps companies identify areas of improvement and develop strategies to increase customer satisfaction. By listening to the voice of the customer, companies can better understand their target market and develop strategies to increase customer loyalty and retention.

How can I use VOC?

There are several ways to use VOC in your business:

  1. Surveys: Conducting surveys is one of the most common ways to gather VOC. You can use online surveys, in-person interviews, or phone surveys to collect feedback from customers.
  2. Customer feedback platforms: There are many platforms available that allow you to gather customer feedback, such as UserVoice, GetSatisfaction, and Qualtrics. These platforms make it easy to gather feedback and respond to customer concerns.
  3. Social media: Monitoring social media is another way to gather VOC. You can use tools like Hootsuite or Sprout Social to track mentions of your brand, and respond to customer feedback.
  4. Customer service interactions: The feedback that customers provide during customer service interactions is valuable VOC. You can use call center recordings, chat transcripts, and email exchanges to gather this information.
  5. User testing: User testing allows you to observe customers using your product and get feedback on their experience. This type of VOC is particularly valuable for product development and design.
  6. Analyze customer data: You can also gather VOC by analyzing customer data, such as website analytics and purchase history. This data can give you insights into customer behavior and preferences.

By using VOC, you can improve your products, services, and customer experience. By listening to what customers have to say, you can make informed decisions and create products and services that meet their needs.

Brief history of VOC

The concept of VOC has been around for several decades. It emerged as a marketing tool in the 1980s, as companies began to understand the importance of listening to their customers to improve their products and services.

One of the earliest uses of VOC was in the automotive industry, where companies used customer feedback to improve their designs and production processes. The concept was then adopted by other industries, and by the 1990s, VOC had become a widely accepted practice in business.

With the rise of the internet and digital technologies, the collection and analysis of VOC became easier and more widespread. Companies could now gather feedback from customers through online surveys, social media, and other digital channels. This led to the development of VOC software and platforms, which made it easier for companies to gather and analyze customer feedback.

In recent years, the importance of VOC has only increased, as companies compete for customers in a global marketplace. Companies are using VOC to improve their products, services, and customer experience, and to gain a competitive edge in the market. Today, VOC is considered a critical component of any business strategy, and companies are investing in technology and processes to gather and analyze customer feedback more effectively.

Related Terms

User Experience (UX)

Customer Testimonial

Customer Satisfaction Score (CSAT)

Customer Relationship Management (CRM)

Customer Advocacy