Browse Definitions :

voice of the customer (VOC)

Contributor(s): Dennis Shiao

Voice of the customer (VOC) is the component of customer experience (CX) and customer satisfaction (CSAT) that focuses on the perception of a customer's needs, wants, expectations and preferences. In most businesses, the quality of customer experience is a key differentiating factor against competitors. Therefore, VOC is important for ensuring that customer input is requested and valued.

To determine the VOC, an organization will analyze indirect input, or data that reflects what a customer does, and direct input, data that reflects what a customer says. Indirect input includes a close examination of data gathered from monetary transactions, market research, product usage data and Web analytics. Direct input includes social media monitoring for brand or product mentions, collecting customer feedback and conducting customer interviews.

Once all data is gathered, it is analyzed to spot patterns and trends. Qualitative input may identify product bugs that need to be fixed or customer service processes that need to be improved. Quantitative data may identify high or low usage rates in some features, indicating the usefulness or success of those features. Insights from VOC data should then be used to inform actions. Examples of actions include making improvements to customer support and launching new products and services.

Implementing VOC can increase customer loyalty as well as create a more valuable product offering. Several vendors have developed software products that can help facilitate VOC through data gathering and data mining tools.

Stages of VOC software

Importance of voice of the customer

VOC helps ensure that organizations deliver features that customers want and need. With subscription-based, digitally-delivered product offerings, such as software as a service (SaaS), customer retention and the ability to upsell are important factors in revenue. Therefore, VOC-enabled customer success is crucial to organizations with a "pay-as-you-go" pricing model. Additionally, it is important to communicate organizational changes that are made as a result of VOC data to inform customers that their opinions are being acknowledged.

Voice of the customer methodologies

Along with collecting digital data, other VOC methodologies include:

  • Organizing a customer advisory council that meets with existing customers to receive their feedback.
  • Sending customers a request to complete surveys or product reviews.
  • Calculating customer scores such as the net promoter score (NPS), customer health score (CHS) and customer effort score (CES).
  • Gathering logs from customer support phone calls, customer chats and SMS
  • Selecting topics and customers to create focus groups.
This was last updated in March 2019

Continue Reading About voice of the customer (VOC)

Join the conversation


Send me notifications when other members comment.

Please create a username to comment.

What methodologies does your organization have implemented for collecting VOC data?
One of the best explanation on the web:


File Extensions and File Formats

Powered by:


  • regulatory compliance

    Regulatory compliance is an organization's adherence to laws, regulations, guidelines and specifications relevant to its business...

  • privacy compliance

    Privacy compliance is a company's accordance with established personal information protection guidelines, specifications or ...

  • data governance policy

    A data governance policy is a documented set of guidelines for ensuring that an organization's data and information assets are ...


  • asymmetric cryptography (public key cryptography)

    Asymmetric cryptography, also known as public-key cryptography, is a process that uses a pair of related keys -- one public key ...

  • Evil Corp

    Evil Corp is an international cybercrime network that uses malicious software to steal money from its victims' bank accounts.

  • Plundervolt

    Plundervolt is a method of hacking that involves depriving an Intel chip of power so that processing errors occur.


  • telemedicine (telehealth)

    Telemedicine is the remote delivery of healthcare services, such as health assessments or consultations, over the ...

  • Project Nightingale

    Project Nightingale is a controversial partnership between Google and Ascension, the second largest health system in the United ...

  • medical practice management (MPM) software

    Medical practice management (MPM) software is a collection of computerized services used by healthcare professionals and ...



  • M.2 SSD

    An M.2 SSD is a solid-state drive (SSD) that conforms to a computer industry specification written for internally mounted storage...

  • RAID (redundant array of independent disks)

    RAID (redundant array of independent disks) is a way of storing the same data in different places on multiple hard disks or ...

  • cache memory

    Cache memory, also called CPU memory, is high-speed static random access memory (SRAM) that a computer microprocessor can access ...