Definition
Processes to collect, analyse, interpret and respond to explicit and implicit client needs.
In detail
Voice of Customer (VOC) is the process of collecting, analyzing, interpreting, and responding to customers' explicit and implicit needs. In the system, it is the input for all growth tools, ensuring products and services are customer-need-driven. VOC picks its method by the question at hand: start with secondary research, then use qualitative methods such as interviews and on-site observation to find direction, and finally confirm with quantitative methods such as surveys — it does not rely on interviews and observation alone while excluding questionnaires. It typically outputs customer requirement lists, prioritization, key customer statements, and action plans.
Example in practice
When the direction of new product development is unclear, the company initiates a VOC project, arranging the team to interview key customers to understand their usage scenarios and pain points. By analyzing interview records, core needs are extracted and translated into product specifications. The newly developed product better fits the market, receives positive customer feedback after launch, and market share increases.